According to the Census Bureau, nearly 1 in 5 people in the United States have some disability. That number is even higher among older adults, with over 40% of people aged 65 and up reporting some form of disability. Given the large size of the disability market, it’s unsurprising that an increasing number of businesses are looking to tap into this lucrative customer base.
As a business owner, you know that you need to strategically target your audience when marketing a product or service. For businesses looking to reach the disability consumer market, there are a few key things to keep in mind. This article will outline some practical ways to connect with disabled consumers and discuss some of this segment’s unique needs and preferences. Here are some tips on how to effectively target the disability consumer market:
Conduct product analysis and market research
Many businesses target the disability market because it is a growing and influential consumer base. However, it is essential to conduct product analysis and market research before targeting this market. Otherwise, you risk alienating potential customers or missing out on significant opportunities. For example, let’s say you’re a furniture store that sells lift chairs. You would need to research the needs of people with disabilities to ensure that your product meets their needs. You would also need to determine whether there is a demand for lift chairs in your area and whether other businesses are already selling them. By taking the time to do your homework, you can effectively target the disability consumer market and maximize your chances for success.
Develop an inclusive marketing strategy
As the Baby Boomer generation ages, the number of Americans with disabilities is rising. In fact, according to the U.S. Census, one in five Americans has a disability. And yet, despite this large and growing market, many businesses fail to effectively target the disability consumer.
There are several reasons for this. First, businesses often assume that all disabled customers want is access to products and services that everyone else enjoys. However, this is not always the case. In fact, many disabled consumers are looking for products and services that are specifically designed to meet their needs. Second, businesses may assume that marketing to the disabled consumer is expensive or complicated. However, there are several simple and cost-effective ways to reach this market. Finally, businesses may be concerned about offending or alienating other customers by catering to the needs of disabled consumers.
However, research has shown that most consumers accept inclusive marketing efforts. Businesses can develop an inclusive marketing strategy that effectively targets the disability consumer market by taking these considerations into account.
Utilize social media and other digital platforms
One way to reach the disability consumer market is through social media and other digital platforms. This allows businesses to reach a large audience with relatively little effort. Additionally, online platforms allow companies to specifically target users with disabilities.
For example, Facebook offers advertisers the ability to target users who have listed themselves as disabled in their profile information. Similarly, Google AdWords allows advertisers to target users who have searched for terms related to disability. By utilizing these and other online tools, businesses can effectively reach the disability consumer market.
Engage with disability-specific organizations
The disability consumer market is a powerful force, and engaging with disability-specific organizations is an effective way to reach this demographic. There are several ways to build relationships with these organizations, such as sponsoring events, donating to causes that support people with disabilities, or becoming a member of an association.
By connecting with disability-specific organizations, businesses can show their commitment to inclusion and tap into a largely untapped market. In addition to reaching a new customer base, companies that engage with the disability community can also positively impact society. By supporting the inclusion of people with disabilities, businesses can help break down barriers and create a more inclusive world for all.
Think about accessibility
When marketing to disabled consumers, it is essential to keep accessibility in mind. This includes physical accessibility, such as wheelchair ramps and Braille signage, and digital accessibility, such as website design compatible with screen-reading software. By making your products and services accessible to disabled consumers, you can tap into this important market and better serve the needs of your community.
The bottom line
Targeting the disability consumer market can be a challenge, but it is well worth it. As the demand for inclusive products and services grows, businesses that can effectively reach this market will be well-positioned for success. With the right approach, companies can develop an inclusive marketing strategy that meets the needs of disabled consumers and helps create a more inclusive world for all.
