Ch 18 klicker Flashcards Preview

mors 200 Marketing > Ch 18 klicker > Flashcards

Flashcards in Ch 18 klicker Deck (34):
1

Marketing

Any activity a funeral home engages in to create public awareness, generate new business, or retain present business.

2

Funeral home marketing must get funeral consumer to take two important action steps:

1. Purchase services other than direct disposition
2. Use your funeral home instead of competitors

3

Brand

A name, term, design or symbol that identifies ones seller goods or services as distinct from those of other sellers. Legal term is a trademark.

4

Brand image

A mirror reflection of the brand personality or product being. What people believe about a brand.

Nike swoosh.

5

In order to create a business that is labeled "remarkable" by those you serve, consider:

-Must cast your vision
-Formal marketing plan
-Goals and objectives in writing
-flexible and ready to adapt
-look for ways to capitalize
-raise bar on customer service
-know what consumers want
-plan advertising campaigns
-focus on new customers and old ones

6

Advertising

Making public aware of services or a commodity that a business has for sale

Papers, radio, tv, mail, billboards, internet, yellow pages, business cards, and word of mouth

7

Promote what makes you unique

- specifically tell people what you do that others don't
- never use negative words "we, me, I, our". Use "new, free, you, try, discover"
- 100% satisfaction guarantee

8

General marketing plan

Objective: what is the purpose of advertising? Raise awareness? Move products? Bring people to your door

Audience: who are they? What do they feel?

Promise: what will the preneed and Atneed do for your customers.

9

Repetition

foundation of advertising. Consumer must see advertisement from 9-15 times in a short period before learning the message.

10

Direct mail

Can send brochure or letter directly to individuals.

11

Radio

Active medium with great entertainment appeal

12

Television

Best option. Greater audience. Stronger impact. spend less money than expected.

13

Church bulletins

Keep up good relations with clergy and members

14

Business cards

More sophisticated. Inexpensive, multifunctional, personalized

15

Logos

Sublanguages. Simplest understanding of business

16

Jingle

Pleasant rhythmic tune. Risky for funeral homes

17

Internet

Can increase profitability.
Increase market reach and name recognition
Reach over 65 million people
Give information

18

Billboards

Quick and simple ideas. Repetition. Best in high traffic areas.

19

Newspaper

Smaller and more frequent ad is more effective than a one time big ad.

20

Advertising budget

FH should spend between 2-5% of its yearly gross income on advertising

21

How to measure success of each type of advertising

Return coupon to send in on a pre need ad

Evaluation of overall sales

Evaluation of increase in #of families served

22

Market

Group of potential customers with purchasing power

23

Demographics

Study of human populations with respect to size, density, distribution, composition. And income.

24

Economic base

Wealth produced in or near a community that provides employment to local population

25

Consumer buying motives usually fit into 6 categories

Comfort
Convenience
Security
Prestige
Health
Economy

26

Sources of published market data

Census of business
Census of housing
Census of manufacture
Census of population
Funeral home surveys

27

Public relations

Inducing the public to have a positive feeling about a particular business. Well organized public relations program can reinforce a funeral homes advertising and increase the credibility of the firm.

28

Public relations activities

Public presentations
Tours of funeral home
Open houses
Newsletters
Company brochures
Seminars
grief literature

29

Public presentations

Value of the funeral
Embalming how and why
Grief and funerals
Children- death and funerals
History of funeral customs
Funeral service as a career
Senior citizens and funerals
Death in today's society
Preplanning

30

People you can speak to

Senior citizens groups
Service clubs
Employee assistance organizations
Nursing associations
Social workers
Police and fire fighters
Business associations
Teachers
Clergy
Support groups

31

Open house

Recognizing the opening of a new building, renovations, change in ownership, celebration of an event

32

Holiday programs

Holiday support programs to include dynamics of grieving during the holidays. Seminars, literature, support groups,

33

Consumers top 10 requirements

1. Treated with respect
2. Follow through on commitments
3. Communicate
4. Talk without interruption
5. Answer phone quickly
6. Provide alternatives
7. Get authority when there's a problem
8. Clearly state what to expect
9. Know everything about products and services
10. Be a customer advocate

34

Handling complaints

sit and speak with complainant
Assess complaint
Gather info
Review documentation about event
Prepare written explanation
Meet again with complainant
Rediscuss issue
Ask what to do to resolve the issue
If you can't fix it, get a third party mediator