Why DrumBeat?
I was born deaf, and as anyone with a hearing loss can attest, it is a challenge to listen to music. Drumbeats are percussive sounds, and many deaf and hard-of-hearing people find percussion instruments easier to listen to. Like the tempo of a drumbeat, each segment of the incredibly diverse disability market has a different tempo. And since this is a blog, the term “DrumBeat” is a word play on the “reporter’s beat.”
What does this have to do with a blog about the disability market?
When the disability market in the United States is 54 million strong and growing, it is essential for businesses, especially advertisers and marketers, to gain a better understanding of what drives this market. Compared to other markets, the disability market is unusually diverse, with many different conditions that make a person with a disability unique. In other words, drumbeats with different tempos.
By “listening” to the unique tempo of a certain segment of the disability market, businesses can better appreciate the idiosyncrasies of this market and effectively develop strategies and tactics to achieve better ROI. When a business markets itself better to a person with a disability, that person achieves better consumer choice in the types of products he or she wants. It is a win-win situation: businesses achieve stronger ROI, and people with disabilities can more easily evaluate and buy the products that accommodate their disability and improve their quality of life.