Roberto Siewczynski

Articles by Roberto All articles by Roberto

• Cinco Mega Topics in Engage:Hispanics on 04/19/2017
  

  As we near the most "archetypical" of Hispanic holidays, Cinco de Mayo, instead of getting into an exhausting explanation of why (or why not) the day is important, below are my "cinco" mega topics to keep in mind when activating Hispanic marketing.

• Shoot And Score With Your World Cup Marketing Strategy in Engage:Hispanics on 03/16/2017
  

  Clients have started thinking about 2018, even though 2017 only just started. I know it seems crazy, but keep in mind, national retail and promotional partnerships require significant lead time. Meaning, as a marketer, if you want to do a promotion around next year's big soccer tournament, you need to start thinking about it today. Yes, I'm referring to the World Cup. We are about 15 months away from Russia 2018, with soccer qualifiers and lead-up tournaments already in the works.

• Hispanic Marketing In The Trump Presidency Era in Engage:Hispanics on 01/19/2017
  

  They say that the bulk of the president's job is dealing with the unexpected. Candidates campaign on platforms and promises which in many cases are not fulfilled nor accomplished. So what candidates say to get elected is one thing, and what they do when they are in office is another. The election of Donald Trump was, to many, unexpected. Politics aside, a question has been lingering in my mind about whether this will be good or bad for business (and by business I mean the Hispanic marketing communications business). There are a couple of areas where I think a Trump presidency will have implications:

• Top 10 Latino Creative Devices in Engage:Hispanics on 12/15/2016
  

  As we were presenting work to a client a question came up: "Where is the Latino relevance in the execution?" Frequently, when presenting creative work for the Hispanic market, there is tension in trying to show something that is unique to Latinos in the work, and the question of whether or not you really need it.

• The Latino-Infused CPG in Marketing: CPG on 11/14/2016
  

  A few decades ago, Frito-Lay was onto something. The year was 1994 and they realized that there were a lot of Latinos in Los Angeles. They also realized that Latinos had different taste palates and over-indexed in the salty snacks category. So they decided to launch "Sabrositas," a series of Latino-infused (Limon, Chile, etc.) line extensions for the Frito-Lay brand.

• Tipping the Latino Scale in Engage:Hispanics on 10/20/2016
  

  Scale (or multi-brand) retail programs have been around for a long time. This is not new news. However, when it comes to Hispanic scale programs, the dynamics tend to be a little different.

• The Latino-Infused CPG in Engage:Hispanics on 09/15/2016
  

  A few decades ago, Frito-Lay was onto something. The year was 1994 and they realized that there were a lot of Latinos in Los Angeles. They also realized that Latinos had different taste palates and over-indexed in the salty snacks category. So they decided to launch "Sabrositas," a series of Latino-infused (Limon, Chile, etc.) line extensions for the Frito-Lay brand.

• The Unexpected Winner Of Copa America Centenario  in Engage:Hispanics on 07/21/2016
  

  In what was perhaps one of the most interesting soccer tournaments in 100 years, the question that kept coming to my mind during the Copa America Centenario was: who won? I'm not talking about the obvious answer, when we saw La Roja - Chile -create one of the largest upsets in recent international soccer history by defeating Argentina in penalty kicks. I'm talking about another kind of victory, one that interested me for professional reasons. I'm talking about the winning advertiser during the tournament.

• Three Strikes For First Timers  in Engage:Hispanics on 06/16/2016
  

  Over the course of my career, I have very frequently run into "first timers." What do I mean by this? Companies, clients or brands that have never marketed their product or service to Hispanic consumers, and have decided to embark upon this opportunity. I cannot remember how many new clients I have serviced who were at this juncture.

• Top 10 Latino Creative Devices  in Engage:Hispanics on 05/19/2016
  

  As we were presenting work to a client a question came up: "Where is the Latino relevance in the execution?" Frequently, when presenting creative work for the Hispanic market, there is tension in trying to show something that is unique to Latinos in the work, and the question of whether or not you really need it.

