Market Research
January 29, 2018
Published by 
Dan Isard on January 29, 2018
Dan Isard on January 29, 2018As I began to write this article, my mind conjured up the image of our country’s State of the Union address. The president is announced, and upon entering the House chamber, he shakes the hands of well-wishers. Of course, no matter which party is in power, the opposition is generally less exuberant as the exalted speaker continues toward the podium. Imagine with me the magnitude of the words spoken, and with that scene in your head, I now present you with the State of the Profession address. Fellow funeral professionals, providers, suppliers and supporters, we are living in a unique time of opportunity and challenge to our livelihood. Our noble profession serves families during a most difficult life event, the death of a loved one. Like a hospital, your funeral home does not have the luxury of set hours […]
December 13, 2017
Published by Dan Isard on December 13, 2017
Dan Isard on December 13, 2017I am fascinated by the continued upsurge in the pet deathcare segment of our profession. Consumers not only have embraced offerings to memorialize their beloved companions, but also have hosted celebrations of life similar to those held for the loss of a human loved one. Pet deathcare providers are expanding their reach in large metro markets and small towns across the United States. Now everyone in America has the opportunity to honor their non-human loved ones. As anyone associated with our profession knows, we are experiencing shifts in consumer behavior that directly impact our businesses. The exodus from burial to cremation as the leading choice of disposition after death has created challenges for providers both economically and from a service perspective. However, keep in mind that one constant will remain: When you lose someone you love, whether human or an animal, […]
December 13, 2017
Published by Dan Isard on December 13, 2017
Dan Isard on December 13, 2017Dear Cemetery Impossible, I have been offered land at a very attractive price and I think it can be converted to a cemetery. The property is already zoned so that a cemetery is an acceptable use. There are two other cemeteries about 10 miles away from this site. I am a long-time reader of this magazine even though I do not currently own or work in a cemetery. I have been around funeral service a long time, working as a casket salesman. A popular country and western music star heard of my plans and told me he will buy a family mausoleum if I do this. Will that bring in more business? I am ready to invest all I have. What am I missing? Wishing on a C&W Star Dear Wishing, First, what you’re missing is all the things […]
November 15, 2017
Published by Dan Isard on November 15, 2017
Dan Isard on November 15, 2017Three things you must understand to successfully market your firm for growth. Dear Dan, I have been in funeral service for 40 years. I own my own place and have been doing about 120 calls a year for almost 30 years. I have not gained or lost more than a handful of calls in any one year. I have three competitors in my town and we all have the same market share today as we did 30 years ago. I have a website. I have newspaper ads. I have a billboard on our main intersection downtown. I am active in my church and have more than 20 years of Rotary attendance. I don’t understand how to market my business in this present age. Oh, one more thing, please disguise my name so my competitors won’t know I’m asking for help. […]
November 15, 2017
Published by Dan Isard on November 15, 2017
Dan Isard on November 15, 2017I am going to provide you with specific ideas about how to create a simple but effective marketing plan. No, not a cookie-cutter step-by-step guide you could find anywhere on the internet, but insights that are funeral-business specific. Despite offering such insight, I realize this is an exercise in futility, and for the most part a waste of energy and ink. Why? Because sharing this information is very similar to a funeral director telling a family how to conduct their own funeral, from removal/transfer to interment. Most likely the family will not have the discipline to follow the plan as instructed. They will waste time trying to figure everything out, and end up having to spend more than expected for “DIY.” The same thing is true for funeral directors developing their own marketing plan. Most will fail to follow the plan, […]