Advertising

1. Advertising Suggestions for Funeral Service

2. What is advertising? • The ART of MAKING the PUBLIC AWARE of the SERVICES or COMMODITY that the BUSINESS has for SALE

3. 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)

4. Advertising v. Marketing • Marketing strategy will include advertising • Advertising will be a part of marketing but they are NOT synonymous

5. Marketing Mix • PRODUCT • PRICE • PLACE (distribution) • PROMOTION includes advertising Known as the 4 P’s of marketing

6. 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

7. Why does your firm advertise? • put reasons in writing • be specific • establish quantifiable goals

8. FS ADVERTISING should reflect your marketing strategy • Informational • Educational • Price • must be factual • requires high degree of ethics

9. INFORMATIONAL ADVERTISING • open new establishment • introduce new employees & / or service • type of facilities

10. EDUCATIONAL ADVERTISING • explain values of funeral • “ prices of funerals • “ VA, Soc. Sec., Welfare, SSI/Medicaid Benefits • “ value of pre-arranged / pre-paid funerals

11. 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

12. Consultants suggest • Advertising is expenditures to increase communication efforts which increase awareness and gives consumers reason to prefer your firm over another

13. any other expenses: • year book ads, combs, calendars, church bulletins, etc. (may be justified) but are not advertising simply contributions

14. Why was a particular FH chosen? • Location • Reputation • Previously served • Pre-arranged Funeral • Price • Recommendation of friend • ADVERTISING • Recommendation of clergy

15. Advertising v. ??? • PUBLIC RELATIONS • SALES PROMOTIONS • What is a website? Ad? PR? Promotion?

16. Advertising Controllable v. Non-controllable elements

17. 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

18. 4 Considerations • Budget • determine the Medium • define your Audience • Design

19. 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

20. newspaper telephone book calendars business cards radio TV magazines billboards public transportation direct mail specialty items Advertising MEDIA

21. Ads need ARM • A - attention • R - retention • M - motivation How to accomplish?

22. 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

23. IMAGES are powerful.What is yours? • ANTIQUATED • OVERUSED • CONTEMPORARY • INVISIBLE • NON-EXISTENT

24. More considerations • Your look is your personality • What are the major motivators? • Use of color • Different audiences

25. Logo as your advertising signature • Image be sure your message is understandable • Direct mailings self mailers for better reply

26. Message • make it simple • make it easy • make it a benefit for the buyer

27. Use message that distinguishes your firm examples: • Local ownership • Large facility • Unique services • ‘We serve burial & cremation families @ a variety of price levels’

28. 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.

29. 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.

30. 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

31. More suggestions: do’s & don’ts

32. Suggestions Use ads in spurts • Too often with same ad loses effectiveness • Try 2X / wk for 3 wks • Rest 3 – 4 weeks, then repeat

33. Suggestions Keeps ad fresh When use same ad takes 5x for readers to notice message

34. More suggestions • Don’t always use same page • Run coupons ex: for brochures • On a budget?choose smaller ads v. running less often

35. People won’t read dense copy Use short column or many paragraphs • Font at least 10 point

36. 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

37. A picture of your building? • Use only if significantly different Doesn’t generally attract people Some will perceive the grand facility with high prices

38. Yellow pages • How important? v. Internet • Note: fewer people seek clergy recommendation for FD

39. Newspaper ads TIMING before Thanksgiving / after Easter reason: older families go South oftenlower rates available Jan -- Mar

40. Newspaper • get ad on edge - NOT at the crease easier to see whole ad

41. 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?)

42. Personal notes on business cards Encourages people to keep them

43. to better target your market consider local newspapers v. metro “ direct mail “ cable TV

44. Acknowledgments • MKJ • Foresight Analysts • Funeral Service Insider