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Providing Culturally Competent Care to Diverse Populations
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We’ve Changed…
OLD NEW
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Diversity Comes in Many Forms• Gender
• Religion
• Political views
• Age/Generation– Matures (seniors)– Boomers– Gen X– Gen Y
• LGBTQ
• Physical abilities
• Rural / Metro
• Military/Civilian
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Diversity Comes in Many Forms• Racial
– White, Black, Asian, Native American, Pacific Islander
• 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
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Your Turn
What ways can you see “diversity” in your clients and prospects?
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10 Strategies for Serving Diverse Populations
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#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
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Figure out Your FAB
• Features• Attributes• Benefits
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FAB Example: My Car• Feature:
– Bluetooth technology
• Attribute:– Hands-free talking
• Benefit:– Safety
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Strategy #2: Build Your Infrastructure
• Diversity efforts require examination of infrastructure
• Angelika theatre in Dallas:
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#3: Do Your Homework• 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
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Affluent Boomer Women• Boomer women are affluent and
empowered– Careers and investments – Inheritances
• From parents or husbands
• Women over 50 are the healthiest, wealthiest and most active generation of women in history
• 43% of Americans with $500,000 or more in assets are women
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What Affluent Women & Moms Want
• The more mature, affluent consumer places the highest priority on experiences & making memories
• They care about security, convenience, the environment
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Cultural Barriers May Exist
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General Mills Overcame “Cereal Stigma”
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#4: Adapt to Differences
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Macy’s Products Differ by RegionSalt Lake City Atlanta
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Burger King Adjusts Their Menu• New York – Bagels • Birmingham - Biscuits
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Sometimes it’s Not What, But How
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Public Storage Payment Options
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#5: Use Consumer Insights
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Selling to Women
Value expansive choices, seeing all options
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Selling to Men
• Want choices simplified• The “magic number” is 3
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Selling to Boomers
• Boomers value continuous learning…– Influenced by talk radio, Oprah, self-help
books and seminars • …Choices and positive messages
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Positive Messaging is Powerful
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# 6: Tap Into Values
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Gen X Key Values• Diversity• Custom / personalization
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Women’s Values
• Women want testimonials/customer reviews online
• Women trust what other women say
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Two Working Spouses’ Values• Two income households are busy & very
demanding. Anything that makes it better or simpler for them is wonderful
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#7: Customize Products or Experiences
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McDonald’s Experiments with Customization & Fresh Offerings
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Customization Lifts Business– Ignites Passion
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Sunny Vista Customizes Menu Options• Thai-style soup with fresh
ginger and thin-sliced beef for Asian resident
• Proposed regulation requiring menus that reflect cultural, religious and ethnic needs and preferences
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#8: Hire Diversity – It Matters• Bilingual or multi-lingual associates
to serve diverse customers
• Consider diversity of approach too
• State Farm agent hired agent in her 20’s who generates leads through social media and texting, not just phone calls
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#9: Pay Attention to Trends
Social is everything
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New Products Meet Demand for Connectivity
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Trends, Not Fads….
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Marketing Trends
• Show people as they really are• People want to see the real real• Families are not “one size fits all”
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Keep it Short• Listicles: bite-sized portions, highly consumable• “news snacking”• Sharable
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Use Contemporary Imagery
• 40% of people 18-35 have four or more tattoos
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Tattoos + High Income Mix
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Even in Conservative Industries…
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#10: Helping Beats Selling
“We don’t need information.We need advice.”
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Your TurnTurn to your neighbor and discuss one
thing you learned here today that will help you in your role
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My Book Can Help!
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#5 on the list of Bestselling Business Books of 2013
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©2016 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]