Blog – MKJ Marketing

MKJ Announces Seminar for November 2023 in Napa Valley

kapel@mkjmarketing.com (Kara Apel) — Fri, 14 Jul 2023 20:00:24 GMT

NASHVILLE — Throughout the recent decade, Napa has been one of MKJ Marketing’s most popular seminar locations, and the company is excited to return with a new program. Northern California cuisine is popular throughout the U.S. due to its similarity to the Mediterranean diet. Deathcare advertising has adopted digital marketing, which emanates from the same region. The 2023 seminar in Napa will incorporate both as MKJ focuses on marketing to cremation families.

One of the most significant phenomena in funeral service has been large corporations’ success at retaining the call volumes at the firms they acquire. When a consolidator acquired a market leader in the 1980s through the 2010s, many of those families would migrate to other independent firms in the same market over a 3-to-5-year period. That doesn’t happen anymore; instead, the corporations have retooled their facilities to attract cremation families. Succeeding over the next decade will demand independents to follow the same course. This includes crematories and flexible venues for personalization.

“Receptions are also an important profit contributor for many firms, and understanding the reception business will transition your reception service from a loss leader to a profit generator,” said MKJ Consultant Glenn Gould, who will be presenting at the seminar.

MKJ is taking advantage of Napa’s well-known culinary and hospitality expertise for the seminar’s feature session, titled “Growing Your Reception Business,” which will include a special session with a premier executive chef.

Nearby Silicon Valley is also the heart of U.S. technology and the perfect location for a technology seminar. A recent survey reported 98% of funeral homes have a website, but how many of those websites actually create business? One of the keys to success is for firms to manage their own first-party data, a topic which will be presented by Tribute Technology CEO Charlie Cole.

Additional speakers will include MKJ Chief Strategy Officer Courtney Gould Miller and MKJ Founder Marilyn Jones Gould. Their presentations will include the impact of the evolving economy on the deathcare industry marketing and how firms can prepare for uncertain times.

The MKJ Seminar will be held Nov. 13 and 14 at the Grand Reserve at the Meritage Resort. The luxurious resort is close to several airports, including San Francisco and Oakland, and is located just a few miles from downtown Napa. MKJ’s Seminar attendees will receive an unheard-of complimentary upgrade to an 850-square-foot suite included with their discounted group rate.

“This is your chance to connect with world-class contacts within the funeral industry. It's also a chance for you and your partner to escape to one of the most beautiful and relaxing places on earth before the holiday rush starts. You will thank us for it as you enter the holiday season with a renewed attitude,” said Jones Gould.

For additional information, registration information, and room reservations, call MKJ Marketing at 888-655-1566 or visit the website at this link: https://www.mkjmarketing.com/napa-2023 .

MKJ Marketing to Conduct 33rd Annual Ski Seminar

Tue, 20 Dec 2022 22:15:51 GMT

Nashville, TN — MKJ Marketing Seminars address the most pressing issues facing funeral business owners. During this period of economic uncertainty, owners are experiencing their best business years ever regarding at-need volume, but profits may be lagging. As we await the anticipated recession, operators are uncertain how best to manage their costs and pricing.

Innovation is not a point-in-time decision but a mindset and business culture. MKJ’s 2023 Ski Seminar will share insights from research and experience working with funeral homes throughout the year and from coast to coast.

Learn how digital marketing has evolved and how to make it work best for you
Learn how a recession creates opportunities for market share gains
Learn how your website can allow you to sell more online by offering products consumers want
The potential in email marketing
New service offerings to get 5-star reviews
How to compete with lower-priced competition during a recession

The Ski Seminar dates are Jan. 30 to Feb. 1. The seminar was moved to earlier in the year to assure the best skiing experience as the warmer climate could make later in February slushy. The host hotel is the Ritz-Carlton Bachelor Gulch in Beaver Creek — one of Colorado’s finest ski resorts. The resort is ski-in/ski-out and features amenities unavailable at most resorts. MKJ successfully negotiated a very good room rate (hundreds of dollars below the resort’s published room rate).

Note: For the first time in MKJ’s 41-year history, we will not be conducting the annual Florida seminar, as the resort was severely damaged by Hurricane Ian. Don’t miss this up-to-date content that will be only offered at the Ski Seminar.

For more information on MKJ Marketing’s upcoming seminar programs, visit www.mkjmarketing.com/seminars or call 888-655-1566 to register.

Expert-Led Training on Top-Performing Strategies for Increasing Revenue Offered by MKJ Marketing at Upcoming November Seminar

Fri, 22 Jul 2022 21:35:00 GMT

BLUFFTON, SC — Generating revenue is harder than ever before, and MKJ Marketing is hosting a seminar this fall offering master-level training on the most pressing issues facing the funeral profession.

The seminar will be held Nov. 7-9 at the five-star Montage Palmetto Bluff resort, located in the Lowcountry of South Carolina.

The expert panel of speakers will include Glenn H. Gould III, who has conducted over 900 market research studies; Marilyn Jones Gould, who is a renowned and sought-after speaker and trainer in the funeral profession; Courtney Gould Miller, Head Strategy Officer for MKJ and expert in digital marketing; and Isaac Miller, who leads the e-commerce strategy for MKJ’s clients.

Participants will learn top-performing strategies in the following areas:

This unique training opportunity allows owners and managers to take this content directly back to their staff, but it is also ideal for key staff members to attend the Seminar to learn how to improve their performance in the arrangement room. This could also be a great opportunity to reward key staff members for their outstanding performance. Group pricing is available for funeral home owners who would like to send additional staff members.

MKJ has negotiated a special rate with the Montage to ensure all participants can enjoy this world-class resort at a very reduced cost. The Montage Palmetto Bluff is a convenient drive away from Hilton Head Island or Savannah. The resort encompasses a private 20,000-acre community, which includes a nature preserve, multiple dining options, shopping, a riverfront marina, and a Jack Nicklaus Signature Golf Course.

During the Seminar, private consultations with MKJ’s experts will be offered at no additional cost to attendees.

MKJ seminars have consistently been fully approved for continuing education credits by the Academy of Professional Funeral Service Practice in nearly every state. Check with MKJ to find out how many hours can be earned for each state.

For more information on MKJ’s upcoming seminar programs, visit
www.mkjmarketing.com/seminars or call 888-655-1566.

