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Kelly McDonald
Marketing & Communication Expert
What Kelly does...
Kelly is a marketing and
communications expert who speaks on how to grow business with effective
marketing techniques and how to connect with others to form
relationships that are constructive and effective in business.
Why Kelly is in demand...
She was named one of the "Top 26 Hottest Speakers" by Successful Meetings magazine
She's been featured on CNBC, in BusinessWeek, in the Chicago Tribune, on CNNMoney.com and on Sirius/XM Radio
Her company, McDonald Marketing, has twice been named one of the top ad agencies in the U.S. by Advertising Age
Inc Magazine has twice ranked her company one of the fastest-growing, independently owned companies in the U.S.
She's been named one of the "Top 5 Speakers on Marketing" by Speakers Platform
She is a
nationally recognized expert on changing demographics, generational
differences, multicultural marketing and Hispanic marketing
She is the
author of two books. Her first, “How to Market to People Not Like
You”, was #7 on the list of Bestselling Business Books of 2011 and her
latest book is titled “Crafting the Customer Experience for People Not
Like You”.
Her style...
Kelly is high energy and high content. Her enthusiasm ignites audiences
of every size. She is often chosen as an opening or closing keynote
speaker to set the tone for a conference. Repeat clients also choose
Kelly for "after lunch" sessions when audiences need to be enthused and
excited. Here are a few comments from attendees regarding Kelly's style:
"GREAT speaker! Kept my interest the entire time."
"I have been coming to this conference for almost a decade and this was, by far, the best session I've ever attended."
Kelly is
terrific - her presentation style, combined with real world examples
and step-by-step instructions on better marketing made this the
highlight of the convention."
"Have her back!"
Kelly is a great fit if your audience is...
Independent business owners (dealers, agents, franchisees) who need
help with marketing and need clear, actionable steps, not just theory.
Retailers who need to keep up with changing demographics and how these affect business, today and tomorrow.
Association
members who need ongoing marketing expertise, the latest thinking and
trends and how to apply these to growing their business.
HR
professionals who want to educate their executives and associates about
the growing diverse population of the U.S. and what it means to their
business. Also, HR professionals who want to increase productivity and
communication through better understanding differences between people.
Corporate clients who hold sales meetings, marketing meetings, management meetings and leadership development meetings.
Hospitality professionals who need to know how to recruit, hire, train, retain and manage a diverse workforce.
Any business with a workforce that has different generations working side-by-side.
Key clients who have hired Kelly:
State Farm Insurance (8X)
Harley-Davidson (4x)
Toyota (3X)
International Beer Summit (2X)
Mattel
Nationwide Insurance
American Bankers Association
Association of Progressive Rent-to-Own (4X)
Texas Bankers Association (4x)
Nebraska Bankers Association (6X)
Marquis Software (4X)
PIMA (Professional Insurance Marketing Association)
NACE/CARS
Harrah's Casinos
Texas Hotel & Lodging Association
Kelly's areas of depth and expertise:
- Automotive
- Financial Services
- Retail
- Hospitality
Kelly's Bio...
Kelly McDonald is a marketing and advertising expert with
specialization in generational insights, multicultural marketing and
Hispanic marketing. She worked in top positions for several
global ad agencies before starting her own marketing firm in 2002.
Her client experience includes brands such as Toyota, Kimberly-Clark, Miller/Coors, Sherwin-Williams and Nike.
Most Requested Topics...
Crafting the Customer Experience
for People Not Like You: How to Delight & Engage the
Customers Your Competitors Don't Understand
Learn 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.
A "one-size fits all" approach to customer service is no longer viable.
Businesses competing on service need to understand and cater to
customers' racial, ethnic, religious, generational, lifestyle and
geographic differences in order to meet or exceed customers' service
expectations.
This session will cover core customer groups, including women, the five
generations (Matures, Boomers, Gen X, Gen Y and Gen Z), racial and
ethnic segments, such as Hispanics, Asians and African-Americans, as
well as those who are defined by key lifestyle and life-stage
attributes. Includes consumer insights that will help you deliver
a better business experience for every customer.
You cannot control the economy, the stock market or the costs of goods
and labor. But you can control your organization's customer experience.
It's an empowering thought. Customer service is 100% in your control at
all times and it's more important than ever in today’s competitive
business environment.
And terrific customer service doesn’t have to break the bank:
it’s about understanding your customer’s values and catering to their
priorities.
How to Market to People Not Like You: The New Market Segmentation
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, 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 seem counterintuitive to
focus on differences rather than similarities, but this can really
stretch your marketing muscles and bring incremental results.
Mommy Marketing: How to Win the Hearts and Reach the Wallets of Today's Modern Mom
Today's mom is different than every previous generation of
moms. They're busy. Whether they work outside the home or not, they
work long and hard to manage their households and the well-being of
their family. For brands and companies, cultivating this important
consumer segment means big bucks and fierce loyalty if you reach them
with relevance.
But that can seem difficult to do. Moms today don't watch much TV or
listen to the radio. They can't be reached through traditional
marketing channels - they're simply not there. They spend considerable
time online and are tightly linked to their social network community.
