Sometimes if you listen to some of the younger self-proclaimed death care industry experts, you would think that funeral service is only about getting your brand name on social media.  And sometimes I’ve been accused of being a little old fashioned in my thinking about how to build a brand in the death care industry.

I’m not all about social media.  I think a well rounded approach to publicity and advertising is best. . including giving great service so word of mouth publicity spreads.  I’m about continuity of message, definition of message, positive public relations,  and delivering more than you promised to help the community learn about all that your firm does.  I’m not against social media, but I take what it can do in stride in the death care industry.

I really enjoy when some of our readers agree with me.  One of Funeral Director Daily’s readers sent us an article that you can read here about how radio advertising has helped a firm in an area with 28,000 population and 7 funeral homes rise above the clutter and build its brand to the point where a “neglected” funeral home has increased its business 50-plus percent in just the last year.

A radio executive talked about the sales pitch and why it was done.  “Funeral service is one of those things people only talk about around their dining room table.  We made it sound easy for folks to talk about the ease and convenience of preplanning funeral services.”

According to the radio station, the funeral home owner is now actively looking for a second radio station to advertise on to increase his business even more.

Funeral Director Daily take:  I do think sometimes we look to social media as being an end all to accomplish a task.  The fact of the matter is that there are plenty of good places to spend advertising money that can bring in business.  The key is to know what the niche is that you are looking for and spending appropriately to reach that niche.

I am also one who believes that death care industry advertising is a medium where the result should be a “Top of Mind” experience for the consumer.  By that I mean that when someone is asked what funeral home they would use the answer that they give very quickly is their “Top of Mind” answer.  It’s just the way it seems to work. . .and funeral homes, like pharmacies, dentists, and health clinics show a strong correlation between “Top  of Mind” awareness and business market share.

Keeping your business “Top of Mind” in your community is a great way to insure success.  It takes a combined effort of billboards, radio, social media, depending on the market size television, and many times and sometimes most importantly, personal comments and word of mouth.

Looking Ahead:  Next week we plan to do an article on Hillenbrand Industries, parent company of Batesville Casket, and how their 4th quarter of 2018 looked as well as an in-depth look at their earnings call with analysts.

Also, we hope to give you our 2nd Part on Funeral Home Budgeting. . .this time with some ideas on saving expenses.

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