Dan Isard

Why is it that consumers don’t revere caskets and urns like the vast majority in the funeral profession? Undoubtedly, caskets and urns are elements of a funeral. But, unless there is some form of spectacular customization, both are containers for human remains. Marketing by the big casket companies shifted focus away from services to their manufactured products, thus attempting to make caskets and urns the centerpiece of a funeral. Unfortunately, while this brilliant marketing was taking place, the price of caskets skyrocketed and prices for services stagnated. The tragedy is many professionals drank the Kool-Aid. Their own service charges lagged, thus contributing to the now-lackluster funeral home profit margin of around 7 percent. For those that do not know, there was a time I worked for a big casket company. Thus, I have firsthand knowledge regarding products, contracts, marketing and […]