Klicker Chapter 18- Marketing

Question 1

Marketing

Answer 1

Any activity a funeral home engages in to create public awareness, generate new business, or retain present business.

Question 2

Funeral home marketing must get funeral consumer to take two important action steps:

Answer 2

1. Purchase services other than direct disposition 2. Use your funeral home instead of competitors

Question 3

Brand

Answer 3

A name, term, design or symbol that identifies ones seller goods or services as distinct from those of other sellers. Legal term is a trademark. - Identifying this is an important first stop in your marketing plan.

Question 4

Brand image

Answer 4

-A mirror reflection of the brand personality or product being. -What people believe about a brand. -Nike swoosh. -Something your competition is not-True and easily experienced by customers-Goal of branding: produce a unique definition of your business that appeals to both the logical and emotional needs of your customers in a way that your competition cannot equal.

Question 5

In order to create a business that is labeled “remarkable” by those you serve, consider:

Answer 5

-Must cast your vision -Formal marketing plan-Goals and objectives in writing-flexible and ready to adapt-look for ways to capitalize -raise bar on customer service -know what consumers want-plan advertising campaigns -focus on new customers and old ones

Question 6

Advertising

Answer 6

Making public aware of services or a commodity that a business has for sale -Makes up the bulk of a funeral home’s marketing strategy.-Papers, radio, tv, mail, billboards, internet, yellow pages, business cards, and word of mouth-Must be focused to get through to the mindset of the families you wish to serve.

Question 7

Promote what makes you unique

Answer 7

• specifically tell people what you do that others don’t- never use negative words “we, me, I, our”. Use “new, free, you, try, discover”- 100% satisfaction guarantee

Question 8

General marketing plan

Answer 8

Objective: what is the purpose of advertising? Raise awareness? Move products? Bring people to your doorAudience: who are they? What do they feel?Promise: what will the preneed and Atneed do for your customers.

Question 9

Repetition

Answer 9

foundation of advertising. Consumer must see advertisement from 9-15 times in a short period before learning the message.

Question 10

Direct mail

Answer 10

Can send brochure or letter directly to individuals.

Question 11

Radio

Answer 11

Active medium with great entertainment appeal

Question 12

Television

Answer 12

Best option. Greater audience. Stronger impact. spend less money than expected.

Question 13

Church bulletins

Answer 13

Keep up good relations with clergy and members

Question 14

Business cards

Answer 14

More sophisticated. Inexpensive, multifunctional, personalized

Question 15

Logos

Answer 15

Sublanguages. Simplest understanding of business

Question 16

Jingle

Answer 16

Pleasant rhythmic tune. Risky for funeral homes

Question 17

Internet

Answer 17

-Can increase profitability.- Increase market reach and name recognition-Reach over 65 million people -Give information

Question 18

Billboards

Answer 18

-Quick and simple ideas.-Repetition. -Best in high traffic areas.

Question 19

Newspaper

Answer 19

Smaller and more frequent ad is more effective than a one time big ad.

Question 20

Advertising budget

Answer 20

FH should spend between 2-5% of its yearly gross income on advertising

Question 21

How to measure success of each type of advertising

Answer 21

-Return coupon to send in on a pre need ad-Evaluation of overall sales-Evaluation of increase in #of families served

Question 22

Market

Answer 22

Group of potential customers with purchasing power-Market Research: Based on a careful analysis of a funeral home’s needs and the demographic and psychographics of the target market.

Question 23

Demographics

Answer 23

Study of human populations with respect to size, density, distribution, composition and income.

