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How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers Hardcover – March 22, 2011

4.8 out of 5 stars 45 customer reviews

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Editorial Reviews

From the Inside Flap

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?

Using real-world examples from successful business owners, How to Market to People Not Like You demonstrates how to create a deep, emotional connection between your products and new consumers. Forget "spray and pray" promotion. It's time to narrowcast, get to know, and then deliver a welcoming message to a specific group. You have to research new customer segments and learn what they need. Then modify your product offerings to communicate that you value that customer. You say to them, "I see you, I value you, and I want you. I'm putting out this welcome mat just for you."

This book can take you from tentative newcomer to trusted name among any community. You'll learn: The do's and don'ts of marketing to women, immigrants, Hispanics, African Americans, and Asians; How to identify the key value differences according to political views, sexuality, hobbies, rural vs. metro areas, military vs. civilian cultures, vegetarians vs. omnivores, and much more; How to tweak your product or service to be relevant to a new customer group; Communicate in a relevant manner by showing respect for others' cultures, values, language, and priorities; Create messaging that resonates with each generation's unique values; and Make sure you're operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction

Understanding your customers' values is the key to truly reaching them on an emotional level, because who you are is not defined by your age, your country of origin, or the color of your skin—it's about your values. Understand that, and you will reach new customers' hearts, minds, and, ultimately, their wallets.

From the Back Cover

"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 drive sales."
—Mark Barnes, COO, Volkswagen of America

"Kelly was my boss at my first job after college and taught me how to put into action the marketing principles I learned in school. I still use the marketing strategies I learned from her to move Nike's business forward."
—Marc Patrick, North America Brand Director,Athletic Training/Field Sports, Nike

"We use Kelly's company to guide our marketing efforts to the U.S. Hispanic market—a market critical to our future. Kelly and her team have a keen sense of the important cultural and business nuances that resonate with this customer segment."
—Roberto Martinez, Senior VP, Marketing and Strategy,Cash America International

"Kelly's understanding of customers today—and customers tomorrow—is impressive. She takes a complete look at business and helps business owners identify the steps they need to take to keep their companies healthy and relevant to the different needs of diverse customers. That's what is required for business survival today."
—Harry Hall, North America Sales Manager, DuPont Performance Coatings

"We've hired Kelly to speak at our convention four times in four years. I have yet to encounter another speaker who is as fluent in her area of expertise and able to share insights any better, or with more humor. Kelly has the extremely unique ability to personally connect with an audience and help them see what makes us all the same, but wonderfully different."
—Jay Kassing, President, Marquis

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Product Details

  • Hardcover: 240 pages
  • Publisher: Wiley; 1 edition (March 22, 2011)
  • Language: English
  • ISBN-10: 0470879009
  • ISBN-13: 978-0470879009
  • Product Dimensions: 6.4 x 0.9 x 9.3 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (45 customer reviews)
  • Amazon Best Sellers Rank: #237,174 in Books (See Top 100 in Books)

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More About the Author

What does a blond haired, blue-eyed Irish girl know about diversity?

Kelly McDonald is a marketing and communications expert who specializes in multicultural and diversity marketing. But Kelly's definition of diversity goes way beyond racial and ethnic diversity. Her philosophy is that any way you can be different from another person is "diversity". In fact, what makes us different from each other usually has very little to do with race, age, gender or any of the other demographic criteria that marketers traditionally use. Kelly's premise is that when you market to people's values, you reach their heart, mind and wallet.

Kelly speaks to organizations of every size about 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 was named one of the "Top 26 Hottest Speakers" by Successful Meetings magazine

*She's been featured on CNBC, in BusinessWeek, 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 is a nationally recognized expert on changing demographics, generational differences, multicultural marketing and Hispanic marketing

In addition to her writing and speaking, Kelly is president of McDonald Marketing, a marketing and advertising firm in Dallas, TX. www.mcdonaldmarketing.com

Customer Reviews

Top Customer Reviews

Format: Hardcover
This book is a fast-read with some great example of how companies, big and small, have made minor changes to their marketing message. These minor changes resulted in major results. In the book Kelly does a great job of using examples and real-world stories to make a point. She transferred the art of story-telling that she has mastered in her speaking career to her writing.

