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  • #987506
    ShanDesign
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    Hi All,

    I would like to ask if anyone has experience in marketing to people involved in the Funeral industry, such as celebrants, funeral homes, funeral directors etc. If so, I would love any tips or advice you might have.

    To provide a quick summary, my new site is http://www.funeralservicebooklets.com.au/ and I will specialise in creating quality order of service booklets in a very quick turn around time. It is aimed at the general public but I would also like to supply to funeral celebrants etc.

    I need to fine tune the website, but then I am planning on direct mail to my local area and some online advertising.

    Thanks so much,
    Shannon

    #1163103
    smurf1
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    ShanDesign, post: 188556 wrote:
    Hi All,

    I would like to ask if anyone has experience in marketing to people involved in the Funeral industry, such as celebrants, funeral homes, funeral directors etc. If so, I would love any tips or advice you might have.

    To provide a quick summary, my new site is http://www.funeralservicebooklets.com.au/ and I will specialise in creating quality order of service booklets in a very quick turn around time. It is aimed at the general public but I would also like to supply to funeral celebrants etc.

    I need to fine tune the website, but then I am planning on direct mail to my local area and some online advertising.

    Thanks so much,
    Shannon

    Hi Shannon,

    You might find if you directly target the Funeral Services with a mail out you will build up the right referral base.
    Have you for instance got a cardboard flyer, suitable for a PO Box?
    (We are in SMSF industry, so we send out flyers to Auditors and Accountants)
    We tend to find that when we target for new referral business we get a better response with a basic but informative flyer (you need something provide a visual reminder), and we only send these out say two months before a particular event/or deadline or start of the financial year.
    In context to your business sending a flyer out 1 month before winter starts will make a lot of sense; kind of morbid too.
    With a targeted mailout it will basically mean you save on postage/delivery costs, get your focus on the Funeral Directors and decision makers. This will also allow you to touch-base with them over the phone. They may not need your services straight away, but have a better chance of contacting your in the near future.

    I want to suggest you get to know some Estate Planners. I know some Estate Planners they attend emergency sessions in hospitals. Clearly this timing may causes some sensitivity issues. But Estate Planners know their clients a whole lot better that Funeral Directors. So they may provide a good source of referees also.

    Kind regards

    Mark

    #1163104
    MissSassy
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    Building up direct relationships is going to be the best way forward

    #1163105
    ShanDesign
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    Thanks Mark and MissSassy :)

    Mark, direct mail and referrals was my intended main method of promoting but I had not thought of Estate planners, that’s a great tip!

    It has certainly been an interesting project and at times a little morbid, but also rewarding in a strange way.

    Thanks again

    #1163106
    Tony Manto
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    Hi Shannon, as you know your target market and you should be about to find their details on yellow pages.com and the net, a direct mail campaign will be the best strategy. Ring each business and ask for the admin manager or funeral director and introduce yourself and business.

    Ask for permission to send a sample. A mail marketing letter directed to a specific person works 10 time better than an Un directed letter. Use premium I embossed paper for you marketing letter and include a sample of one of you booklets. Then wait a couple of weeks and follow up. See if you might ask for an appointment to come in and meet them. Tell them you would love to see there pallor and get to know then just in case you get an enquiry are gets asked for a referral.

    After all they are a business looking for for business too,

    #1163107
    JohnW
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    Hi Shannon,
    I did the Macquarie Park Crematorium website for 3 years until McQ was acquired by another entity.

    I suggest the key for you is to very carefully assess the process whereby funeral services are booked, organised and implemented. Then, how Order of Services are produced.

    At what point does the planning of service booklets occur?

    The first folk into the process are usually the funeral directors. From what I’ve seen, these usually control the entire process.

    The funeral directors will have a checklist that will include issues to do with the service – is it to be organised through a celebrant or a particular church/religion.

    I don’t know whether celebrants have much impact on printing the Order of Service. I suspect not.

    From what I’ve seen, many Orders of Service are published using the basic software provided by Microsoft and/or a range of graphics programs.

    Printing seems to be very often done on Deskjet or similar home printers.

    I suspect your biggest competition will be from mourners who look on preparing Order of Service as a very important part of their grieving process.

    Your website talks about the speed of processing Orders of Service. Is this an important attribute?

    You may need to talk about how you can help people develop Orders of Service that celebrate the memory of their loved ones.

    Regs,
    JohnW

    #1163108
    DANKS
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    Heard this industry is dead….

    :) sorry had to.

    my Parents are heavly involved in our church and those oldies are dropping left right and centre.

    Maybe try touch base with your local churchs and see if you can help them with anything. Damn its hard.. such a sensative industry…

    Good luck to you!

    #1163109
    John Templeton
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    Yes it’s certainly a sensitive area but a necessary one, and one that will be around for ever. You’re onto a good thing I think and direct marketing to estate planners, funeral directors and the like would be the way to go.

    #1163110
    Past-Member
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    Brochures (DL cards) at hospital waiting rooms and hospital cafes as well, would be a good idea.

    #1163111
    Chris H
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    DANKS, post: 188951 wrote:
    Heard this industry is dead….

    :) sorry had to.

    my Parents are heavly involved in our church and those oldies are dropping left right and centre.

    Maybe try touch base with your local churchs and see if you can help them with anything. Damn its hard.. such a sensative industry…

    Good luck to you!

    Thinking ‘inside the box’ ;)

    #1163112
    ShanDesign
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    Thanks so much to all responses, has given me some great ideas.

    JohnW, I think that focusing on celebrating the memory of the loved one is wonderful, I will definitely update the website copy soon to focus more on this – thank you!

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