<p>Author of four bestselling books and founder of one of the top ad agencies in the U.S., Kelly McDonald provides the tools to engage consumers through tailored messaging and diversity marketing efforts. Featured on CNBC, Forbes Magazine, BusinessWeek, Fast Company, and CNNMoney.com, McDonald can help tweak your product or service to be culturally relevant to new customer groups without offending sensitive groups.</p><p>Go beyond the typical one-size-fits-all approach to marketing and brand loyalty building with one of the nation’s leading experts in consumer trends. Diversity marketing is Kelly McDonald’s focus. This aspect of marketing pertains to tailoring your product, message, and marketing to reflect your customers’ unique needs and values instead of demographic profiles. Doing this without offending new segments or making costly mistakes can be a challenge. McDonald shares methods to help businesses identify the customer groups they aren’t reaching, research those groups, and adapt businesses to help reach these groups for maximum profit. Her client experience includes well-known brands such as Nike, Toyota, Harley-Davidson, and Miller-Coors. </p><p>As a master of multicultural marketing, McDonald emphasizes the benefits of segmentation as a path to establish stronger customer ties and promote long-term customer loyalty. McDonald is the founder of McDonald Marketing, twice named one of the top advertising agencies in the U.S. by <em>Advertising Age</em> magazine. McDonald’s bestselling books <em>It's Time to Talk About Race at Work: Every Leader's Guide to Making Progress on Diversity, Equity and Inclusion, How to Work With & Lead People Not Like You, Crafting the Customer Experience for People Not Like You, and How to Market to People Not Like You </em>draws from real-world case studies.</p><p>Her goal is to take you from tentative new business to trusted name among a diverse set of communities. Some of these challenging customer group segmentations include racial, ethnic, religious, generational, lifestyle, and geographical differences, but not all are based on demographics. </p><p>To generate new revenue, you have to win over new customers. To do this, first you need to ask the right questions. Who are these customers, how are they different, and how do you connect with them? On stage, McDonald offers detailed strategies and applicable tactics that enable you to immediately start marketing while catering to customers' differences and reaching them on an emotional level.</p>
Multicultural marketing and business trends expert, founder of nationally recognized ad agency McDonald Marketing
<ul><li><strong>How to Make Progress on Diversity, Equity & Inclusion in Your Organization</strong></li><li>Corporate America is not very diverse; we're a long way off from having equal representation of people of color, especially in key executive and leadership positions. Many leaders want to create change, but don't know how. Kelly McDonald, author of the bestselling It’s Time to Talk About Race at Work, provides a roadmap for how you can successfully create a fair and equitable workplace, one that recognizes diverse talent and fosters productive and constructive conversations across different perspectives that make business better–for everyone.</li><li><strong>How to Work With & Lead People Not Like You</strong></li><li>Companies and organizations are under pressure to make sure their workforce and employee base is diverse, inclusive and representative of the customers and clients they serve. Studies show that a diverse workforce has a positive–and measurable–impact on the bottom line. Diverse workforces don’t just lead to better decisions and solutions and innovation–they’ve been proven to grow business and profits. Kelly McDonald, author of How to Work with and Lead People Not Like You: Practical Solutions for Today's Diverse Workplace, takes the topic of work and leadership to a new place–one that is getting more attention every day and will continue to do so as organizations strive to “do better and be better.”</li><li><strong>How to Market to People Who Are Not Like You: The New Market Segmentation</strong></li><li>Our marketing environment has become more complex, and consumers have become more sophisticated. Diversity marketing is the new norm, and this doesn't simply mean racial diversity. Diversity comes in many forms: Gender, race, age, life stage, language preference, sexuality, and hobbies or special interests are all ways in which people's differences are recognized. By recognizing these differences and tailoring your product, message or marketing efforts to reflect consumers' uniqueness, you are validating the importance of a consumer group.</li><li><strong>Crafting the Customer Experience for People Not Like You</strong></li><li>A "one-size fits all" approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers' lifestyle differences in order to meet or exceed customers' service expectations. This session from multicultural marketing expert Kelly McDonald will show how companies, brands and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized customer service.</li></ul>