How to be a Culturally-Ready and Culturally-Friendly Employer
The U.S. population is increasingly diverse, and in some industries, the composition of the work force 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 defer between various cultures.
Among Hispanics, the largest ethic minority in the US, values and customer often differ depending on country of origin and level of acculturation. Learning the key differences in values and cultural expectations among different Hispanics 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 work force.
How to Market & Sell to People Not Like You
If you could grow your business simply by marketing to your existing customers and raking in more referrals, making money would be a cakewalk. But to generate new revenue, you have to win over the customers and clients you’re not getting, but could be. Now, more than ever, it’s important to reach new prospects in different ways to grow your business.
What consumers want today is to form a connection with your product, brand or company. But how do you form a connection with someone who is completely different from you? Whether it’s gender, age, lifestage, race, ethnicity or even communication preferences, you need to be able to break through barriers to connect in a meaningful way, build trust and differentiate yourself from your competition.
Understanding your customers’ values is how you will reach new customers’ hearts, minds, and, ultimately, their wallets. People spend money on what they care about. Show your customers and prospects how you fit into what they need and what they value, and they’ll show you the money. By recognizing people’s differences and tailoring your product, message or marketing efforts to reflect their values, you‘ll get the business.
This session will show how marketing to people’s values is the way to greater sales, profits and customer loyalty.
Using consumer insights and real-world examples from successful companies “How to Market & Sell to People Not Like You” shows you how to create a deep, values-based connection between you and your clients and prospects.
Why Book Kelly McDonald?
Kelly McDonald 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.
In addition to her extensive public speaking experience, she is also the author of three bestselling books:
Her latest, "How to Work With & Lead People Not Like You", was #9 on the list of Bestselling Business Books of 2017.
Her first, “How to Market to People Not Like You”, was #7 on the list of Bestselling Business Books of 2011.
Her second book, “Crafting the Customer Experience for People Not Like You”, was #5 on the list of Bestselling Business Books of 2013.
Kelly is originally from Milwaukee, Wisconsin and graduated from the University of Wisconsin – Madison. She now lives in Denver, Colorado. When she’s not speaking and traveling for business, she enjoys hiking in the mountains and being outside. And shopping for high heels.