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What:  Portada talked with Stanley Black & Decker’s VP Digital and Commercial Excellence  Andres Amezquita about how SB&D is using Latin America as a major market to test digital and content innovations.
Why it matters: Content commerce and SB&D’s new “omnichannel” approach to marketing in Latin America will be a featured topic at Portada Miami on April 12  Make sure to get your tickets! While offline continues to be important, Amezquita says offline plus online has “a stronger appeal.”

Andres Amezquita is proactively changing SB&D’s marketing approach in Latin America.

The global diversified industrial company that provides tools and solutions to builders and makers worldwide, is keenly away of the power of reaching consumers digitally. But that doesn’t mean abandoning the traditional offline channels of communications that have served the company so well since its founding in 1843.

While the traditional focus has been on offline communications with consumers (in-store materials, catalogues, print), SB&D is proactively changing its marketing approach in Latin America, Amezquita tells Portada.

“While we realize offline continues to be important we believe an omnichannel (offline plus online) approach has a stronger appeal.”

Content and focus on the end-user is driving SB&D’s new LATAM strategy of a combined offline and online approach.

“Our strategy is to be end-user centric. Content is a key pillar of this,” Amezquita says.

SB&D’s shift from traditional commercialization strategies to an end-user centered e-commerce approach to marketing also takes into account the exploding growth of consumers’ access to the internet via cell phones in Latin America.

“YouTube and social media, in particular Facebook, are key for our communication strategy,” Amezquita says.

Stanley Black & Decker’s Andres Amezquita will be a featured speaker at #Portadamia on April 12 when he will discuss how SB&D’s content- and user-focused digital strategy in Latin America is changing the way SB&D is reaching customers.

Portada: What are some of the ways digital tools can improve your content reach to consumers?

AA: We have to have all the fundamentals in the right place (websites, social destinations) while bringing technology to key activities like our after-sales service network.

While we realize offline continues to be important we believe an omnichannel (offline plus online) approach has a stronger appeal.

Portada: What are some of the new tools SB&D is deploying in Latin America that reflect an increased focus on the end-user, and how does ecommerce fit into this?

AA: We also realize the importance of digital tutorials and video content to upskill and help our users do more with their tools.

Portada: Why the importance of eCommerce?

AA: eCommerce is part of the ecosystem where our end user moves gathering information to make decisions and choosing the best way to buy our products.

Portada: What changes have there been in online sales for SB&D in Latin America?

AA: We have accelerated growth in this area putting a lot of focus on it. We are not only looking at pure players but actively working to develop our customers within marketplaces.

Portada: Is SB&D using machine learning as part of its overall consumer-centric, content focused online and offline strategy?

AA: Definitely.

Portada: Why and how is Miami important for Stanley Black & Decker Latin America?

AA: Close to Miami we have our Global Emerging Markets headquarters. In this division we work every day to create an exponential organization and experiment new models to grow our business. Miami is in a privileged place geographically for being close to Latin America and yet at a distance to get a bigger picture. Also it provides a daily platform to explore upcoming digital trends before they are hot within Latam.

We are excited to announce that Andres Amezquita, VP Digital and Commercial Excellence Latin America at Stanley Black & Decker, Inc. is joining the Portada Americas Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Miami, on April 11  in Miami’s East Hotel.

Andrés has many years of experience in various companies around the world. He started his career in Procter and Gamble, where he worked in Color Cosmetics for ten years launching Cover Girl in Mexico and leading the business in the Latin American region through many distributor partners.

Later on, Andrés worked for the Mattel Company where he became Vice President for the Barbie and Girls international business with a strong focus in Europe and Asia. He ran the Mattel direct to consumer e-commerce business for the US launching Mattelshop.com and overseeing sites such as Barbie Collector, HotWheelsCollector.com and Fisher-PriceShop.com.

After Mattel, Andrés worked for Amazon in Seattle as the Product Experience Development, Marketing/Merchandising and Marketplace lead for the Toys Category. After that he worked passionately in L’Oreal to accelerate digital, ecommerce and CRM across four divisions and thirteen countries as CMO of Latin America. He currently leads digital transformation and marketing for Stanley Black and Decker for Latin America.

Welcome Andres to Portada´s Council System!

Avis’ Ricardo Casco, Pepsico’s Ricardo Arias Nath, Stanley Black & Decker’s Andrés Amezquita, Group M’s José María Sanabria, and Gatorade’s Jill Leccia are some of this year’s Portada Miami expert speakers on marketing for Latin American audiences. Don’t miss their insights, save your spot here!

With only four weeks until Portada Miami 2018, the agenda for April 18-19 has been unveiled, and the speaker lineup couldn’t be more exciting. From the use of technology to the future of soccer, experts in marketing to Latin American consumers will get together at the EAST hotel to discuss key knowledge about this market’s needs for the future— which is already here.

 

Ricardo Casco

After earning his MBA with Florida International University, Ricardo Casco (@rcasco) acquired years of experience in sales and marketing strategies at firms like LATAM Airlines and Discovery Communications. As Vice President of International Sales in the Americas at Avis Budget Group, Ricardo oversees sales efforts to generate and grow business from a diverse portfolio of over 500 international customers across Latin America, EMEA and Asia Pacific.

For the first panel focused on marketing in Latin America, Ricardo will lead the discussion on Using Tech to Move From Targeted to Reactive Marketing. Avis Budget Group knows that, in order to build loyalty from the foundation, it’s necessary to tap into emerging technologies. Ricardo Casco will talk to Portada Miami attendees about some of these technologies, like connected cars.

