Solutions Marketing Group

Providing clients with innovative strategies that position them to understand, penetrate and retain the disability market.

Disability Inclusion Done Right!

Super Bowl LII was one for the books (Go, Eagles!) and the Winter Olympics opened this past week. As a former athlete (field hockey, basketball and track) I love these global sporting events and I’m inspired by people who push themselves to the limit in sports. What I like most are the profiles of the athletes, which tell their story of overcoming odds, unearthing strength, discipline and fortitude to rise above the others.

There are three brands that rise above others for integrating disability inclusion in commercials: The Coca-Cola Company, Toyota and P&G. The ads include real people with disabilities that aren’t ‘special’ or ‘inspirational’ – just people living their lives, telling a story of vibrancy, resilience and inclusion.

The Coca-Cola Company: The Wonder of Us

P&G: Love Over Bias

Toyota: Good Odds

I hope you enjoy these commercials as much I did! If so, let the companies know.

Carmen Daniels Jones,
CEO/President, Solutions Marketing Group

Understanding the Disability Market: One Size Doesn’t Fit All

Often times, when I tell a client there are 56 million people with disabilities in the U.S., they often have no concept of how diverse this segment is. Only when we talk about the diversity of disability do they begin to realize how different their needs are.

If your company is planning to target consumers with disabilities this year, it’s also important to understand the distinctions between segments, and how products are used. For an example, as the result of a customer inquiry, Nike invented the FlyEase, a high-performance athletic shoe, for people with disabilities who have limited mobility and/or dexterity. Nike’s design team identified that this barrier impacted the ability for people to easily put their shoes on and tie their laces. They went a step further to create a solution, after understanding there are millions of people – young and old – who wanted the ability to put their shoes on independently, lessening frustrations for kids with disabilities, people with Cerebral Palsy, Arthritis or Multiple Sclerosis. By identifying influencers – occupational therapists, parents, caregivers and teachers – they extended their reach. They segmented the market and created an innovative product, which is the first of its kind.

I’ve developed a basic segmentation grid, which has provided clarity for clients. You can use it to define: the customer, disability type, demographics, primary/secondary goals and challenges, and what the solution is. I’ve included an example below:

Customer: PWD Senior Caregiver or Parent Influencer Type of Disability: Physical (Wheelchair User Limited Dexterity or Muscle Tone) Sensory Intellectual Mental Health Learning Other Demographics: Age Gender Salary HHI Location Education Family Structure Goals & Challenges: 1a. Primary Goal 2a. Secondary Goal 1b. Primary Challenge 2b. Secondary Challenge How the Product Helps Customers Achieve or Overcome: Goals Challenges

Disability market segmentation removes ambiguity and allows companies to precisely reach consumers with specific needs and wants. It also provides a framework to measure revenue growth, customer satisfaction, and customer retention. The metrics build the business case for companies, and moves them beyond compliance and checking the box.

My Challenge to You: Host 2 or 3 listening sessions for specific disability groups and ask participants about their needs and preferences. Analyze the results and share insights with your company’s cross-functional disability inclusion team. This inexpensive solution will help your team create an informed marketing and outreach plan.

Throughout the year, I will provide actionable steps to integrate disability inclusion within your organization. Feel free to drop me a line and let me know how this process worked for your team.

Here’s to a great new year!
Carmen Daniels Jones

Disability Market Consultation Calls | July 2017

Disability Market Consultation Calls presented by Solutions Marketing Group

Many organizations have mastered marketing, advertising, customer experience and employment for multicultural segments, but don’t demonstrate high-level insight and expertise that effectively reaches people with disabilities, their families and friends. It is mind-boggling that a market of 56 million people, with over $1 billion in disposable income to spend, isn’t a priority for most organizations.

In the past, executives have shared reasons they’ve not taking a deeper dive to understand, penetrate and retain the market.  Any of these sound familiar?

  1. ‘We know we should do more, but aren’t quite sure what to do, or how to do it.’
  2. ‘My team was inspired during a disability sensitivity training but there hasn’t been any actionable follow-up.’
  3. ‘We just don’t have the budget this year to spend on integrating the disability market into our overall strategy.’
  4. ‘The disability market is so large, and many people don’t disclose that they have a disability. How do we identify and target specific segments?’

If this sounds like conversations you’ve had, I’d like to talk with you about closing the gaps.

During the first week of August, I’m offering free, 30-minute Disability Market Discovery Sessions (DMDS) to discuss and answer questions you and your colleagues may have about effectively employing, marketing to, or providing an exceptional customer experience to the disability market. My goal is to provide you with value for your organization to implement before 2017 comes to a close.

