What are the usual ways of marketing products to the blind? (Looking
for both a general answer here and also drill down to specific
channels.) I would also like commentary on what might be the best way
to market, in particular, a handheld sensor that uses infrared
technology to beep or vibrate to indicate the presence of solid
objects ahead. The beeps or vibrations intensify with proximity. This
is basically a technological substitute to the white cane. I am NOT
interested in discussion of price points and comparable/alternate
products. I AM interested in such things as (i) associations,
charities, and organizations that serve or reach blind persons, (ii)
publications that reach the blind, (iii) web forums used by the blind,
(iv) persons of influence in the blind community (generally and
specifically), and (v) thoughts regarding effective media placement or
other marketing efforts. BONUS: I AM also interested in your thoughts
on the pros and cons of such a product, but do not let that delay your
answering the more important questions - I will pay for the bonus
question as a tip if delivered. More detail is preferred to less.
Would like a thoughtful answer asap.

Greetings Executivehotline:

This subject is of great personal interest to me because my father
suffers from macular degeneration and I have, in the past few months,
been gathering information for him on products for low-sighted
individuals (as well as noting products for the blind should his
condition worsen).  He is an independent cuss and likes his autonomy
so I want to support him in all ways I am able.

While he is still somewhat sighted, he has had to invest in an Aladdin
Rainbow (a state-of-the-art magnifying reader by Telesensory) and a
program called ZoomText (approx. $350) for his computer because of his
problems with his diminishing sight. He also uses taped books with a
machine provided from a local organization for the blind.

A big problem my dad and I ran into was finding reputable dealers for
products for the blind and low-sighted people.  Your idea for this
"object locater" seems sound to me and it may be a device my father
will have need of in the future.

To address a marketing ploy, I would heartily suggest you consider
setting up a national network of affiliate salespersons as well as
advertising in traditional print publications and with organizations. 
If your price point is higher than an impulse purchase, there is no
replacement for hands-on demonstration in this consumer area.  The
reason I believe this is important is because this is the way the
Telesensory (company info located at
http://www.telesensory.com/about.html), handles their products.  In
addition, you may be able to somehow partner with Telesensory to
distribute your product.

When a close friend of mine shared information about the Rainbow that
her father had purchased, she told me that "a representative will
actually visit your dad's house" and, because low- and non-sighted
individuals sometimes have concerns about coordinating travel, this
was a very welcome option.  The representative visited my father's
home and my father was pleased with the product demonstration.  He
invested in a reader that cost approx. $3,000 and he is extremely
happy with his purchase and the personal attention shown him by the
Telesensory representative.  The gentleman that visited my father was
the only representative for the state and my dad had to wait two weeks
for an appointment.

To implement a sales program of this sort, I would suggest you begin
in a few large cities with representatives who can physically visit
blind centers and hold product demonstrations at organizational
dinners/fundraisers and visit trade shows.  I can imagine a
representative putting on a blindfold and demonstrating to the sighted
present how he/she can easily maneuver in the room.  Not only would it
be an interesting and informative demonstration, the friends and
relatives of non-sighted individuals would be thrilled to see a
product such as yours that would help their loved ones feel more
sucure and independent.  I don't know if you have chosen a product
name, either, but "GuideLine" and "TechSee" popped into my head as I
was reading your question.


Other marketing options would be, as mentioned above, to partner with
existing sites that offer products for sale to the blind (but, I will
stress again, if you price point is beyond impulse buy, hands-on will
be your best seller - word-of-mouth from happy customers will bring
much additional business).  The seemingly major sites in this area
are:

MaxiAids (Dad and I spent a lot of time on this site)
http://www.maxiaids.com/

Priority One
http://www.priorityone.com/ 

PortSet (UK  based)
http://www.portset.co.uk/psprod.htm

AISquared (makers of Zoomtext - their site states "Computer Access
Solutions
for the Visually Impaired" but your product might be of interest to
them)
http://www.aisquared.com/

NanoPac (If I am not mistaken, this is he site where my father bought
his copy of ZoomText and the owner is the son of a sight-impaired
father - that's why he got into the business - I would suggest you
definitely contact him)
http://www.nanopac.com/zoomtext.htm


In marketing products for the blind to organizations and charities,
you might consider donating one unit to the most highly visible
organizations by setting up a "media op" for when you donate (or
donating to a charity auction).  PR (public relations) is your best
friend in these matters.  As far as organizations, I would suggest you
contact:

American Council of the Blind
http://www.acb.org/

National Federation of the Blind
http://www.nfb.org/default.htm

American Foundation for the Blind (also includes a few more charities
for the blind)
http://www.charitynavigator.org/index.cfm/bay/search.summary/orgid/3255.htm

Opportunities for the Blind
http://www.opportunitiesfortheblind.org/index.htm

Lion's Club World Services for the Blind (The Lion's Club is very
active in this area)
http://www.rollanet.org/~rlions/lwsb/

Royal National Institute of the Blind
http://www.rnib.org.uk/

National Blind Children's Society (UK)
http://www.nbcs.org.uk/

List of UK registered charities of the blind
http://bubl.ac.uk/uk/charities/bli.htm


Concerning discussion groups, I located:

National Federation for the Blind of Florida
http://www.nfbflorida.org/discussion.html

Yahoo Groups List - Blind (158 listed groups)
http://dir.groups.yahoo.com/dir/Cultures___Community/Groups/Disabled/Blindness?show_groups=1

BLIST: The Comprehensive Index of Blindness-Related Emailing Lists
http://www.hicom.net/~oedipus/blist.html


I realize you didn't ask for suggestions in design but I want to offer
the following: A design option you might consider is offering a holder
for the device, sort of like those hard plastic cell phone holders
that clip on a belt, so that the device could be carried by hand *or*
in a holder around a shoulder or neck or clipped to a belt.  This
option (or inclusion as a part of the package) should be very
appreciated for those persons who want to have both hands free.  I do
not know if your product is rechargable but I would also suggest you
consider that option.  Battery replacement for a non-sighted
individual might be difficult and attaching a recharge cord would be
simpler and something they could do by themselves, or even offer a
holder like those used with cordless telephones that have the recharge
contacts on the bottom of the device.  Also, have you considered an
earbud option for the beeps so that they are not broadcast to everyone
within earshot?


