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Kelly McDonald is a nationally recognized marketing expert, with deep specialization in diversity marketing and business trends. She was named #1 on Successful Meetings magazine’s list of “26 Hot Speakers.”

Kelly is the author of How to Market to People Not Like You and has been featured on CNBC, in BusinessWeek, on CNNMoney.com and on Sirius/XM Radio. She works with clients such as Toyota, Harley-Davidson, Sherwin-Williams, State Farm and Miller/Coors. Her company, McDonald Marketing, has twice been named one of the top advertising agencies in the U.S. by Advertising Age magazine.

As a professional speaker to businesses and organizations, Kelly shares marketing insights and teaches strategies and tactics for cultivating diverse consumers emotionally, rationally and with cultural relevance. Her topics are always customized to the specific industry and localized geographically as appropriate.

Kelly is a member of the National Speakers Association.

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 for…

    • 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.


Kelly McDonald Speaker Videos Back to top

Keynote Speech


Kelly McDonald: Marketing To Latinos


Kelly McDonald on Diversity Marketing



Speeches / Speaking Engagements Back to top


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.

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.

Changing Demographics and How this Affects Your Business Today and 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.

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.

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 and 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.

Diversity in America: the Growing Impact on Work, Organizations & Consumers
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.

Come Together: Generational Differences and How to Effectively Work with Someone Much Older or Younger than You
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 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?

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.

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.

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. 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.

How to Best Reach the Hispanic Family in Your 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. 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.

How to Incorporate Outstanding Customer Service into Your Marketing Plan
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. 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 the customer meets the promise of the brand. Learn 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? Learn how to focus on what you need to know to effectively build a solid advertising and marketing plan.

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. These changes 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 segments can help your business attract, recruit and retain the best employees.



Kelly McDonald Speaker Testimonials Back to top

    Here are just a few of the raving comments from audience members at a State Farm event booked by Speakers Platform:

    • She is the first person in long time to actually share NEW ideas.
    • What a wonderful speaker and very informative on the subject. Really opened my eyes to diversity.
    • Great info on thinking of diversity in a different light. She was creative, fun, fast paced. Enjoyed class and learned new things.
    • Excellent communicator and excellent information expressed. Bring her back!!!
    • Kelly did a very good job. Easy to listen to. I enjoyed hearing about the different generations. She also had good stories to share. She really hit the mark on key points that we needed to hear and it was nice that she has the experience to back it all up.
    • Good choice, high energy and very insightful and nice to hear about marketing from outside of State Farm and from a different region than necessarily Florida --- effective with her terrific storytelling skills & anecdotes, sense of humor.
    • Kelly was my favorite speaker of the entire event!

    "Kelly′s reviews were excellent. Lots of attendees stayed after with questions, which is always a good sign. Kelly is a pleasure to work with; she is always prepared and enthusiastic."
    - Sally Matteson, Education Director, World Shoe Association

    "Kelly did an outstanding job presenting to our delegates at the 2006 Missouri Governor’s Conference on tourism. Her presentation was powerful, engaging, motivating and most of all, timely! I know our delegates learned a great deal. It was a pleasure working with Kelly, and I look forward to calling on her expertise again in the future."
    - Jeff Wholt, Conference Director, Missouri Division of Tourism

    "Kelly is a joy to work with."
    - Susan Dysart, Education Director, Texas Society of CPA′s

    "Of all of the speakers I’ve ever booked, Kelly is the best… and I’ve been booking speakers since 1996. Definitely the highest-rated speaker I’ve had this year. She was phenomenal, both in terms of content and delivery. And she had substance relevant to our audience. Kelly really knows her stuff. She delivered more than I thought was humanly possible."
    - Kimberly Adams, Member Benefits Consultant , National Education Association (NEA)

    "Everyone loves Kelly′s energy and enthusiasm, and her material is up-to-date and interesting. We will certainly recommend her to lots of other state banking associations."
    - Joyce Thomas, Education Director, Nebraska Bankers Association