During each session I’ll help you identify what you’ve done, identify opportunities to make your organization more disability inclusive, and develop actionable steps.

This offer is for large and small businesses, as well as non-profits and government agencies.  Disability Market Discovery Sessions are no cost to you, and scheduled on a first-come, first-served basis.  To sign up, or if you have questions, contact Celeste Beaty. I look forward to speaking with you soon!

Warm best,

Carmen Daniels Jones

Happy Birthday ADA!

President George H.W. Bush signs the Americans with Disabilities Act in 1990.

President George H.W. Bush signs the Americans with Disabilities Act in 1990.

While the country celebrated Independence Day on July 4th, many of us in the disability community will celebrate a second independence day – July 26th – which marks twenty-seven years since the Americans with Disabilities Act (ADA) became law.  I was at the South Lawn of the White House that sunny day, historic day.  I was a relative ‘newbie’ to the disability community, and worked as an Independent Living Counselor at the Peninsula Center for Independent Living in Newport News, Virginia.  My agency advocated for the ADA’s passage, in the Commonwealth and also on Capitol Hill.  At that time I didn’t fully understand what advocacy was but I was doing it!  This definitely laid a solid foundation for me to understand the importance of disability rights.

After President George H.W. Bush boldly stated, “Let the shameful walls of discrimination come tumbling down,” I heard cheers and saw tears from my elders who fought long and hard to level the field.  It knew it was a momentous day, based on the reaction of the crowd, but at that time I had no idea how this law would impact my life, as a wheelchair using, paraplegic.  The ADA’s imprint is felt in all sectors of business, and state/local government, and enhances life for 56 million people with disabilities and their families.

Because of the ADA:

  • People with disabilities can present their abilities and skills, by applying for jobs with private sector, state/local government employers, and not be discriminated against.
  • I access buildings with ramps and elevators.
  • My Blind/Low Vision friends are able to use Braille or large print menus at restaurants.
  • I can purchase tickets for Amtrak’s Auto Train and travel to Florida, in an accessible sleeper car.
  • People with limited mobility have the freedom to rent cars, with hand controls.
  • Deaf and Hard of Hearing people can go the movies and use captioning devices.

And, these are just a few of the practical and tangible ways the ADA has changed the lives of people with disabilities in the U.S.  

In the nearly 31 years since I’ve become a person with a disability, and the 20 years since founding the Solutions Marketing Group, the biggest change I’ve seen since the ADA’s passage is that disability inclusion is becoming the norm, and no longer the exception!

Happy Summer!

Carmen Daniels Jones, SMG President

PS: If you need ideas for your organization to commemorate the Americans with Disabilities Act, visit the ADA Anniversary Tool Kit.

Disability Market Consultation Calls | May 2017

Disability Market Consultation Calls presented by Solutions Marketing Group

Many organizations have mastered marketing, advertising, customer experience and employment for multicultural segments, but don’t demonstrate high-level insight and expertise that effectively reaches people with disabilities, their families and friends. It is mind-boggling that a market of 56 million people, with over $1 billion in disposable income to spend, isn’t a priority for most organizations.

In the past, executives have shared reasons they’ve not taking a deeper dive to understand, penetrate and retain the market.  Any of these sound familiar?

  1. ‘We know we should do more, but aren’t quite sure what to do, or how to do it.’
  2. ‘My team was inspired during a disability sensitivity training but there hasn’t been any actionable follow-up.’
  3. ‘We just don’t have the budget this year to spend on integrating the disability market into our overall strategy.’
  4. ‘The disability market is so large, and many people don’t disclose that they have a disability. How do we identify and target specific segments?’

If this sounds like conversations you’ve had, I’d like to talk with you about closing the gaps.

May 9 – 11, 2017, I’m offering 30-minute Disability Market Consultation Calls (DMCC) to discuss and/or answer questions you and your colleagues have about effectively employing, marketing to, or providing an exceptional customer experience to the disability market. My goal is to provide     value and actionable steps your organization can implement. And, did I mention there is no cost?

On previous DMCC, I’ve shared insights on a wide variety of topics, ranging from:

  1. Standing out in a crowded market.
  2. Speaking to the needs of families with kids with disabilities.
  3. Leveraging Section 503 to develop and implement new policies and procedures.
  4. Understanding disability market segmentation.

This offer is for large and small businesses, as well as non-profits and government agencies. DMCC are no cost to you, and scheduled on a first-come, first-served basis. Sign up for your call today!  If you have questions, contact Celeste Beaty at cbeaty@disability-marketing.com. I look forward to speaking with you soon!

Warm best,

Carmen
Carmen Daniels Jones
President/CEO

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