The information in the book is simple and practical. There are new markets that can be tapped into and if you take the time to understand your target market and what matters to them, you can gain their trust and their business. I see a lot of organizations that focus on niche marketing without really ever understanding the PEOPLE inside the target group. Many times marketers understand the business or personal needs of the market and often have a good solution for their problem. Many times, the trouble that businesses run into is that, even though they really do offer solid solutions, they have trouble reaching the audience. This book is a great reminder that marketers and businesses need to invest the time to understand the people-factor that composes their target market.

One of the things that I liked best about this book was the examples. To be honest, I would buy from any of the businesses that are profiled in the book because of their unique selling approaches. These examples made me realize that with a little thought and creativity, businesses can create real opportunities by learning how to market to people not like them. And if you aren't taking advantage of these opportunities, your competitors just might be.

So, if you are a marketer searching for a few ideas on how to create new opportunities or to tap into new niches, check out How to Market to People Not Like You by Kelly McDonald.
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Format: Hardcover
As a marketing professional, I can tell you that today's audience is more diverse than ever before. Reaching these growing segments in a meaningful way can be complicated, especially when relying on outmoded approaches using the old-school demographic paradigm . How to Market to People Not Like You is like a GPS for navigating the complexities of the modern marketplace. Kelly McDonald's book offers valuable and substantive insights, as well real-life examples of what works, and more important, why it works. ¡Recomiendo este libro!
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Format: Hardcover Verified Purchase
I have had the pleasure of attending Kelly's speeches twice. Both times, I was astonished at the amount of knowledge and expertise she can share within a limited time slot. Charismatic, charming, humorous and professional are adjectives that fit her well, but she's so much more than words; she's a force in the marketing world.

Kelly McDonald is to diversity marketing as Buddha is to Buddhism. Plain and simple.

It's quite obvious that within the past three decades, diversity has taken over. The lines everywhere have begun to blur, meld and join. Changes like these have a tendency to cause havoc, confusion and chaos for marketing professionals in any field. How is one supposed to keep with the changing times? How is one to know how to adequately and correctly market to people not like one's self? Fellow marketing professionals, the answers reside within this book. With a great amount of confidence, I implore you to trust your instincts, read the reviews and purchase a copy for yourself. You'll be happy you did.

Pages rich with detailed descriptions, spot-on examples, questions, answers and insights, guide you through the various avenues of diversity marketing. Rather than a rollercoaster ride of quick remarks and quotes as some authors utilize, you'll be taken on a guided tour through the rights, wrongs and methods of perfect marketing execution in all pertinent areas.

As a nationally-recognized and respected expert in her field, Kelly presents need-to-know information in a straightforward manner, leaving no questions unanswered. In order to reach your target audience more effectively, you must study their demographic details, cultural information and generational differences.
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Format: Hardcover
"Marketing is not about dealing with the world the way you want the world to be. It's about dealing with the world the way the world is."--p. 52

The above quote essentially sums up the thrust of McDonald's book. I cannot fully express the value of the information contained within its pages, as an instructor and marketing consultant:

I teach graduate marketing management and undergraduate consumer research and analysis, and realize the importance of bridging the gap between the classroom and marketing practice. My responsibility is not to simply place value on a marketing degree, but instead to contribute to the development of a unique, valuable skill set in today's marketing graduates. Organizations don't value textbook memorization, but instead want people who can apply information in a meaningful way. How to Market to People Not Like You provides a great supplement to traditional college classroom instruction. I have used quotes and excerpts from Kelly's book to illustrate marketing concepts in a readable, concise manner, and continue to see the value of this approach.

Outside of the classroom, this book has really opened my eyes to some amazing opportunities for enhancing marketing strategy that are really COMMON SENSE! I would recommend How to Market to People Not Like You to any marketing researcher/instructor/practitioner who realizes the importance of effective marketing segmentation, targeting, and positioning strategy.

--Allyn White, PhD
Assistant Professor or Marketing
Joseph A. Butt, S.J. College of Business
Loyola University New Orleans
Follow me on Twitter @AllynWhite
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