Flashcards in Ch 18 klicker Deck (34):
Any activity a funeral home engages in to create public awareness, generate new business, or retain present business.
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
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.
A mirror reflection of the brand personality or product being. What people believe about a brand.
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
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
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
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.
foundation of advertising. Consumer must see advertisement from 9-15 times in a short period before learning the message.
Can send brochure or letter directly to individuals.
Active medium with great entertainment appeal
Best option. Greater audience. Stronger impact. spend less money than expected.
Keep up good relations with clergy and members
More sophisticated. Inexpensive, multifunctional, personalized
Sublanguages. Simplest understanding of business
Pleasant rhythmic tune. Risky for funeral homes
Can increase profitability.
Increase market reach and name recognition
Reach over 65 million people
Quick and simple ideas. Repetition. Best in high traffic areas.
Smaller and more frequent ad is more effective than a one time big ad.
FH should spend between 2-5% of its yearly gross income on advertising
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
Group of potential customers with purchasing power
Study of human populations with respect to size, density, distribution, composition. And income.
Wealth produced in or near a community that provides employment to local population
Consumer buying motives usually fit into 6 categories
Sources of published market data
Census of business
Census of housing
Census of manufacture
Census of population
Funeral home surveys
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.
Public relations activities
Tours of funeral home
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
People you can speak to
Senior citizens groups
Employee assistance organizations
Police and fire fighters
Recognizing the opening of a new building, renovations, change in ownership, celebration of an event
Holiday support programs to include dynamics of grieving during the holidays. Seminars, literature, support groups,
Consumers top 10 requirements
1. Treated with respect
2. Follow through on commitments
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