marketing people

WIIFM factor: a powerful approach to the marketing people with disabilities

A common mistake among service providers spend 90% of their time output to talk about themselves or about social causes, rather than what they can make a difference for their employers. Consider this area:

"We are an organization that assists people with disabilities related to employment. We sincerely believe that disability should never be an obstacle in obtaining a significant work. We are looking for industries involved in this cause. "

Informative? Sure. But will draw the attention of a potential employer? Probably not.

One of the basic concepts of marketing is to make up your target audience. This factor, called WIIFM or What's In It For Me factor. More about you and your organization, employers want to know how you can benefit from its results. Would you give them what they were looking for? Does your initiative, what to do? Can you help solve a problem? What is the value you can offer? if we do not discuss these things, their employers, May say their time with you not use productively.

Consider:

The Institute for Community and the Boston College Center for Work and Family, held focus group discussions to learn what makes employers to knowingly hire persons with disabilities. Three major categories surface and two types of tangible benefits included in the company.

The earliest gains were directly related to objectives the company (eg, hiring people with disabilities organization meets the requirements of staffing vacancies). While the benefits, there was indirect linked to business objectives (eg employment of people with disabilities, the benefits long-term viability of the company and profitability by improving the image and show a commitment to the community).

Social Responsibility Enterprises was the third category, employers who hire persons with disabilities because it is "what to do." But these three reasons, this seemed the least powerful in the movement of senior management. In fact, the leader, with "It's the right thing to do, he can send a message to an employer which currently do things wrong!

What is a strategy WIIFM concrete can be used when marketing people with disabilities? Businesses understand the advantages and markets, so let's start there.

Consider the following example:

What is for you? A significant market share in consumer purchasing power and market influence.

• People Disabilities (PWD) constitute over 19% of the population in general! This does not even take into account their families. Across the country, exceeding the second group minority of large (Hispanics) of 5%. When you ignore the disabled, ignoring a potential market is enormous!

• This part of the population has the spending power! Here are the facts: 73% of people with disabilities are heads of households, 53% of their own households, and 48% are the main buyers. Combined with more than 200 billion dollars in discretionary spending?

• The hiring of persons with disabilities is reflected in the positive influence of the market. Doctors or people with disabilities decisions on services or products based on how businesses adapt to family members. If they know that you hire Disability, which has 19% of the population, at least you are looking to please!

And the other 79% of the population? A recent survey showed that 92% of the population in general for companies to hire people disabilities, 87% prefer to do business with them!

And if that is not large enough, consider this: there is a word off the presence of the disease in the disability community with products and services are most common among individuals. Once someone sees the value of services, marketing is like three more!

To become the supplier of choice may be related to business results is positive. Disabled people have significant capacity to affect the results of a company. His approach is very important. Looking factor WIIFM when working with their employers, it is likely to reduce the bureaucracy that traditionally would have to pass. In addition, you are better equipped which saves a significant amount of time and energy.

About the Author

Lisa Jordan is a disability and workforce development expert. Lisa uses her keen ability to identify challenges and develop solutions so that workforce development professionals can increase their comfort level, productivity and effectiveness when working with a diverse clientele. Download Lisa’s Special Report on 5 Easy Disability Tips to Immediately Increase Agency Accessibility by visiting http://www.human-solutions.net

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