Question 24

Economic base

Answer 24

Wealth produced in or near a community that provides employment to local population

Question 25

Consumer buying motives usually fit into 6 categories

Answer 25

1. Comfort2. Convenience3. Security4. Prestige5. Health6. Economy

Question 26

Sources of published market data

Answer 26

-Census of business- explains where certain businesses are located-Census of housing- keeps track of new home sales by region and/or the construction of new houses by region and specific area.-Census of manufacture - explains where certain manufacturers are located.-Census of population- compiles population statistics with regard to distribution of population by region, area, etc.-Funeral home surveys- - Help funeral home gain consumer intelligence from specific population segment. - Create more value for your funeral home in the minds of the consumer. - Help face increased competition (factual knowledge rather than weak speculation and inference). - Combat shrinking or changing market territories and/or demographics. - Increase profitability.

Question 27

Public relations

Answer 27

Inducing the public to have a positive feeling about a particular business. Well organized public relations program can reinforce a funeral homes advertising and increase the credibility of the firm. - Extra punch to marketing efforts.- Become community educator on value of funerals, not just a community leader-Important due to increase in direct disposition.

Question 28

Public relations activities Must relate to your overall marketing and business goals. (Consumer awareness, community leader, positive image of your business)

Answer 28

-Public presentations-Tours of funeral home-Open houses-Newsletters-Company brochures-Seminars-Grief literature

Question 29

Public presentations

Answer 29

-Value of the funeral-Embalming how and why-Grief and funerals-Children- death and funerals-History of funeral customs-Funeral service as a career-Senior citizens and funerals-Death in today’s society-Preplanning

Question 30

People you can speak to

Answer 30

-Senior citizens groups-Service clubs-Employee assistance organizations-Nursing associations-Social workers-Police and fire fighters-Business associations-Teachers-Clergy-Support groups

Question 31

Open house

Answer 31

Recognizing the opening of a new building, renovations, change in ownership, celebration of an event

Question 32

Holiday programs

Answer 32

Holiday support programs to include dynamics of grieving during the holidays. -Seminars, literature, support groups, -Most presented during Thanksgiving-Christmas season, but can also be used for other occasions- Mothers and fathers day, Veteran’s day, or Easter-Results in helping the community as well as highly positive public relations.

Question 33

Consumers top 10 requirements(Sesco, 2006)Satisfied families who feel they have received value from the services and merchandise provided by the funeral home should be the central driving force of any organization.

Answer 33

1. Treated with respect2. Follow through on commitments3. Communicate4. Talk without interruption 5. Answer phone quickly 6. Provide alternatives 7. Get authority when there’s a problem8. Clearly state what to expect 9. Know everything about products and services10. Be a customer advocate

Question 34

Handling complaints

Answer 34

-sit and speak with complainant-Assess complaint-Gather info from employees and others and document it-Review documentation about event-Prepare written explanation-Meet again with complainant -Rediscuss issue- Ask what to do to resolve the issue if the funeral home erred.-If you can’t fix it, get a third party mediator

Question 35

Baby Boomers

Answer 35

-Dominant age group born in the late 1940s and early 50s-Have insatiable appetite for information-If they believe in your products and services and the “image” fits their lifestyle, cost is not a major factor.-Not interested in pre-purchasing funerals for themselves, but may arrange for parents.`

Question 36

Sponsoring Public Relation Seminars

Answer 36

Proven to be an effective way to educate communities and gain valuable recognition.- Single topic programs- making preened arrangements- Multi-topic programs: Understanding grief, value of the funeral, financial assistance, preened and anted arrangements.-May have professions from allied fields (cemeteries, crematories, grief centers, organ donation agencies, estate planners)

Question 37

Newsletters

Answer 37

Sent on a regular basis allows a funeral home to maintain communications with families the have already served, people whom they have made prearrangements, and also initiate communications with new families and individuals.- Provide helpful information on grief after the funeral and life has returned to normal.

Question 38

Newsletter Should Contain:

Answer 38

-Information on grief-Suggestions for coping-Uplifting personal story-Interesting news from the funeral home

Question 39

Sandra Graves Suggestions for Holiday Activities:

Answer 39

1. Purchase and distribute a good booklet or brochure about grief and the holidays.- Have a grief counselor available to answer questions or give support2. Sponsor a seminar or community workshop 3. Sponsor a special support group for the holidays4. Put a memorial candle in a special area of your funeral home with the names of all who have died since the previous New Year’s Eve displayed near the candle. Invite public to add candles or sign a register5. Sponsor a special radio program of Christmas carols in honor of those who have died this year.6. Use your advertising space during the season to either give helpful suggestions on coping during the holidays or memorialize those who have died.

