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Advertising. Suggestions for Funeral Service. What is advertising?. The ART of MAKING the PUBLIC AWARE of the SERVICES or COMMODITY that the BUSINESS has for SALE. What is advertising?. CALLING SOMETHING TO THE ATTENTION OF THE PUBLIC BY USE OF PAID ANNOUNCEMENTS

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advertising

Advertising

Suggestions for Funeral Service

what is advertising
What is advertising?
  • The ART of MAKING the PUBLIC AWARE of the SERVICES or COMMODITY that the BUSINESS has for SALE
what is advertising1
What is advertising?
  • CALLING SOMETHING TO THE ATTENTION OF THE PUBLIC BY USE OF PAID ANNOUNCEMENTS
  • OFTEN EMPHASIZING DESIRABLE QUALITIES SO AS TO AROUSE A DESIRE TO BUY OR PATRONIZE

(Webster)

advertising v marketing
Advertising v. Marketing
  • Marketing strategy will include advertising
  • Advertising will be a part of marketing

but

they are NOT synonymous

marketing mix
Marketing Mix
  • PRODUCT
  • PRICE
  • PLACE (distribution)
  • PROMOTION

includes advertising

Known as the 4 P’s of marketing

purpose of fs ads why do fh s advertise
Purpose of FS ads(why do FH’s advertise?)
  • keep name before the public
  • attract people to the firm
  • increase unit volume
  • help build a good reputation
  • help build a preference before need
why does your firm advertise
Why does your firm advertise?
  • put reasons in writing
  • be specific
  • establish quantifiable goals
fs advertising
FS ADVERTISING

should reflect your marketing strategy

  • Informational
  • Educational
  • Price
  • must be factual
  • requires high degree of ethics
informational advertising
INFORMATIONAL ADVERTISING
  • open new establishment
  • introduce new employees & / or service
  • type of facilities
educational advertising
EDUCATIONAL ADVERTISING
  • explain values of funeral
  • “ prices of funerals
  • “ VA, Soc. Sec., Welfare, SSI/Medicaid Benefits
  • “ value of pre-arranged / pre-paid funerals
price advertising
Price advertising

‘Bait & switch’ is not ethical

Must be factual

(this was one reason why NFDA prohibited price advertising by members into early 1970’s)

NJ has stipulations

consultants suggest
Consultants suggest
  • Advertising is

expenditures to increase communication efforts

which increase awareness and

gives consumers reason to prefer your firm over another

slide13
any other expenses:
  • year book ads, combs, calendars, church bulletins, etc. (may be justified)

but are not advertising

simply contributions

why was a particular fh chosen
Why was a particular FH chosen?
  • Location
  • Reputation
  • Previously served
  • Pre-arranged Funeral
  • Price
  • Recommendation of friend
  • ADVERTISING
  • Recommendation of clergy
advertising v
Advertising v. ???
  • PUBLIC RELATIONS
  • SALES PROMOTIONS
  • What is a website?

Ad? PR? Promotion?

advertising1
Advertising

Controllable

v.

Non-controllable elements

advertising strategy
Advertising STRATEGY
  • Need an appeal / approach which touches consumer interest / desire
  • Must be able to support advertising claims
  • Cost effectiveness
  • Create an image
  • Needs consistency
4 considerations
4 Considerations
  • Budget
  • determine the Medium
  • define your Audience
  • Design
how much to spend
How much to SPEND??
  • 1% of salesminimum to keep name before public
  • 4% to maintain full, informative advertising program
  • 10 - 15% for continuous / consistent volume building
advertising media
newspaper

telephone book

calendars

business cards

radio

TV

magazines

billboards

public transportation

direct mail

specialty items

Advertising MEDIA
ads need arm
Ads need ARM
  • A - attention
  • R - retention
  • M - motivation

How to accomplish?

grab reader attention with interesting photo
Grab reader attention with interesting photo

Examples:

  • small children / attractive woman / puppies

or

  • staff member playing with children, walking dog,

spending time with family

  • Identify staff member
  • Use headline above picture
images are powerful what is yours
IMAGES are powerful.What is yours?
  • ANTIQUATED
  • OVERUSED
  • CONTEMPORARY
  • INVISIBLE
  • NON-EXISTENT
more considerations
More considerations
  • Your look is your personality
  • What are the major motivators?
  • Use of color
  • Different audiences
slide25
Logo as your advertising signature
  • Image

be sure your message is understandable

  • Direct mailings

self mailers for better reply

message
Message
  • make it simple
  • make it easy
  • make it a benefit for the buyer
use message that distinguishes your firm
Use message that distinguishes your firm

examples:

  • Local ownership
  • Large facility
  • Unique services
  • ‘We serve burial & cremation families @ a variety of price levels’
features instruct benefits sell
Features instruct.Benefits sell!!!

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

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

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

suggestions
Suggestions
  • Be sure you can deliver on the claims
  • Load up with benefits to hit your target
  • Plan to offer your customers’ wants, not yours.
ex pre need benefits
Ex: Pre-Need benefits

Peace of mind

Pay for funeral at today’s prices

Make decisions without the emotion

Don’t leave the burden on your children

Arrange the type of funeral YOU want

suggestions1
Suggestions

Use ads in spurts

  • Too often with same ad loses effectiveness
  • Try 2X / wk for 3 wks
  • Rest 3 – 4 weeks, then repeat
suggestions2
Suggestions

Keeps ad fresh

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

more suggestions
More suggestions
  • Don’t always use same page
  • Run coupons ex: for brochures
  • On a budget?choose smaller ads v. running less often
slide35
People won’t read dense copy

Use short column or many paragraphs

  • Font at least 10 point
use your photo
Use your photo?
  • Is it current ?
  • How often do you update?
  • Are you marketing YOU or the FIRM?
  • Individual – could be a detriment when try to sell v.

corporate identity

a picture of your building
A picture of your building?
  • Use only if significantly different

Doesn’t generally attract people

Some will perceive the grand facility with high prices

yellow pages
Yellow pages
  • How important?

v. Internet

  • Note: fewer people seek clergy recommendation for FD
newspaper ads
Newspaper ads

TIMING

before Thanksgiving / after Easter

reason: older families go South

oftenlower rates available Jan -- Mar

newspaper
Newspaper
  • get ad on edge - NOT at the crease

easier to see whole ad

directories
Directories
  • AVOID community or specialized directories

UNLESS appealing to large ethnic population or foreign language directory

  • Justify the expense

(Do people really use them? Do you?)

slide42
Personal notes on business cards

Encourages people to keep them

to better target your market
to better target your market

consider local newspapers v. metro

“ direct mail

“ cable TV

acknowledgments
Acknowledgments
  • MKJ
  • Foresight Analysts
  • Funeral Service Insider
ad