Kelly McDonald

What Kelly does...

Kelly 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.

Why Kelly is in demand...

• She was named one of the "Top 26 Hottest Speakers" by Successful Meetings magazine

• She's been featured on CNBC, in BusinessWeek, in the Chicago Tribune, on CNNMoney.com and on Sirius/XM Radio

• Her company, McDonald Marketing, has twice been named one of the top ad agencies in the U.S. by Advertising Age

• Inc Magazine has twice ranked her company one of the fastest-growing, independently owned companies in the U.S.

• She's been named one of the "Top 5 Speakers on Marketing" by Speakers Platform

• She is a nationally recognized expert on changing demographics, generational differences, multicultural marketing and Hispanic marketing

• 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".

Her style...

Kelly is high energy and high content. Her enthusiasm ignites audiences of every size. She is often chosen as an opening or closing keynote speaker to set the tone for a conference. Repeat clients also choose Kelly for "after lunch" sessions when audiences need to be enthused and excited. Here are a few comments from attendees regarding Kelly's style:

• "GREAT speaker! Kept my interest the entire time."

• "I have been coming to this conference for almost a decade and this was, by far, the best session I've ever attended."

• Kelly is terrific - her presentation style, combined with real world examples and step-by-step instructions on better marketing made this the highlight of the convention."

• "Have her back!"

Kelly is a great fit if your audience is...

• Independent business owners (dealers, agents, franchisees) who need help with marketing and need clear, actionable steps, not just theory.

• Retailers who need to keep up with changing demographics and how these affect business, today and tomorrow.

• Association members who need ongoing marketing expertise, the latest thinking and trends and how to apply these to growing their business.

• HR professionals who want to educate their executives and associates about the growing diverse population of the U.S. and what it means to their business. Also, HR professionals who want to increase productivity and communication through better understanding differences between people.

• Corporate clients who hold sales meetings, marketing meetings, management meetings and leadership development meetings.

• Hospitality professionals who need to know how to recruit, hire, train, retain and manage a diverse workforce.

• Any business with a workforce that has different generations working side-by-side.

Key clients who have hired Kelly:

State Farm Insurance (8X)
Harley-Davidson (4x)
Toyota (3X)
International Beer Summit (2X)
Mattel
Nationwide Insurance
American Bankers Association
Association of Progressive Rent-to-Own (4X)
Texas Bankers Association (4x)
Nebraska Bankers Association (6X)
Marquis Software (4X)
PIMA (Professional Insurance Marketing Association)
NACE/CARS
Harrah's Casinos
Texas Hotel & Lodging Association

Kelly's areas of depth and expertise:

Automotive
Financial Services

Healthcare
Retail
Hospitality

Kelly's Bio...

Kelly McDonald is a marketing and advertising expert with specialization in generational insights, multicultural marketing and Hispanic marketing.  She worked in top positions for several global ad agencies before starting her own marketing firm in 2002.

Her client experience includes brands such as Toyota, Kimberly-Clark, Miller/Coors, Sherwin-Williams and Nike.

Most Requested Topics...

It's Time to Talk About Race at Work:
How to Make Progress on Diversity, Equity & Inclusion

Corporate America is not very diverse; we're a long way off from having equal representation of people of color in many organizations, especially in key executive and leadership positions. Many leaders want to create change, but don't know how. How do you know where your blind spots are that can create obstacles for diverse talent?

And how do you address the issues and comments that come up when employees feel nervous, resentful or uncomfortable as you make headway on diversity, equity and inclusion in your organization?

Your intentions may be sincere and heartfelt, but intentions aren't enough. If you don't know how you come across to others and you don't know how to build bridges, people can be offended, jobs can be lost, and lawsuits can be filed. This session (and the book) does not approach this from the standpoint of social activism, political ideology or an HR perspective. This is the roadmap for how businesspeople can successfully create a fair and equitable workplace, one that recognizes diverse talent and fosters productive and constructive conversations across different perspectives that make business better - for everyone.

Not a bunch of theory, this session provides specific, actionable, no-cost tactics that you can implement immediately. When it comes to talking about race at work, attendees will move from "uncomfortable and unsure" to "confident and empowered", using proven tools that get real results. And that's language everyone values.
This session will illuminate:

• The well-intended things people say that are hurtful or offensive to others
• The excuses people use to avoid doing anything about diversity
• Why your diversity & inclusion efforts haven't done the job
You'll learn:
• How to talk about race in helpful and positive ways: do's & don'ts
• Answers to tough employee questions or racist remarks
• Where to start when you don't know where to start – an 8-step framework that will show you, step-by-step, how to become a more diverse and inclusive company, department or team.
• How to effectively recruit, interview and support diverse candidates
• How to build business relationships with people who are different from you
• For leaders, how to set the example, reduce tokenism, and deal with naysayers and derailers. How to avoid "Launch & Abandon" with your diversity efforts.

How to Work With & Lead People Not Like You

Diversity in the workforce is a hot topic. Many employers are under pressure to make sure their workforce and employee base is diverse, inclusive and representative of the customers they serve. The most progressive organizations value diversity because they realize that a diverse workforce has positive impact on the bottom line. Such a workforce doesn't just lead to better decisions and solutions and innovation - it has been proven to grow business and profits. And a diverse workforce doesn't just mean employees of different racial and ethnic backgrounds; it can also mean diversity of thought.

