According to at least one survey 76 million American Baby Boomers will reach the age of “Life-Expectancy” between now and 2042.  Another survey I looked at mentioned that there are “only” 71.9 million boomers alive at this time.  So, while the number is “murky” the one fact remains that there will be a large and growing number of deaths in the next two decades.

 

And, it almost goes without saying that Death Care providers who can become the purveyor of choice for these future deaths and the products that are used for disposition of these deaths will spur the next “growth wave” in Death Care merchants.  The question then becomes, “How do you position your firm and your disposition methods to be the chosen ones?”

 

If you’re in a competitive urban or suburban area we pretty much know that going to church suppers to meet future clientele one on one and advocating for the traditional casketed burial with full services will not move your funeral home up into that “purveyor of choice” strata.

 

I’m a fan of Rolf Gutknecht, who operates the LA Ads Marketing Agency.  From time to time Rolf sends an e-mail out that he dubs “Insights“.  It’s always highly informable and in his latest version he wrote of some of his lessons learned from the past ICCFA Convention in Tampa, Florida.  For the next couple of days, Funeral Director Daily is going to touch on his impressions. . . . one of which was his observation on “What the New Customer Wants”.

 

 

I think it is in line with all of the disposition methods of today — earth burial, cremation, alkaline hydrolysis, green burials, natural organic reduction, and so on — that Rolf somewhat concludes that what the “New” customer wants is “Information”. . . “Information” that is in the customers best interest — information on options and pricing.  Rolf argues, in my book correctly, that in giving that information you become a “trusted friend” and more than likely get engagement that allows your firm to become the “first-call” preference.

 

In my book, the easier you make it for the consumer to learn of that information — such as on a website — the happier the client will be.

 

So, while you might have been really good at the communication and goodwill that happened at the “high-touch” church supper in the 1980’s you need to learn how to be really good at the communication and goodwill that comes from living in a high-tech and low-touch society too.  That’s where the expertise of LA Ads — A Marketing Agency can come in handy.  You can learn more about Rolf and LA Ads – A Marketing Agency here.

 

I found a few other things about what people want from a survey conducted from our friends at Arbor Memorial and the Arbor Memorial Legacy Council.  You can read more on this survey here.

 

One of the things I took from the survey has been something I’ve always suspected about doing prearrangments.  That is that most individuals want to “. .approach the topic of their eventual passing with a desire for minimal fuss, (it’s also been) observed that surviving family members are the ones inclined to seek a meaningful ceremony and a permanent resting place for their loved ones. . . ” 

 

I think just knowing that fact makes it imperative that sons and daughters accompany their parents to pre-arrangement conferences whenever possible.  While it sounds simply like a ploy and strategy to get more revenue for the funeral establishment I think that there is more to it.. . . . . . .I think as parents age there is a “disconnect” in their minds on how much legacy that they have passed on to their children.

 

I think the fact is that parents, mistakenly think less of legacy as they age and their children think more of it.  For that reason, memorial services and permanent placement and markers become more important to the children than the parents.  I think that is really important as plans are made. . . . . and a certain part of services being less and less over time is parents fall into this “no fuss” about me attitude when they prearrange alone.

 

I know in my case, I think more and more about my mom and dad and the legacy that they left me as I age.  And, I don’t mean legacy in material things, but in what they nurtured and taught me.

 

I may be wrong. . . but this is a good philosophical discussion that we have somehow never had as funeral and memorial professionals.

 

More news from the world of Death Care:

• Thinking outside the Box:  Eco concerns prompt greener funeral options.  Positive News (Great Britain)
• The invisible hand helping communitied heal.  Cherokee Chronicle Times (IA)
• Green Burials:  Growing interest in natural funerals prompts St.Peter cemetery plan.  Mankato Free Press (MN)
• Millions of Americans turn 65 this year.  How can they save money now to live better later?  MarketWatch

 

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“A servant’s attitude guided by Christ leads to a significant life”