Comments by Roberto All comments by Roberto

• Top 10 Latino Creative Devices by Roberto Siewczynski (Engage:Hispanics on 05/19/2016)
  

  Juan, thank you kindly for comment. Very insightful indeed. Yes you are are right there probably is a library of congress and unfortunatelly things do get dumbed down maybe a little too often.

• If I Were CMO For Republicans Or Democrats This Election Year by Roberto Siewczynski (Engage:Hispanics on 02/18/2016)
  

  Thank you Mr.Robinson, very well put. If you want growth you need to build those bridges with the Hispanic market.

• Driving Back-to-School Sales With a Culturally Sensitive Path-to-Purchase Model by John Burn (Engage:Hispanics on 08/28/2015)
  

  Interesting work John - keep it up! Love the insight/data.

• 360 Roses And Thorns by Roberto Siewczynski (Engage:Hispanics on 08/20/2015)
  

  Thank you for the comments Carlos and Lisa. Maybe I am dating myself a little with the bluebook comment! Lisa, thank you for your comment, just saw your website - love the work keep it up!

• We Are Sometimes In The Export Business by Roberto Siewczynski (Engage:Hispanics on 07/27/2015)
  

  Mark, thank you for your note. It was driven by cost and a package re-design...but I do not think we ever got a real reason :)  

• Latinomics by Roberto Siewczynski (Engage:Hispanics on 05/21/2015)
  

  Thank you for the comments Jonathan. Yes Minority Majority markets and states are a reality all the more reason for mor ecollaboration and zero base bugetting. Best.

• Reach Out And Touch Someone by Roberto Siewczynski (Engage:Hispanics on 04/16/2015)
  

  Thank you for your comments very true. Funny when you think about it, but instead of brining us together technology in many ways brings us appart.

• Lent Me Your Ears by Roberto Siewczynski (Engage:Hispanics on 02/19/2015)
  

  Interesting comment from B Rivero. Although I am not Catholic as an outsider looking in I would say Pope Francis has re-energized the Catholic faith and your comment could well cary a lot of truth. Its clear his leadership style and personality have had an impact on attitudes which ultimately could lead to consumption patterns changing (less indulgence to your point).

• Lent Me Your Ears by Roberto Siewczynski (Engage:Hispanics on 02/19/2015)
  

  Clamato + Shrimp program was executed for the first time in the US during Lent. It was sold into the retailer as a lent program, during lent to help liquidate the large lent shrimp inventory the retailer had ordered because during lent, Latino shoppers eat more fish and seafood. It was so successful that it expanded to other chains for lent but eventually (and this is why you may think it was not lent specific) it became a standard part of the playbook (just as we had parrillada solutions for summer, botana solutions for games, etc) that retailers could activate through the year. Lent was the catalyst (and focus) for this program because there was a Hispanic shopper need that was addressed with an effective shopper program. It grew from there and yes today you may will see it also executed during the summer. Any smart retailer would want to replicate what works.

• Lent Me Your Ears by Roberto Siewczynski (Engage:Hispanics on 02/19/2015)
  

  Now that you brought up St. Thomas I suggest we get St. Nielsen involved :) ...would love to see some in depth work by them on this topic. Interestingly, you mention 2 of the 3 elements of the shopper equation (Retailer and Manufacturer). The third one is THE SHOPPER (not the consumer), and to put it simply what does the shopper want during lent? Fish. So, if you are a complimentary category why would you not provide a shopper solution to get some incremental sales. Retailers do operate on razor thin margins which is all the more reason why they need velocity and focusing on fish during lent gives them that increase in revenue per square foot thus yielding more cash flow. If they DIDN"T do this then they would probably take a sever hit on their margins. Same reason they put those BBQ displays with charcoal and hot dogs during July 4th. Here is a more precise example: a few years ago we used to work with the Clamato brand. One day we came up with as simple idea: why not sell Clamato as an ingredient for "Cóctel de Camarones". We grew the brand by over 20% during the timeframe in one chain. Next year other chains wanted the program and it became embedded in the marketing plan as a must do for over 20 chains. We sold more shrimp, we sold more Clamato and we grew the basket because we also had a $1.00 off on Crackers.

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