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SMG Tip: Simplicity + Value + Consistency = A Recipe for Success

August 18, 2015

Checkbox next to the word 'success'Companies that successfully reach consumers with disabilities understand that it requires commitment, discipline and strategy. The truth is, there is such a barren landscape of companies that are speaking to them directly, that any company that is serious about penetrating the market has the opportunity to make the competition irrelevant. These disability-savvy companies know that moving beyond understanding to market penetration requires well-developed tactics. The SMG Team has developed a quick list of tactics that change the culture and impact the bottom-line:

1. To Get the Consumer with a Disability, Keep it Simple

Most companies get into a quagmire about what to offer and what to say to consumers with disabilities. After the research has been completed and your company understands key drivers for purchase decisions, create an efficient path for consumers to navigate to help them understand how their needs will be met, communicating with them consistently and minimizing the number of information sources consumers must touch while moving confidently toward a purchase. We’ve found the most successful brands achieve this by personalizing the route. One way to personalize this process is to have customer service staff that understands how products and services are used by people with disabilities.

2. Offer Value

In most instances, people with disabilities, and families with a disabled child, live financially below their peers. They have to make their dollars stretch among the basics, and have medications, therapies and medical supplies that also need to be purchased. Companies that simplify the purchase process, and offer bundled packages, incentive discounts and additional value will win the market.

3. Be Consistent

The general rule is that a prospect has to have 7+ interactions with a company before making a purchase decision. Seven! That means that companies have to develop an integrated strategy with multiple touch points with consistency to make an impact. There can no longer be limited discussion about reaching people with disabilities in July (anniversary of the Americans with Disabilities Act) or October (National Disability Employment Awareness Month). It must consistently happen, with resources, all year long.


To learn more about how your organization can penetrate the disability market, contact the SMG Team for a 30-minute free call at 703-920-0225 or info@disability-marketing.com.

Filed Under: SMG Tip Leave a Comment

Tags: consumers, disability marketing

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SMG Tip: Real Disability Market Growth Starts When People Talk

June 2, 2015

The Solutions Marketing Group has found through our years of research that beyond what a company says about its product, service or accessibility in an ad, the number one way that people with disabilities determine whether or not they’ll pull the trigger to buy is what they hear from their peers. We’ve heard consumers tell us throughout the country that word of mouth provides a weightier, more credible endorsement than anything a company can say about itself.  Why is that?  Because we’d rather hear about the experiences of others who have similar experiences or health needs, than anyone else.

Consumers don’t mind sharing a lot of information with friends, colleagues, and/or parents with children with disabilities.  Topics range from identifying van conversion companies in a specific region; discussing service providers that have a successful track record; finding travel destinations, like Disney; theater arts companies that are accommodate a range of disabilities; or even the airlines that have a consistent track record in providing amazing service – on and off the plane.   We do not hold back when it comes to sharing information. We want seamless experiences, as our non-disabled peers, and we want to hear from people who have experienced what we need.

We used to share face-to-face, with a phone call or in a support group. Social media has changed all of that. We dig into company websites, we read reviews on sites like Trip Advisor, and we ‘like’ what our friends say on Facebook, or we retweet on Twitter. Whatever it is, we tell it.

While becoming an event sponsor is great, and creating the infrastructure within your organization to support families with kids with disabilities is awesome, it won’t amount to much if the disability market doesn’t see your company demonstrate that they are valued consumers. Once they do, and they experience the very best of your company’s commitment to them, they will begin to tell it.  At the heart of reaching 56M people in this U.S. is a really simple idea:

People decide to tell other people.

Start with that and get them talking about your organization. Make sure what your walk and talk line up, because this market can spot a phony.  Once you’ve done your work to understand the market, create a robust marketing strategy that includes digital/social media. Once your company captures the attention of the disability market, they will tell each other.

Filed Under: SMG Tip Leave a Comment

Tags: consumers, reputation

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Quick Facts

The disability market consists of 56M people, representing an annual disposable income of $544 billion.

The disability market is more than twice as large as the tween market (20M), and has almost 3X the disposable spending power ($180B).

According to the U.S. Census Bureau, of the 69.6 million families in the U.S., 20.3 million families have at least one member with a disability.

A University of Massachusetts Boston survey found 92% of consumers felt favorably toward companies hiring people with disabilities; 87% prefer to do business with such companies.

By the year 2030, 71.5 million Baby Boomers will be over the age of 65 and demanding products, services, and environments that address their age-related physical changes.

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