A cost-effective way for retailers to increase their customer base is by marketing to groups of people who share common characteristics. A group that tire dealers should be sure not to forget is the burgeoning population of seniors.

Consider these statistics from the U.S. federal government:

• At last count, people age 65 and over numbered over 34.5 million. In other words, about one in every eight Americans is 65 or older.
• The number of persons age 65 or older has increased over 10% since 1990.
• The trend is expected to continue. In fact, by 2030, there will be about 70 million older persons — more than twice the number in 1999 — representing 20% of the population (see Figure 1).

There’s no question that seniors represent a large segment of the population and billions of dollars in disposal income.

In addition, senior customers will be around for quite a while. Statistics show that the average life expectancy for people age 65 is at least 17 years, and longevity continues to improve.

Tire dealers simply cannot afford to ignore such a huge, lucrative market.

Know the Population
To devise a successful marketing effort, it helps to know as much as possible about the target population.

Older persons are often retired or approaching retirement. They usually have grown children, and many have grandchildren. They tend to be active and travel frequently.

Like many other groups of vehicle owners, older persons have a high interest in maintaining a mode of transportation that enables them to travel independently and make good use of their available time. Seniors also tend to be safety and brand conscious.

Consequently, they have every reason to be interested in the tires on their vehicle. They want tires that are safe, reliable and that perform well.

Value-Conscious In my experience, seniors are willing to spend money — if they get value for their dollar, which would translate into a fair price for a good product and good service. Good service particularly is appreciated by seniors. Even though some of them may have more available free time than their younger counterparts, they still want convenient service and they want quality, reliable service.

...'seniors are willing to spend money — if they get value for their dollar...'

They appreciate pick-up and delivery service to make it easier to get their cars in for service. They expect clean rest rooms, and they like a comfortable waiting area with beverages and up-to-date reading material. Seniors with infirmities are impressed by extra patience and assistance from a retailer.

Seniors like non-aggressive salespersons. As a group, seniors have come to feel they are targets for aggressive salespeople who use fear tactics to sell products and services that seniors don’t need. Seniors, therefore, will appreciate local tire dealers who go out of their way to avoid unscrupulous tactics and high-pressure sales.

Contacting Seniors
If your dealership is prepared to offer the kinds of services that appear to seniors, you can devise a plan for attracting more seniors into your store.

One way is to send mailers or flyers to seniors in the community. Mailing lists of seniors in your area can be purchased. They are not overly expensive and are well worth the price.

The imagery in your mailers should show pictures that depict older, retired active persons; the message can convey the services your dealership provides that appeal to a senior population.

Consider offering special discounts, such as 20% off an oil-change or tire rotation. It’s sure to get the attention of seniors.

Seniors like non-aggressive salespersons.

In Person
Another way to reach seniors is by meeting them in person. Contact area seniors clubs or retirement communities and arrange to provide talks about tire safety. Explain you are their neighborhood tire dealer and that you are there to serve them. Be up front with the fact that you’d like to have their business. Not only put your face in front of them, show seniors you care by offering services such as a free tire check before they go on a trip. Send holiday greetings or get each senior’s birth date and send birthday cards. Offer a gift for the grandchildren such as a small toy car. These are small investments that can reap big rewards in customer loyalty.

Above all else, remember that seniors have life experience. That’s why they understand a good message delivered with sincerity.

Stephen J. Alexander, president of Automotive In-Store a contributor to Tire Retailing Today. He can be reached at his Sanibel Island, Fla. headquarters, phone (239) 395-9203, or e-mail salexander@autoinstore.com. His website is www.autoinstore.com