What does the recent primary in South Carolina tell us about the funeral industry? Let me start this post with a disclaimer: I’m simply providing observations and I am not endorsing or promoting any candidate who is running for the office of President of the United States. Additionally, I will note that my family (both my mother and father) come from the Palmetto State. We have deep roots since the very beginning of this nation, so I know what I’m talking about when proclaiming: South Carolina is considered the bastion of conservatism in America with a history of “sticking to their guns” with whatever they believe. It’s a state that is certainly considered “the buckle of the Bible Belt.”
My takeaway of the primary results last Saturday has relevance to the funeral industry. The winner did what most would consider blasphemous and everything that should have led to defeat. For example: calling out a much loved and revered former President (especially in SC) regarding the 9-11 attack; calling competitors liars and saying that a controversial women’s medical provider actually does have some good points. All this and more coming from a Yankee spending far less than his competitors while also using social media to resonate his message: “No more PC gibberish; let’s just call it like it is and make America great again.”
The competitors had the endorsements from the State party establishment elected officials, endorsements from the mainline religious groups, spent millions on trying to convince voters to follow the past “establishment direction,” and even made sure everyone knew the front runner was divorced but was now married to a “foreigner.” The competitors also had infrastructures developed with volunteers knocking on doors and making phone calls. In the State where a particular religious group reigns, against conventional thought the tactics failed and the stale messages did not stem the rising tide of change.
What are some of the similarities of the campaign in SC with the funeral industry? A few observations: the funeral establishment has long coined rivals (new business models) as discounters and direct disposers which basically means nothing to the consumer. Interestingly, some have their own little discounters and direct disposal businesses but don’t share much about them in public or funeral meetings (sort of like not claiming “that side of the family”). The rhetoric “you get what you pay for” is a back firing message because consumers are questioning the cost and see no value in what they are paying for with the traditionalists. Millions of dollars are spent on advertising in an attempt to convince consumers to hold on to tradition rather than invest in creating and seeking solutions to meet consumer demand. Pundits preach (see a blog post by funeral home owner Dale Clock The New Normal) at conventions and meetings to charge more and show more value but never address the real issues like how to serve the financially-struggling family (who are flocking to discounters and direct disposers). Value now is the ability to pay in full.
The results from the South Carolina primary offer a glimpse into the future of the funeral industry. Consumers are demanding change, rejecting the established past. They are educating themselves online and taking action on the information provided without visiting nary a funeral home. Consumers couldn’t care less about internal industry bickering and name calling; they are leaving tradition behind. The establishment’s message is fragmented and falling flat for a number of reasons including its methods of delivery (very few funeral organizations use social media or offer consumer-friendly websites). I don’t think nor do I advocate that the traditional funeral home is going away or it is irrelevant. However, the recent report, SCI saw fewer funerals, declining revenue in 2015, is news to which every funeral provider should pay attention.
The voters (funeral consumers) are speaking loudly and clearly asking for new models of service and a change in how we go about offering our services. We have an abundance of smart, talented, experienced, willing funeral industry professionals and organizations ready to work together for the betterment of our collective future. The platforms for communicating and working together are right at our fingertips. I raise my hand and volunteer, what about you?
From the smoke filled Command Post, Cheers Y’all. #thefuneralcommander