“Pay attention to persons with disabilities. They are a big market. If you can serve that market more effectively than your competitors, you may be able to capture a loyal and lucrative customer base.”
Edith Brown,
Weiner, Edrich, & Brown, Inc.

According to the latest information from the U. S. Census Bureau (2002), nearly one in five Americans has some level of significant sensory or physical disability. This makes the 50 million Americans having hearing, visual, or mobility impairments the largest consumer group in the nation.

To help you visualize with size of this market, this is how it looks when equated with state populations.

DOUBLE this market because these 50 million Americans with disabilities aren't orphans or friendless. This affinity markets of their families and friends share the same concerns and consumer habits of the disability market.

 Then ADD the senior market who has hearing, visual,
 and mobility limitations because of the aging process.

 Trend specialists are referring to the Disability Market as a “Sleeping Giant.”

 The Wall Street Journal calls it “Handicapitalism.”

• 1992 Census Bureau statistics show that the 49 million Americans between the ages of 15 and 65 have an annual disposable income of $188 billion dollars.

• In 1992 Advertising Age estimated the discretionary income of persons with disabilities to be more than $250 billion dollars annually.

• A 1995 study by SATH (Society for the Accessible of Travel and Hospitality) found that travelers with disabilities spent $87.1 billion on travel, excluding expenditures by any companions.

• Published in Fortune, March 1998 a study by Simmons Market Research Bureau of persons having long-term disabilities showed

  (1) 73% are heads of households

  (2) 48% are principal shoppers

  (3) 46% are married

  (4) 77% have no children

  (5) 58% own their own homes

Ask yourself this question. If you don't have a significant amount of customers with disabilities, WHY? They have money to spend.

WHY AREN'T THEY SPENDING IT AT YOUR BUSINESS?

W. C. Duke has the resources to help you successfully tap into this overlooked,
underserved market with a significant return on investment.

W. C. Duke’s marketing division provides strategic direction to companies wishing to create brand-building relationships with consumers having disabilities. We have succeeded in quickly responding to client needs while keeping very close with subtle shifts in the market. This enables us to provide clients with the most effective development and execution of strategies.

With our partnership with the Solutions Marketing Group, our company can provide you with a full range of marketing services to enhance your company's image, impact its bottom-line, and build brand-loyal relationships.

• Market Research
• Strategic Direction
• Cultural Assessments
• Project Management
• Media Outreach
• Partnership Development
• Internal and External Communications
• Grassroots Communications
• Event Management
• Creative Services
• Direct Mail Promotion

Clients for disability marketing services include:

• Abilities Expo
• America Online
• AT&T
• Bank of America
• Darden Restaurants
• ESPN
• Inland Empire Health
• Fleishman-Hilliard
• JP Morgan Chase
• WellCare Health

 

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