The world is more diverse than ever before. Diversity is not a fad. It’s here to stay and tapping into new market segments means big business. Learn the 7 steps that will help you grow your sales and profits and build loyalty with new customers, today and tomorrow.
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.
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.
The word is out about Kelly’s uniquely effective approach to reaching diverse customers. See what other leaders in the industry are saying...
“I’ve known Kelly for more than two decades and she has always provided strong, sales oriented marketing insights. In our business, we need to build the brand, but we need to generate sales day in and day out, too. Kelly understands this and knows how to target consumers with marketing strategies that work and drive sales.”
— Mark Barnes, COO, Volkswagen of America
“Kelly was my boss at my first job after graduating from college. She taught me how to put into action the marketing principles I’d learned in school, to generate real results for our clients. Today, I still use the strategies and approaches I learned from her to move Nike’s business forward.”
— Marc Patrick, North America Brand Director, Athletic Training/Field Sports, Nike
If you could grow your business simply by marketing to your existing customers, making money would be a cakewalk. But to generate new revenue, you have to win over the customers you’re not getting. Who are these mystery customers? How are they different from your current clientele? Most importantly, how do you forge a bond with them across these differences?
"How to Market to People Not Like You" is a 2011 Business Book Bestseller. After frequent appearances on the monthly list, the book came in at #7 on the 2011 ranking by Inc. magazine and leading business book reseller 800-CEO-READ. The annual rankings are based on total sales numbers, as well as length of time and rank on the monthly list.
Kelly McDonald is president of McDonald Marketing, named one of the top ad agencies in the U.S. by Advertising Age. Despite her blond hair and blue eyes, Kelly is an expert in multicultural marketing and marketing to consumer values. She has been featured on CNBC, in BusinessWeek, on CNNMoney.com and on Sirius/XM Radio.
Want to read the first chapter of “How to Market to People Not Like You”? Click below to take a peek inside!
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