Providing Culturally Competent Care to Diverse Populations
We’ve Changed… OLD
NEW
Diversity Comes in Many Forms •
Gender
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Religion
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Political views
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Age/Generation – Matures (seniors) – Boomers – Gen X – Gen Y
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LGBTQ
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Physical abilities
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Rural / Metro
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Military/Civilian
Diversity Comes in Many Forms •
Racial – White, Black, Asian, Native American, Pacific Islander
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Ethnic/Linguistic – Hispanic, Indian, etc.
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Nativity – Foreign-born or U.S. born
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Lifestage – New moms/dads, retirees, college students, empty-nesters
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Lifestyle/Affluence – Working poor, middle class, wealthy
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Core values – Environmentalists, vegetarians, home schoolers
Your Turn What ways can you see “diversity” in your clients and prospects?
10 Strategies for Serving Diverse Populations
#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
Figure out Your FAB • Features • Attributes • Benefits
FAB Example: My Car • Feature: – Bluetooth technology • Attribute: – Hands-free talking • Benefit: – Safety
Strategy #2: Build Your Infrastructure • Diversity efforts require examination of infrastructure • Angelika theatre in Dallas:
#3: Do Your Homework •
Bad example: Wireless company: – Cinco de Mayo themed ads in Miami
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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
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Goal: Actual:
1,500 new accounts 22,000 new accounts
Affluent Boomer Women • Boomer women are affluent and empowered – Careers and investments – Inheritances • From parents or husbands
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Women over 50 are the healthiest, wealthiest and most active generation of women in history
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43% of Americans with $500,000 or more in assets are women
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
Cultural Barriers May Exist
General Mills Overcame “Cereal Stigma”
#4: Adapt to Differences
Macy’s Products Differ by Region Salt Lake City
Atlanta
Burger King Adjusts Their Menu • New York – Bagels
• Birmingham - Biscuits
Sometimes it’s Not What, But How
Public Storage Payment Options
#5: Use Consumer Insights
Selling to Women Value expansive choices, seeing all options
Selling to Men • Want choices simplified • The “magic number” is 3
Selling to Boomers • Boomers value continuous learning… – Influenced by talk radio, Oprah, self-help books and seminars
• …Choices and positive messages
Positive Messaging is Powerful
# 6: Tap Into Values
Gen X Key Values • Diversity • Custom / personalization
Women’s Values • Women want testimonials/customer reviews online • Women trust what other women say
Two Working Spouses’ Values • Two income households are busy & very demanding. Anything that makes it better or simpler for them is wonderful
#7: Customize Products or Experiences
McDonald’s Experiments with Customization & Fresh Offerings
Customization Lifts Business – Ignites Passion
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
#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
#9: Pay Attention to Trends Social is everything
New Products Meet Demand for Connectivity
Trends, Not Fads‌.
Marketing Trends • Show people as they really are • People want to see the real real • Families are not “one size fits all”
Keep it Short • Listicles: bite-sized portions, highly consumable • “news snacking” • Sharable
Use Contemporary Imagery • 40% of people 18-35 have four or more tattoos
Tattoos + High Income Mix
Even in Conservative Industries‌
#10: Helping Beats Selling “We don’t need information. We need advice.”
Your Turn Turn to your neighbor and discuss one thing you learned here today that will help you in your role
My Book Can Help!
#5 on the list of Bestselling Business Books of 2013
For more information about consumer trends, contact Kelly McDonald at 214-880-1717 or kelly@mcdonaldmarketing.com Š2016 McDonald Marketing 3700 Quebec Street Suite 100-360 Denver, CO 80207 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.