The Sweeney Agency

About Kelly McDonald - Author and Speaker on Marketing and Communication:

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. As a nationally recognized marketing expert, with deep specialization in diversity marketing and business trends, Kelly was named #1 on Successful Meetings magazine’s list of 26 Hot Speakers.

Kelly is the author of How to Market to People Not Like You and has been featured on CNBC, in BusinessWeek, on CNNMoney.com and on Sirius/XM Radio. She works with clients such as Toyota, Harley-Davidson, Sherwin-Williams, State Farm and Miller/Coors. Her company, McDonald Marketing, has twice been named one of the top advertising agencies in the U.S. by Advertising Age magazine.

As a professional speaker to businesses and organizations, Kelly shares marketing insights and teaches strategies and tactics for cultivating diverse consumers emotionally, rationally and with cultural relevance. Her topics are always customized to the specific industry and localized geographically as appropriate.

What Kelly McDonald Talks About:

How to Market to People Not Like You: The New Market Segmentation
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, life stage, 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.

Come Together: Generational Differences and How to Effectively Work with Someone Much Older or Younger than You 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 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?

Diversity in America: the Growing Impact on Work, Organizations & Consumers
The 2010 Census reveals just how diverse America has become. For example, for the first time in our country's history, one in three Americans is not White. But diversity comes in many forms: racial, ethnic, gender, generational, sexual preference, linguistic, even life stage and level of affluence, to name a few. Diversity of thought helps companies stay on the 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.

Customer Service: How to Keep Customers Rushing Back for More
We all know that the customer is king. In our increasingly competitive business environment, it's more important than ever to cater to customers' needs, desires and provide customer service that goes way beyond basic politeness and courtesy. And terrific customer service doesn't have to break the bank: it's not about spending more to keep customers happy, it's about truly understanding the customer experience from a personal point of view.

Additionally, in today's diverse marketplace, recognizing that not all customers are the same and that needs may differ with cultural values, this session will address key customer insights to best deliver exceptional service to your Spanish-speaking customers.

Social Media & Marketing: How to Use it to Grow Business in a Low-Cost, No-Cost Manner
Everyone has heard of social media and social marketing, and most everyone knows at least a little something about Facebook, MySpace and/or Twitter. But there is tremendous confusion about how to use these tools for business marketing.

With so much pressure on marketing budgets, social media & marketing is a dream come true, because it costs little or nothing to execute. But you've got to learn the ropes of how to do it effectively and correctly, to truly reach new & existing customers with relevance.