Could Your Firm Face Accessibility-Related Litigation Because of Your Website? Free Upcoming Webinar Explains How You Can Protect Yourself

Tue, 31 May 2022 21:44:00 GMT

MKJ Marketing is co-hosting a webinar focused on educating owners of funeral homes, crematories, and cemeteries to ensure their websites comply with ADA regulations in partnership with accessibility experts UserWay.

So far this year, over 5,000 business owners across all industries have been served litigation relating to ADA accessibility issues, including several funeral homes.

On Wednesday, June 8, at 1 p.m. ET, MKJ Marketing Head of Strategy Courtney Gould Miller will host a free, educational webinar featuring UserWay COO Lionel Wolberger, which will be open to all funeral home, cemetery, and crematory owners and staff.

The webinar will address questions from attendees, explain best practices and tools funeral homes can use to address accessibility-related issues, and share insights on how to best protect their firms from potential litigation.

Accessibility is not just important for those with disabilities — having an optimized website can assist senior citizens who are impacted by vision-related impairments and users with learning disabilities. For example, dyslexia impacts up to 10 percent of the world’s population, and there are specific fonts available that are more legible and user-friendly.

Creating and maintaining websites that meet federal accessibility standards is a critical issue for all industries and companies of all sizes. Businesses struggle to keep up with the changing standards and the financial investment needed to maintain an accessible website — not to mention the ongoing cost of updates to meet evolving ADA requirements.

UserWay offers over 80 accessibility functions and supports over 40 languages. Utilizing its software is as simple as adding a line of code to a website, which generates a widget that adds a layer of accessibility to a website. This process moves quickly, meaning a website can begin to become substantially more compliant within minutes.

As a premier partner of Tribute Technology, MKJ Marketing is able to provide a cost-effective solution, significant savings from the standard UserWay list price, and exclusive opportunities to its website clients.

Funeral home owners and staff members are encouraged to learn more and sign up for this important webinar at www.mkjmarketing.com/accessibility/ . Those who are unable to attend live should still sign up, as the recording will be available at a later date.

Limited-Time Offer for Free Book Written by Social Media Marketing Expert

Wed, 12 Jan 2022 23:54:00 GMT

Social media can be one of the most powerful marketing tools for your business … but only if you know how to use it correctly.

Many people think they know how to run a Facebook page. After all, isn’t it just posting a photo or video with a caption? However, research proves there’s a lot more to it — a whole lot more. And with 68% of American adults signing into social media accounts, you want to reach your potential audience where they are in the most effective way.

Courtney Gould Miller, CSO and Head of Digital at MKJ Marketing, has helped hundreds of funeral home owners, crematory operators, and cemeterians across the country harness the power of social media. It’s more than garnering “likes” and “followers” — it’s about converting online users into future clients of your firm. There are proven strategies on how to get the most out of a social media page and leverage your audience.

Reading the book and using its interactive built-in worksheets is a big first step to taking any firm’s social media presence to the next level.

Sociable walks readers through the following topics:
• Knowing the customer
• Connecting business goals to a social media plan
• Creating the perfect posts for social media
• Working within an organization to create successful social content
• Selecting and using the right tools to make social media marketing successful

Interested in securing a FREE copy of Sociable for your firm? Call MKJ Marketing at (888) 655-1566 or request a copy using this easy online form: https://www.mkjmarketing.com/get-your-free-sociable-book/

Wading Uncharted Waters

Thu, 17 Dec 2020 14:01:00 GMT

Often, when situations are in doubt, we look for easy explanations. Often, an easy explanation is just, “Everything will be alright.” In our current situation, that would be to say everything will return to normal. Will it really? Probably not.

With every consumer business-facing radical change, what makes you think the funeral business will return to “normal”?

In reality, no one knows what the death care business will look like post-pandemic. There’s not even agreement as to when “post-pandemic” will begin. There will be changes and it will be up to the current owners to navigate the new environment.

Even though the entire country is experiencing doubt and even fear, most funeral businesses are doing well. The death rate is up, so funeral homes are very busy even while the product mix (burial versus cremation) has shifted more quickly than anyone would have expected. Nonetheless, consumers are concerned about visiting funeral homes for arrangements and services, reception rooms are serving box lunches versus hors d’oeuvres and desserts, and grief dogs are asleep at home.

Although you are busy, there are many questions about what’s ahead. There won’t be a single answer, instead, every community will find its own comfort zone. Every market and every family will be different as they pull themselves out of the pandemic and enter a new norm.

All will be revealed over time, but it may be too late to do anything about it, which means there will be lost opportunities. It would be better to know in advance what families will want and begin the process of preparing or even repositioning your business. These questions are not exclusive to funeral service; most business owners in the U.S. and even around the world are asking the same questions. The difference is that funeral businesses have the wherewithal to invest in research now whereas most businesses are struggling financially as their businesses are closed or only now trying to re-open.

There are various research strategies based on what the client wants to learn. Quantitative research is very good at answering questions like, “Business is down, and I don’t know why?” Or, “If I build a new funeral home, where should it be located, and how many calls will it do?” Quantitative research requires many respondents in the same age bracket and in the same community to answer the same questions. This research is typically accomplished via telephone interviews.

But qualitative, in-depth information is what is needed today. This situation demands qualitative research that delves beyond the surface to understand the consumers’ thoughts and priorities. The respondent often doesn’t know the solution to their situation. ; What they do know are their concerns and priorities, which is what you need to know to reposition your business.

Business owners can create solutions to challenges if they know the basis of consumers’ concerns. Focus groups involve sessions with consumers from within your community, selected based upon age, education, income bracket, etc. They meet in a focus group facility with a moderator skilled at leading the group through a loosely structured agenda with a great deal of latitude. The moderator can investigate a specific point until the respondents’ fundamental motivations are discovered.

Clients prefer focus group research because they can observe the research while it is being conducted. A research report is created following the research study, but the results are immediately apparent to the client because they observed the respondents as they discussed the issues. Typically, focus group research studies will involve at least three different sessions. The agenda for each session can be altered based on the findings from previous sessions.

