Companies that are champions of multicultural marketing do their homework to understand how to create resonant messaging that inspires consumers to respond by liking a page on social media or purchasing products in the store or online. Their ads tell consumers how the products can be a solution for avoiding pain or deriving pleasure. Messaging to people with disabilities and their families is no different.
In order to effectively connect with consumers with disabilities and their families, what’s conveyed must be clear, inclusive and highlight relevant feature that address barriers. Most importantly, it must be honest and authentic, as consumers are very discerning at identifying companies that lack a sincere commitment to the market. SMG’s clients, that have been the most successful, have used our recommended approach to developing messaging:
- Interest/Inspirational – This creative approach is intended to leverage emotions and generally strongly appeals to the general market.
- Integrated – Includes messaging that integrates the individual with a disability as just one of the employees/friends/family members. They aren’t ‘special’ or patronized in any manner.
- Feature Focused – This approach to creating messaging highlights valuable features that may appeal to the market. Many of SMG’s clients utilize this approach.
Within the past 2 years there’s been a rising trend to include disability themes in commercials, digital and social media, fashion and in print. Follow the leadership of Duracell, who featured Derrick Coleman of the Seattle Seahawks, the first Deaf player in the NFL who was Super Bowl bound. Guinness Beer’s commercial that included a group of able-bodied athletic men playing wheelchair basketball with their friend who used a wheelchair full-time, received millions of YouTube views and critical acclaim. Retail giant, JC Penney included mannequins that were taken from actual molds of people with disabilities as part of its ‘When it fits, you feel it campaign.’ The company received acclaim from the mainstream and fashion media for being inclusive. The key to success is allowing your brand’s essence to connect with the market.
If you are interested in learning how to communicate your company’s commitment to the disability market in an authentic way, leading to building a strong relationship with consumers, contact the Solutions Marketing Group at firstname.lastname@example.org.