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HOW TO MARKET & SELL TOPEOPLE
NOT LIKE YOU
WE’VE CHANGED
OLD NEW
CLEAR TREND: THE CENSUS DIVERSITY INDEXThe 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
Forecast for 2020:
65
1 in 6 MARRIAGES IS TO A SPOUSE OF DIFFERENT RACE OR ETHNICITY
Not Just Racial & Ethnic Diversity
•Politically•Socially•Fiscally•Religiously
Diversity Comes in Many Forms• Introverts vs. Extroverts
• Creative vs. Analytic Thinking
• Morning People vs. Night Owls
• Small business owner vs. large corporate execs
• Regional differences: North / South or East Coast / West Coast
• Communication styles: face-to-face or email/texting only
• Apple people vs. Google people
COMPANIES GET REAL.
AND MORE BRAVE….
People Want to See “The Real Real”
Companies Adapt… and Realize “Real” Drives Business
40% of people 18-35 have four or more tattoos
Cover Girl Embraces Diverse Beauty
•Cover Girl makeup now features Muslim model•And the first “Cover Boy”
BARBIE GETS REAL – FOR THE FIRST TIME
ORIGINAL BARBIE CURVY BARBIE
1965 - SLUMBER PARTY BARBIE
CVS Bans Photoshopping in its Beauty Products Ads
Brawny Salutes Strong Women
THE NEW GERBER BABY IS REAL…and IRRESISTiBLE
The 2019 Gerber SpokesbabyMarks Another First
• Kairi Yang
• Of Hmong descent
Target Ads Feature Kids with Down Syndrome
IT’S ABOUTPITCHING, NOT
CATCHING
8 Strategies for Marketing, Selling &
Serving People Not Like You
#1:Relieve Pain
DIFFERENT CUSTOMERS CARE ABOUT DIFFERENT THINGS
WOMEN WANT SECURITY AND GREAT
PERSONAL SERVICE
Men Hate Ironing
• OMNI HOTELS LEARNED THAT MEN HATE IRONING
• THEIR “SELECT GUEST” PROGRAM NOW OFFERS FREE IRONING OF TWO GARMENTS
IKEA Assembly Sucks!
#2: Figure out Your FAB
•Features•Attributes•Benefits
FAB Example: My Car
•Feature: • Bluetooth technology
•Attribute:• Hands-free talking
•Benefit:• Safety
Airline Example
•Feature:• Lay-flat airline seat
•Attribute:• Replicates a real bed
•Benefit:• Arrive rested
#3:GIVE PEOPLE
WHAT THEY WANT
Giving People What They Want = Relevance
• Example: Target vs. K-Mart
• Relevance: “Style on a budget”
• Benefit: value with dignity
MACY’S PRODUCTS DIFFER BY REGION
SALT LAKE CITY ATLANTA SEATTLE
BURGER KING ADJUSTS ITS MENU
NEW YORK CITY BIRMINGHAM
Sometimes it’s Not What, But How
#4: Use Consumer Insights
MILLENNIALS PREFER PETS OVER PEOPLE
They’d Rather Join a Cause than a Club
Millennial’s Key Values• Diversity is expected• Self expression is encouraged• Customization / personalization
EVERYONE’S TOP PET PEEVE
•TECHNOLOGY THAT DOESN’T WORK
•Check your site for broken links
SELLING TO WOMEN
VALUE EXPANSIVE CHOICES, SEEING ALL OPTIONS
SELLING TO MEN• WANT CHOICES SIMPLIFIED• THE MAGIC NUMBER IS 3
#5: MAKE AWESOMENESS A HIRING REQUIREMENT
• HIRE THE RIGHT PERSON – NOT THE RESUME
• MANY JOBS ARE TEACHABLE JOBS
• DON’T BE AFRAID TO RECRUIT FROM NEW PONDS
• AWESOME PEOPLE ARE AWESOME EVERYWHERE
They’re Not Defensive When Things Go Wrong
“We’ll take care of it”
#6: BE THE GOOD GUYS
#7: Pay Attention to Trends
SOCIAL IS EVERYTHING
NEW PRODUCTS MEET DEMAND FOR CONNECTIVITY
TRENDS, NOT FADS
MASS IS OUT, CUSTOMIZATION IS IN
CUSTOMIZATION LIFTS BUSINESS & IGNITES PASSION
Keep It ShortWe Don’t Read Anymore – We Skim…
#8:
HELPING BEATS
SELLINGWE DON’T NEED INFORMATION
WE NEED GUIDANCE
Your Turn
Turn to your neighbor and discuss one thing
you learned here today that you can go back and
apply to your role
FIVE THINGS YOU CAN DO RIGHT NOW
1. IDENTIFY CUSTOMER “PAIN POINTS” AND WORK TO RESOLVE THEM
2. FIGURE OUT YOUR FAB – FOCUS ON BENEFITS, THEN FEATURES
3. EXPLORE WAYS TO CUSTOMIZE YOUR PRODUCTS, SERVICES OR OFFERINGS
4. TEACH YOUR ASSOICIATES TO SAY, “WE’LL TAKE CARE OF IT” – THEN DO SO
5. FOCUS ON HELPING OVER SELLING - IF YOU HELP ME, YOU’LL SELL ME
©2019 McDonald Marketing3700 Quebec Street
Suite 100-360Denver, CO 80207
214-880-1717, 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]