Focus groups tend to cost less than quantitative studies, but as with any business function, the process must be followed precisely to garner accurate data. The respondents must represent the desired consumer base; not too young nor too old, typically in the 45 to 65 or 70 age group. Respondents must be consumers that have the wherewithal to have financial options. Because the respondents are compensated for their time, there is always the risk of having a roomful of people there for the money. Instead, we want respondents who are interested in the topic and likely would have participated without compensation. The honorarium is simply to offset expenses incurred by participating in the research, such as childcare, parking, etc.

Although a research facility is not absolutely necessary and is not available in every community, the focus group facility allows the client to observe the sessions without being seen or recognized. This can be critical as many clients want to protect their anonymity.

Having worked in advertising for most of my career, I’ll be the first to say most clients don’t want to invest in advertising, but they know advertising brings in business. The same applies to research. No one wants to research, but they know they need the information to effectively run their business. Now is the time to invest in research

Behind-the-Scenes Look at Paul St. Pierre’s Digital Strategy

Wed, 16 Dec 2020 13:53:00 GMT

2020 has been a monumental year for every funeral home owner – and Paul St. Pierre is no exception. As president of Wilson St. Pierre Funeral Service & Crematory , which has 11 locations in and around Indianapolis, St. Pierre was also recently elected as the next president of Selected Independent Funeral Homes.

St. Pierre knows the industry – and has seen firsthand how it has changed over time. Now in their sixth generation of family ownership, his multi-brand operation has been a mainstay in the area for over 120 years. It’s these constant changes that motivate St. Pierre to invest in his firms’ social media , website , blog , YouTube , and search engine marketing .

“ Digital marketing reaches everyone everywhere,” St. Pierre says. “We have to keep up with everything that’s evolving and changing day to day.”

MKJ has had the privilege of working with St. Pierre for more than 30 years, managing the firm’s marketing endeavors, and developing a warm personal relationship along the way. Over the past few years, St. Pierre has successfully acquired multiple firms and has incorporated them under the umbrella of his existing brand. This has included working with MKJ to create a new website that funnels all of the firms into one place.

To hear more from St. Pierre regarding his approach to digital marketing , what aspects have most impacted his business, and more, check out this video. Then click over to the digital marketing page on our website to learn how we can put the digital pieces together for you, starting with a free consultation .

Heading into the new year, you need to be sure families can find you online and understand your brand and services. Talking with us is the first step.

Arrangements Gone Virtual: What You Need to Know

Tue, 01 Sep 2020 13:59:00 GMT

Getting the Restart Right

Wed, 10 Jun 2020 18:15:00 GMT

COVID-19 has hit our industry hard. Families have less money, pre-need is suffering, and services as we knew them have been decimated. But we have a plan.

Join MKJ Marketing Tuesday, June 16 at 2:00 p.m. EST for a virtual presentation, free to register. We will cover:

Can’t make it? Register anyway , and we’ll send you the recording.

REGISTER NOW

“I listened to MKJ’s last virtual program and knew exactly what steps to take as Ohio shut down. Everything they said worked. Now, I am counting on them to tell me what to do next.”

Don’t Wait for the Presentation. Get Your Restart Action Plan Today.

GET STARTED

MEET THE PANELISTS

Marilyn Jones Gould, President
Marilyn Jones Gould is the creator of four comprehensive video training systems that are recognized as the best in the industry for professional sales, customer service, and arrangements. She directs MKJ’s video and creative strategy, capturing emotion, and nailing brand identity through innovative campaigns.

Glenn Gould, CEO
Glenn Gould’s market knowledge is unmatched, with more than 800 research studies in death care under his belt. He is a regular contributor to industry publications and is well-regarded for his accuracy in trendspotting. Glenn is the author of Deathcare Marketing, 25 FAQ’s and Funeral Home Marketing: Moving the Bottom Line.

Courtney Gould Miller, CSO & Head of Digital
Courtney Gould Miller designed MKJ’s Digital 360 program based on her graduate studies in Digital Media and Content Marketing. Funeral homes, cemeteries, and cremation businesses across the U.S. credit MKJ’s search, social, and email marketing with increasing traffic to their website, generating pre-need and at-need leads, and growing call volume.

Isaac Miller, COO & Legal Counsel
Isaac Miller brings his litigation and false advertising background to bear in working with clients on e-commerce websites and marketing campaigns. He leads a team of designers, developers, and client service experts to serve MKJ’s website division with the latest technology and brand strategy.

Thanks to Our Sponsors:

Perfect Storm Slams TV Advertising: Restart Series #3

Tue, 09 Jun 2020 14:54:00 GMT

As cities and states re-open, we at MKJ Marketing are here to advise you on how best to position your funeral home, cemetery, or cremation business. Each of our owners and marketing advisors are sharing their insights in this Restart Series, answering questions we are hearing as we speak with clients each day. This is Part 3 in MKJ’s Restart Series; click here to read Part 1, click here to read Part 2.

Join us for MKJ’s free virtual presentation, Getting the Restart Right, on June 16 at 2 p.m. EST. Register here: https://www.mkjmarketing.com/virtual-presentation/

MKJ’s marketing experts are also offering free consultations with a Restart Plan. Schedule a call with an expert here: https://www.mkjmarketing.com/mkj-schedule-a-call/

2020 is positioning itself to be a disastrous year of biblical proportions with a pandemic, riots, locusts and a severe hurricane season all during an election year. Don’t ask what else could happen—it’s still early—there’s plenty of time for something worse. Every industry has been affected. And while some are doing well in this environment, most are not.

These factors have had a direct impact on all media , but none so unique as television . Perhaps for the first time in U.S. history, television viewership during the summer months is at an all-time high . According to data released in May from Comcast, Americans are actually watching so much more TV that weekday and weekend viewing habits are blurring together. In early March 2020, the average household watched 57 hours of content per week; now, it’s up to 66 hours a week.

Typically, viewership declines during the hot months as pleasant weather keeps families outside in the evenings. They take vacations, go to outdoor concerts, baseball games, and swimming pools, which is why summer was always referred to as the “rerun season.” This summer season is different; there are still reruns and several pilots for new shows, but television viewership is higher than peak season. Some estimates place viewership as much as 42% higher than normal.

But just as funeral homes don’t make money just because someone dies, cable and broadcast networks don’t make money when people watch television. Instead, they generate income from advertisers .

