May 2020

Page A15 MAY 2020 FUNERAL HOME & CEMETERY NEWS S ec t i on A Features: • Biosafety Level 4 Containment • Can be cremated and X-rayed • Metal Foil Barrier • Fluid and vapor barrier where biohazard containment is required such as Mortuaries, Coroners, Medical Examiners, Evidence Collection, Disaster Preparedness Organizations, and Mausoleums • Sealed pouch used for the shipment of caskets, human remains or pet remains, that’s accepted by many domestic and international airlines • Made to military specifications and quality control • Can accommodate approximately 25 descendants Tested at clemson university 4000psi odor, gases leakage 516-665-8323 sales@bodysealer.com Manufactured in the U.S.A. Hermetically sealed biohazard containment pouch 40 inch folded width • 500 sq ft to the roll BODYSEALER ® Biohazard COVID-19 LEVEL 4 Containment pouch MAY’S LICK,KY— Robert Palmer of Palmer Funeral Home & Crematory is pictured with the firm’s new Dodge Grand Caravan. For over 50 years the Palmer Funeral Home has been serving area families. This 1st Call vehicle was built and sold by John Muster of Muster Coaches, Calhoun, KY. PALMER Funeral Home & crematory Muster Coaches 1-800-274-3619 Calhoun, KY Step 2: Identify Your Audience. Getting your message to the right people is a pivotal con- sideration in any marketing plan. Perhaps yours is a single- location funeral home serving only a specific community. Your audience will be much more defined than a cremation society serving an entire city. So your marketing efforts can be much more confined. Before you settle for that “defined and confined” audience, consider the pros and cons of step- ping beyond your usual geographic boundaries. Would ex- tending your reach five or ten blocks – or miles – increase your pool of prospects? Or has experience taught you other- wise? These are the kinds of considerations that should play a role when determining your audience. Step 3: What’s It Worth to You? Amost critical element in your marketing plan is howmuch you are willing – and can afford – to invest in it. The standard guideline is that an established business should budget 1-2 percent of sales to marketing. The percentage is a bit higher for a new company, at 3-5 percent. These figures are recom- mendations only and if they are not reasonable for your busi- ness don’t let them steer you away from marketing. Instead, consider grassroots efforts. Write and submit press releases to local media. Take advantage of barter opportunities. Do what you can, and when your efforts start bringing results, you’ll be able to afford to increase your marketing budget. Step 4: Think Competitively. Your marketing must let people know why they should do business with you rather than with your competitors. Often, we get so caught up in the operational demands of our busi- ness that we don’t take the time to really evaluate what we do and, importantly, what we do better than the competition. Effective marketing demands that you look at your business through the eyes of the families you serve – or hope to serve. Why should they do business with you? Are your prices bet- ter? Do you have credentials others don’t? What aspects of your customer service set you apart? Answering these ques- tions will help you identify your competitive advantage – and use that advantage in your marketing message. Step 5: Pick and Choose. The marketing opportunities available today boggle my mind. You’ll find ads on menus and in restrooms. Clowns clad in sandwich boards hype everything from apartment Marketing That Works Continued from Page A14 rental discounts to going-out-of-business bargains. And ev- ery day there seems to be new web-based opportunities, from social networks to e-mail blasts to blogs. Evaluating the op- tions can be overwhelming and you may benefit from a mar- keting professional whose job it is to be aware of the many options and whose guidance helps business people – like you – spend marketing dollars strategically and effectively. A few of my professional recommendations for funeral homes, crematoria and cemeteries: • Marketing Begins at Home. One of the most effective marketing tools may be right under your nose – your staff. Make certain that each of them is a most effective repre- sentative of your business. Schedule training sessions that keep them up to date on your products and services. Make them aware of and committed to your mission. Fine tune their sales skills, so that when someone requests cremation their response might encourage business, such as, “When would you like to schedule the visitation and service?” • Hot Off the Press. Press releases and articles in local and community newspapers are not only an effective market- ing tool, but a cost-effective option, too. They enable you to educate your public and shape the way they view cre- mation. In a press release or article – both of which are typ- ically free of charge – you can demystify cremation, pres- ent its benefits, debunk its myths and position it clearly and positively. And when you cultivate relationships with newspaper reporters, you will discover that they welcome your input, value your expertise and seek your opinion – and quote you when they write about cremation. • Embrace Technology As Your Friend. I know that the options can be overwhelming, but trust me on this: more families than you imagine are shopping for crema- tion services online. And if they can’t find you on the web, I can guarantee that they can find your competi- tor. Consider this – a web site makes your business op- erational 24/7. I’d advise you to turn to a professional to develop your web site, keep it current and connect your business through social networking opportunities, such as Facebook, Twitter and others. I know it seems that people wouldn’t be turning to social networking to find your professional funeral services, but the fastest-growing demographic on Facebook is women 55+. Because web sites are inexpensive to host and social networking op- tions are at no cost, technology fits every budget. Continued on Page A16