Archive

Tag Archives: Disrupt Media

burning ad

Yes, “Cremation with integrity” depicting an urn showcasing a Nazi soldier is a real advertisement in the The Jefferson City News Tribune that was printed Sunday July 19th for the Millard Funeral Chapels and their Columbia MO – based crematory operated by Parker Funeral Service.  I can’t even make this up.

Let’s “unpack” this debacle for learning purposes because this exemplifies so many lessons and insights.

1.  Let us try to imagine the funeral home marketing “think tank” session: “We need to do something about our low cost cremation competitors and tell the community why they should use us.  Any ideas?”  <Hand raised from a staff member>: “we can’t match their prices, but we can tell the public that WE CREMATE WITH INTEGRITY!”  Brilliant!  <Person in charge of the think tank>: “let’s show our best-selling urn with a soldier, because the military depicts integrity and get the local paper to put the ad together and run it on a Sunday.  Good job team…this will help us bring back the business we are losing to the other guys.”

2.  The message itself minus the Nazi soldier image is hilarious on its own merit.  Cremation with integrity?  Help me understand…does this ad imply that competitors cremate without integrity?  I think that Missouri has regulations and certifications necessary to be a crematory operator performing cremations, so is there an inference of unscrupulous cremations going on in town by other cremation providers?  This is a blatant example of “we are better than them, we care more, we give better service,” blah blah blah of no of interest to the consumer, rather more of a 7th grade school yard spat.  Lesson:  words have meaning, think about the message you want to send.

3.  What is the correlation of the image of a soldier (albeit a bad one that was apparently selected by the local paper, not the funeral home) and “integrity of cremation?”  Why a soldier or any military personnel?  As a retired soldier and father of a soldier, my perspective is that this funeral home was trying to use an image that may exemplify integrity (as an image of a military person would).  But could they not muster much thought of an internal example of themselves?  Did the owners and funeral directors at this firm served our Country or just use images to boost their own self esteem for business?  Stolen valor comes to mind…  Frankly, I think Karma kicked their ass in this one with the depiction of a Nazi soldier…think about it.  Lesson: don’t try to be something you are not.

4.  Unfortunately, the person in charge of this project failed miserably as it’s obvious no editing or proofing was conducted with the “newspaper production department.”  A basic tenet of funeral director services, is to review and edit (sometimes even create) an obituary that also appears in local newspapers. Lesson: people do what you inspect; not what you expect.

5.  We consistently are striving to remind consumers that the services we provide are of value, have meaning, and therefore require the guidance of a licensed funeral professional.  There is an undercurrent from consumers and others that “do it yourself” or limited need for funeral directors is on the rise.  However, for some reason, many in funeral home management see no value in professional management from marketing/Social Media companies and attempt to “do it themselves.”  As the comedian Bill Engvall says: “here’s your sign.”   I can just imagine my friends at Disrupt Media (Ryan Thogmartin) and L.A.Ads (Rolf Gutknecht & Dan Katz) laughing hysterically at this entire scenario.  Lesson: hire a professional for marketing and advertisement.  

6.  Irony:  This advertisement was created for use in a local newspaper for local readership, however it turned into a Social Media nightmare being broadcast all over the world including the local television station, radio along with numerous funeral industry Facebook pages.  I guess the advertisement got quite a bang for its buck.  Lesson:  refer to #2, #3, #4, and #5 above.

We all make mistakes and this was a whopper; however as always there are lessons to be learned and teaching points to consider so that the mistakes are not repeated.  What are your thoughts and comments?  From the desk of The Funeral Commander, Cheers Y’all! #thefuneralcommander

Expo 14During my tenure in the military, upon completion of each mission/exercise we conducted an “After Action Review.”  Basically we what as supposed to happen, what actually happened, why was there a difference and what can we learn to train/improve upon.  I’d like to amend the process a bit and share with you my viewpoint/perspectives from the NFDA Expo 2014 in Nashville last week.

First, the venue was outstanding.  Nashville provided a perfect city that offered not only the Music City Center for the Expo and meetings, but also great accommodations along with a variety of restaurants as well as entertainment opportunities (and shopping…I saw many boot boxes while checking out of the hotel). I was able to briefly chat with Christine Pepper, the Executive Director of NFDA during the welcome reception party at the Wildhorse Saloon and congratulate her; she and her team really threw a fabulous gathering which was a prelude to what was ahead for the next few days.

As predicted and customary, the major players in the industry participated displaying their products and services along with some “new kids on the block.”  From my perspective; After Action:

In the casket display genre, Aurora Casket led the way at their booth by displaying their culture; they had a “vibe” that reflected warmth and relationships rather than antiseptic “we’re really big, look at us.”  What personally struck me was their Be Remembered website that provides us with the ability to capture our life with a “bucket list,” write our life story in our own words, and plan our desires for services at our death.  It’s a brilliant tool for anyone to use, and as a matter of fact, I’m using it myself.  Aurora also had, in my humble opinion, a fantastic new wood casket that exemplified simple, down to earth, but classic.

