JUST RELEASED! John Callaghan’s 2010 Edition of his Strategic Marketing Plan
You’ve heard of John Callaghan, haven’t you?
To refresh your memory, he’s one of the industry’s top speakers on funeral home marketing.
In his book, “Strategic Marketing Plan for Funeral Service Professionals” he reveals how funeral homes should market in during tough economic times.
Why am I telling you this?
Recently I convinced John to allow me to grill him during a LIVE 120-minute teleseminar!
It actually went for 2 1/2 hours.
We talked for just over an hour about his book and then we tackled dozens of questions that the attendees submitted.
You can read a partial list of questions below.
Now you can get the Book, Transcripts of the Interview, and the Recordings INSTANTLY – in download format!
89 Pages of Funeral-Specific Marketing Advice
and over 2.5 hours of recordings
(delivered immediately after you purchase below)
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Still Undecided? Have a Free Sample…
Here is the First Chapter of the Book
Here is a sample of the Interview
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Partial List of Questions that are answered on the Recordings
- Could you discuss the use of tasteful humor in funeral home marketing?
- Telephones, yellow page ads – How do you set yourself apart?
- How do I market my firm against the “low price firm” in the market place?
- What are your thoughts on marketing during tough economic times? Is it actually a time when you can get more bang for your buck, attract a wider audience etc?
- How do we use permission marketing in funeral service, especially with the increasing use of online guest books and internet communications with our customers?
- With a downtown location and smaller parking area, how do you compete with funeral home not downtown and more parking area?
- What is the most effective advertising in a small rural community? Should we sponsoring and attending community events, sponsor information seminars, weekly newspaper ads, local magazines etc?
- Are there new words in the death care language that are more acceptable to the public?
- What kind of ad and or marketing should a funeral home do in response to a cremation society’s direct mailing piece that they continue to do in our community?
- When asked why our funeral home was chosen, my family follow up surveys reflect that I receive 0 calls from advertising. How should I interpret this?
- How do you get the message out to Hospice that there are many more options for a family other than direct cremation?
- What would the best way to market a second location in the next city with two corporate competitors presently operate there?
- How do you determine what are the most effective strategies?
- When conducting market research in my area, what are some good sources for Secondary data or information regarding the opinions and buying preferences of ANY of my target markets?
- I’m in a small market. How do I attract more calls, when it appears, my competitor has more money for unlimited advertising?
- How can I get people out of the mindset that cremation means no viewing?
- I’m losing market share to a new funeral home, How can I combat an upstate with a better location?
- If we have a web site, what are the best strategies to make certain that someone using a search engine, such as Google, will see our listing at the top of the results list? Are there other techniques that can be used in addition to the “keywords” that are embedded into the pages of the site?
- What is the best way to counteract, “I want the cheapest funeral?
- I am an independent operated firm in my town with two other firms who are corporate run, what can I do in ads to beat them as competitors?
- What medium is the best advertising in a conservative area?
My two main predictions can also be taken as warnings. They are strategies being played out on the internet right now and will only become more of a factor in 2010 – not that they will harm your business dramatically in 2010 but they will start to slowly erode it (if you let them).
You may have received an email from Mike Kubasak today his Price Shopper program. In the holiday spirit, I thought that I should share with you a SECRET TIP that you can use the next time you get a Price Shopper that will INSTANTLY build RAPPORT and CREDIBILITY with the caller – even if they want to *Think About It* – because the more COMFORTABLE they feel with you the more likely they will choose your funeral home over your competitor.
I get a lot of questions from funeral home owners about how they should advertise their funeral homes. The main reason why these questions come my way is that they are dissatisfied with the results they get from their current advertising. Most of the time the reason why they are not getting the results that they want is that they are advertising like they are a huge, national company (because those are the ads that we see everyday).
When I was young and visiting my Grandparents at the family funeral home – 
Ok, now that we know some of the differences, let’s build both a Profile and a Page – leveraging the Pros to our advantage.
You have heard me say it before – and this won’t be the last time – the funeral industry is a “relationship business” where people serve people and buildings, cars, and merchandise are secondary. When my Great-Grandfather started the undertaking business, and my Grandfather took it over – they built it on building relationships within their community. They did this by being involved in various networks of the day – Church, Lodge, Rotary, Town Council, etc. Fast forward 75 years and networks within communities are still very important – they may be the same networks as they used to be or may be different ones.
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