How to Market and Sell to People Not Like You

Presented by Kelly McDonald, Founder, McDonald Marketing

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. It may be counterintuitive to focus on differences rather than similarities, but this can really stretch your marketing muscles and bring incremental results.

Key Points

Learn about the hottest new market segments and how they're shaping culture.
Learn the key emotional drivers for important target segments and how your business can leverage those in marketing messages.
Learn which group represents the largest opportunity for your business right now and which group will be your greatest opportunity tomorrow.
Specific strategies and tactics will be discussed for identifying your high-potential prospects and reaching them effectively

Length: 1 hour
This course is part of the Diversity & Inclusion 3 Part Webinar Series.

Note: Courses must be registered per individual so that test scores and certificates of completion can be correctly awarded. Individuals will have access to the course for 90 days from the date of registration.

Member Price: $99

Kelly McDonald

Founder

McDonald Marketing

Kelly is a marketing and advertising specialist and considered one of the nation’s top experts in consumer trends, generational differences and leveraging the customer experience.

She is the founder of McDonald Marketing, which has twice been named one of the “Top Ad Agencies in the U.S.” by Advertising Age magazine and ranked as one of the fastest-growing independently-owned companies in the U.S. by Inc. Magazine. She has been featured on CNBC, in Forbes Magazine, BusinessWeek, Fast Company, on CNNMoney.com and on SiriusXM Radio.

Her client experience includes iconic brands such as Toyota, State Farm, Nike, Harley-Davidson, Miller-Coors and Sherwin-Williams.

Diversity & Inclusion 3 Part Webinar Series
presented by Kelly McDonald

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. This series will discuss how to be a culturally-friendly employer and how employees can work with and market to people not like them.

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Register yourself and/or other employees of your company!

Click the button below to register yourself or other employees for this course. You will be able to register multiple employees at the same time. Once you complete the registration, you will receive an order confirmation receipt and each registrant will receive an email confirmation with a link to access their course. The registrants will have access to the course for 90 days from the date of registration.

Member Price: $99

MHEDA Talks Podcast: Kelly McDonald on Diversity in the Workplace

Host Shari Altergott, Chief Experience Officer of The CX Edge talks with Kelly McDonald, speaker of author of 4 best selling books. They discuss the how diversity impacts the workplace and how to recruit a more diverse workforce.

Watch Video

It's Time to Talk About Race at Work

by Kelly McDonald

This book will help you successfully create a fair and equitable workplace that recognizes diverse talent and fosters productive and constructive conversations in your organization.

Order at Amazon

MHEDA.org Resources for Members

As companies become more aware of the importance and benefits of having a diverse workforce, MHEDA has gathered a list of resources to help members gain a better understanding of what DE&I means to their business.

Learn More