Car Wash - Fall 2017 - 72

"JUST AS SPORTS
ORGANIZATIONS
NEED TO KEEP
FANS ENGAGED-BY
RETHINKING THE
RULES, CHANGE
THE LENGTH OF THE
GAME OR BUILDING
NEW VENUES-CAR
WASH OPERATORS
SHOULD BE NIMBLE
AND ADAPTIVE AS
THEY WORK TO
CONNECT WITH
OLDER CUSTOMERS."

"Boomers' lifestyles and needs are quite
different," said Pam Lockard, CEO and
boomer marketing expert at DMN3, a
Houston-based digital and direct marketing agency. Those at the younger end
of the spectrum "could still have kids at
home or be putting kids through college,"
she said. Their drivers, from what they're
buying to matters of convenience, are
likely to be quite unlike those of older
boomers. "For someone who's 65 years or
older, they may be looking more at retirement," Lockard said.
In fact, everything from health concerns
to spending patterns changes across the
boomer spectrum and the ways each subgroup of boomers responds to marketing
will be equally diverse.

KNOW BOOMERS'
ONLINE HABITS

Digital platforms such as social media are
the go-to tools for many businesses in today's
hyper-connected environment. Boomers,
like their younger counterparts, are active
online, perhaps more than marketers think.
In a survey conducted across AARP's membership, 83 percent reported using the web
and most said they go online daily. E-mail
and catching up on the news were the most
common activities. Making purchases and
comparison shopping were also popular.2
Knowing that boomers are online frequently, social media can be a great way
to connect with them. However, car wash
operators will want to recognize where their
efforts are most likely to be successful. "We
did some research a couple of years ago,"

72

Lockard said. "Facebook, by far, was what
baby boomers used for social media." Her
team's research also found that older consumers "would use Google and Bing search
engines" more frequently than others.
Businesses that factor search operators and
ad words into their marketing strategies may
see better results by developing campaigns
that align with these boomer preferences.
Along with Facebook, Levie said other
social media channels may also be gaining
ground. As Trump and a long list of celebrities have increased the visibility of platforms
such as Twitter, for example, their reach into
the boomer demographic is growing accordingly. "The traditional relationship marketing still works for the 55-plus crowd, but you
cannot ignore the Internet, especially for
service and retail," Levie said.

FINE TUNE YOUR
BOOMER MARKETING

Though boomers are a diverse group,
there are some common drivers across
the sector that car wash operators can use
to improve the success of their marketing
efforts. For those 55 years and older, Levie
said, "Ease of communication and good
customer service are still huge drivers."
While younger boomers are often comfortable using text messaging, web-based forms
and even online chat to get their questions
answered and problems solved, those
approaching the other end of the age spectrum are more apt to pick up the phone.
They "still like to talk to a customer service
person," Levie said. Businesses that make
their phone numbers easy to find, whether

CAR WASH MAGAZINE | WWW.CARWASH.ORG |

FALL 2017

it's on their website or their Facebook page,
may make themselves more accessible to
potential boomer customers.
In addition, any online touch points
should be as friction free as possible. Fiftythree percent of members in AARP's survey
said they have a smartphone, which is more
than reported owning a laptop.2 Facebook
is a generally mobile-friendly platform, but
car wash businesses that maintain standard
websites will want to review their digital
presence to be sure it's optimized for the
mobile devices that are becoming more
ubiquitous among the boomer crowd. Easy
navigation and readable text should be top
priorities.
Businesses can get additional traction for
their digital marketing strategies by understanding the emphasis boomers place on
critiques and praise from other customers.
Lockard explained that boomers are particularly sensitive to this type of feedback, and
added, "It's important to focus on online
reviews of what people have to say about the
business." Ensuring the car wash's website
includes customer testimonials can provide a good opportunity to entice boomers.
"They also use Facebook from a recommendation standpoint," Lockard said. Yelp
and other review sites are additional outlets
where boomers may go to find businesses
with positive customer feedback.

