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Kelly McDonald

One of the Top Business Speakers in the U.S. Today

Crafting the Customer Experience For People Not Like You

Kelly McDonald, president of McDonald Marketing, 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.

She speaks to dozens of businesses and organizations each year on topics including social media and marketing, multicultural marketing, generational insights and Hispanic marketing

Kelly gave the keynote at the National Speakers Association 2015 Annual Convention, themed “Influence 2015”.  Fewer than 2% of all speakers are asked to speak at the NSA convention in their careers.  Giving the keynote is the highest honor in the speaking industry.

In 2015, Kelly made the list of “100 Business Women You Want to Speak at Your Event”.   Kelly made the list at #15.

Accomplishments

  • One of the nation’s top experts in consumer trends and marketing trends
  • Named #1 on the list of “26 Hot Speakers” by Successful Meetings Magazine
  • Author of Crafting the Customer Experience for People Not Like You (#5 on list of 2013 Bestselling Business Books) and How to Market to People Not Like You (#7 on list of 2011 Bestselling Business Books)
  • Advertising Age has twice named her company one of the top ad agencies in the U.S.
  • Has been featured on CNBC, in Forbes, BusinessWeek, Fast Company, onCNNMoney.com and Sirius/XM Radio
  • Client list includes: Toyota, State Farm, Nike, Harley-Davidson, Miller-Coors, and Sherwin-Williams

Customer Experience / Customer Service

  • Crafting the Customer Experience for People Not Like You: How To Delight & Engage the Customers Your Competitors Don’t Understand.

Diversity / Cultural

  • How to Connect with Others, Regardless of Age, Wage or Lifestage
  • How to be a Culturally-Ready & Culturally-Friendly Employer: Insights into Your Diverse Workforce

Consumer Trends / Demographics

  • The New Demographics & How They Affect Your Business, Today & Tomorrow
  • Come Together: Generational Differences and How to Effectively Work with Someone Much Older or Younger than You

Marketing / Social Media

  • How to Market to People Not Like You:  the New Market Segmentation
  • Mommy Marketing How to Win the Hearts and Reach the Wallets of Today’s Modern Mom
  • Tips & Tricks for Taking Social Media to the Next Level

“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.”
National Education Association (NEA)

“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

“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.”
YupiMSN

“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!!!”
Illinois Credit Union League

A Partial List of Kelly’s Financial Services Clients:

  • Million Dollar Roundtable – keynote and breakout
  • State Farm Insurance – 12X (Chairman’s Council, corporate training and numerous zone meetings
  • Gen Re – a Brookshire Hathaway reinsurance company
  • Progressive Insurance
  • American Family Insurance
  • Nationwide Insurance
  • Horace Mann Insurance
  • Secura Insurance
  • The Hartford
  • Society Insurance
  • Protective Insurance
  • LIMRA/LOMA (LL Global)
  • NAMIC (National Association of Mutual Insurance Companies)
  • PCIA (Property & Casualty Insurance Association)
  • PIMA (Professional Insurance Marketers Association)
  • ICMG (Inter-Company Marketing Group
  • Amerigroup
  • Principal Financial Group
  • Morgan Stanley
  • SII Investments
  • Investment Centers of America
  • Texas Society of CPA’s
  • Catalyst Corp (banking and credit union software)
  • CUNA
Travels From:  Colorado
City: Denver
$15,001 to $20,000

Biography

Kelly McDonald is a marketing and advertising expert and considered one of the nation’s top experts in multicultural marketing and consumer trends.

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

Kelly was named #1 on the list of “26 Hot Speakers” by Successful Meetings Magazine.

Advertising Age has twice named her company one of the top ad agencies in the U.S. She has been featured on CNBC, in Forbes, BusinessWeek, Fast Company, on CNNMoney.com and on Sirius/XM Radio.

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”.

Presentations

Deliver a better business experience, for every kind of customer.

This session will show 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.

Core customer groups will be covered, 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.

KEY POINTS:

  • Learn the latest techniques that innovative companies are using today to train their staff to deliver an exceptional customer experience
  • Best practices among leading companies and brands will be reviewed
  • Learn key insights into delivering terrific customer service to Hispanic customers, now the largest ethnic minority in the U.S.

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.

KEY POINTS:

  • Participants will learn key market segmentations and the values associated with each to better understand members and coworkers.

 

  • Special attention will be focused upon key generational segments, African-American, Asian and Hispanic consumers and the importance of relating to different cultures.

 

  • Attendees will learn about the Four Levels of Acculturation.

 

  • Best practices from other organizations and specific strategies will be shared to illustrate how you can better connect with others who are different from you.

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.

KEY POINTS:

  • Learn the Four Latino Mindsets and how each views and prioritizes work, family leisure time, and more.
  • Learn the core values of various cultures and how understanding these values will help you connect with your employees and co-workers in a meaningful way.
  • Learn how some employers are using innovative strategies to recruit and retain the most effective workers, today and mañana.

Do’s and Don’ts are covered in detail.

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.

KEY POINTS:

  • The four biggest findings from the 2010 Census and what they mean for your business right now.
  • Key market segmentations and the values associated with each to better understand customers and coworkers
  • The differences between generational segments and how the varying wants and needs of generations impacts the service you provide
  • Common obstacles will be reviewed in order to avoid communication or service mistakes, both internally and externally.
  • Specific strategies for developing effective diversity initiatives will be reviewed. Do’s and don’ts will be covered.

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!

KEY POINTS:

  • Participants will learn the 4 generations and the experiences that have shaped and defined them in meaningful ways.
  • Specific examples will be provided on how different generations can come together to better serve your company, both internally (employees) and externally (with clients).

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 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

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.

KEY POINTS:

  • Learn why women are so influential in the purchase process and how to satisfy their criteria and retain them as loyal customers
  • Key values of moms and their media consumption habits will be reviewed
  • Learn how companies and brands are harnessing the power of the “mommy blogger” to grow their influence and business in low-cost and no-cost ways
  • Tools such as Pinterest and Instagram will be reviewed, with best practices shared from companies using these successfully to win over moms
  • It’s not just about marketing to moms – the customer experience for moms will also be dissected, with do’s and don’ts covered in detail

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 B2B marketing. The social media landscape is changing fast and new tools 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

KEY POINTS:

  • Participants will learn the latest developments in social media marketing: actionable strategies and tactics that you can implement immediately.
  • Attendees will learn what other successful NAED members are doing in the social media sphere and how it’s working.
  • The latest tools and apps will be covered as well as how specific tools, such as iPads, are being used to close sales and enhance customer service.
  • Best practices and specific strategies will be shared to illustrate how companies and organizations are using these powerful tools to grow business and deepen relationships.

 

  • A look at the horizon and what’s coming will also be covered.

Areas of expertise

  • How to Market to People Not Like You
  • Diversity
  • Marketing
  • Social Media
  • Consumer Trends
  • The Customer Experience
  • Time Management
  • Leadership
© 2021 Ro Morrison & Assoc.