The problem is there are no advertisers . Many businesses that would have been buying broadcast and cable advertising time are either attempting to open their businesses following the shutdown, or they’ve been forced to permanently close their doors. In either case, they are not advertising. Broadcast and cable networks derive all of their income from advertisers. Cable providers sell subscription services for cable television access, WIFI, and phone services. The point being the networks need advertisers, and they will drop their rates until the supply meets the demand. This is better than a clearance sale; it’s more like receiving a stimulus check from the cable companies.

All of these factors combined to create an unprecedented buying opportunity for businesses that can advertise. MKJ Marketing is finding per spot costs discounted as much as 80% in an effort to attract advertisers, both current and new.

This is a boon for funeral homes, cemeteries, and cremation businesses that have so many issues they should be advertising during this time. Consumers are confused. They don’t know if their loved ones can be buried. They don’t know if they can have a service. They don’t know whether national and veteran cemeteries, churches, restaurants, or reception facilities are open. Few consumers were interested in livestreaming services before the shutdown, nor did they wonder much about making virtual arrangements via Zoom—but they are thinking about these things now. Providing livestreaming and virtual arrangements will be factors consumers will use to differentiate funeral homes.

The cremation rate increased during the shutdown even in markets with historically lower cremation rates. Many firms with traditional, burial business are having the same experience many firms nationally have had over the past 20 years; how will they generate the profits they’ve enjoyed from burial business from cremation? The first challenge is to get those families in the funeral home; we cannot present the value of our services unless they contact the firm. As such, you need to convince the public that your firm is the best value for cremation services as well as burial. This is accomplished through advertising.

MKJ Marketing is offering special reduced pricing on selected “Services” television advertisements for this purpose. Select any one advertisement for $4,500 or any three for $11,500 from our featured “ Services ” advertisements. Go to https://www.mkjmarketing.com/show-your-services/ to view. There are topics on funeral, cemetery, veterans, livestreaming and online services, local ownership, and much more.

Whether your firm has ever invested in advertising in the past, now is possibly the best time in your working career to begin. Viewership is high, rates are low and there are fewer advertisers which means there is less competition for the viewers’ attention, making it easier to make a lasting impression.

Is there a “New Reality” in Funeral Service: Restart Series #2

Tue, 26 May 2020 18:38:00 GMT

As cities and states re-open, we at MKJ Marketing are here to advise you on how best to position your funeral home, cemetery, or cremation business. Each of our owners and marketing advisors are sharing their insights in this Restart Series, answering questions we are hearing as we speak with clients each day. This is Part 2 in MKJ’s Restart Series; click here to read Part 1.

Join us for MKJ’s free virtual presentation, Getting the Restart Right, on June 16 at 2 p.m. EST. Register here: https://www.mkjmarketing.com/virtual-presentation/

MKJ’s marketing experts are also offering free consultations with a Restart Plan. Schedule a call with an expert here: https://www.mkjmarketing.com/mkj-schedule-a-call/

The onset of the novel coronavirus has been painful and disheartening, particularly for funeral directors in the large, Northeast cities. Pray they have the strength to carry on.

The national cremation rate is approximately 50%, and that is a very common ratio in many towns and cities. Many cities, particularly in the Western time zones, have much higher cremation rates. Some cities, particularly in the Southeast, have lower rates, typically in the 30% range. There are several possible explanations as to why families selected direct disposal cremation during this period:

All are reasonable explanations for the spike in cremation disposition and could actually cause families to appreciate the importance of traditional services. Not having the option of a service during the height of the virus, they will return to traditional services as cities and states see improvements in coronavirus cases and move through the re-opening phases. We may gain insight as to what will occur based upon how families choose to mark graves of those dying during these past months. If they invest in monuments and, particularly, if they choose to have installation events at cemeteries or elsewhere, it is more likely they will return to more traditional services.

But there is another scenario and its one that funeral homes throughout the country have had to face over the past 20 years. The virus has killed many people well before their natural mortality. There is the possibility that the increased cremation rate would have occurred over time, but COVID-19 changed the timeline. Had the deaths been spread out over the next year, the increase in the cremation rate would not have seemed so urgent.

Whether in California during the 1960s, Florida and New York City during the 1980s, or the Mississippi and Alabama coastal cities during the 1990s, funeral homes have always been surprised when their product mix shifted to cremation, primarily because their business was not designed for a 50% or higher cremation rate. It was built to serve traditional services to traditional families.

The point is this: Cremation faces the same challenge today as it always has and raises the question of how we change our business model to profit from cremation. The most important factor to keep in mind is that by not spending money on a casket, vault, or cemetery property, families have more money to spend at the funeral home for your most profitable product—your service. Firms that accept this basic premise do well with cremation.

Families have become much more discerning, asking questions as to what each service option includes and what do they cost. For example, the current virus has raised the importance of livestreaming video, which requires an investment in equipment and installation but will make the difference in choosing a funeral home. Certainly, owning and operating a crematory, preferably an on-site crematory, can also be an important differentiator.

Perhaps the most important differentiator is a reception room , but the current situation precludes large gatherings, particularly for a reception. However, more space can be a competitive advantage for demonstrating social distancing. Offering the opportunity for an outside service on property adjacent to the funeral home could also represent a desirable option similar to an outside wedding.

Scientists project that COVID-19 will be a factor in American life for at least the next 18 months. Some of the fears and anxieties consumers exhibited during the shutdown will continue. Livestreaming funerals will be a demand for virtual arrangements. Firms skilled at virtual arrangements will see higher averages, as communicating value and options through the computer is much more challenging than in person.

An important part of every funeral arrangement is introducing the family to your facility. If the family is not making the arrangements in your funeral home; a virtual tour becomes even more important. Some funeral home websites include extensive photography and virtual tours, but most do not. This factor alone may become decisive for families in funeral home selection.

Safety, or at least the appearance of safety in the funeral home, will become a priority; having hand sanitizing stations throughout the facility, offering masks and gloves, and serving food in containers versus buffet style. Communicating with families how your facilities are clean and safe for entry should be a top priority in funeral home marketing over the next year.

Summary: A spike in the cremation rate is a shock to a funeral business, and without making the changes in operations, cash flow can be impacted. The key is to embrace the new opportunity, which definitely involves retraining staff, particularly arrangers. They have to listen to families even more intently to identify services they would find valuable and navigate technology effectively while doing it. Firms that invest in their staff and marketing to demonstrate they meet the new criteria families are looking for will increase averages and thrive throughout this period.

