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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


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


  • 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


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


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



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?)



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


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