Using the Black Art of Marketing to Sell Accessibility

Date & Time

Wednesday, March 20, 2024 - 3:20 PM PDT  

Location

Platinum 8  

Description

For many people accessibility is a necessity that should just happen. They also struggle to understand why so many others don’t get or are not even aware of it. This results in a disconnect between the passionate few and the unknowing majority. We regularly talk with advocates who complain about the difficulty in convincing others of the importance of accessibility. Usually resulting in statements like: “It is the right thing to do” “It is a legal obligation” These statements work on the assumption that everyone else is already sold on accessibility or the mere mention of accessibility will create an instantaneous lightbulb moment. For a few people this may be the case but it isn’t going to happen to the majority. We need to stop expecting people to just ‘get’ accessibility. We also need to stop being so narrow focused in how we approach people about accessibility. The compliance argument is far from being the most effective way to influence people to do the right thing. As a community it is our responsibility to get better at selling the importance and benefits of accessibility. We need to build awareness of the accessibility brand. We need to explain the problems that need to be solved. We need to demonstrate the benefits. We need to make it a positive experience! So where should we look to achieve these objectives? We need to get better at using the science or black art of marketing to sell accessibility  

Audience

• Information & Communications Technology
• Media & Publishing
• Marketing
• Sales
• Administration & Business Support

Audience Level

Beginning  

Session Summary (Abstract)

A look at how classic marketing techniques can be a framework to build awareness, and influence people to embrace accessibility and inclusive design  

Primary Topic

Leadership & Strategy  

Secondary Topics

• Design
• Digital Accessibility
• Education
• Law, Compliance, and Policy

 

Session Type

General Track  

Presenter

• Stewart Hay
  Intopia

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