Schedule a free consultation to get your Restart Plan

COVID-19 is the Tipping Point for Cremation E-Commerce: Restart Series #1

Mon, 18 May 2020 14:01:00 GMT

While the COVID-19 pandemic has created countless obstacles in our industry, there are just as many opportunities for those willing to try something new. Case in point: The e-commerce cremation websites we’ve launched this past month have seen record growth, providing an affordable option for families who want to plan a direct cremation online. Why the incredible success? Higher death rates in certain markets may be part of the reason, but we believe it has more to do with consumer preferences and behaviors that have shifted during this time.

Case Study:
Milwaukee Cremation
Visit: www.milwaukeecremate.com
Launched late April 2020

Mark Krause, owner of Krause Funeral Homes & Cremation Service, Informed Choice, and Milwaukee Cremation says, “Having a way for families to plan a cremation entirely online expands our reach and allows us to achieve even greater volume in our market, while keeping the price accessible to all families. In just weeks we’ve seen how this complements our full-service and discount brands to have a third offering, just for online and simple cremation.” Krause continues, “I’ve always trusted MKJ with my marketing. Their guidance through this process, including choosing the name, creating the logo and branding style, and planning the entire marketing strategy through their Digital360 program and television commercials, was exactly what I needed. I’ve also taken so much from MKJ’s Cremation E-Commerce Mastermind that prepared me to launch well even during coronavirus.”

Other clients who have operated cremation e-commerce businesses for years with MKJ Marketing’s websites and marketing strategy are seeing that investment pay off. Paul St. Pierre, owner of St. Pierre Family Funeral & Cremation Services and Simplicity in Indianapolis, also operates Cremation Society of Indiana . He reports Cremation Society of Indiana has served the same number of families in the first four months of 2020 as during the first six months of 2019. Similarly, Simply Hart’s of Hart’s Mortuary and Cremation Center in Macon, GA, and Cypress Lawn’s All County Cremation Service in San Francisco have seen large increases in calls through their online business in 2020. MKJ Marketing also designed the site and marketing for Lumen Cremation that launched in early 2021 in Nashville, Tennessee.

MKJ’s team is at work on many more e-commerce websites, as numerous firms want to serve their markets 24/7 through an online location. With an e-commerce website, no storefront or physical location is necessary. Instead, families answer questions on your website then pay by credit card. Identification and e-signature can also take place through the website.

Interested in learning about how you can launch your own cremation e-commerce website, or better market your current discount offering? Contact MKJ Marketing for a free consultation on this opportunity.

FREE Webinar – How to Adapt Your Marketing During COVID-19

Tue, 17 Mar 2020 20:35:00 GMT

Even if your market is not feeling the effects of the virus right now, you need to be prepared for when it does.

Topics will include:

Why You’re Missing an Opportunity for Innovation–and It’s Huge

Thu, 05 Mar 2020 14:39:00 GMT

Innovation is an analytical process that involves more than just the creative few on your team.

Guest feature by Stephen Shapiro , Innovation consultant and speaker.

When you think about innovation , there are usually a few creative people on your team that you turn to first for a conversation. But if those few individuals are valued more than others, you’re missing a huge opportunity . The reality is, every person in every department and function is part of the innovation team. It is not limited to right-brained creative people.

Don’t make the mistake of excluding all the people who can greatly contribute to your organization’s innovation efforts: left-brained analytical people. Engineers, technologists, accountants, lawyers, and the like. (I’m an engineer by education and a self-proclaimed left-brained nerd. And while the left-brain, right-brain dominance concept has been debunked, I find it useful to describe the different ways people think.)

Innovation is a process that starts with an important problem or opportunity and ends with something that adds value. It is not just about how many ideas you come up with, which is often equated with creativity.

To make sure your innovation efforts succeed, try involving the analytical people on your team in these three ways.

1. Focus on the right problems.

Innovation starts with data. You want to make sure you are solving the right problems and analytical people are best positioned to help you answer some important questions. What data will help you identify the greatest returns on your investment? Where can you get the most value with the least amount of effort? What will give you a sustainable competitive advantage? To know if you are targeting the right opportunities, you need information. The best people to provide this are your left-brained number crunchers.

2. Reframe your challenges.

Sometimes the best solutions are hidden from view because you haven’t taken the time to look at the opportunity from a different angle. Never assume that the problem you are solving is the “right problem.” You need to reframe it multiple times to get different and potentially more important problems to solve. Your analytical people are particularly good at finding this because they focus on value rather than ideas. Different questions yield different results. Ask your left-brainers to reexamine the questions you ask about the problems you are solving. For example, the original challenge might be: How can we get more customers? They might reframe it to: How can we increase revenues? How can we increase margins? How can we focus on fewer, yet more profitable customers? Each of these questions will yield very different solutions and different results.

3. Start early. Don’t wait until it’s almost perfect.

Finally, to ensure your innovation creates value, you need a different set of left-brained individuals: the implementers. These are often program managers, engineers, and others who love process. Don’t wait until you have a fully fleshed-out design. Get these individuals involved early because they can see implementation roadblocks before they happen. Their input may provide new insights into the design that can ensure longer-term success.

If you are a left-brained nerd like I am, don’t assume innovation is someone else’s responsibility or that you can’t add value. Your role is incredibly valuable and necessary. Look at it from the perspective of moving your business forward by solving important problems–and the left-brainers in your business can make a major contribution.

This article originally appeared on the Inc. website.

World-Renowned Speaker, Author Headlines MKJ Summit on Same Day of Book Release

Tue, 03 Mar 2020 21:34:00 GMT

Internationally recognized speaker and author Stephen Shapiro is headlining MKJ Marketing’s 2020 Summit on the same day of the release of his latest book, Invisible Solutions: 25 Lenses that Reframe and Help Solve Difficult Business Problems .

At MKJ’s 2020 Marketing Summit , which is currently underway in Vail, CO, attendees are joining in to celebrate at the launch party for Shapiro’s new book, available nationwide TODAY. Click here to buy it on Amazon.

Shapiro has written several books , including Best Practices are Stupid , which was named the best innovation book of the year by 800-CEO-READ .

