Kelly McDonald

We all know that a diverse workforce leads to better decisions and solutions- it has been proven to grow business and profits.

But 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. They may see work as a formal environment or one that is casual.

They may even have different reasons and motivations for working in the first place. 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?

This session will cover the many ways we can be different from one another and how those differences manifest themselves in work situations. It will show 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, this session will identify key ways in which you can effectively communicate, guide, and lead associates and colleagues who are not like you.

Whether you're working with internal associates or external clients and customers, it's imperative that you know what  motivates people- and what doesn't. Leadership isn't about seniori­ty or position- it's about influence, forming connections and building trust. It's the ability to move the business forward.

Regardless of gender, age, life stage, race, ethnicity or even communication preferences, you'll learn to create a deep, values-based connection between you and your associates, clients and prospects.

ABSTRACT:

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. It may be counter-intuitive 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.

ABSTRACT:

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.

ABSTRACT:

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 1 00%)

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 lnstagram 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

ABSTRACT:

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 beliefs, 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 customers  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 customers 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.

ABSTRACT:

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 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 the Four Latino Mindsets and how each views and  prioritizes work, family leisure time, and more.
• Learn how some employers are using innovative strategies to recruit and retain the most effective workers.
• Do's and Don'ts are covered in detail.

ABSTRACT:

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 f oster 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  exceptional customer service.
• Best practices among leading companies and brands will be reviewed.
• Learn how to listen for what a customer wants, not just what he/she may ask for.
• Learn key insights into delivering terrific customer service to the Hispanic customer.
• Specific strategies and tactics will be discussed as well as Do's and Don'ts.

ABSTRACT:

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 5:00pm 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).

ABSTRACT:

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 f our biggest findings from the 201 0 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.

ABSTRACT:

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.