Disability Marketing Services of Compass Diversity

Disability Marketing

People with disabilities are no different from people without disabilities when it comes to what influences their buying habits. Both groups are savvy consumers and have the same range of attitudes, perceptions, behaviors, and preferences. Furthermore, competitive prices, and value and quality in services and products are equally important in each group's purchasing decisions. Put simply, people with disabilities want the same products and services as people without disabilities.

What is different is that this growing population segment often goes unnoticed in the corporate world when it comes to marketing campaigns, product and service delivery, and innovations and development. This is even happening in a time when businesses must be competitive if they want to attract and retain customers. Businesses have to work harder than ever before to keep customers and/or find new market niches in order to survive. Marketing to people with disabilities provides an opportunity to remain and move forward in business.

Many businesses are missing out on the opportunities to capitalize on the rising income of many people with disabilities - many of whom have more discretionary income than the general population. Ignoring this segment in many cases has created a ripple effect in potential lost revenue. That is, if people with disabilities feel that they cannot access a service or product, their families, coworkers, staff, colleagues, clients and friends may not use it either -- especially if it was a joint experience - for example, going out to for a business lunch or the movies, because the site is inaccessible. By effectively serving all customers - those with and without disabilities, a business will feel a changed public perception towards them. This will encourage more increased sales, loyalty, and goodwill. Businesses will sell more products and services when they effectively serve the needs of people with disabilities. Furthermore, the public values organizations that make themselves accessible to people with disabilities.

Marketing to people with disabilities is more than just using politically correct wording, having designated disabled parking outside one's business, or showing people with disabilities in promotions. It is about heightening one's credibility, improving one's image, and building customer confidence amongst consumers with disabilities by understanding their market culture and doing comprehensive internal and external planning to reach them.

Over 16% of the Canadian population have disabilities. With our aging population coupled with people living longer (and not necessarily in good health), it also makes good economic sense to become more prepared to serve this customer base. The Baby Boomers are a demanding and influential market now and will be in the future. In addition, at the other end of the spectrum, the same can be said of children, youth, and younger adults with disabilities. They are increasing in numbers as well. People with disabilities want to patronize companies who understand their needs and demonstrate a commitment to addressing their needs.

Compass Diversity is dedicated to providing businesses and organizations with innovative and credible marketing strategies that target customers and clients with disabilities. We are skilled in developing strategies that will address all aspects of your business's disability marketing initiatives.

Examples of How We Can Help You

We offer customized training, information and support packages that build upon the knowledge base and activities that are currently running in your organization. Our experience will assist you in identifying the most cost effective, useful and practical solutions that will meet your needs and be with you for you for the long run. Our goal is to enable you to continue to develop innovative solutions to challenges even after we are gone.

Our custom packages allow you to share and exchange in information. We would be working with you. We would be talking with you not at you. Our emphasis is providing long-term concrete, realistic, and implementable solutions and recommendations.

Market Research and Marketing Strategy

Compass Diversity can perform market research and provide analysis, recommendations, and strategies that will help you identify the needs of the disability market you are trying to reach. We also provide services in product development.

Advertising, Communications, and Promotions

Compass Diversity can help you develop advertising, communications, and promotions strategies that will successfully connect to the consumers/clients with disabilities that you are trying to reach.

Mystery Shoppers/Customers

Is your organization truly "disability friendly" or is it a mystery? Has that display unit been pushed back again into the middle of the aisle and now people who use wheelchairs or scooters are prevented from using that aisle? How well is your staff serving the needs of customers/clients with disabilities?

If you have an informal or formal policy in providing disability friendly service and experience, Compass Diversity can clue you in and help you gauge where you are at in providing such an experience by using our knowledgeable mystery shoppers/customers with disabilities. We can then provide you with a firsthand snapshot on where you can improve in service delivery.

Representation at Trade Shows, Exhibitions, and Conferences

If you want to effectively reach customers or clients with disabilities at any of these venues, we can represent your organization at these places.

Relationship Building with Disability Organizations and the Disability Network

Through our contacts and experience working with and for people with disabilities, Compass Diversity can help you build healthy and vibrant relationships within the immense and diverse disability network and with disability organizations. We can act as a conduit to them and/or tell you how to go about it if you want to go it alone.