Nadine Vogel

Meeting the ‘special needs’ of today’s moms

What company isn’t looking for new ways to grow market share and build revenue—especially in tough economic times?  In their quest to find connections with hot niche markets such as Hispanics and African-Americans, most brands are overlooking one of their best bets for revenue success:  People with disabilities and their families.  “As a major niche market, people with disabilities and their families represent a huge opportunity for brands looking to increase their revenue and build brand loyalty,” says Nadine Vogel, president of Springboard Consulting, LLC and scheduled M2Moms® presenter.  Major niche is right—according to Nadine nearly one third of the U.S. population either has a disability or has a child or dependent with special needs.  And while some companies have made great strides to include people with disabilities as part of their overall business and marketing strategies, appealing to their parents and families is often a missed opportunity.

“Parents of special needs children are a completely overlooked segment when it comes to marketing,” says Nadine who is also the mom of two special needs children.  “If an automaker would talk to these parents about their specific needs when purchasing a car, they would not only sell a car, but have a customer for life.  We are a very loyal bunch.”  Nadine likes to bust the myths that many brands have about this demographic especially thinking that they don’t have money to spend.  According to Nadine, this group spends 2 times that of the teen population and 17 times of the tween population—two segments that seem to acquire a great amount of marketing dollars.  “The marketing world just doesn’t realize what they are missing,” says Nadine.  “This is sustainable revenue.”  And, if you market to the parent, you are more than likely going to reach the child as well.  “Marketing to the parent is like getting two for one.” 

Nadine and her team at Springboard Consulting LLC help companies create innovative, revenue generating marketing strategies that appropriately market their products and services to people with disabilities and their families. “It is not just why market to this group, but how to do it effectively,” says Nadine. Nadine doesn’t just give out ideas, but provides companies with tactical strategies for doing it right.  “There are so few companies really reaching out to the parents of children with disabilities.  Any company that seriously takes on this initiative—and does it right—is going to come out on top.”  Sephora, one of Springboard’s clients, will be joining Nadine on the stage of M2Moms® to share the details of their successful outreach to parents of children with disabilities. 

In addition to her consulting work, Nadine is also the producer of the Disability Matters Awards Banquet and Conference which honors those firms that are making great strides in the areas of marketing, work-life and diversity as it pertains to the special needs population.  This year’s event, which was held on July 22nd, was hosted by one of last year’s recipients, General Motors, and honored Microtel Inns & Suites, Nordstrom, Verizon Communications, Inc., McDonald’s USA, Walgreen Company and KPMG LLP.