AdvertisingAdvertising

Suggestions for Funeral Suggestions for Funeral ServiceService

What is advertising?What is advertising?

The ART of MAKING the The ART of MAKING the PUBLIC AWARE of the PUBLIC AWARE of the SERVICES or COMMODITY SERVICES or COMMODITY that the BUSINESS has for that the BUSINESS has for SALESALE

What is advertising?What is advertising?

CALLING SOMETHING TO THE CALLING SOMETHING TO THE ATTENTION OF THE PUBLIC BY USE ATTENTION OF THE PUBLIC BY USE OF OF PAIDPAID ANNOUNCEMENTS ANNOUNCEMENTS

OFTEN EMPHASIZING DESIRABLE QUALITIES SO OFTEN EMPHASIZING DESIRABLE QUALITIES SO AS TO AROUSE A DESIRE TO BUY OR PATRONIZEAS TO AROUSE A DESIRE TO BUY OR PATRONIZE

(Webster)(Webster)

Advertising v. MarketingAdvertising v. Marketing

Marketing strategy will include Marketing strategy will include advertisingadvertising

Advertising will be a part of Advertising will be a part of marketingmarketing

butbut

they are NOT synonymousthey are NOT synonymous

Marketing MixMarketing Mix

PRODUCTPRODUCT PRICEPRICE PLACE (distribution) PLACE (distribution) PROMOTIONPROMOTION

includes advertisingincludes advertising

Known as the 4 P’s of marketingKnown as the 4 P’s of marketing

Purpose of FS adsPurpose of FS ads(why do FH’s advertise?)(why do FH’s advertise?)

keep name before the publickeep name before the publicattract people to the firmattract people to the firm increase unit volumeincrease unit volumehelp build a good reputationhelp build a good reputationhelp build a preference before help build a preference before

needneed

Why does your firm advertise?Why does your firm advertise?

put reasons in writingput reasons in writing be specificbe specific establish quantifiable goalsestablish quantifiable goals

FS ADVERTISINGFS ADVERTISING

should reflect your marketing should reflect your marketing strategystrategy

Informational Informational EducationalEducationalPricePrice

must be factualmust be factualrequires high degree of ethicsrequires high degree of ethics

INFORMATIONAL ADVERTISINGINFORMATIONAL ADVERTISING

open new establishmentopen new establishment introduce new employees & / or introduce new employees & / or

serviceservicetype of facilitiestype of facilities

EDUCATIONAL ADVERTISINGEDUCATIONAL ADVERTISING

explain values of funeralexplain values of funeral “ “ prices of funeralsprices of funerals “ “ VA, Soc. Sec., Welfare, VA, Soc. Sec., Welfare,

SSI/Medicaid BenefitsSSI/Medicaid Benefits “ “ value of pre-arranged / pre-paid value of pre-arranged / pre-paid

funeralsfunerals

Price advertisingPrice advertising

‘‘Bait & switch’ is not ethicalBait & switch’ is not ethical

Must be factualMust be factual(this was one reason why NFDA prohibited price (this was one reason why NFDA prohibited price

advertising by members into early 1970’s)advertising by members into early 1970’s)

NJ has stipulationsNJ has stipulations

Consultants suggestConsultants suggest

Advertising isAdvertising isexpenditures to increase expenditures to increase

communication efforts communication efforts

which increase awareness and which increase awareness and

gives consumers reason to prefer gives consumers reason to prefer your firm over anotheryour firm over another

any other expenses: any other expenses: year book ads, combs, calendars, year book ads, combs, calendars,

church bulletins, etc. (may be church bulletins, etc. (may be justified) justified)

but are but are notnot advertising advertisingsimply contributionssimply contributions

Why was a particular FH chosen?Why was a particular FH chosen?

LocationLocationReputationReputationPreviously servedPreviously servedPre-arranged Funeral Pre-arranged Funeral PricePriceRecommendation of friendRecommendation of friendADVERTISINGADVERTISINGRecommendation of clergyRecommendation of clergy

Advertising v. ???Advertising v. ???

PUBLIC RELATIONSPUBLIC RELATIONSSALES PROMOTIONSSALES PROMOTIONS

What is a website?What is a website?

Ad? PR? Promotion?Ad? PR? Promotion?

AdvertisingAdvertising

Controllable Controllable

v. v. Non-controllable elementsNon-controllable elements

Advertising STRATEGYAdvertising STRATEGY

Need an appeal / approach which Need an appeal / approach which touches consumer interest / desiretouches consumer interest / desire

Must be able to support Must be able to support advertising claimsadvertising claims

Cost effectivenessCost effectivenessCreate an imageCreate an imageNeeds consistencyNeeds consistency

4 Considerations4 Considerations

BudgetBudgetdetermine the determine the MediumMediumdefine your define your AudienceAudienceDesignDesign

How much to SPEND??How much to SPEND??

1% of sales1% of sales minimum to keep name before publicminimum to keep name before public

4%4%to maintain full, informative to maintain full, informative advertising programadvertising program

10 - 15%10 - 15%for continuous / consistent volume for continuous / consistent volume buildingbuilding

Advertising MEDIAAdvertising MEDIA

newspapernewspapertelephone booktelephone bookcalendarscalendarsbusiness cardsbusiness cardsradio radio TVTV

magazinesmagazinesbillboards billboards public public

transportationtransportationdirect maildirect mailspecialty itemsspecialty items

Ads need ARMAds need ARM

A - A - attentionattention R - R - retentionretention M - motivationM - motivation

How to accomplish?How to accomplish?

