A single characteristic divides today's best funeral services businesses from companies at the bottom of the food chain.
Marketing increases the brand footprint of a funeral services business using a carefully crafted mix of techniques and tactics.
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Any and every funeral services business has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Although the competition for market visibility may be fierce, a branding initiative can quickly scale your promotional footprint to compete with anyone in your geographic or demographic market sector.
Event and team sponsorships are a proven method for raising the public profile of funeral services businesses. In many cases, the most effective sponsorships are those that occur over a period of time rather than being limited to a one-off event. The key is to limit sponsorships to events that are attended by people who are regular funeral services business buyers. To minimize costs and multiply outcomes, consider teaming up with a complementary business to co-sponsor targeted events.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. For example, if you buy a premium mailing list and use it to conduct a direct mail campaign, that's marketing. On the other hand, if the Sunday paper runs a story about your funeral services business, that's PR. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.
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