Many organizations know they should do more to reach the disability market, but few take decisive action. They’ve answered questions such as: What are their needs? How do we communicate in ways that resonate with them? And, how can we build a relationship that inspires the know, like and trust factor? Organizations that are the most successful know that to reach consumers with disabilities and their influencers, it’s important to understand what drives them. In this video, SMG President/CEO, Carmen Daniels Jones, will share important insights to build an understanding of the disability market.
Successful companies know that in order to reach consumers with disabilities and their influencers, it’s important to understand what drives them. What are their needs? How do you communicate in ways that resonate with them? And, how can a company build a relationship that inspires the know, like, trust factor? In our new video, Understanding the Disability Market, we provide key insights.
by Carmen Jones
Earlier this summer, Solutions Marketing Group (SMG) unveiled a new look for its branding and website. And with the new look comes new videos! I am excited to share with you a brand new About SMG video, in which I share why I established SMG and why disability inclusion presents a business opportunity for every organization.
There are 56 million people with disabilities with disposable income of $544 billion in the US. This is the country’s largest, most overlooked market, and there’s vast opportunity to reach them as consumers and employees. The companies that have gotten to them first have built lifelong relationships with consumers yielding increased sales, loyal employees, and have built affinity with the general market.
In spite of the opportunity, there are very few organizations that understand how to reach the disability market as customers, guests and employees. What eludes them is that they don’t understand how to effectively understand, penetrate and retain the market.
While they understand the market exists, they don’t know:
- All disabilities are not the same;
- Not all people with disabilities identify as being a part of the larger market;
- How to find them;
- What drives them to make purchase decisions;
- The impact of reaching influencers;
- How to communicate with them; and
- That they’re leaving money on the table by not building a relationship with the market.
My team and I remove the barriers and bottlenecks that keep organizations from reaching people with disabilities as customers and employees. We help clients understand what drives the market to take action, by creating strategies and services to support it. We help them build a bridge to the disability market and provide them with insights and tools to build a relationship with consumers and prospective employees with disabilities in a real and authentic way. Get in touch if you would like to learn more!