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AdvertisingAdvertising
Suggestions for Funeral Suggestions for Funeral ServiceService
What is advertising?What is advertising?
The ART of MAKING the The ART of MAKING the PUBLIC AWARE of the PUBLIC AWARE of the SERVICES or COMMODITY SERVICES or COMMODITY that the BUSINESS has for that the BUSINESS has for SALESALE
What is advertising?What is advertising?
CALLING SOMETHING TO THE CALLING SOMETHING TO THE ATTENTION OF THE PUBLIC BY USE ATTENTION OF THE PUBLIC BY USE OF OF PAIDPAID ANNOUNCEMENTS ANNOUNCEMENTS
OFTEN EMPHASIZING DESIRABLE QUALITIES SO OFTEN EMPHASIZING DESIRABLE QUALITIES SO AS TO AROUSE A DESIRE TO BUY OR PATRONIZEAS TO AROUSE A DESIRE TO BUY OR PATRONIZE
(Webster)(Webster)
Advertising v. MarketingAdvertising v. Marketing
Marketing strategy will include Marketing strategy will include advertisingadvertising
Advertising will be a part of Advertising will be a part of marketingmarketing
butbut
they are NOT synonymousthey are NOT synonymous
Marketing MixMarketing Mix
PRODUCTPRODUCT PRICEPRICE PLACE (distribution) PLACE (distribution) PROMOTIONPROMOTION
includes advertisingincludes advertising
Known as the 4 P’s of marketingKnown as the 4 P’s of marketing
Purpose of FS adsPurpose of FS ads(why do FH’s advertise?)(why do FH’s advertise?)
keep name before the publickeep name before the publicattract people to the firmattract people to the firm increase unit volumeincrease unit volumehelp build a good reputationhelp build a good reputationhelp build a preference before help build a preference before
needneed
Why does your firm advertise?Why does your firm advertise?
put reasons in writingput reasons in writing be specificbe specific establish quantifiable goalsestablish quantifiable goals
FS ADVERTISINGFS ADVERTISING
should reflect your marketing should reflect your marketing strategystrategy
Informational Informational EducationalEducationalPricePrice
must be factualmust be factualrequires high degree of ethicsrequires high degree of ethics
INFORMATIONAL ADVERTISINGINFORMATIONAL ADVERTISING
open new establishmentopen new establishment introduce new employees & / or introduce new employees & / or
serviceservicetype of facilitiestype of facilities
EDUCATIONAL ADVERTISINGEDUCATIONAL ADVERTISING
explain values of funeralexplain values of funeral “ “ prices of funeralsprices of funerals “ “ VA, Soc. Sec., Welfare, VA, Soc. Sec., Welfare,
SSI/Medicaid BenefitsSSI/Medicaid Benefits “ “ value of pre-arranged / pre-paid value of pre-arranged / pre-paid
funeralsfunerals
Price advertisingPrice advertising
‘‘Bait & switch’ is not ethicalBait & switch’ is not ethical
Must be factualMust be factual(this was one reason why NFDA prohibited price (this was one reason why NFDA prohibited price
advertising by members into early 1970’s)advertising by members into early 1970’s)
NJ has stipulationsNJ has stipulations
Consultants suggestConsultants suggest
Advertising isAdvertising isexpenditures to increase expenditures to increase
communication efforts communication efforts
which increase awareness and which increase awareness and
gives consumers reason to prefer gives consumers reason to prefer your firm over anotheryour firm over another
any other expenses: any other expenses: year book ads, combs, calendars, year book ads, combs, calendars,
church bulletins, etc. (may be church bulletins, etc. (may be justified) justified)
but are but are notnot advertising advertisingsimply contributionssimply contributions
Why was a particular FH chosen?Why was a particular FH chosen?
LocationLocationReputationReputationPreviously servedPreviously servedPre-arranged Funeral Pre-arranged Funeral PricePriceRecommendation of friendRecommendation of friendADVERTISINGADVERTISINGRecommendation of clergyRecommendation of clergy
Advertising v. ???Advertising v. ???
PUBLIC RELATIONSPUBLIC RELATIONSSALES PROMOTIONSSALES PROMOTIONS
What is a website?What is a website?
Ad? PR? Promotion?Ad? PR? Promotion?
AdvertisingAdvertising
Controllable Controllable
v. v. Non-controllable elementsNon-controllable elements
Advertising STRATEGYAdvertising STRATEGY
Need an appeal / approach which Need an appeal / approach which touches consumer interest / desiretouches consumer interest / desire
Must be able to support Must be able to support advertising claimsadvertising claims
Cost effectivenessCost effectivenessCreate an imageCreate an imageNeeds consistencyNeeds consistency
4 Considerations4 Considerations
BudgetBudgetdetermine the determine the MediumMediumdefine your define your AudienceAudienceDesignDesign
How much to SPEND??How much to SPEND??
1% of sales1% of sales minimum to keep name before publicminimum to keep name before public
4%4%to maintain full, informative to maintain full, informative advertising programadvertising program
10 - 15%10 - 15%for continuous / consistent volume for continuous / consistent volume buildingbuilding
Advertising MEDIAAdvertising MEDIA
newspapernewspapertelephone booktelephone bookcalendarscalendarsbusiness cardsbusiness cardsradio radio TVTV
magazinesmagazinesbillboards billboards public public
transportationtransportationdirect maildirect mailspecialty itemsspecialty items
Ads need ARMAds need ARM
A - A - attentionattention R - R - retentionretention M - motivationM - motivation
How to accomplish?How to accomplish?
