Businesses often only view those with disabilities as a potential liability, wondering whether they are up to date on all of the latest equal opportunity employment practices. What they are missing is a potentially untapped market share.
Companies can gain an advantage over the competition by targeting customers with their advertising campaigns in order to gain new customers.
Here are 5 simple ways that companies can market in order to reach those customers with disabilities.
Support Local Community Organizations Fighting For Accessibility
There are groups all across the country advocating for buildings to be made handicap accessible.
Your business can reach out and partner with these groups to help promote their cause and create a positive reputation among the community of people with disabilities.
If you have not already updated the accessibility of your own physical business then doing so would be a great first step in order to show your commitment to supporting customers with disabilities.
Affiliate with National Organizations
Companies can affiliate themselves with national organizations who fight for disabled rights.
By sponsoring these organizations you can achieve positive exposure to a national market of customers with disabilities.
Some great examples of groups your business could become affiliated with are the Special Olympics, National Federation for the Blind, and the National Organization on Disability.
Create a Channel for Communication
Building a channel through which disabled customers can contact you is a great way to show that you are willing to work with disabled customers in order to provide the best possible experience.
Word of mouth is an important marketing technique within this demographic so a little bit of extra effort towards accommodating customers with disabilities can go a long way.
Taking in suggestions for how your business can better serve customers with disabilities will be sure to help you gain support within the community.
Advertise Using Actors and Models with Disabilities
Including personas with disabilities in your advertising campaign can mark your business as a friend of customers with disabilities.
Use actors with disabilities in your video advertising or models with disabilities in your print advertising will send the right message to potential new customers who support those with disabilities.
Advertise in Disability Friendly Media
Knowing your market is important no matter what demographic your business is targeting with its advertising campaign.
In order to reach out to potential customers with disabilities contact media outlets that specialize in issues that are important to customers with disabilities.
A little bit of research can go a long way when determining which sources will create the best return on investment as far as advertising goes.
You can gain a whole new demographic of valuable customers by marketing your business to those with disabilities.
By using these five easy suggestions you will be able to create a positive impression in the disabled community and help support a worthy cause in the process.
For more information on how your business can support those with disabilities contact an organization near you.