Consulting Services
Marketing
The 2o20s will be known for more than just a time of pandemic. With the virus and the already anticipated increase in the death rate, there is a new renaissance in funeral service. A New Golden Age, because the public knows, once again, the value of honoring their dead. But, do they know how best to accomplish this? How do we, as a profession, let the public know that WE are their best option?
WE MUST REINTERPRET OUR TARGET AUDIENCE!
Our marketing strategy and focus needs to change radically, to remind the public that no one is better at turning a dead body into a living memory than a licensed funeral service professional.
HINT: It is NOT about the products!
How we can help
Our radical approach to marketing targets the living even if they have no need of our services now or in the near future.
Service not Product
The key is to be the first think they think of when that need arises. Our methodology costs the same wether you target 10 leads or 10o,000 leads at the same time, so remove the limits, spread the word, and watch them come to you!
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Loyalty has changed, even in our profession!
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We do not earn repeat clients because we offered the best keepsakes. They come back because of US and the professional services we are trained to provide.
Know Thy Client
Although the service is always about the deceased, our customers are the living. Our clients, the ones that pay us in return for something valuable, are the families of the deceased, not the decedents in our care. Yes, pre-need sales and marketing are an important part of our business models, but the bread-and-butter of our value rests with the client families we serve in their time of need.
Marketing Campaigns
No matter what the situation, a marketing strategy is useless unless you possess a genuine understanding of the target audience and be ready to work toward retaining and growing customer value over the long term. The problem for us is that we see our market as defined by the death rate. BUT that really is shortsighted and we should be marketing to everyone! With modern campaign methodologies it cost no more to target 1 million people versus 100 people, so why are we limiting our efforts to the soon-to-be-dead?
Automation
Marketing automation is everywhere in your inbox. It’s the “sorry I missed you” email from a salesperson who just left you a voicemail to the reminder from a retailer that you added a product to your shopping cart but never clicked “buy.” Automation has become a key to success across most verticals. Nearly 80 percent of top-performing companies have used marketing automation for more than two years, according to the research firm Gleanster. So why is funeral service not taking advantage of this too?
