Game Changers Spotlight Reaching New Audiences: How to Market, Sell & Serve a Wider Range of Buyers

Woman with blond hair wearing a black jacket and pink shirt

Featuring Kelly McDonald—Founder of McDonald Marketing

If you could generate sales simply by marketing to your existing customers and raking in referrals, making money would be a cakewalk. In reality, growing your business depends on your ability to reach and serve new, niche customer groups. But how do you win over customers you may not know or understand well?

You need to break through barriers such as gender, age, life stage, race or ethnicity to show prospects you truly understand their differences and values and to form a genuine, trusted connection.

In this Game Changer session, Kelly McDonald—one of the nation’s leading experts in consumer trends, generational differences and customer experience—will show you how to better understand today’s diverse buyer segments and build a deep, values-based connection with them.

During this session, you will identify the major macro trends that affect your business and learn how to leverage them for growth and an improved customer experience. Kelly will share examples of how you can tweak your product, message, marketing efforts and customer experience to reach their hearts and minds and, ultimately, earn their business.

The session will take place on Tuesday, January 21 from 2:30 – 3:30 PM at the Las Vegas Convention Center. Game Changers sessions are open to all attendees with Full Registration or 1-Day Education valid for the day of the session. Learn more.

About Kelly McDonald

Kelly McDonald is one of the nation’s leading experts in consumer trends, generational differences and customer experience. Her firm, McDonald Marketing, has twice been named a top ad agency in the U.S. by Advertising Age magazine and was named one of the “10 Most Booked Speakers in the U.S.” by Successful Meetings magazine. She has a depth of client experience that includes brands such as Toyota, Nike, Harley-Davidson and Sherwin-Williams. She is the author of three best-selling books, including her latest, How to Work with and Lead People Not Like You: Practical Solutions for Today’s Diverse Workplace. Kelly lives in Denver and when she’s not on the road speaking, she enjoys hiking and shopping for high heels.

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