Educate Your Associates

How to Market and Sell to People Not Like You

How to Market and Sell to People Not Like You

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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.

Member Price: $99

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If you would like to be designated as a company manager to track employees' progress through courses, contact MHEDA at or 847-680-3500.

Kelly McDonald


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 and on SiriusXM Radio.

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

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

Register Now

imageMHEDA 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.

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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.

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image 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



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