how to market to people not like you kelly mcdonald
TRANSCRIPT
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How to Market to People Not Like You
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Not a Melting Pot, But a Salad Bowl…
OLD NEW
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1 in 3 is not White
Source: 2010 U.S. Census
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The Census Diversity Index Has Been Increasing Consistently
• The probability that two people chosen at random would be of a different race and ethnicity on a 0-100 scale. The scale ranges from 0 (no diversity) to 100.
Source: U.S.A Today, Minority births drive growth in U.S. diversity , 6/22/10
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Tennessee’s Diversity Index
40In Tennessee, the probability that two people selected at random will be of different races or ethnicities is 40%.
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Best Place to Get Your Local Data
• usatoday.com/news/census/index
• You can find the diversity index for every county and city, as well as:
• Population density• Racial & ethnic composition
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Screen Shot from the Website
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Diversity Index by Locale
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4 States &The District of Columbia have Minority Majority Populations
• Minorities account for more than 50% of the population in California, Hawaii, New Mexico, Texas and DC
Source: New U.S. Census to Reveal Major Shift: No More Joe Consumer. AdAge, October 12, 2009.
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States with Majority Minority Among Children
• In 10 states, the share of children who are minorities has already passed 50 percent, up from five states in 2000:
MississippiGeorgiaMarylandFloridaArizona
NevadaTexasCaliforniaNew MexicoHawaii
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Not Just in Select Places…
• Across every major market in the U.S. the majority of the child population is nonwhite
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Non-Hispanic Whites• Whites share of the total
U.S. population dropped over the last decade from 69% to 64%
• Whites are aging fast: median age is now 41 (up from 38.6 in the 2000 Census)
• Will be minority by 2041
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Multiracial Americans
• Multiracial Americans now number 8.7 million
• 3% of the population
• 25% increase in last decade
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The Browning of America
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A Country within a Country
• 50.5 million Latinos in U.S.
• Mexico 108.7 MM• U.S. 50.5 MM• Colombia 44.4 MM• Spain 40.4 MM• Argentina 40.3 MM• Peru 28.7 MM• Venezuela 26.0 MM• Chile 16.3 MM
Source: Synovate 2010, CIA World Factbook, 2010 Census
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50.5 Million Hispanics
Source: 2010 U.S. Census
One in six U.S. residents is Latino
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Among Children, 1 in 4 is Hispanic
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Every 30 seconds, a Latino turns 18 in America
Source: NPR, Latino Mayor May Be A Glimpse Of Things To Come, December 12, 2010
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Latino Growth from 2000 - 2010
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Diversity Comes in Many Forms• Gender
• Religion
• Political views
• Age/Generation– Matures (seniors)– Boomers– Gen X– Gen Y
• Gay/Lesbian
• Physical abilities
• Rural / Metro
• Military/Civilian
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Diversity Comes in Many Forms• Racial
– White, Black, Asian, Native American
• Ethnic/Linguistic– Hispanic, Indian, etc.
• Nativity– Foreign-born or U.S. born
• Lifestage– New moms/dads, retirees, college students, empty-nesters
• Lifestyle/Affluence– Working poor, middle class, wealthy
• Core values– Environmentalists, vegetarians, home schoolers
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Understanding Someone Different from You Means Understanding
Their Life
Their prioritiesTheir values
The experiences that define themTheir perspective
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Try This Exercise!
• When asked to name how Kennedy died…
• Matures & Boomers– Gunshot in Dallas
• Gen X– Plane crash near Martha’s Vineyard
• Gen Y– “Kennedy who?”
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Who is Ron Howard?
• Matures
• Boomers
• Gen X & Gen Y
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Strategies for Marketing to People Not Like You
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Strategy #1: Be Relevant
• Identify what people want, then give it to them
• Example: Target vs. K-Mart– Relevance: “Style on a budget”
• Benefit: value with dignity
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Strategy #2: Build Your Infrastructure
• Diversity efforts require examination of infrastructure
• Angelika theatre in Dallas:
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The Container Store in Manhattan
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Strategy #3: Know Thy Target
• Bad example: Wireless company: – Cinco de Mayo themed ads in Miami
• Good example: San Francisco: Bank of America partnered with AT&T to tap into huge Asian population– Open a new checking account, get AT&T prepaid
calling card good for calls to Asia – AT&T customers received free checking at BofA
• Goal: 1,500 new accounts• Actual: 22,000 new accounts
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Strategy #4: Recognize Different Needs
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Not Just What, But How
• Public storage payment options
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Strategy #5:Relieve Pain
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Different Customers Care About Different Things
• Women want security & great personal service
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Men Hate Ironing
• Omni Hotels learned that men hate ironing
• Their “Select Guest” program now offers free ironing of two garments
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Women
• The truth can never hurt you
• No pressure – ever
• Value expansive choices, seeing all options
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Men
• Want choices simplified
• The “magic number” is 3
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#6: Pay Attention to Trends…
• Social is everything
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New Products Meet Demand for Connectivity
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Strategy #7: Be Fearless• It may feel weird & unconventional to you, but if
it’s what the customer wants, then it’s the right thing to do
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Strategy #8: Helping Beats Selling
“We don’t need information.We need advice.”
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Relevance + Tapping into Values = Feeling the Love
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Bestselling Books!
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©2014 McDonald Marketing7820 Enchanted Hills Blvd. Ste. A-199
Rio Rancho, NM 87144214-880-1717, Fax 214-880-7596 [email protected]
All rights reserved. No part of this material may be reproduced
In any form without permission by the author.
For more information aboutconsumer trends, contact
Kelly McDonald at 214-880-1717 or [email protected]