To Market, To Market
A Look at the Customer of the Future with
International Window Film Tint-Off and Conference™ Speaker Kelly McDonald
Increase Your Marketing Know-How
For a window film company image really is everything. When selling
a product that is used to change the look of a car or building,
knowing how to market your company is particularly important. Renowned
multicultural marketing and business trends expert Kelly McDonald
will hold an hour long session during the International Window Film
Tint-Off and Conference™. “Understanding the Customer of the Future,”
will take a look at changing market trends and who your customer
is. She’ll discuss how to build business with potential customers
that aren’t like you.
So who is your customer? To whom exactly are you marketing
on a daily basis? Knowing who will be viewing your marketing messages
can make a big difference in what kind of message you ultimately will
send. Are you marketing to the young and modern generation or established
energy-conscious baby boomers? Renowned multicultural marketing and business
trends expert Kelly McDonald will speak about just
that at the upcoming International Window Film Tint-Off and Conference™
September 15-17 in Memphis, Tenn.
McDonald’s session, “Who is Your Customer? Understanding the Customer
of the Future,” will take a look at the changing demographics of the United
States, along with necessary marketing changes required by such shifts.
McDonald, who has spoken to many major groups including Toyota, Sherwin-Williams,
Harley-Davidson, State Farm Insurance, Mattel, AAA Travel, and BlueCross
BlueShield, recently took the time to speak with Window Film magazine
about her work in this area.
WF: How did you come to study this topic?
I am a marketing and advertising person, and before I started my own company
I spent 25 years working for some of the top ad agencies in the country.
When you’re in advertising, you’re duty-bound to keep your fingertips
on the pulse of the marketplace. That doesn’t just mean your competition
but also consumer trends. It’s really important to not only keep up with
demography but also to keep up with what those changes mean.
WF: What types of changes do you expect to discuss?
Some of the key trends I want to discuss is what the 2010 census shows
us. The big news recently has been about the Hispanic population. One
in 10 people [in the United States] is Spanish-speaking. What does that
mean for business? Also there have been tremendous shifts in geography.
People are moving from rural areas into the cities. What do you do to
prepare your business for that shift? Some of the customers you’re used
to having might not be there any more. Other demographics also are crucial,
such as the aging of the population, and questions such as, “what do young
people want?” Do they only want to be communicated with by text?
There’s no average consumer today, and businesses are going to have to
WF: What do you usually hear from people after they’ve attended your
They love it. Everyone sees the changes around them, but they don’t know
what they need to do to change their businesses to adapt to the changes.
You can look around and see that young people are constantly using their
phones but they’re not talking on them. Changes like these make you ask,
what do I need to do from a business standpoint? How do I stay profitable
I’ve never presented this information where people weren’t completely
riveted, and info like the census is a gift that only comes once very
My thought is, how can you serve the local community if you don’t know
who the local community is? Be smart—pay attention to the demographics
around you and use this information to serve customers better because
every business is local.
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