Should you need clarification of any of the information or links I
have provided, please request a clarification.  I am happy to continue
dialogue on this subject because of the personal interest it holds for
me.


SEARCH PHRASES:

Telesensory Rainbow
products for the blind
blind charities
blind charity US
blind association
blind organization
blind discussion group
web groups blind

---

Clarification of Answer by journalist-ga on 08 Jan 2003 12:33 PST

PROS and CONS:

Though I covered a few of my concerns with my suggestions above, I
wanted to add that, barring technological problems with the units, I
don't see how there is anything negative about the idea.  A high price
point would work if the units had that "personal touch representation"
and, the more tailored they are to a blind person's needs, the better
they will sell.

At first, I was shocked at the price of the Rainbow that my dad bought
but it delivers what the manufacturer promises and it serves his needs
because it is a high-quality product.  If I needed similar
magnification, I would purchase a Rainbow for myself.

I'll happily answer additional queries on the subject if you'd like to
ask specific questions of me in the Clarification section.

---

Request for Answer Clarification by executivehotline-ga on 08 Jan 2003 21:40 PST

I would like to hear more about your experience of shopping for
assistive devices... Where did you look? How did you go about
comparing and sampling? What difficulties did you have finding info?
What other suggestions do you have, based on experience or theory, on
figuring out how to reach the blind market?

---

Clarification of Answer by journalist-ga on 09 Jan 2003 16:39 PST

The first thing my dad looked for were adequate hand-held magnifiers. 
He tried the phone directory for local shops that sold assistive
devices but had no luck finding any stores that advertised in the
Yellow Pages so he perused the local bookstores for magnifiers and
found one that would work.  Then he purchased a few from the Internet
and finally found the ones that worked best for him - he prefers the
lighted models.

The next thing we tried to locate for him were the oversized letter
keyboard stickers.  These are applied directly over the keyboard keys
for increased visibility.  He could have ordered a large print
keyboard but the stickers were the best value.  Again, we checked
local independent computer stores and the computer departments of
Staples, Office Max, Best Buy, Wal-Mart etc. but no one carried them
(nor had ever even heard of them) so he ordered them off the Internet
and I applied the stickers to the keys for him.  Also, the magnifiers
at those places were akin to the ones in the bookstores.

One of the problems I ran into with keyword searches was finding the
correct combination of terms for products for low visioned people. 
Searching "blind" is much easier.  I visited the MaxiAids site for you
and viewed their source code and their keywords are:

independent living products, dymo tape, independent living, products
for independent living, low vision, blind, blindness, talking
products, talking clocks, talking clock, talking watch, talking
watches, talking calculator, talking calculators, magnification
systems, disabled, braille, cane, deafness, disabilities, disability,
impaired, low vision, magnifier, physical disabilities, physically
challenged, special needs, visual, low vision watch, wheelchair,
walker, scales, asisstive, visually impaired, bath needs, dressing
aids, personal needs, lower body support, toilet needs, macular
degeneration, upper body support, wheelchairs, writing aids, reading
aids, blind products, labeling, sensory products, sewing needs,
timers, binoculars, coil magnifiers, glasses, large print, magnifier
lamps, monocular, schweizer, medical products, diabetes, medication
aids, amplified telephones

Some of the phrases and terms I used in his searches were low vision,
diminished vision, low sight, low sighted, magnifiers for low vision,
etc.  If you were to offer your device on the Internet, I believe you
should use as many term combinations as you can including the term for
a generic blind person's cane and/or references to seeing-eye dogs. 
Also, you might include "legally blind" and related terms because even
those people who are not completely blind could use your product.

Comparing and sampling magnifiers on the Internet is impossible in
relation to examining the product in-hand.  In book stores, it was
easier but the magnifications weren't really suitable for his low
vision - he needed something stronger.  If I recall correctly, he went
with the MaxiAids site to get the ones he uses now, lighted models.

As far as reaching the blind market, I believe that your thoughts of
using charities, organizations and such are the best and perhaps
sponsoring with the radio reading services for the blind (see
://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=radio+reading+service+for+the+blind
for search results with this phrase).  Their services do not reach my
dad's area so I am not certain of sponsorship and such, but this
avenue might prove to be a good one.  Also, talk radio shows would be
a possibility for advertising - my dad listens to talk radio all the
time as that is the natural media for the vision impaired.

If you have need of further clarifications on any information I have
provided, please ask.  I remain interested in your device because it
is something my dad might need in the future.

I would suggest (in addition to the answer already given) giving
free-on-loan, or free outright, samples to as many blind community
organisations/resource centres as you can afford to, for their members
to try out. They cannot afford to purchase a sample of every available
product and having a demo unit for potential customers to try will
build customer confidence as well as giving you an advantage over
rival products.

Ensure all your communications are totally accessible - website should
be fully accessible with a speech reader etc - and all other media
should be equally available in large print, braille, tape and CD.

Owain