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.

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.
  
  
• Social Media & Social 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 Twitter. But there is tremendous confusion about how to use these tools for business marketing. Sure, you may use Facebook to share your vacation pictures with friends, but how are you supposed to use it to market your business? And what kind of "tweets" is a company supposed to send out on Twitter? And more importantly, why? Who follows this stuff anyway? Who is the audience and what's the best way to reach them?
  
  This session will focus on how social media and marketing can be your new best friend. With so much pressure on marketing budgets, social media and 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 and existing customers with relevance.
  
  
• How to Connect With Others Regardless of Age, Wage or Lifestage - 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 belief, 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 connecting with others 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.
  
  
• 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 customer's needs and desires and provide customer service that goes way beyond basic politeness and courtesy. The best and smartest companies are finding that listening to what customers want and delivering on every promise, no matter how small, keeps customers happy and coming back for more. 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. 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 homogeneous 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.
  
  
• Marketing 101: The Basics of Advertising & Marketing and How to Implement Them - Marketing your product, service and yourself is vital to growing business. But exactly how does one do this effectively? How can the average small business market itself with limited dollars, yet achieve maximum results? This session will focus on what you need to know to effectively build a solid advertising and marketing plan.
  
  Attendees will learn:
  • Social Media and Marketing - what it is and how to use it effectively
  • The core media options and strengths and weaknesses of each
  • What to expect to pay for media purchases
  • How to handle the production of a message
  • Effective internet marketing techniques
  • Tips for identifying your unique selling proposition