General Session
The Opening General Session, sponsored by DuPont, will take place on Monday, October 11th from 8:30 - 10:00 am. Marketing expert Kelly McDonald will
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present "The Changing Face of Your Business - Inside and Out."
Tickets for the general session are included in Super Pass registrations or may be purchased in the online attendee registration system for $25 before the early bird deadline (August 31st); $35 after.
ABSTRACT:
We all know that our society is becoming increasingly diverse and that doesn’t just mean racial and ethnic diversity. For the first time in American history, four generations are working side-by-side and this is creating friction in some workplaces as work styles and expectations clash.
On top of that, your customer is more diverse today than ever before. No longer are the traditional ways of doing business going to meet the demands of today’s customer. The bar is set higher than ever and the customer is fully in charge: they have specific expectations about service, convenience and communication. And speaking of communication, the multilingual needs of our country are more apparent than ever and the businesses that meet those needs will have a significant competitive advantage in the marketplace.
This presentation will focus on why diversity is a business opportunity – inside and out. Your customer is changing and so is your labor force. By better understanding your co-workers, your customers and the community in which you live and work, today and tomorrow, you can grow sales and profits and retain the best employees.
KEY POINTS:
• Participants will learn key market segmentations and the values associated with each to better understand customers and coworkers
• Special attention will be focused upon key generational segments and the Hispanic consumer. Attendees will learn about the Four Levels of Acculturation and the importance of relating to different cultures.
• Common obstacles will be reviewed in order to avoid communication or service mistakes, both internally and externally.
• Specific strategies for becoming a “culturally-ready” and “culturally-friendly” employer. Do’s and don’ts will be covered.