Life Art Caskets has broken the barrier between the cardboard cremation container and the bland products we are accustomed to offering families in lower cost cremation containers.  Their cremation containers actually provide a reason for a family to choose something better for their loved one with an array of styles/colors all the way to customized products.  I know that Life Art has excellent success internationally and I am certain that we’ll be seeing quite a bit more about them in the near future.

ASD launched their Mobile 3.0 app MobileFH™ feature while in Nashville.  Kevin Czachor and team are leading the way in the funeral home communications arena.  In particular first calls; not only making the lives of funeral directors better, but managing response and needs of families from the onset.

As you can imagine, urns were everywhere.  The standout was Foreverence Urns, a new and unique offering of custom product blended with technology.  If you can envision what you want, they can design and create an urn truly reflective in their unique art.  The Foreverence use of 3-D technology and ceramic art is a breath of fresh air in the crowded urn field of over saturation.

Speaking of getting crowded, jewelry and glass art has taken hold as a staple in many funeral home showrooms.  Pardon the pun, but the clear front-runner in glass art is Crystal Remembrance.  Perhaps I have an affinity to doing something well and sticking to it, plus their patented DNA double helix design doesn’t hurt either.  The Crystal Remembrance art is an elegant and tasteful keepsake that is a generational heirloom for any family.

I can’t say enough about the continued emergence of Disrupt Media as the leader and only full service social media company in the funeral industry.  Ryan Thogmartin (also of Connecting Directors) melds his experience, relationships and knowledge of the funeral industry to reach multiple audiences which includes engagement of funeral consumers.  I was privy to some exciting initiatives that he an other funeral industry media superlatives are launching in the near future to reach both consumers and connecting funeral directors (I could not help myself).

To complete my personal highlights and to provide a “keep your eye on” is a company called Lifescapes that offers a new and simple product which holds excellent value.  Lifescapes offers family, friends and colleagues a unique way to collectively reflect on the deceased at a visitation, funeral, memorial or celebration of life.  In a word, it’s a collection of many words.  As a side note, I found out from my youngest son over this weekend one of my word descriptors: “enigma.”  I’ll write about that one in the future.

There was lots of “new and improved” but really nothing that I believe was noteworthy.

What didn’t I see?  If you read my blog and posts I continuously have the belief that many of the funeral industry woes can be addressed with training.  Really, pick a subject where training would not solve a problem we all face.  Maybe I missed it, but I did see nor was made aware of any funeral director in-service training tools or programs.  I’m not referring to CEU’s, the “travel junket” seminars (that most funeral directors never get to attend) or Mortuary Schools.  I mean regularly scheduled and intentional training for funeral directors…but hang on friends; I have an idea!  More to come.

Wonderful to see friends like Jeff Staab (Cremation Solutions), Dan Katz &, Rolf Gutknecht (LA Ads), The Deyonne of Death, AKA Gail Rubin (A Good Goodbye), along with Allison Sullivan & Patti Bartsche (Kates-Boylston).  I met new people and had interesting conversations relevant to our continued quest to refine our approach to serving families.

Unfortunately, the Carolina Panthers have been turned into “cheese whiz” in Green Bay and my cigar is at it’s end (yep, I did take the band off).  I trust that if you were unable to attend the NFDA Expo in Nashville, this post provided some information that you may find interesting and you’ll take a little time to look at the companies/websites I think were noteworthy.  So from the Command Post, cheers y’all!  #thefuneralcommander

 

 

 

jackass Upon return and reflection from ICCFA in Las Vegas, I realize how our new world communicates.  Having a funeral blog  has provided me a platform for soliciting ideas, sharing experiences and observations with other funeral industry  professionals.  Most important, a funeral blog provides an opportunity, when positioned and utilized correctly, to get to  know each other in our new world order by using of social media.

During the ICCFA and on the Expo floor, face to face introductions to people from Australia, Ireland, Canada, Sweden and even Indiana (snicker) were so much easier…conversations flowed as if we were long time associates. In a way, we are because of our new way of communicating.

I am blessed to work alongside and have a personal relationship Ryan Thogmartin of http://www.connectingdirectors.com and Disrupt Media.  Ryan is unequivocally the guru of social media for the funeral industry.  I shared with Ryan last week my fascination of the power of blogging, LinkedIn, Facebook and Twitter as mediums for brand building along communicating intended messages.  In his “wizard way” of explaining all of the connectivity to so many in the funeral industry, I’m still amazed how few actually still do not take advantage of social media for their companies.

So, my first post upon return from the 2014 ICCFA I will provide testament that a funeral blog is an extremely effective tool to communicate your message and platform.  As for me, I enjoy sharing from my experiences as an entrepreneur in the funeral industry, observations of behavior mixed with a splash of humor and natural recalcitrant thoughts about “established norms” that so many subject themselves.

If you are one that reads http://www.thefuneralcommander.com and so many other funeral blog writers like Caleb Wilde, Nancy Burbon, Kate Hamilton, Jeff Staab, Ellery Bowker, Kim Stacey & Jess Fowler…thank you for providing us a platform for communicating.  If you are one that keeps blindly going in circles wondering how “everything seems to be changing” but you’re not, well keep waiting for that monthly newsletter in the mail.  Cheers y’all!

 

 

%d bloggers like this: