The Customer of the Future is …
Auto Glass Week™ Speaker to Focus
on Your Future Customer
What does the auto glass customer of the future look like? To whom are
you marketing on a daily basis? While some might debate whether the industry
should be marketing to consumers or the insurance industry—or both—one
thing is for certain: the cash auto glass market is growing. With such
growth comes a need to market to consumers of all shapes and sizes. Renowned
multicultural marketing and business trends expert Kelly McDonald will
speak about just that at the upcoming Auto Glass Week™ event (See box
below for details on her sessions.)
Auto Glass Week is scheduled for September 15-17 in Memphis, Tenn. See
box at right for details.
McDonald’s session, “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 AGRR™ magazine about
her work in this area.
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Renowned multicultural marketing and business trends expert Kelly
McDonald will hold two sessions during Auto Glass Week™. The first,
“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.
The second session will be held in a workshop format and will be called
“How to Market to Your Future Customer.” McDonald will provide marketing
tactics through role playing exercises, and attendees will gain a
better grasp on how to prepare to reach future customers in a manner
to which they will respond.
AGRR: How did you come to study this topic?
McDonald (KM): 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 demographic changes but also to keep up with
what those changes mean.
AGRR: What types of changes do you expect to discuss?
KM: 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 adapt.
AGRR: What do you usually hear from people who leave your seminars?
KM: 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 and competitive?
I’ve never presented this information where people weren’t completely
riveted, and stuff like the census is a gift that only comes once every
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.
Pre-Register Today to Receive Discounted Registration
Pre-registration is now open online for Auto Glass Week™ 2011. This year’s
unprecedented event will bring together the Auto Glass Replacement Safety
Standards (AGRSS) Council Inc., the Independent Glass Association, the
National Glass Association and the National Windshield Repair Association.
In addition, AGRR magazine’s Pilkington Clear Advantage Auto Glass Technician
Olympics (AGTO) and the Walt Gorman Memorial Windshield Repair Olympics
(WRO) also will be held, along with the International Window Film Tint-Off
and Conference™. The event is managed by AGRR magazine.
All of the groups will meet September 15-17 at the Memphis Cook Convention
Center in Memphis Tenn.
to pre-register today.
Discounted rooms for Auto Glass Week™ are available at the Memphis Marriott
Downtown, which is connected to the Memphis Cook Convention Center via
a covered walkway. The discounted room rate is $99 plus tax per night.
Rooms can be booked by calling 888/557-8740 and mentioning that you are
with Auto Glass Week. You also can book online by clicking on the hotel
tab at www.autoglassweek.com.
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No reproduction of any type without expressed written permission.