In his latest book, Shapiro outlines 25 templates that he believes can solve any business problem. He leads attendees through a hands-on experience, teaching them how to apply his tools and find solutions to their real-world challenges. One of the specific topics Shapiro addresses is how to ensure innovation efforts succeed, with specific steps about involving each member of the team. Learn more in Stephen’s article published in Inc.

The next MKJ Marketing Summit is coming up March 16-18 in Naples, FL. If you missed out on the Summit in Vail, it’s not too late to register! Click here for more details.

Shapiro is a dynamic, business-minded speaker who works to help organizations drive tenfold improvements on their innovation ROI over traditional methods. He previously led a 20,000-person practice at the consulting firm, Accenture. He has presented to a number of internationally recognized corporations and government departments such as NASA, Marriott, GE, Dell, Nestle, Nike, and many others.

Shapiro has presented in 50 countries and was inducted into the Speaker Hall of Fame in 2015. He recently finished serving on the Board of Directors for the National Speakers Association (NSA) and is the recipient of the Certified Speaking Professional (CSP) designation, which is NSA’s highest-earned recognition. Shapiro earned his undergraduate degree from Cornell University in industrial engineering and draws upon the many innovative processes he learned during his time there to lead and consult businesses today .

MKJ’s 2020 Marketing Summit investigates the consolidation of the industry relative to the benefits and challenges it represents for independent funeral homes , including all of the ways we compete for them – not just for customers, but for staffing, real estate, and every other facet of the complicated relationship.

Additional topics that will be covered by MKJ’s team of experts include:

MKJ’s 2020 Marketing Summit is fully approved by the Academy of Professional Funeral Service Practice and will provide insightful conversation for every member of your staff team.

Register for the MKJ Summit today to learn firsthand everything that Shapiro and MKJ’s team of marketing experts has to offer.

MKJ Announces 2020 Seminar Programming

Wed, 18 Dec 2019 21:47:00 GMT

MKJ’s 2020 Marketing Summit will investigate the consolidation of the industry relative to the benefits and challenges it represents to independent funeral homes, including all of the ways we compete for them – not just for customers, but for staffing, real estate, and every other facet of this complicated relationship.

Many within the death care industry perceive the consolidation of the industry as a challenge for which there is no solution, but for most independent funeral homes, the acquisition and consolidation process that has been going on for nearly 40 years has been a net gain. In fact, the only challenge has been competing with consolidated funeral homes. However, in reality, consolidated funeral homes are easier to compete with – and beat – than a well-managed, independent funeral home.

Relative to the consolidation and competition in general, presentations will address how to engage the next generation in your family business. Certainly, for many owners, selling their business to a consolidation company answers many of their challenges. However, consolidators are not interested in acquiring every funeral business; in fact, they are much more interested in making acquisitions in markets where they already have properties.

For many family businesses, continuing the family ownership represents the best strategy moving forward. Whether a firm’s next generation is made up of children, relatives, or staff members, there is still a great need to invest in our industry’s future leaders. Bring them to this session or send them so they can hear from outside experts about where the industry is going and what’s in it for them. Can’t send them? Attendees will learn how to motivate younger staff members and their management team – along with how to harness their talents for long-term success.

Additional topics that will be covered include:

The featured speaker at the 2020 Summit will be author and consultant Stephen Shapiro , who has presented in 50 countries and was inducted into the Speaker Hall of Fame. Shapiro helps organizations drive tenfold improvements on their innovation ROI over traditional methods. He previously led a 20,000-person practice at the consulting firm, Accenture.

Shapiro has written five books , including Best Practices are Stupid , which was named the best innovation book of the year by 800-CEO-READ. His next book, Invisible Solutions , will be published in March 2020. In his latest book, Shapiro outlines 25 templates that he believes can solve any business problem. Shapiro will lead summit attendees through a hands-on experience, teaching them how to apply his tools and find solutions to their real-world challenges.

Whether you prefer the beach or the slopes, MKJ offers the Summit at two different upscale resorts so guests can experience their favorite location – or both.

Vail, CO – March 2-4, 2020

The Arrabelle Resort was fashioned after a European ski model. No hotel delivers this experience as well as the Arrabelle Resort at Vail Square. Enjoy lavish accommodations at one of America’s most iconic ski resorts. MKJ negotiated an event rate, hundreds of dollars below the rack rate.

Reminiscent of grand European resorts and designed around a hub of entertainment, The Arrabelle features a delightful plaza at the heart of Lionshead Village with an open-air ice rink, shopping, and dining. Complemented with direct access to Vail Mountain via the Eagle Bahn Gondola just steps away is the best ski-in, ski-out experience of any resort MKJ seminar guests have ever experienced. The Arrabelle is convenience, appeal, and elegance wrapped in one luxurious package.

Naples, FL – March 16-18, 2020

LaPlaya Beach & Golf Resort is the only luxury, true beachfront property in Naples. Having just completed a $30 million remodeling of hotel rooms and public areas, it represents the best value on Naples beach. Relax under the sun, sit by a cascading-falls pool, sip cocktails on the beach early in the day, and enjoy fine cuisine at dinner practically on the beach. Indulge in the exotic spa or simply enjoy your luxury hotel room. LaPlaya Beach & Golf Resort allows you to revitalize while surrounded by the breathtaking beauty of Southwest Florida.

Contact MKJ at 888-655-1566 to take advantage of low, negotiated event rates or register online at mkjmarketing.com .

MKJ’s seminars have consistently been fully approved by the Academy of Professional Funeral Service Practice and nearly every state; however, every state has its own requirements. MKJ does not guarantee accreditation hours for every hour of presentations.

The Most Frequently Asked Question in the Funeral Industry

Thu, 29 Nov 2018 22:25:00 GMT

I’ve heard the question posed in different ways, but the foundation is always the same:

“Where is the funeral home business going, and should I commit to the funeral profession?”

It’s a valid question, though one without a definite answer—if there are 8,000 independent funeral businesses, there are 8,000 different answers. Each family and each business will address the challenge of moving forward differently.

Designing a marketing strategy represents a great challenge for most funeral home, cremation, and cemetery business operators because they don’t know where to start. But not having a plan will leave you wandering – working diligently but without direction or purpose. This is what creates the concern for the future.

The best place to begin is with gathering information . A popular book in the 1990s, The Millionaire Next Door , demonstrated how most successful small business owners are experts in their field, but not necessarily knowledgeable of related areas critical for their success, such as media selection and advertising messages . We see it often: Owners working “in” the business, when they really need to be working “on” the business.