Question 40

Publicity

Answer 40

• The firms name, and that of the staff, consistently reported in the local press, on radio or television establishes the firm as a professional, reputable authority.- Good press eventually leads to increased business-Positive editorial mention carries a unique benefit: it appears to be a third-party endorsement by the medium in which the activity is reported.

Question 41

How to Get Free Publicity

Answer 41

Press Release (News Release)- One of the basic tools used by public relations professionals. Rules in preparing for a press release:1. The story must be of interest to the general public or different.2. Make it easy to read and understand.3. Typed double-spaced

Question 42

Tips for Writing News Releases

Answer 42

1. Neat2. On letterhead3. Name and phone numbers (office and home) in upper left corner4. Date and “for immediate release” in upper right of page.5. Leave room for the editor to write in a heading above the first paragraph.6. Never type on both sides of the page.7. Best length is one page. (if more than one page, type “more” on the bottom of each page except the last.)8. Put the most important information in the first paragraph. At the end of the release below the last sentence, center the number thirty (-30-) or put ###.9. If mentioning a person, identify the person first by his/her full name. Later in the article, only use the last name of that person.10. Get the name of the editor and send directly to him or her.11. Follow up with a thank you letter or call after the release is published.

Question 43

Developing Media Relationships

Answer 43

-Identify and make a list of potential contacts.-Carefully craft what you want to say to these people.-Send the news release addressed to a specific person (not just editor or producer).-Place a follow-up phone call. Persistence pays.-If they spend any time talking to you, send a note thanking them for their time. Include your business card.-If the news release generates a mention or a story, write the reporter a note telling him or her how well you thought it went.

Question 44

Press Kit

Answer 44

Folders containing relevant information that are distributed to the media. They should include:- The company’s history- Staff information- A photo of the building and owners.- Industry statistics- Information pertinent to the event you are referring to.

Question 45

Internet Marketing (Website)- Every funeral home should have one.

Answer 45

• 46% of Americans aged 59-68 and 62% of Americans age 40-58 have internet- 66% had done product research- 41% had booked travel- 47% had bought something- 20% had done online banking

Question 46

Suggestions from Death Care Business Advisor to add to your overall marketing and public relations efforts:

Answer 46

• A good website will itself be an effective PR tool.- Post your news releases on your site.- Articles of public interest such as “grief and the holidays” or “children and funerals”- On-line press kits containing the same information that traditional press kits contain.- On-line obituaries- On-line register books for people to leave messages to bereaved families

Question 47

Baklarz (2004)Benefits an Organization can Receive by Providing Great Service:

Answer 47

• Increased market share- Increased sales and profits- Repeat business- New customers- Fewer complaints- Lower employee turnover- Enhanced reputation

Question 48

Suggestions for Improving Customer Service

Answer 48

• Answer your phone on the third ring:state name of funeral home, name, ask how may I help you.- If you must place the person on hold, ask first, and wait for their response. Ask if they would prefer to be called back and call back as soon as possible.- Explain why you’re transferring a call if you have to. Give the persons name and extension in case the caller gets disconnected.-If you know the person’s name, use it (whether on the phone or in person).- Be punctual for appointments.-Treat e-mails as business letters, always include a greeting. - Create a newsletter- Keep your funeral home clean and in good repair.- Ensure that all staff are knowledgable, courteous and helpful.- Be dependable; don’t make promises you can’t keep.- Be proficient in what you do; take pride in your work.- Dress and act professional at all times.- Don’t nickel and dime your families for every little thing.- Make your website easy to navigate and user friendly.- Provide aftercare unrelated to preneed.-Provide families with a survey