Kelly McDonald is a marketing and advertising expert with 20 years' 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 Toyota, Nissan, Subaru, BlueCross BlueShield, Kimberly-Clark, Bank One, Alltell and Budweiser, Kelly has helped clients grow business by targeting U.S. Latinos strategically and creatively.

Kelly was drawn to the Hispanic culture 20 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 one of the nation'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 the 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 15 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. Someday, when advertising is behind her, Kelly looks forward to building homes for Habitat for Humanity and teaching English as a Second Language somewhere across the border.

• How to Market to People Who Are Not Like You: The New Market Segmentation - 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. Diversity marketing is the new norm, and this doesn't simply mean racial diversity. By recognizing these differences and tailoring your product, message or marketing effort 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 definitely bring incremental results.
  
  
• Relating, Not Translating: How to Market to U.S. Latinos - The U.S. Census reveals that there are now more than 43 million Latinos residing in the U.S. and that Latinos are now the largest minority group in the country. By the year 2020, Latinos will account for one in five U.S. residents. Cultivating the Latino consumer will help you grow your business, today and in years to come. But it requires more than just translating a message into Spanish: you'll need to know which is the right Latino customer for your products and services and how to connect with this consumer emotionally, rationally and culturally. Attendees will leave with specific strategies and tactics for developing effective products and marketing messages targeted specifically to the Latino market.
  
  
• How to be a Latino-Ready & Latino-Friendly Employer: Insights into Your Hispanic Workforce - Among Hispanics, 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 the Hispanic worker by understanding the varying levels of acculturation, the values associated with each, and how to increase productivity and retention among your diverse workforce.
  
  
• Customer Service: How to Keep Customers Rushing Back for More - In our increasingly competitive business environment, it's more important than ever to cater to customer's needs, desires and provide customer service that goes way beyond basic politeness and courtesy. In today's diverse marketplace, recognizing that not all customers are the same and the needs may differ with cultural values, this session will address key customer insights to best deliver exceptional service to your Spanish-speaking customers.
  
  
• 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. 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.
  
  
• How to be a Culturally-Ready & Culturally-Friendly Employer: Insights into your Diverse Workforce - Among Hispanics, the largest ethic 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 the Hispanic worker by understanding the varying levels of acculturation, the values associated with each, and how to increase productivity and retention among your diverse workforce.