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Ready And Able

Are you ignoring the latest buying powerhouse?
August 1, 2000
URL: http://www.entrepreneur.com/article/30900

There exists a growing market in the United States that not only boasts a population of 54 million, but also has nearly twice the buying power of the red-hot teen market.

"The fact is, the population of people with disabilities has a discretionary income of more than $175 billion," says Dina Dorich, director of the office of public affairs of the President's Committee on Employment of People with Disabilities (www.pcepd.gov), a federal agency in Washington, DC, that addresses workplace and employment issues faced by people with disabilities. A fact sheet on marketing to this demographic, recently published by the committee, suggests that business owners:

For more significant outreach to people with specific disabilities, you'll have to define each segment. For instance, print materials targeting the visually impaired should be transcribed into Braille. And always be aware of the language used when referring to individuals with disabilities and learn the accepted verbiage.


FastFacts
A recent survey produced by Pitney Bowes Inc. found that U.S. consumers prefer direct-mail offers over telephone solicitations by a 4-to-1 margin.



Gwen Moran is president of Moran Marketing Associations, a public relations and marketing communications agency in Ocean, New Jersey, and creator of BoostYourBiz.com, an online marketing resource center. E-mail her at gwen@boostyourbiz.com.


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