 

Andrés Amezquita

Right after, Ricardo Arias Nath (@rickyarias), CMO at PepsiCo Latin America, and Andrés Amezquita, VP Commercial Excellence at Stanley Black & Decker will take the stage to discuss how their marketing strategies are adapting to the new realities of Latin American consumers.

 

 

 

Ricardo Arias Nath

Ricardo Arias Nath has over 20 years of experience in consumer and corporate strategy, marketing, and business development, and deeply understands FMCG, Media and Entertainment and Technology Industries in both domestic and international markets. He’ll be discussing marketing strategy with Andrés Amezquita, a marketer with extensive experience in experiential, fast moving, merchandising-heavy categories. After 3 years as CMO for L’Oréal in the Hispanic countries, Andrés has joined Stanley Black & Decker as VP of Commercial Excellence and has a great deal of knowledge to bring to the table.

 

José María Sanabria

The next panel is focused on GroupM Latin America’s CEO, José María Sanabria. He has been CEO of GroupM Latin America since 2015, and he had already led GroupM Spain since 2010. In an exclusive interview, Portada will ask José María about GroupM’s new pan-regional approach.

 

 

 

Jill Leccia

Right after the interview with José María Sanabria, Portada will be proud to present Jill Leccia (@jvleccia), Senior Marketing Director at Gatorade Latin America, who’ll be discussing the future of soccer in the U.S. and across Latin America. Jill has almost 8 years of experience in marketing of beverages to Latin Americans, and 20 years of experience and a successful track-record on Marketing, Innovation and Strategy and Insights in PepsiCo and Procter & Gamble.

Our experts in marketing for Latin American audiences are ready to take the stage on April 18-19, make sure you join the discussion, don’t miss out on Portada Miami!

What: Portada spoke with Arno Trabesinger, FC Barcelona’s Managing Director Americas, about the Spanish club’s expansion plans for Latin America.
Why it matters: Last September, FC Barcelona opened new offices in New York, in an effort to boost its growth throughout the American continent, with a special focus on Latin America.

Arno Trabesinger

Since FC Barcelona Director Ramón Adell’s arrival two years ago, the team has embarked on the road to globalization. “We want to be the most global team of all sports, and Latin America is the base because soccer here is already [the] number one [sport],” said Arno Trabesinger, FC Barcelona’s Managing Director Americas.

To fulfill this goal, FC Barcelona is looking to solidify its presence in Latin America in 2017 through strategic efforts. “Latin America is very important for us, due to the fact that we have so many fans following the team in the region,” added Trabesinger.

Latin America is very important for us, due to the fact that we have so many fans following the team in the region.

According to the team’s social networks analysis, Mexico is the second largest country with the largest number of followers worldwide on the club’s Facebook page, surpassed only by Indonesia. In Latin America, Mexico is the largest, followed by Brazil and Colombia.

COUNTRYCONTINENTREGIONFACEBOOK FANS (21 mar – 2017)
IndonesiaAsiaAsia Pacific9,611,980
MexicoAmericaLatam6,128,601
BrazilAmericaLatam5,858,192
EgyptAfricaMena / North Africa3,639,034
IndiaAsiaAsia3,553,152
United StatesAmericaNorth America3,478,937
BangladeshAsiaAsia2,620,188
ColombiaAmericaLatam2,464,470
ArgentinaAmericaLatam2,373,952
TurkeyEuropeEurope / (Mena)2,359,360
SpainEuropeEurope2,327,154

In Mexico, football fans follow their favorite local team, but also support and follow one or more European teams, explained Trabesinger. “That’s where we want to be number one. In addition, we have nine Latin American players on our team, so that gets us more fans in the region.”

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The goal now is to take advantage of the attention that the club already has to keep it growing. In addition to its social networks strategies, which are dictated from Barcelona, “a relevant marketing tool for Latin America is the team’s soccer schools for children ages 8-16. We have several already in Peru, Guatemala, Brazil, and Mexico, and we want to open more throughout the year,” he added.

A relevant marketing tool for Latin America is the team’s soccer schools.

These schools represent an opportunity for brand development and brand building among children and young soccer fans.

Looking for more sponsors

Growing its network of followers is undoubtedly one of Barça’s objectives, but “growing our business opportunities” is also a goal, said Trabesinger.

In 2015, the team signed a regional agreement in Latin America with Canada’s Scotiabank, which will run through the 2018-2019 season. It also has local sponsorship deals with foot deodorant brand Baruel Tenysa Pe in Brazil, and with Tecate beer in Mexico, in addition to its global sponsorship agreements with Nike, Gatorade, Gillette, and Stanley Black & Decker.

“We are looking for partnerships in Latin America, especially in Mexico and Brazil. That’s why we came to New York, to strengthen our LatAm efforts from here,” he explained.

The club seeks to add marketers to its New York office who know the Latin American market well, and know how to bring together partners in this region.

When adding brands, the most important thing is that they support the philosophy of the club. “We want sponsors who are proud to be part of the family, and are interested in activating at the local level,” said Trabesinger.

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In addition, the team wants to sign agreements lasting a minimum of three to four years. “We want partners who will stay with the team in the long run,” he said.

We want partners who will stay with the team in the long run.

Sports Marketing will play an Important Role at Day 1 of PortadaLat: We have added new Ticket Types to Meet Your Needs!

GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7):
The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 549!)
Secure your spot and start the PortadaLat journey!