Did you know that people over sixty-five, our “senior citizens”, are the fastest growing demographic for the car wash industry? That is why an effective car wash marketing strategy should be done to keep this particular age group in mind as a reminder that a one-size fits all strategy isn’t the answer. The latest figures from Statistics Canada show that three-quarters of the population that is sixty-five or older still have their driver’s license. Let’s face it, a driver’s license equates to freedom in almost all people’s eyes, not just our senior population.
Let’s delve into the top ten reasons WHY we need to consider putting our marketing dollars towards this worthwhile investment of advertising and marketing to people over the age of sixty-five online as well as offline.
When targeting advertising to the senior market it is best to consider the functionality of the product or service being offered and how well that matches their needs. You will also want to decide what part of the senior population you want to target in your advertising or marketing. There are several types of senior populations to consider. Some of those populations include those that are still in the workforce, those that are retired but still active and enjoy getting out often, those that are retired and live in rural areas that do not venture too far from home, and those that live in retirement villages and still drive but not as often as most.
Whatever the situation, our senior population is growing, thriving and still driving well past the age of sixty-five. When this has been decided, there are still many additional factors to consider in your customer profile such as cultural differences; race, education, beliefs and family to name a few. Are the seniors being marketed to belong to a larger family structure where there is lots of support? Do they live alone and do things independently from others? These are just a few more of the cultural nuances that need to be considered in your marketing plans. But when you do your homework, you will be amazed at how quickly your business will grow and the incredible network system that senior citizens have and how fast word of mouth information spreads.
The US Department of Aging can put you in touch with agencies in your area, which can help you network and build your business with the senior population.
If you want additional information regarding this topic and other topics like this one, consider becoming one of our Detail XPerts franchisees so you can benefit from our business expertise and knowledge in the car wash industry. The experts at DetailXPerts have already done the research for you and know what works and what doesn’t in all areas of the car wash industry.