They are skeptical of hyperbole and marketing "promises".
But they listen to and respect the companies, brands, products and
services that meet their needs and market to them by building
relationships with them. And they listen to other moms.
The "mommy culture" is big. Moms today are more selective than ever
about who they do business with and how they spend their money. Women
and moms make 80% of the purchase decisions for U.S. households. (Some
say it's closer to 100%)
This session will show you exactly how to effectively tap into this large, lucrative and loyal market.
Changing Demographics & How This Affects Your Business, Today & Tomorrow
The 2010
Census numbers are in and the findings are startling and profound. One
in three Americans is not White. Four states have "minority majority"
populations. Young people increasingly are opting not to get married.
Asians have the highest household income of any race or ethnicity.
Rural communities are losing population fast.
Now, more than ever, it's imperative that you understand the changing
demographics of the communities and groups you serve. How can you best
serve a local community or organization if you don't know what your
community looks like today?
And the changes in demographics take many forms: racial, ethnic,
gender, generational, sexual preference, linguistic, even lifestage and
level of affluence, to name a few. Diversity of thought helps companies
stay leading-edge and proactive as well. And learning about differences
in values among different groups is the key to maximizing
relationships, marketing efforts and business opportunities.
This presentation will focus on why changing demographics and diversity
are business opportunities and how these changes affect your business
today and tomorrow.
Diversity in America: the Growing Impact on Work, Organizations & 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.
The 2010 Census reveals just how diverse America has become. For
example, for the first time in our country's history, one in three
Americans is not White.
But diversity comes in many forms: racial, ethnic, gender,
generational, sexual preference, linguistic, even lifestage and level
of affluence, to name a few. Diversity of thought helps companies stay
leading-edge and proactive as well. And learning about differences in
values among different groups is the key to maximizing relationships,
marketing efforts and business opportunities.
This presentation will focus on why diversity is a business and
personal opportunity - how you can benefit by better understanding your
co-workers, your customers and the community in which you live and
work, today and tomorrow.
Customer Service: How to Keep Customers Rushing Back for More
We all know that the customer is king. In our increasingly
competitive business environment, it's more important than ever to
cater to customers' needs, desires and provide customer service that
goes way beyond basic politeness and courtesy. The best and smartest
companies are finding that listening to what customers want and
delivering on every promise, no matter how small, keeps customers happy
and coming back for more. And terrific customer service doesn't have to
break the bank: it's not about spending more to keep customers happy,
it's about truly understanding the customer experience from a personal
point of view.
Additionally, in today's diverse marketplace, recognizing that not all
customers are the same and that needs may differ with cultural values,
this session will address key customer insights to best deliver
exceptional service to your Spanish-speaking customers.
Social Media & Marketing: How to Use it to Grow Business in a Low-Cost, No-Cost Manner
Everyone has heard of social media and social marketing,
and most everyone knows at least a little something about Facebook,
MySpace and/or Twitter. But there is tremendous confusion about how to
use these tools for business marketing. Sure, you may use Facebook to
share your vacation pictures with friends, but how are you supposed to
use it to market your business? And what kind of "tweets" is a company
supposed to send out on Twitter? And more importantly, why? Who follows
this stuff, anyway? Who is the audience and what's the best way to
reach them?
This session will focus on how social media & marketing can be your
new best friend: with so much pressure on marketing budgets, social
media & marketing is a dream come true, because it costs little or
nothing to execute. But you've got to learn the ropes of how to do it
effectively and correctly, to truly reach new & existing customers
with relevance.
Tips & Tricks for Taking Social Media to the Next Level
So you're blogging, tweeting and posting away and your fan
base and followers are growing accordingly. Now what? What are the next
steps in social media? How do you monetize it, track it and keep it
growing?
This session will focus on how to use social media to build your brand
and elevate your marketing. The social media landscape is changing fast
and new tools like QR codes, Google 1 and more are entering the picture
that make consumer connection, dialogue and purchase influences easier
and better than ever. This session will cover key tips on what's new in
social media marketing as well as best practices and top tips to try.
Along the way, a few social media marketing myths will also be
shattered.
Disaster Recovery & Crisis Management Using Social Media
Most people know that social media and social marketing
are great for building relationships with customers and prospects
online and for marketing your products and services in a low cost or
no-cost manner.
But few people realize the power of social media when it comes to the
bad stuff: what happens when you've had a security breach or other
crisis? Should you be communicating with your customers via social
media during a time of crisis? For serious matters, is social media an
appropriate environment for handling urgent, sensitive and disastrous
matters?
This session will focus on how social media & communications can be
used to handle a crisis effectively. It's not just about trying to
smooth things over with customers when they are upset or concerned
about something. Today, information is shared quickly and widely, and
bad news and bad information travel fastest of all.
Learn the ropes of how to use social media platforms effectively and
correctly, to not only handle a crisis, but also to come out on the
other side with improved customer satisfaction and positive public
relations.
