AAF - North Central Indiana

"Marketing fitness" requires the same dedication, discipline and training as any other fitness regime. You have to fuel your marketing plans and initiatives with the right healthy ingredients to achieve top performance. 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. No longer does mass marketing and mass media necessarily fit the bill - putting your message out there as broadly as possible and hoping it will hit a majority of your prospects. Diversity marketing is the new norm, and this doesn't simply mean racial diversity. Diversity comes in many forms: gender, race, age, lifestage, language preference, religion, sexuality, and hobbies or special interests are all ways in which people's differences are recognized. By recognizing these differences and tailoring your product, message or marketing efforts to reflect consumers' uniqueness, you are validating the importance of a consumer group. It may seem counterintuitive to focus on differences rather than similarities, but that's where adding a new "exercise" to your routine can really stretch your marketing muscles and bring incremental results.

Key Points

• Learn about the hottest new market segments and how they're shaping culture
• Learn the key emotional drivers for important target segments and how your company can leverage those in marketing messages
• Learn which group represents the largest opportunity for your business right now and which group will be your greatest opportunity tomorrow.
• Specific strategies and tactics will be discussed for identifying your high-potential prospects and reaching them effectively.

About the Speaker

Kelly McDonald is a marketing and advertising expert with more than 20 years of global advertising agency experience, in both the General Market & Latino market. Kelly was ranked #1 on the list of "26 Hot Speakers" by Successful Meetings Magazine. She is a nationally recognized expert and author of (Marketing Magic) in Hispanic Marketing. She has been featured in BusinessWeek, and on XM Satellite Radio and CNN Money.