Roberto Siewczynski from Epsilon: Research, data and planning are key in the U.S. Hispanic market

Roberto Siewczynski, SVP Group Director at Epsilon, frequently deals with clients who have never addressed the Hispanic market or have had very specific communications years ago. His main advice for these first-time advertisers is to take strategy seriously and to forget about urgency. He says that research, data and planning are key in the Hispanic market. Another relevant aspect is to invest in key performance indicators that prove the value of marketing activities. “If your marketing initiative for the Hispanic market isn’t as good as the one for the general market, it won’t appeal to Latinos as much” he pointed out.”First timers are often very passionate and excited. But that doesn’t mean all of the normal planning, processes and operations get thrown out of the window. They need to review with their operations team that all the products and promotions they are offering come out in time when the marketing strategy does” he explained. For first time Hispanic marketers that come out of the gate swinging too hard, three strikes and you’re out. And the next time at bat will be even more difficult. Let’s do it right the first time” ended Siewczynski.