OFFLINE AND OTHER
STRATEGIES CONTINUE
TO BE A HIT WITH BOOMER
CUSTOMERS

Other, more traditional marketing channels can still prove useful when targeting
boomer customers. Direct mail is one
that continues to be effective according
to Lockard, who has worked on campaigns
such as encouraging seniors to sign up for
Medicare. "That group is responsive to
direct mail," she explained. "If you're trying
to get new business, consider something
like direct mail or Valpak, which reaches
people and lets them know you're there."
Large city newspapers are often too expensive to be cost effective, but community
newspapers may be a good fit for car wash
operators seeking to boost their reach
into the boomer market without breaking the bank.
Levie said that unsolicited phone calls
are typically a big turn-off for boomers, but she said that some don't mind


http://WWW.CARWASH.ORG

Table of Contents for the Digital Edition of Car Wash - Fall 2017

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
Globetrotting
Waterway Gas & Wash
Rising stars
You've made it... now what?
Kadelyn Burgess, Crew Car Wash
Roll up your sleeves
They say they want a revolution
Lessons pave the way to success
Car Wash Excellence Summit
Carina Spurlock, Mister Car Wash
Shaun Nordgaarden, Waterway Gas & Wash
Automotive technology
... And now I own a car wash
“The How of Car Washing”
Take a Tour: Wash N Roll
Blast from the Past
Marketing Minute
Download It!
Ask Champ
Top Tweets
Advertiser Index
5 Things
Car Wash - Fall 2017 - Intro
Car Wash - Fall 2017 - belyband1
Car Wash - Fall 2017 - bellyband2
Car Wash - Fall 2017 - cover1
Car Wash - Fall 2017 - cover2
Car Wash - Fall 2017 - 3
Car Wash - Fall 2017 - 4
Car Wash - Fall 2017 - 5
Car Wash - Fall 2017 - 6
Car Wash - Fall 2017 - 7
Car Wash - Fall 2017 - 8
Car Wash - Fall 2017 - 9
Car Wash - Fall 2017 - 10
Car Wash - Fall 2017 - 11
Car Wash - Fall 2017 - 12
Car Wash - Fall 2017 - Letter from the ICA
Car Wash - Fall 2017 - 14
Car Wash - Fall 2017 - Meet the Board
Car Wash - Fall 2017 - 16
Car Wash - Fall 2017 - 17
Car Wash - Fall 2017 - By the Numbers
Car Wash - Fall 2017 - 19
Car Wash - Fall 2017 - 20
Car Wash - Fall 2017 - 21
Car Wash - Fall 2017 - 22
Car Wash - Fall 2017 - Overheard Online
Car Wash - Fall 2017 - 24
Car Wash - Fall 2017 - 25
Car Wash - Fall 2017 - Globetrotting
Car Wash - Fall 2017 - 27
Car Wash - Fall 2017 - 28
Car Wash - Fall 2017 - 29
Car Wash - Fall 2017 - 30
Car Wash - Fall 2017 - 31
Car Wash - Fall 2017 - 32
Car Wash - Fall 2017 - 33
Car Wash - Fall 2017 - 34
Car Wash - Fall 2017 - 35
Car Wash - Fall 2017 - Waterway Gas & Wash
Car Wash - Fall 2017 - 37
Car Wash - Fall 2017 - 38
Car Wash - Fall 2017 - 39
Car Wash - Fall 2017 - 40
Car Wash - Fall 2017 - 41
Car Wash - Fall 2017 - 42
Car Wash - Fall 2017 - Rising stars
Car Wash - Fall 2017 - 44
Car Wash - Fall 2017 - 45
