This document discusses strategies for marketing to diverse groups of people who may be different from you. It notes that the US population is becoming increasingly diverse and less white. It encourages understanding customers' life experiences, priorities, and perspectives. Specific strategies suggested include being relevant to what customers want, knowing your target markets, recognizing different needs, relieving pain points, paying attention to trends, and helping customers rather than just selling. The goal is to make all people feel valued and understood.

1. How to Market to
People Not Like You

2. Not a Melting Pot, But a Salad Bowl…
OLD NEW

3. 1 in 3 is not White
Source: 2010 U.S. Census

4. 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

5. Tennessee’s Diversity Index
40
In Tennessee, the probability that two people
selected at random will be of different races or
ethnicities is 40%.

6. 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

7. Screen Shot from the Website

8. Diversity Index by Locale

9. 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.

10. 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:
Mississippi
Georgia
Maryland
Florida
Arizona
Nevada
Texas
California
New Mexico
Hawaii

11. Not Just in Select Places…
• Across every major market in the U.S. the
majority of the child population is nonwhite

12. 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

13. Multiracial Americans
• Multiracial
Americans now
number 8.7 million
• 3% of the
population
• 25% increase in
last decade

14. The Browning of America

15. 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

16. 50.5 Million Hispanics
Source: 2010 U.S. Census
One in six U.S. residents is Latino

17. Among Children,
1 in 4 is
Hispanic

18. Every 30 seconds, a Latino
turns 18 in America
Source: NPR, Latino Mayor May Be A Glimpse Of Things To Come, December 12, 2010

19. Latino Growth from 2000 - 2010

20. 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

21. 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

22. Understanding Someone Different
from You Means Understanding
Their Life
Their priorities
Their values
The experiences that define them
Their perspective

23. 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?”

24. Who is Ron Howard?
• Matures
• Boomers
• Gen X & Gen Y

25. Strategies for
Marketing to People Not Like You

26. 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

27. Strategy #2: Build Your Infrastructure
• Diversity efforts
require examination
of infrastructure
• Angelika theatre
in Dallas:

28. The Container Store in Manhattan

29. 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

30. Strategy #4:
Recognize Different Needs

32. Not Just What, But How
• Public storage payment options

33. Strategy #5:
Relieve Pain

34. Different Customers Care About Different Things
• Women want security & great personal
service

35. Men Hate Ironing
• Omni Hotels learned that men hate ironing
• Their “Select Guest” program now offers free
ironing of two garments

36. Women
• The truth can never hurt you
• No pressure – ever
• Value expansive choices,
seeing all options

37. Men
• Want choices simplified
• The “magic number” is 3

38. #6: Pay Attention to Trends…
• Social is everything

39. New Products Meet Demand for Connectivity

40. 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

41. Strategy #8: Helping Beats Selling
“We don’t need information.
We need advice.”

42. Relevance + Tapping into Values =
Feeling the Love

43. Bestselling Books!

45. ©2014 McDonald Marketing
7820 Enchanted Hills Blvd. Ste. A-199
Rio Rancho, NM 87144
214-880-1717, Fax 214-880-7596
kelly@mcdonaldmarketing.com
All rights reserved.
No part of this material may be reproduced
In any form without permission by the author.
For more information about
consumer trends, contact
Kelly McDonald at
214-880-1717 or kelly@mcdonaldmarketing.com