Come Together: Generational Differences and How to Effectively Work with Someone Much Older or Younger than You
Matures. Boomers. Gen X. Gen Y. Or are they called Millennials? Why is Gen X called "X"?
Why don't Boomers realize there's more to life than work? And why don't
Millennials realize that their 5:00 pm yoga class does not take
precedence over a client deadline? What happened to "paying your dues"?
Why doesn't my supervisor praise me and appreciate me for all the great
things I do every day?
These questions are being asked and grumbled about in every office
everywhere in the country. Any time two or more generations work side
by side, there are going to be potential differences in the approach to
work and collaboration. But never have the differences between these
generations been so profoundly marked as they are now. Why? And more
importantly, how do you learn to work with someone who has such a
different approach to work, not to mention their values and priorities?
This presentation focuses on key generational differences and how you
can work effectively with someone much older or younger than you - and
enjoy it!
How to Connect with Others, Regardless of Age, Wage or Lifestage
It's getting harder and harder to connect with others
because there are so many barriers to connection. Technology is our
friend, but also our enemy as we have more and more ways to filter out
the information and communication we don't want. So in order to connect
with someone, you must learn to tap into relevant belief, values or
habits. And that can be hard to do when someone is different from you.
This presentation will focus on key diverse market segments, emerging
market segments, and how major companies are learning to penetrate
these groups, either internally or as customer base expansion, to form
deep and lasting connections.
Attendees will learn why diversity is a real opportunity - and how you
can grow your relationships by better understanding your neighbors,
co-workers, your members and the community in which you live and work,
today and tomorrow.
Relating, Not Translating: How to Market to U.S. Hispanics
The U.S. Census reveals that there are now more than 50
million Latinos residing in the U.S., and that Latinos are now the
largest minority group in the country. By the year 2020, Latinos will
account for one in five U.S. residents. Virtually every major brand,
product and service is scrambling to learn how to tap into this large,
lucrative and growing consumer base.
Cultivating the Latino consumer will help you grow your business, today
and in years to come. But it requires more than just translating a
message into Spanish: you'll need to know which is the right Latino
customer for you and how to connect with this consumer emotionally,
rationally and culturally. Attendees will leave with specific
strategies and tactics for developing effective marketing messages
targeted specifically to the Latino market.
How to be a Latino-Ready & Latino-Friendly Employer: Insights into Your Hispanic Workforce
The U.S. Hispanic population is exploding, and in some
industries, as many as one in four workers is Hispanic. 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 in Anglo and Hispanic
culture.
Among Hispanics, 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 the Hispanic
worker by understanding the varying levels of acculturation, the values
associated with each, and how to increase productivity and retention
among your diverse workforce.
How to Incorporate Outstanding Customer Service into Your Marketing Plan
We all know that the customer is king. In our increasingly
competitive business environment, it's more important than ever to
cater to customers' needs, desires and provide customer service that
goes way beyond basic politeness and courtesy. The best and smartest
companies are finding that listening to what customers want and
delivering on every promise, no matter how small, keeps customers happy
and coming back for more. And terrific customer service doesn't have to
break the bank: it's not about spending more to keep customers happy;
it's about truly understanding the customer experience from a personal
point of view.
Additionally, in today's diverse marketplace, recognizing that not all
customers are the same and that needs may differ with cultural values,
this session will address key customer insights to best deliver
exceptional service to your Spanish-speaking customers.
Customer service is an integral part of the customer experience. As
such, it must be addressed holistically in a marketing plan to ensure
that the experience of the of the customer meets the promise of the
brand. This session will show you how to incorporate customer service
into the development of a marketing plan, not merely address it as an
after-thought or separate departmental silo.
Marketing 101 - the Basics of Advertising & Marketing and How to Implement Them
Marketing your product, service and yourself is vital to
growing business. But exactly how does one do this effectively? How can
the average small business market itself with limited dollars, yet
achieve maximum results?
This session will focus on what you need to know to effectively build a solid advertising and marketing plan.
How to Best Reach the Hispanic Family in Your Schools
The U.S. Hispanic population is exploding, and is now the
largest ethnic minority in the U.S. This shift in demographics is a
permanent one and brings many changes to our society and our schools.
Hispanic students face unique challenges compared to other students,
including the expectation of speaking two languages and being
bicultural as well as bilingual. Values differ in Anglo and Hispanic
culture as well, and often students are torn between what is expected
of them at school and what is expected of them at home.
Educators also face unique challenges: from strained resources to
bilingual education to getting parents involved in their child's
education, today's educators are consistently asked to do more with
less, and to learn how to connect with both the student and parents.
And Hispanics are not "one size fits all" - there are significant
differences in values and behavior that coincide with varying levels of
acculturation. It is imperative to understand Hispanic values in order
to understand the barriers that keep Hispanic parents from becoming
involved in the children's school activities.
This presentation will focus on how you can best reach the Hispanic
family in your schools by understanding the varying levels of
acculturation, the values associated with each, and how to help each
student realize their full potential in our multicultural world.
How to be a Culturally-Ready & Culturally-Friendly Employer: Insights into Your Diverse Workforce
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.
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