Car Wash - Fall 2017 - 46
Car Wash - Fall 2017 - 47
Car Wash - Fall 2017 - 48
Car Wash - Fall 2017 - 49
Car Wash - Fall 2017 - 50
Car Wash - Fall 2017 - You've made it... now what?
Car Wash - Fall 2017 - 52
Car Wash - Fall 2017 - 53
Car Wash - Fall 2017 - 54
Car Wash - Fall 2017 - Kadelyn Burgess, Crew Car Wash
Car Wash - Fall 2017 - Roll up your sleeves
Car Wash - Fall 2017 - 57
Car Wash - Fall 2017 - 58
Car Wash - Fall 2017 - 59
Car Wash - Fall 2017 - 60
Car Wash - Fall 2017 - 61
Car Wash - Fall 2017 - 62
Car Wash - Fall 2017 - 63
Car Wash - Fall 2017 - They say they want a revolution
Car Wash - Fall 2017 - 65
Car Wash - Fall 2017 - 66
Car Wash - Fall 2017 - 67
Car Wash - Fall 2017 - 68
Car Wash - Fall 2017 - 69
Car Wash - Fall 2017 - 70
Car Wash - Fall 2017 - 71
Car Wash - Fall 2017 - 72
Car Wash - Fall 2017 - 73
Car Wash - Fall 2017 - 74
Car Wash - Fall 2017 - 75
Car Wash - Fall 2017 - 76
Car Wash - Fall 2017 - Lessons pave the way to success
Car Wash - Fall 2017 - 78
Car Wash - Fall 2017 - 79
Car Wash - Fall 2017 - 80
Car Wash - Fall 2017 - Car Wash Excellence Summit
Car Wash - Fall 2017 - 82
Car Wash - Fall 2017 - 83
Car Wash - Fall 2017 - 84
Car Wash - Fall 2017 - Carina Spurlock, Mister Car Wash
Car Wash - Fall 2017 - 86
Car Wash - Fall 2017 - 87
Car Wash - Fall 2017 - 88
Car Wash - Fall 2017 - Shaun Nordgaarden, Waterway Gas & Wash
Car Wash - Fall 2017 - 90
Car Wash - Fall 2017 - 91
Car Wash - Fall 2017 - Automotive technology
Car Wash - Fall 2017 - 93
Car Wash - Fall 2017 - 94
Car Wash - Fall 2017 - ... And now I own a car wash
Car Wash - Fall 2017 - 96
Car Wash - Fall 2017 - 97
Car Wash - Fall 2017 - 98
Car Wash - Fall 2017 - “The How of Car Washing”
Car Wash - Fall 2017 - Take a Tour: Wash N Roll
Car Wash - Fall 2017 - 101
Car Wash - Fall 2017 - 102
Car Wash - Fall 2017 - 103
Car Wash - Fall 2017 - 104
Car Wash - Fall 2017 - 105
Car Wash - Fall 2017 - 106
Car Wash - Fall 2017 - 107
Car Wash - Fall 2017 - Blast from the Past
Car Wash - Fall 2017 - 109
Car Wash - Fall 2017 - 110
Car Wash - Fall 2017 - Marketing Minute
Car Wash - Fall 2017 - 112
Car Wash - Fall 2017 - Download It!
Car Wash - Fall 2017 - Ask Champ
Car Wash - Fall 2017 - Top Tweets
Car Wash - Fall 2017 - 116
Car Wash - Fall 2017 - Advertiser Index
Car Wash - Fall 2017 - 118
Car Wash - Fall 2017 - 119
Car Wash - Fall 2017 - 120
Car Wash - Fall 2017 - 121
Car Wash - Fall 2017 - 5 Things
Car Wash - Fall 2017 - cover3
Car Wash - Fall 2017 - cover4
Car Wash - Fall 2017 - outsert1
Car Wash - Fall 2017 - outsert2
Car Wash - Fall 2017 - outsert3
Car Wash - Fall 2017 - outsert4
Car Wash - Fall 2017 - outsert5
Car Wash - Fall 2017 - outsert6
Car Wash - Fall 2017 - outsert7
Car Wash - Fall 2017 - outsert8
Car Wash - Fall 2017 - outsert9
Car Wash - Fall 2017 - outsert10
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