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 Kelly McDonald-(Marketing)Marketing Effectively to U.S. Hispanics
I had the pleasure of listening to a presentation by Kelly McDonald at the Nebraska Bankers Association meeting this week. WOW! She absolutely is one of the best marketing presenters that I've heard in years. Her content is so interesting and her delivery is very dynamic. This is just the kind of thought provoking and contemporary content we need at First National. I'm greatly looking forward to hearing her presentation to our team. Kudos to all involved! Stephen Zubrod, First National Bank of Omaha Kelly McDonald is a marketing and advertising expert, with 20 years of experience at top global ad agencies. Specializing in teaching companies, associations and organizations how to market effectively to U.S. Hispanics. MOST REQUESTED TOPICS: Note: These descriptions are meant to provide an overall understanding of the topic and what audiences will learn. These are not "canned" presentations. Due to the nature of the subject matter, all presentations are customized for a client's specific industry, providing the most relevant, up-to-date information for growing business. How to Market to People Who Are Not Like You: the New Market Segmentation "Marketing fitness" requires the same dedication, discipline and training as any other fitness regime. You have to fuel your marketing plans and initiatives with the right healthy ingredients to achieve top performance. One of the most important issues to address within your marketing plan is the new market segmentation. Our marketing environment has become more complex, and consumers have become more sophisticated. No longer does mass marketing and mass media necessarily fit the bill - putting your message out there as broadly as possible and hoping it will hit a majority of your prospects. Diversity marketing is the new norm, and this doesn't simply mean racial diversity. Diversity comes in many forms: gender, race, age, lifestage, 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. It may be counterintuitive to focus on differences rather than similarities, but that's where adding a new "exercise" to your routine can really stretch your marketing muscles and bring incremental results. The U.S. population is increasingly diverse, and in some industries, the composition of the workforce is 70% minority. This shift in demographics is a permanent one and brings many changes to our society and our workforce. These changes also bring unique challenges to employers and workers as values sometimes differ between various cultures. Among Hispanics, the largest ethnic minority in the U.S., values and customs often differ depending on country of origin and level of acculturation. Learning the key differences in values and cultural expectations among different Hispanic segments can help your business attract, recruit and retain the best employees. This presentation will focus on how you can best reach and retain diverse workers by understanding varying levels of acculturation, differences in values, and how to increase productivity and retention among your diverse workforce. Diversity in America: the Growing Impact on Work, Organization and Consumers We all know that our society is becoming increasingly diverse and that no longer are cultures necessarily "melting together" into one homogenous group as in past decades. In fact, the modern phrase is that our society has moved from being a "melting pot" to a "salad bowl", with clear distinction between different cultural groups. And diversity comes in many forms: racial, ethnic, gender, generational, sexual preference, linguistic, even lifestage and level of affluence, to name a few. Learning about differences in values among different groups is the key to maximizing relationships and business opportunities. This presentation will focus on why diversity is a business opportunity - how you can grow your business by better understanding your co-workers, your customers and the community in which you live and work, today and tomorrow. LATINO FOCUSED PROGRAMS: How to be a Latino-Ready & Latino-Friendly Employer: Insights into Your Hispanic Workforce
Biography: Kelly McDonald is a marketing and advertising expert with 20 years of ad agency experience, on both the General Market and Latino sides of the business. She worked in top positions for several global ad agencies, including Young & Rubicam, TBWA Chiat/Day and Temerlin McClain before making the move to Latino advertising and marketing. Working with clients such as Nissan, Toyota, Subaru, Kimberly-Clark, Bank One Alltel and Budweiser, Kelly has helped clients grow business by targeting U.S. Latinos strategically and creatively. Kelly was drawn to the Hispanic culture twenty years ago when she left her home town of Milwaukee and moved to Albuquerque, New Mexico. She began studying the culture and collecting Latin American artwork. But it wasn't until Kelly worked for Ornelas, one of the country's top Latino ad agencies, that she immersed herself in the Latino culture. With co-workers from all over Latin America, Kelly was exposed to the nuances of the culture, from weddings, funerals and births, to holiday traditions, language differences, food specialties, the role of family and faith, and more. Her love for the Latino culture extends beyond business: Kelly has taught English as a Second Language to Latinos for years as a volunteer. Additionally, Kelly and her husband travel extensively throughout Mexico, and her mom has lived in Mexico for fifteen years. Kelly's dream is to educate American businesses and organizations about the potential of cultivating Latino consumers and share marketing insights about reaching Latinos emotionally, rationally and with cultural relevance. |
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of related topics: Advertising , Branding , Ethnic Marketing , Marketing , Sales |
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