Page A6 september 2023 FUNERAL HOME & CEMETERY NEWS Section A www.vischerfuneralsupplies.com By Welton Hong In an age dominated by digital marketing, one might easily overlook the significance of offline strategies. Especially for a profession like funeral services, where personal connections, respect, and trust are paramount, offline marketing can hold a special relevance. And yes, I’m aware of the irony: I run a digital marketing agency, after all! I’m passionate about inspiring funeral home owners to fully embrace the benefits of online marketing. However, as I always say, the important thing is to do what’s best for your firm. And that typically means you should invest in a variety of promotional activities, both online and offline. Choosing a funeral home is a deeply personal decision that relies heavily on local reputation, word of mouth, and physical presence. Effectively leveraging offline marketing can help funeral homes build a solid foundation within their communities. Here are four pivotal tips to harness the potential of offline marketing for a funeral home: 1. Community Involvement and Sponsorships Engage with your community: Attend local events, fairs, or community gatherings. This not only demonstrates that the funeral home is an active member of the community but also fosters relationships with potential clients in a non-commercial setting. Sponsorship opportunities: Consider sponsoring local events, teams, or charitable initiatives. It showcases your commitment to the well-being and growth of the community. 2. Educational Workshops and Seminars Host workshops: Educate the community about funeral planning, the importance of wills, or grief counseling. This positions your funeral home as a trusted expert in the field, willing to offer value beyond immediate services. Collaborate with experts: Partner with local counselors, lawyers, or other relevant professionals for these workshops. It not only enhances the credibility of the information being shared but also broadens your network and exposure. 3. Traditional Media Advertising Local newspapers and magazines: Even in the digital age, many people rely on local publications for news and updates. (This is especially true if you serve a more rural area with a small newspaper strongly focused on local news.) Craft sensitive, respectful advertisements or editorials that address the importance of preplanning or celebrate the lives of community members who’ve recently passed. Radio and TV spots: Consider investing in slots during times when your target demographic is most likely listening or watching. Share stories, offer advice, or simply communicate the history and values of your funeral home. 4. Referral Programs Incentivize word of mouth: Encourage satisfied clients to refer friends and family. While it’s essential to be tactful (given the industry), a referral program can still offer incentives like discounts on memorial products or future services. Don’t Forget About Offline Marketing Powerhouse Marketing with Welton Partner with local businesses: Develop partnerships with flower shops, local clergy, or hospice care providers. I realize that’s a bit obvious: You know these entities often meet with families in need of funeral services, and a mutual referral system can benefit both parties. But it’s worth keeping in mind for your overall marketing plan. The Bottom Line Offline marketing, when done with sensitivity and a genuine commitment to community, can significantly enhance a funeral home’s reputation and reach. Engaging with the community, offering education, utilizing traditional media, and fostering partnerships are all potent tools for building trust and authenticity. While the world continues its rapid digital march, there remains an irreplaceable value in face-to-face interactions and tangible connections, especially in an industry centered around human emotions and life’s profound moments. By integrating these offline marketing strategies, funeral homes can ensure they remain pillars of support and service in their communities. Welton Hong is the founder of Ring Ring Marketing® and a leading expert in creating case generation from online to the phone line. He is the author of Making Your Phone Ring with Internet Marketing for Funeral Homes. For more information, visit www.FuneralHomeProfits.com. FUNERAL HOME & CEMETERY NEWS www.NomisPublications.com Monthly Columnsonline at As time advances, so does the desire for change and modernization within many industries. Remaining vigilant and adapting to the world around you is becoming increasingly important. More specifically in the funeral service industry, adapting to these industry changes can not only benefit your business but make it more efficient in regards to operation. Responding to the continuous change of family’s needs, remaining competitive with other funeral homes, capitalizing on new opportunities, and expanding and growing. Complacency can hurt your business prospects. Always consider branching out into new directions, as anything from green funerals to providing virtual services can help you remain ahead of the game. Remaining proactive and moving forward with the changing needs of your staff and customers allows you to move together with industry trends, creating new opportunity for revenue while more effectively serving your customers. In being a funeral service professional, we choose every day to comfort the brokenhearted, to see others at their weakest and most vulnerable. We see the absolute worst life has to offer. A front row seat to the most horrible of all horrible, and for me, I feel indebted to those who sit before me. We see children, innocents, disease, accidents, heartache, fathers, Remaining Relevant in a Competitive Industry By Hannah M. Burns Hannah M. Burns erations, saving you time and money while better catering to the needs of your customers. Although many first calls are taken via phone, people are looking at your website. Who works for you? What are the reviews? What do you offer? What is pricing like for your services? Your clients are going to look at your website appearance, or lack of an online presence, to see how you are serving others within your community. Many in the profession find technology scary but demystifying and embracing it can deliver exceptional benefits to the business and your service levels. As younger people enter the field of mortuary science, they are bringing change and innovation to the precedents. As the world changes, new opportunities arise for those who are willing to take them. Just because a family may not accept an offer, it is nice to have the option to do so and the ability to be able to choose. These could start as services that add extra value, like memorial items, offering catering services, or live streaming and recording. The key to this is ensuring all options are being shared and presented at arrangement meetings so families have a clear understanding of their choices. For this, it is important that funeral directors feel comfortable and confident to transparently share these options so that the family can make the best decisions for their situation. The idea of change for many within the industry is unwarranted and many don’t entertain the forthcoming innovations that could potentially benefit their business and their pockets. Guiding and supporting your employees will minimize error, allow them to adapt more quickly, and feel more comfortable in doing so. Overall, flexibility is the key to maintaining profitable business operations in 2023 and beyond. While you cannot control the changing environment, you can adjust your ability to react to unforeseen changes by making sure you are always in the best position possible. Work to understand how trends are affecting the deathcare industry and how families’ preferences for deathcare are changing, so you can make proactive adjustments to better serve those that come before us. A student at Mid-America College of Funeral Service, Hannah Burns is halfway through her educational journey. In October, she obtained her apprentice license in her home state of Maryland, where she began working full time at Bounds Funeral Home (Dignity Memorial) alongside her sponsor. mothers, and those so alone no one comes to cry for them. Our hearts continue to grow in ways we could never fathom. It is an honor to serve these families. They come to us, most with no experience on where to go or what to do, we guide and direct them while offering consolation and compassion. No two family’s needs are the same and we have the meet each one right where they are. Optimizing advances made within the industry is optimal in providing excellent service to the family while serving their loved one. Technology has changed the way we interact with almost every facet of our lives, and funerals are certainly no exception. Adopting new technologies can help you streamline op-
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