Technology has complicated media selection because, unlike traditional media, we can’t see digital marketing working for us in the same way as we can television, newspaper , radio , and yellow pages. Also, unlike traditional media, understanding and leveraging digital marketing demands a greater depth of knowledge to make it work. As such, gathering information is perhaps the most important aspect of creating a marketing strategy .

As you consider your funeral home marketing strategy for 2019, start with this question as you gather information:

What strategy or strategies will we invest in to meet our business objectives this year?
You may be focused on growing revenue and/or growing call volume but the first step is developing the strategies most likely to make that happen. It could be expanding into new markets, either with a new building or an e-commerce business . It could be increasing capacity by building a new crematory or hiring more staff. Or it could be adding to topline growth by expanding services, such as receptions and merchandise.

All of the strategies listed above have been successful for clients we serve , but all have required an operational and marketing plan . Start by listing the steps you think will be necessary to accomplish the strategy you choose. Then, be sure to ask for feedback from others who might see things you missed. While budget is an important factor to any business decision, it’s most critical to determine what is needed to achieve the goal. There’s no sense in starting a strategy that requires investment in property, equipment, or people without planning for the advertising that will bring the consumers needed to see the return on that investment.

Creating a marketing strategy alone can be difficult, and that’s why many funeral homes, cremation businesses, and cemeteries call us to assist them in that process. A phone call or email to us may be all you need to start this next year off strong and primed to answer the most-asked question in the funeral industry for yourself.

So . . . You Want to Do Your Own Social Media

Fri, 26 Oct 2018 14:24:00 GMT

As the head of digital marketing here at MKJ , I’m going to say something that might surprise you . . . I don’t recommend that every single funeral home or cemetery use MKJ’s full social media management service . I want what is best for our clients, and what’s best for one is not best for another. I want them to succeed, because their success is our success. For some funeral homes and cemeteries – it’s best they manage their own page. But for this to be the case, three things must be true:

1.) You must have a designated staff member who has both the time and the aptitude for creating and scheduling custom content for you. They should be aware of best practices, have a keen handle on grammar, punctuation, spelling, etc., and have a passion and ability for telling the story of your funeral home’s brand with excellence.

For example – a single custom post here at MKJ Marketing is touched by as many as eight different team members and passes through at least eight process steps before it hits one of our clients’ pages. Writers, proofers, art directors, schedulers, client service managers – they’re all here to make sure every post is perfect. You must make sure your brand excellence is represented on your page.

2.) You have to be prepared to handle your own engagement. That means having a designated person at your business who is responsible for responding to comments, messages, and reviews promptly. We see at-need and pre-need leads come in through Facebook all the time, and they have to be handled as skillfully and quickly as possible.

3.) You, or someone on your team, must know how to work social media to get you leads. We do this for our clients primarily through Facebook ads and especially lead generation ads. We also keep our eye on trends on the page, and complete extensive page and ad reporting every month. This way, we make sure we’re always adjusting our strategy so we know it’s still working for our client’s individual page and market.

So, if you have someone on your team already who can do all of this for you, that’s great! You’re all set. But maybe you’re halfway there . . . maybe you have someone on staff you think has the potential to do all of this for you, but they need some training .

This is where we can help you this November.

In Nashville on November 9 ^th , I will be leading the Social Media for Funeral Service Workshop . I’ve completed graduate studies in digital marketing at Duke University, and I will personally be leading this workshop for funeral directors, funeral and cemetery owners, and their staff. If you want to handle your own social media presence, I will give you the tools and knowledge you need. We’ll cover topics like:

You can attend one or both workshops and save when you send more than one team member. This is an incredibly affordable way to train your staff . Plus, you’ll be in the home city of our Midwest office – Nashville, TN! Nashville offers a vibrant music scene, charming shopping areas, and it’s kind of a foodie heaven! Ask our team for their favorite spots while you’re with us.

You can book online here at our website or call us for more information at 888-655-1566.

Capturing the Price Shopper Call

Mon, 22 Oct 2018 14:23:00 GMT

The price shopper call. Many funeral directors and cemetery owners dread it. Mostly because they fear their team doesn’t have what it takes to capture the call and turn it into the sale.

And yet, as discounters continue to spread throughout markets in nearly every corner of the country, the only way for funeral homes and cemeteries to survive and thrive is to be able to respond effectively to those who are looking for the best price for their end-of-life arrangements.

The study and practice of how to capture the price shopper call has been a pursuit and a passion for MKJ Marketing President Marilyn Jones Gould for thirty years. Hundreds of MKJ clients and their staff members have attended our seminars , purchased Marilyn’s time-tested training systems , or invited her to their business for one-on-one staff training. Funeral home owners spend thousands of dollars to bring her in to speak to their team, because they know how crucial this issue is.

Here are some of her time-tested tips for capturing the price shopper:

Keep in mind it’s the funeral home or cemetery that handles shoppers skillfully that gets the business – not the funeral home offering the lowest price.

There’s much more to learn and MKJ Marketing is making it easier – and more affordable – than ever for your staff to receive price shopper training. On Nov. 8 ^th in Nashville , Marilyn will be holding a workshop where she will present the principles and practices she’s been offering one-on-one to funeral directors for decades. She will address:

Not every firm can afford one-on-one training, but you can afford this workshop . And the more staff you decide to send, the more money you will save. Find information on this unique workshop – and the Social Media Workshop for Funeral Service led by Courtney Gould Miller the following day – right here on our website or call us at 888-655-1566.

3 Reasons the Cremation with Confidence™ Marketing Campaign Gets Results

Thu, 13 Sep 2018 16:16:00 GMT

As cremation rates continue to skyrocket across the country, scandalous cremation stories persist in making headlines. When consumers read articles about cremation abuse, fraud, and mix-ups, it’s no wonder their confidence in cremation providers is shaken. They’re uneasy about the processes and procedures involved. They don’t know who to trust. They’re skeptical of pricing integrity. How do you communicate to families in your community that they can trust you?

This is where Cremation with Confidence™ comes in.