    "Kelly, you did it again – and of course, I’m not surprised. You were one of the highest rated presenters of the conference…just like last year. Thanks again for helping make this a very successful travel conference. Your area of expertise will only become more and more relevant to AAA Travel."
    - Elizabeth A. Sell, Managing Director, AAA Travel Products

    "It was a pleasure working with Kelly; she definitely lived up to her billing. Her presentation was incredible; our attendees talked about it the whole time. Please list us as a truly satisfied customer."
    - Chris Sanders, Director of Education, Oklahoma Bankers Association

    "Kelly did another wonderful job for the MBA at our Emerging Markets Conference. She scored a 4.71 out of 5.00. Some of the comments from our attendees: ′McDonald was unbelievable!′, ′Marketing was very beneficial-she was excellent′, ′Kelly McDonald session was the best.′ Thanks!"
    - Chris Harrison, Education Coordinator, Minnesota Bankers Association

    "Thank you for speaking at our Executive Housekeepers Conference. You truly impressed our group and were the talk of the conference!! Your enthusiasm was contagious."
    - Alison Casler, Manager of Training & Development, Drury Hotels

    "Great lady, great information and great delivery! As an educational development person, I certainly couldn’t ask for more! As you can see from the evaluations, our participants gave you high marks again. You ‘WOWED EM’, Kelly!!!"
    - Mary Jaros, Education Program Director, Illinois Credit Union League

    "Our employees and managers have heard Kelly speak on many occasions and she is always welcomed enthusiastically. Her ability to interact with an audience and infuse them with knowledge and insight make her a popular choice over other speakers who simply ‘lecture’."
    - Karen Allen, Director of Advertising, Subaru of America

    "Kelly′s understanding of the Hispanic market is amazing. She knows how to take a lot of information on a complex subject and bring it like a snapshot into clear focus for the audience."
    - Fernando Gomez, YupiMSN




* Please note that while this speaker’s specific speaking fee falls within the range posted above (for Continental U.S. based events), fees are subject to change. For current fee information or international event fees (which are generally 50-75% more than U.S based event fees), please contact us.

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Kelly McDonald needs 9 vote(s) to make it into the Top 25 speakers on Speaking.com!


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    Here are just a few of the raving comments from audience members at a State Farm event booked by Speakers Platform:

    • She is the first person in long time to actually share NEW ideas.
    • What a wonderful speaker and very informative on the subject. Really opened my eyes to diversity.
    • Great info on thinking of diversity in a different light. She was creative, fun, fast paced. Enjoyed class and learned new things.
    • Excellent communicator and excellent information expressed. Bring her back!!!
    • Kelly did a very good job. Easy to listen to. I enjoyed hearing about the different generations. She also had good stories to share. She really hit the mark on key points that we needed to hear and it was nice that she has the experience to back it all up.
    • Good choice, high energy and very insightful and nice to hear about marketing from outside of State Farm and from a different region than necessarily Florida --- effective with her terrific storytelling skills & anecdotes, sense of humor.
    • Kelly was my favorite speaker of the entire event!

    "Kelly′s reviews were excellent. Lots of attendees stayed after with questions, which is always a good sign. Kelly is a pleasure to work with; she is always prepared and enthusiastic."
    - Sally Matteson, Education Director, World Shoe Association

    "Kelly did an outstanding job presenting to our delegates at the 2006 Missouri Governor’s Conference on tourism. Her presentation was powerful, engaging, motivating and most of all, timely! I know our delegates learned a great deal. It was a pleasure working with Kelly, and I look forward to calling on her expertise again in the future."
    - Jeff Wholt, Conference Director, Missouri Division of Tourism

    "Kelly is a joy to work with."
    - Susan Dysart, Education Director, Texas Society of CPA′s

    "Of all of the speakers I’ve ever booked, Kelly is the best… and I’ve been booking speakers since 1996. Definitely the highest-rated speaker I’ve had this year. She was phenomenal, both in terms of content and delivery. And she had substance relevant to our audience. Kelly really knows her stuff. She delivered more than I thought was humanly possible."
    - Kimberly Adams, Member Benefits Consultant , National Education Association (NEA)