There are numerous ways we can be "diverse": A new mom is in a very different place than one who is an empty nester. Someone with a master's degree is very different than someone who went to a vocational/technical college. Someone who is foreign-born is different than someone who is U.S. born. "People not like you" takes away the baggage that is often associated with the word diversity and frames the subject in a more relatable way. We are ALL dealing with people "not like us". Sometimes that can be frustrating, but it doesn't have to be.

When the person in the next cube or office is different from you, friction can arise. Different people may not see eye-to-eye on an issue. They may have vastly different approaches to work. Their communication styles may be very different. Their comfort in working with technology may be miles apart. Cultural backgrounds and norms can differ. Even men and women can see situations differently. How do you work alongside someone who may be quite different from you, respect those differences and be effective in your role?

And what about leading a diverse team? Leaders face daily the challenges of inspiring, communicating and executing strategy with their teams. Now imagine the challenges of leading teams that may be incredibly diverse! How does one motivate and lead groups of people who come from different backgrounds? How do you do that when people are motivated by different values and view the world and work through different lenses?

There are dozens of speakers and sessions on management, leadership, and working with difficult people, yet none tackle these business issues from the standpoint of working with people not like you. This is a fresh take on a very important topic - and a timely one. Much news coverage is devoted to what companies are doing to make their workplace more diverse and inclusive. But what is that like for the people who work there, day in and day out? How do they adapt to different people and work approaches?

This session takes the topic of work and leadership to a new place – one that is getting more attention every day and will continue to do so.

Learner Outcomes:

• You'll learn why diversity at work is important, but why it seems so hard to work with people not like you. And why that makes you NORMAL, not a bad person. You'll learn why it often comes with stress, complex emotions and even fear for some people.

• Specific tactics will be shared for how employees can succeed in today's diverse workplace without losing their minds or becoming frustrated by approaches to work that may differ from theirs.

• For those in leadership positions, or those who aspire to manage and lead others, three key steps to make a diverse team work more cohesively, more productively and enjoyably.

• The four key words that will transform how you interact with your colleagues and associates in tough situations to get the best outcome. How to troubleshoot the complex issues and address the "derailers" and naysayers that lurk within every organization and threaten its success.

Crafting the Customer Experience for People Not Like You:
How to Delight & Engage the Customers Your Competitors Don't Understand

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, generations (Matures, Boomers, Gen X, Gen Y), 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.

• Learn 5 key aspects of delivering an exceptional customer experience
• Identify the personality characteristics of terrific employees / associates
• The five words that will smooth over any problem or issue – EVERY TIME

How to Market & Sell to People Not Like You

If you could grow your business simply by marketing to your existing clients 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.

In any industry, you know how important it is to form a connection with your clients and prospects in order to close the sale. 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.

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.

You'll learn:
• The do's and don'ts of marketing to different customer segments and their values
• How to tweak your product or service to be relevant to a new customer group
• How to communicate in a relevant manner to stand out from your competition
• How to close the sale by tapping into what your clients and prospects value
Understanding your customers' values is how you will reach new customers' hearts, minds, and, ultimately, their wallets.

How to Wow, Work With & Win Customers NOW

 Experience this IN-DEMAND topic!  Global companies, associations and independent businesses are       RAVING about the insights and no-cost, actionable takeaways in this info-packed session.

SUMMARY:

Right now, your customers need you more than ever. But not in the usual way. What your customers    want and expect from you now is radically different because we've changed the way we work in some     fundamental ways.  Now, more than ever, you must differentiate yourself and your company on the       experience that your customers have, rather than simply the products and services you offer.

You now have a unique opportunity to "wow" your customers, by demonstrating that you have their      back and that you're here to help and serve them as they navigate whatever is around the next corner.

You can work with your customers in new ways by being "quietly helpful".   The work you do now, in this way, will position you for the WIN:  how you, your company, brand, people and products will be seen      long-term, not just when times are difficult or uncertain.

In this session, you'll learn new approaches and mindsets that will make you better, smarter, and more  effective in serving your customers – and you'll cement the bond for increased sales and loyalty.

This session will cover:

• How to address the concerns your customers have right NOW – and how you can tie those into  exceptional sales and customer service

• How to stay visible without spamming your customers

• 5 low-cost, no-cost action items that you can apply immediately

• What to do – and NOT do – when things go wrong

• Consumer trends and insights to leverage to grow business now

Six Consumer Trends You Need to Leverage Now
Consumers – and their behavior – are changing at lightning speed now. The companies that stay abreast of rapidly changing consumer trends win: in business growth, loyalty and customer satisfaction.

The six trends covered in this presentation are:
• consumer communication preferences
• customized service and access,
• technology and the ensuing expectations it puts on businesses (especially financial services)
• desire for simplicity
• Millennials craving for information that doesn't make them feel stupid
• The shifting view on frequent job changes

This presentation covers current macro consumer insights and real-world examples from successful companies. Additionally, actionable, low-cost/no cost strategies will be presented so that attendees can apply what they learn right away.