Grab reader attention with Grab reader attention with interesting photointeresting photo
ExamplesExamples:: small children / attractive woman / small children / attractive woman /
puppiespuppiesoror
staff member playing with children, staff member playing with children, walking dog,walking dog,spending time with familyspending time with family
Identify staff memberIdentify staff member Use headline above pictureUse headline above picture
IMAGESIMAGES are powerful. are powerful.What is yours?What is yours?
ANTIQUATEDANTIQUATEDOVERUSEDOVERUSEDCONTEMPORARYCONTEMPORARY INVISIBLEINVISIBLENON-EXISTENTNON-EXISTENT
More considerationsMore considerations
Your Your looklook is your personality is your personality What are the major motivators?What are the major motivators?Use of colorUse of colorDifferent audiencesDifferent audiences
LogoLogo as your advertising signature as your advertising signature
ImageImage be sure your message is be sure your message is
understandableunderstandable
Direct mailingsDirect mailings self mailers for better replyself mailers for better reply
MessageMessage
make it simplemake it simplemake it easymake it easymake it a benefit for the make it a benefit for the buyerbuyer
Use message that distinguishes Use message that distinguishes your firmyour firm
examples:examples:Local ownershipLocal ownershipLarge facilityLarge facilityUnique servicesUnique services ‘‘We serve burial & cremation We serve burial & cremation
families @ a variety of price families @ a variety of price levels’levels’
Features instruct.Features instruct.Benefits sell!!!Benefits sell!!!
No one buys No one buys solelysolely for features - for features - it’s the benefits they want!!it’s the benefits they want!!
ExEx: world’s best grass seed v. : world’s best grass seed v. world’s best lawn!!world’s best lawn!!
XXX horsepower engine v. XXX horsepower engine v. 0 - 100 mph in 6.5 sec.0 - 100 mph in 6.5 sec.
SuggestionsSuggestions
Be sure you can deliver on the Be sure you can deliver on the claimsclaims
Load up with benefits to hit your Load up with benefits to hit your targettarget
Plan to offer your Plan to offer your customerscustomers’ ’ wants, not yours.wants, not yours.
Ex: Pre-Need benefitsEx: Pre-Need benefits
Peace of mindPeace of mind Pay for funeral at today’s pricesPay for funeral at today’s prices Make decisions without the emotionMake decisions without the emotion Don’t leave the burden on your Don’t leave the burden on your
childrenchildren Arrange the type of funeral YOU wantArrange the type of funeral YOU want
More suggestions: More suggestions: do’s & don’tsdo’s & don’ts
SuggestionsSuggestions
Use ads in spurtsUse ads in spurts Too often with same ad Too often with same ad
loses effectivenessloses effectiveness Try 2X / wk for 3 wksTry 2X / wk for 3 wks Rest 3 – 4 weeks, then repeatRest 3 – 4 weeks, then repeat
SuggestionsSuggestions
Keeps ad freshKeeps ad fresh
When use same adWhen use same ad takes 5x for takes 5x for readers to notice messagereaders to notice message
More suggestionsMore suggestions
Don’t always use same pageDon’t always use same page
Run couponsRun coupons ex:ex: for brochuresfor brochures
On a budget?On a budget?choose smaller ads choose smaller ads
v. running less oftenv. running less often
People won’t read dense copyPeople won’t read dense copy
Use short column or Use short column or many paragraphsmany paragraphs
FontFont at least 10 pointat least 10 point
Use your photo?Use your photo?
Is it current ?Is it current ? How often do you update?How often do you update? Are you marketing YOU or the FIRM?Are you marketing YOU or the FIRM?
Individual – could be a detriment Individual – could be a detriment when try to sell v. when try to sell v.
corporatecorporate identity identity
A picture of your building?A picture of your building?
Use Use onlyonly if significantly different if significantly different
Doesn’t generally attract peopleDoesn’t generally attract people
Some will perceive the grand Some will perceive the grand facility with high pricesfacility with high prices
Yellow pagesYellow pages
How important?How important?
v. Internetv. Internet
Note: fewer people seek clergy Note: fewer people seek clergy recommendation for FDrecommendation for FD
Newspaper adsNewspaper ads
TIMINGTIMINGbefore Thanksgiving / after Easterbefore Thanksgiving / after Easter
reason:reason: older families go older families go SouthSouth
oftenoften lower rates available Jan -- Marlower rates available Jan -- Mar
NewspaperNewspaper
get ad on edge - NOT at the get ad on edge - NOT at the creasecrease
easier to see whole adeasier to see whole ad
DirectoriesDirectories
AVOIDAVOID community or specialized community or specialized directories directories
UNLESS appealing to large UNLESS appealing to large ethnic population or foreign ethnic population or foreign language directorylanguage directory
Justify the expenseJustify the expense (Do people really use them? Do you?)(Do people really use them? Do you?)
Personal notes on business Personal notes on business cardscards
Encourages people to keep themEncourages people to keep them
to better target your marketto better target your market
consider local newspapers v. consider local newspapers v. metrometro
“ “ direct maildirect mail
“ “ cable TVcable TV
AcknowledgmentsAcknowledgments
MKJMKJ Foresight AnalystsForesight Analysts Funeral Service InsiderFuneral Service Insider