    "Everyone loves Kelly′s energy and enthusiasm, and her material is up-to-date and interesting. We will certainly recommend her to lots of other state banking associations."
    - Joyce Thomas, Education Director, Nebraska Bankers Association

    "Kelly, you did it again – and of course, I’m not surprised. You were one of the highest rated presenters of the conference…just like last year. Thanks again for helping make this a very successful travel conference. Your area of expertise will only become more and more relevant to AAA Travel."
    - Elizabeth A. Sell, Managing Director, AAA Travel Products

    "It was a pleasure working with Kelly; she definitely lived up to her billing. Her presentation was incredible; our attendees talked about it the whole time. Please list us as a truly satisfied customer."
    - Chris Sanders, Director of Education, Oklahoma Bankers Association

    "Kelly did another wonderful job for the MBA at our Emerging Markets Conference. She scored a 4.71 out of 5.00. Some of the comments from our attendees: ′McDonald was unbelievable!′, ′Marketing was very beneficial-she was excellent′, ′Kelly McDonald session was the best.′ Thanks!"
    - Chris Harrison, Education Coordinator, Minnesota Bankers Association

    "Thank you for speaking at our Executive Housekeepers Conference. You truly impressed our group and were the talk of the conference!! Your enthusiasm was contagious."
    - Alison Casler, Manager of Training & Development, Drury Hotels

    "Great lady, great information and great delivery! As an educational development person, I certainly couldn’t ask for more! As you can see from the evaluations, our participants gave you high marks again. You ‘WOWED EM’, Kelly!!!"
    - Mary Jaros, Education Program Director, Illinois Credit Union League

    "Our employees and managers have heard Kelly speak on many occasions and she is always welcomed enthusiastically. Her ability to interact with an audience and infuse them with knowledge and insight make her a popular choice over other speakers who simply ‘lecture’."
    - Karen Allen, Director of Advertising, Subaru of America

    "Kelly′s understanding of the Hispanic market is amazing. She knows how to take a lot of information on a complex subject and bring it like a snapshot into clear focus for the audience."
    - Fernando Gomez, YupiMSN


crafting_the_customer_experience

Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand
Deliver a better business experience, for every kind of customer

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, and geographic differences in order to meet or exceed customers' service expectations. Crafting the Customer Experience to People Not Like You shows 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 detailed guide to core customer groups including women, the five generations (matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, such as Hispanics and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes
    • Includes onsumer insights that will help business leaders deliver a better business experience with 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 service. It's an empowering thought. Customer service is 100% in your control at all times and it's more important than ever.


How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers
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, religion, sexuality, and hobbies or special interests are all ways in which people’s differences are recognized.

This book will show you, step by step, how to:

    • Identify the customer group you’re not getting, but should be
    • Research that group and learn what it needs
    • Adapt your product, your service or your marketing message to reach a new group in a meaningful way and how to avoid the mistakes that careless companies make
    • You will learn exactly how to cultivate new and diverse customer segments with confidence. Do’s and don’ts are covered in detail. Hundreds of real life, real world examples—good and bad—are shared so that you better understand how others have done this successfully.

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.

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.

Changing Demographics and How this Affects Your Business Today and 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.

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.

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 and 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.

Diversity in America: the Growing Impact on Work, Organizations & Consumers
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.

Come Together: Generational Differences and How to Effectively Work with Someone Much Older or Younger than You
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 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?

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.

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.

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. 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.

How to Best Reach the Hispanic Family in Your 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. 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.

How to Incorporate Outstanding Customer Service into Your Marketing Plan
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. 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 the customer meets the promise of the brand. Learn 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? Learn how to focus on what you need to know to effectively build a solid advertising and marketing plan.

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. These changes 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 segments can help your business attract, recruit and retain the best employees.



Keynote Speech


Kelly McDonald: Marketing To Latinos


Kelly McDonald on Diversity Marketing