Grab reader attention with Grab reader attention with interesting photointeresting photo

ExamplesExamples:: small children / attractive woman / small children / attractive woman /

puppiespuppiesoror

staff member playing with children, staff member playing with children, walking dog,walking dog,spending time with familyspending time with family

Identify staff memberIdentify staff member Use headline above pictureUse headline above picture

IMAGESIMAGES are powerful. are powerful.What is yours?What is yours?

ANTIQUATEDANTIQUATEDOVERUSEDOVERUSEDCONTEMPORARYCONTEMPORARY INVISIBLEINVISIBLENON-EXISTENTNON-EXISTENT

More considerationsMore considerations

Your Your looklook is your personality is your personality What are the major motivators?What are the major motivators?Use of colorUse of colorDifferent audiencesDifferent audiences

LogoLogo as your advertising signature as your advertising signature

ImageImage be sure your message is be sure your message is

understandableunderstandable

Direct mailingsDirect mailings self mailers for better replyself mailers for better reply

MessageMessage

make it simplemake it simplemake it easymake it easymake it a benefit for the make it a benefit for the buyerbuyer

Use message that distinguishes Use message that distinguishes your firmyour firm

examples:examples:Local ownershipLocal ownershipLarge facilityLarge facilityUnique servicesUnique services ‘‘We serve burial & cremation We serve burial & cremation

families @ a variety of price families @ a variety of price levels’levels’

Features instruct.Features instruct.Benefits sell!!!Benefits sell!!!

No one buys No one buys solelysolely for features - for features - it’s the benefits they want!!it’s the benefits they want!!

ExEx: world’s best grass seed v. : world’s best grass seed v. world’s best lawn!!world’s best lawn!!

XXX horsepower engine v. XXX horsepower engine v. 0 - 100 mph in 6.5 sec.0 - 100 mph in 6.5 sec.

SuggestionsSuggestions

Be sure you can deliver on the Be sure you can deliver on the claimsclaims

Load up with benefits to hit your Load up with benefits to hit your targettarget

Plan to offer your Plan to offer your customerscustomers’ ’ wants, not yours.wants, not yours.

Ex: Pre-Need benefitsEx: Pre-Need benefits

Peace of mindPeace of mind Pay for funeral at today’s pricesPay for funeral at today’s prices Make decisions without the emotionMake decisions without the emotion Don’t leave the burden on your Don’t leave the burden on your

childrenchildren Arrange the type of funeral YOU wantArrange the type of funeral YOU want

More suggestions: More suggestions: do’s & don’tsdo’s & don’ts

SuggestionsSuggestions

Use ads in spurtsUse ads in spurts Too often with same ad Too often with same ad

loses effectivenessloses effectiveness Try 2X / wk for 3 wksTry 2X / wk for 3 wks Rest 3 – 4 weeks, then repeatRest 3 – 4 weeks, then repeat

SuggestionsSuggestions

Keeps ad freshKeeps ad fresh

When use same adWhen use same ad takes 5x for takes 5x for readers to notice messagereaders to notice message

More suggestionsMore suggestions

Don’t always use same pageDon’t always use same page

Run couponsRun coupons ex:ex: for brochuresfor brochures

On a budget?On a budget?choose smaller ads choose smaller ads

v. running less oftenv. running less often

People won’t read dense copyPeople won’t read dense copy

Use short column or Use short column or many paragraphsmany paragraphs

FontFont at least 10 pointat least 10 point

Use your photo?Use your photo?

Is it current ?Is it current ? How often do you update?How often do you update? Are you marketing YOU or the FIRM?Are you marketing YOU or the FIRM?

Individual – could be a detriment Individual – could be a detriment when try to sell v. when try to sell v.

corporatecorporate identity identity

A picture of your building?A picture of your building?

Use Use onlyonly if significantly different if significantly different

Doesn’t generally attract peopleDoesn’t generally attract people

Some will perceive the grand Some will perceive the grand facility with high pricesfacility with high prices

Yellow pagesYellow pages

How important?How important?

v. Internetv. Internet

Note: fewer people seek clergy Note: fewer people seek clergy recommendation for FDrecommendation for FD

Newspaper adsNewspaper ads

TIMINGTIMINGbefore Thanksgiving / after Easterbefore Thanksgiving / after Easter

reason:reason: older families go older families go SouthSouth

oftenoften lower rates available Jan -- Marlower rates available Jan -- Mar

NewspaperNewspaper

get ad on edge - NOT at the get ad on edge - NOT at the creasecrease

easier to see whole adeasier to see whole ad

DirectoriesDirectories

AVOIDAVOID community or specialized community or specialized directories directories

UNLESS appealing to large UNLESS appealing to large ethnic population or foreign ethnic population or foreign language directorylanguage directory

Justify the expenseJustify the expense (Do people really use them? Do you?)(Do people really use them? Do you?)

Personal notes on business Personal notes on business cardscards

Encourages people to keep themEncourages people to keep them

to better target your marketto better target your market

consider local newspapers v. consider local newspapers v. metrometro

“ “ direct maildirect mail

“ “ cable TVcable TV

AcknowledgmentsAcknowledgments

MKJMKJ Foresight AnalystsForesight Analysts Funeral Service InsiderFuneral Service Insider