Make your marketing accessible. reach disabled people.

Many businesses have taken steps to become accessible, but don’t shout about it and let disabled people know.

It isn’t just that you make changes and people will come. You have to let them know, but it’s often a vital piece of marketing which is missing.

Websites and marketing collateral will generally highlight if a place has gluten-free menus.

It’s estimated that around 1 in 100 people in the UK are gluten free due to their coeliac condition and it’s positive that businesses let potential customers know about it.

But, while 1 in 4 households affected by disability in the UK ( around 14 million disabled and an increasing  ageing population which by 2030 will see more than 25% of the UK be over 65) often accessible features are not shouted about.

98% of disabled people are more likely to visit a venue if access information is available

Accessibility And You survey 2018 ( Access Able)

It’s not about spending thousands to make your business accessible before you shout about it.

  • Do you have step-less entrance to your premises?
  • Do you have a chair in your shop?
  • Do you have a hearing loop?
  • Are your staff disability aware?

These are things that make a big difference to disabled people and if they do not know about it, or can’t get the information they need, then 76% of people with disabilities said they would not visit a place if they couldn’t find out the information.

So, here’s some tips to help you get your accessible services out there, reach disabled people and enable them to access your business and become customers.

Website

We rely on technology to get our messages out there – while disabled people rely on technology to find information for their upcoming trip or staycation.

Accessibility generally begins online with 4 out of 5 people checking access information before visiting somewhere new. So, if you don’t reach this market segment and let them know what you can offer, well, you are missing out on 4 out of 5 people.

  • Include pictures of your business both inside and outside to provide a comprehensive picture of where they are coming to
  • Include pictures to clearly depict your facilities – a ramp, a low counter, a chair, a quiet space, hearing loop or step-free access
  • Highlight any social distance measures such as barriers and queuing systems
  • Use contrasting colours
  • Include information such as busy periods – and ensure information is reliable and accurate
  • Record your own audio versions simply as mp3 files which can then be downloaded from your website
  • Consider producing promotional videos to highlight your access
  • Caption any videos you produce
  • Create an accessibility guide in a PDF format

Social media

  • Share your accessibility and any social distancing measures on social media channels.
  • Create videos of your access features
  • Don’t embed text in your images
  • Use CamelCase in hashtags to make it easier to read
  • Don’t overload with emojis
  • Keep your language simple

Printed materials

  • Provide marketing material in a variety of formats:

Easy Read – to help people with learning disabilities

Large print – to help people with visual impairments

  • Have materials printed in matte and not glossy. The reflections can be difficult for people with visual impairments
  • Avoid italics
  • Keep it simple and clutter free
  • Use colour contrast – white on blue for example
  • Minimum 14 pt font
  • Avoid putting text over images

Testimonials

  • Include feedback from disabled customers which can then be used on your website, linked to your social media

Language use

  • Avoid phrases which label, such as the disabled/the blind. Instead use disabled people or blind and visually impaired people
  • Use everyday language you would use in conversation so it can be easily understood

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