Sergio Zyman

Sergio Zyman Speaking Topics

• Green Marketing: The Good, the Bad & the Ugly About Going Green

  9/11, the Tsunami in Thailand, Katrina, globalization, and the Internet, among others, are events that increased pressure over environmental issues and have raised the awareness of "going green"... but has "green" really gone mainstream? Are SUV sales really down? Are companies really investing to undergo green transformation? Zyman will give you an interesting perspective on the myths and realities behind green marketing and the potential opportunity this endeavor will create for companies pursuing green, thereby enabling them to play a protagonist role in the future.

• Why Hispanic Marketing Is a Hoax

  Everyone knows that Hispanics make up a large, growing, and increasingly wealthy demographic, but very few companies are getting it right when trying to market to them. It's not about sombreros, mariachi bands, and Chihuahuas—or what is commonly known as Hispanic marketing. It's about marketing to Hispanics in a deeper and more meaningful way that entails understanding Hispanics' needs, motivations, and purchase drivers, and then creating strategies and solutions that meet these needs. The companies that get it will benefit significantly. The ones that don't will miss a tremendous opportunity. Zyman, a Mexico City native, will show audiences how to better understand this important market and provide best practices for successfully creating breakthrough strategies. He will provide strategic and executional guidance to penetrate the Hispanic market to build true brand loyalty for longterm profitable growth.

SMEB Marketing: Marketing is Not Only For The Big Boys

Too many things to do, few resources to do it... don't fall into the trap and use scientific marketing to accelerate the value creation. Marketing is too important for Fortune 500 companies, and even more important for a smaller company's growth. Having worked for a large corporation like The Coca-Cola Company for so long, the question is constantly asked of Zyman, "Coke, yes. But how does that apply to a small business?" The reality is that the principles that apply to small, medium, and large businesses are the same for all, commercially speaking. In this presentation, Zyman discusses the principles of marketing that have evolved over the past 30 years, and how they apply to businesses ranging in size from a one-person entrepreneurial company to a three-store pizza chain or medium-sized business.

So You're On the Health and Wellness Bandwagon? Going Beyond Trends to Generate Growth

From counting calories in the '70s to severely limiting fat intake in the '80s to shakes and bars replacing meals in the '90s to counting carbs instead of calories in 2000 to today's focus on everything organic and functional... what is a reality and what is a myth? What are the major trends and the perceptions among consumers? "Better-for-you food and drinks" are impacting the market and the lifestyle of many consumers today. With many stories and battle scars, Zyman will show audiences how understanding these mega-trends is the easy part. He will also detail how to effectively activate these trends across brand touchpoints and to achieve a wellness marketer's mandate: growth.

Why Marketers Need To Be More Like Politicans

What do candidates and brands have in common? What can a brand strategy mimic from a campaign strategy? What can marketing learn from a campaign that has an expiration date? Businesses keep reminding themselves: "It's all about the customer," but politics never needs the reminder: "It's all about the voter." Zyman will show audiences differences and similarities between marketing a brand and marketing a candidate, but most importantly he will lay out the principles and guidelines to successfully apply the political model to your brand to create breakthrough strategies.

Private Equity: It's Not About "Managing Business"

Changes in external factors are driving new challenges for the private equity industry, forcing it to move beyond transactional thinking and embrace transformational and value-creating investment opportunities. With deal flow on the decline and liquidity/credit challenges, there is a need to evolve the approach. Quite simply, PE firms must go beyond managing the business (operations, supply chain, efficiency) to running (driving acceptability, affordability and availability) and growing the business (creating demand and new sources of growth). Zyman will help audiences understand how, by focusing on the consumer and not only the financials, with transformational vs. transactional growth, PEs can improve the profitability of the portfolio of companies.