Diversity comes in many forms: gender, race, age, life stage, language preference, religion, sexuality, hobbies or special interests. All these are ways in which people's differences are recognized. Every brand, company and product is scrambling to learn how to tap into new and diverse market segments to grow their business.
In How To Market To People Like You, author Kelly McDonald demonstrates how to create a deep, emotional connection between your product and the new, diverse marketing consumer and how to recognize these differences and tailor your product, message or marketing efforts to reflect the consumers' uniqueness.
How to Market to People Not Like You challenges the traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business. Arguing for focusing on customer values rather than demographics, Kelly reveals how you can grow business and profits by targeting those who are different from your core audience, rather than those who share similarities.
Kelly McDonald is president of McDonald Marketing, named one of the top ad agencies in the U.S. by Advertising Age. Kelly is an expert in multicultural marketing and marketing to consumer values.
