Kelly McDonald
Kelly McDonald is a marketing and advertising expert with 20 years of ad agency experience, on both the General Market and Latino sides of the business. She worked in top positions for several global ad agencies, including Young & Rubicam, TBWA Chiat/Day and Temerlin McClain before making the move to Latino advertising and marketing.
Working with clients such as Nissan, ...
Topics:
- Advertising /
- Branding /
- Consumer Trends /
- Demographics /
- International Business /
- Marketing /
- Sales Training
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Kelly McDonald is a marketing and advertising expert with 20 years of ad agency experience, on both the General Market and Latino sides of the business. She worked in top positions for several global ad agencies, including Young & Rubicam, TBWA Chiat/Day and Temerlin McClain before making the move to Latino advertising and marketing.
Working with clients such as Nissan, Toyota, Subaru, Kimberly-Clark, Bank One Alltel and Budweiser, Kelly has helped clients grow business by targeting U.S. Latinos strategically and creatively.
Kelly was drawn to the Hispanic culture twenty years ago when she left her home town of Milwaukee and moved to Albuquerque, New Mexico. She began studying the culture and collecting Latin American artwork.
But it wasn't until Kelly worked for Ornelas, one of the country's top Latino ad agencies, that she immersed herself in the Latino culture. With co-workers from all over Latin America, Kelly was exposed to the nuances of the culture, from weddings, funerals and births, to holiday traditions, language differences, food specialties, the role of family and faith, and more.
Her love for the Latino culture extends beyond business: Kelly has taught English as a Second Language to Latinos for years as a volunteer. Additionally, Kelly and her husband travel extensively throughout Mexico, and her mom has lived in Mexico for fifteen years.
Kelly's dream is to educate American businesses and organizations about the potential of cultivating Latino consumers and share marketing insights about reaching Latinos emotionally, rationally and with cultural relevance.
Note: These descriptions are meant to provide an overall understanding of the topic and what audiences will learn. These are not "canned" presentations. Due to the nature of the subject matter, all presentations are customized for a client's specific industry, providing the most relevant, up-to-date information for growing business.
How to Market to People Who Are Not Like You: the New Market Segmentation
"Marketing fitness" requires the same dedication, discipline and training as any other fitness regime. You have to fuel your marketing plans and initiatives with the right healthy ingredients to achieve top performance. One of the most important issues to address within your marketing plan is the new market segmentation. Our marketing environment has become more complex, and consumers have become more sophisticated. No longer does mass marketing and mass media necessarily fit the bill - putting your message out there as broadly as possible and hoping it will hit a majority of your prospects. 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 that's where adding a new "exercise" to your routine can really stretch your marketing muscles and bring incremental results.
How to be a Culturally-Ready & Culturally-Friendly Employer: Insights into Your Diverse Workforce
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.
Diversity in America: the Growing Impact on Work, Organization and Consumers
We all know that our society is becoming increasingly diverse and that no longer are cultures necessarily "melting together" into one homogenous group as in past decades. In fact, the modern phrase is that our society has moved from being a "melting pot" to a "salad bowl", with clear distinction between different cultural groups.
And diversity comes in many forms: racial, ethnic, gender, generational, sexual preference, linguistic, even lifestage and level of affluence, to name a few. Learning about differences in values among different groups is the key to maximizing relationships and business opportunities.
This presentation will focus on why diversity is a business opportunity - how you can grow your business by better understanding your co-workers, your customers and the community in which you live and work, today and tomorrow.
Relating, Not Translating
Kelly's most popular topic, Relating, Not Translating explains why marketing to Latinos involves more than simply translating your message into Spanish. You need to reach Latinos intellectually, rationally, emotionally, and most importantly, culturally. In this session, you'll learn the most common mistakes made in marketing to Latinos, how to avoid them, and how to specifically reach your target consumer in a culturally relevant way that will increase sales and profits, today and manana. Your audience will leave with specific tools they can implement right away. "Spanglish" and "Transcreation" will also be discussed, as well as do's and don'ts.
Latinos: A Marketer's Dream
Learn about the 3 L's: that the Latino market is large, lucrative and loyal, making this segment truly a marketer's dream. You'll see how the "Latinization of America" is changing the landscape all around us and how major companies and brands are changing their businesses to capture the hearts and wallets of this exploding population. Learn why advertising and marketing budgets are decreasing in general, but increasing for Hispanic marketing. Latinos are avid consumers, big spenders, fiercely brand loyal and powerfully influential. Learn why and how your brand or service should consider this incredible market and how you can grow your sales and profits.
The 4 Latino Mindsets
It's not a "one size fits all" world! There are four specific Latino cultural mindsets. To effectively market to U.S. Hispanics, you must first understand which one(s) are right for your brand or product and how to best reach those Latinos. Acculturation is explained and used to determine which Latino mindset offers the best high-potential target consumer for your business.
Fusion Marketing
Within the total U.S. Latino population, the largest sub-segment is a group of Latinos who are already "fused" with the general market. These Latinos are bilingual, bicultural and the ones every advertiser and marketer wants. They're affluent, hip and highly brand conscious and brand loyal. Learn who these Latinos are, how to reach them and how to make your brand their brand of choice. Spanglish, a controversial but rapidly-growing language, is also discussed.