Cremation with Confidence™ is a national network of local cremation providers who pledge to abide by a strict ethical code and perform cremations according to an exclusive 10-step process. This system of checks and balances offers families peace of mind that their loved one never leaves the care of trusted funeral professionals . You need to communicate your value to families, so they choose you over a discount cremation provider, and Cremation with Confidence™ helps make that happen. Here’s how:

1. Consumers will know your pricing is fair. When consumers question your prices, it’s important that your staff can give an intelligent response. The Cremation with Confidence™ staff training video, membership packet, and member downloads will help your team communicate your services and value to area families. In the end, families will understand why it’s worth spending more for peace of mind. And as we all know, when consumers believe your pricing is fair, the impact is far-reaching.

2. You’ll establish trust with families . Your Cremation with Confidence™ guarantee tells families the following:

Cremation with Confidence™ communicates your firm’s commitment to ethics and shows families you truly care about their loved ones. That trust will serve your funeral home well.

3. Your funeral home will be more marketable. Cremation with Confidence™ is easy to promote. From brochures and newspaper inserts to digital, TV, and radio advertising, you’ll have all the information you need to display your value.

In short, Cremation with Confidence™ gets results. The peace of mind it provides is an overwhelming deciding factor for many families. Says Paul Cavanagh of Cavanagh Family Funeral Homes, Inc. , “I see a direct correlation between the increase in families we serve and the implementation of the Cremation with Confidence™ program. Our at-need and preneed volume have both increased since we implemented Cremation with Confidence™.”

Visit a few Cremation with Confidence™ member websites by clicking below:

Ready to find out if you can become the exclusive Cremation with Confidence™ provider in your area? CLICK to get started .

Should Funeral Service Advertising Ever Be Funny?

Thu, 30 Aug 2018 12:42:00 GMT

Television advertising should immediately grab the viewer’s attention. Some advertisers use shock value or humor as their chosen method of doing this. But is it appropriate in funeral service? It’s probably fair to say we’ve all seen at least one funeral service-related advertisement or social media post that made us cringe. It’s a very fine line! And if you cross it, you run the risk of losing a customer.

On the other hand, how many times have you seen a typical funeral home commercial ? We all know how it goes . . . it was likely filmed in the funeral home, showcases the facilities and the owner – and lacks any creativity. No entertainment value. You might even have one of these ads on the air right now. We all know what’s likely to happen when someone sees that commercial. They’re going to tune it out, fast forward through it, or leave the room when it flashes onto the screen.

At MKJ, we know funeral home advertising for TV . No one has produced more professional, award-winning pre-produced and custom ads for funeral service than MKJ. We also have the knowledge that comes from 30 years of funeral industry research , focus groups, and experience.

And we would say that you can – and should – use humor, if you do it correctly. After all, humor is one of the oldest and most reliable ways to connect with people quickly – whether in relationships or in advertising. Think about the last time you laughed at an ad. Did you feel your mind was better engaged? Did the way you felt about the advertiser improve? A truly funny commercial keeps us in our seats, compels us to invite others to watch (sometimes over and over again), and has staying power.

Using our knowledge and experience of television advertising and funeral service, we’ve unleashed a new preplanning, pre-produced TV spot that utilizes humor in an appropriate and effective way. And funeral home owners are snatching it up for exclusive licensing in their area.

It’s called “Milkshake,” and it takes on one of the newest reasons we’ve seen emerging in our research and focus groups for why people are choosing to preplan in 2018: They simply don’t trust their family to get it right once they’re gone – or do it at all! Or maybe they chose not to have a family.

Milkshake is a comical, yet “real-life” peek into a family where Mom and Dad consider what it might mean if they leave their funeral arrangements to their failure-to-launch son, who is in his late 20s and most likely living in their basement. Viewers will laugh and maybe identify with the couple in the ad . . . and begin to think, “What will happen when I die? Who will plan my funeral? Do I trust them to get it right?” The message in “Milkshake” prompts a call-to-action. After the initial laugh comes the sobering reality: That could be me. In truth, that will be me someday – and I need to do something about it.

At MKJ , we know cable television represents the best advertising value for 80% of funeral homes. That’s why we stay on the cutting edge of what messages work with consumers. Keep this in mind as you call us for a TV demo of our latest preplanning spot, “Milkshake.” After you see it, you’ll want to reserve the exclusive rights for this ad in your market while it’s still available.

Why Blog? 5 Surprising Benefits of Funeral Home Blogging

Mon, 18 Jun 2018 12:55:00 GMT

In 1999, there were 23 blogs on the internet. Today? Blogs number in the hundreds of millions.

Many digital marketing experts say a well-produced blog is the number one marketing strategy for businesses – and the MKJ experts agree it’s an important component of a comprehensive digital strategy . It’s why we have our own blog .

If you’re on the proverbial fence about adding a blog to your website, consider these benefits:

More traffic to your website can translate to more sales. It’s that simple, especially if you have a marketing website . Whether it’s because someone shared a link to a blog post on their Facebook page and a friend clicks, or your local Chamber of Commerce shares a link to a preplanning article, blogs drive website traffic. Some studies report companies who blog receive 97% more links to their site from other sites.

One of the biggest benefits of blogging is its huge potential for generating leads. One HubSpot study indicated small businesses that blog see 126% more monthly leads than those who don’t. Also, 61% of online consumers in the U.S. have made a purchase based on recommendations from a blog. You will see more leads, and more ROI, when you offer interesting, well-written blog articles.

Did you know that search engines, like Google, consider the “freshness” of your website in search rankings? When deciding where your site appears in search results, Google considers factors such as whether or not new pages have been added recently, when those pages were added, and whether you have keywords related to trending holidays, business services, news stories, or events. Adding blogs to your site can accomplish all of those things, when done correctly. Not sure what SEO is or how you rank in search results? Reach out to us for a free search audit .

Research indicates that as many as 81% of consumers say they trust information they find on blogs. With a blog, you can prove you’re an expert by providing helpful tips and other valuable information. You can tell the story of your brand, the history of your funeral home, and specifics about the services you offer. More ways of building trust.

Having fresh, custom, interesting content to share on social media is critical to engagement and overall page success. Blogs provide this content on a regular basis – all with calls to action that lead the consumer back to your website.

The question posed by many funeral homes is this: “ But who has the time to blog?” Exactly. Writing and managing a blog well takes a lot of time and effort. We know funeral directors, managers, and owners don’t have time to write, proof, edit, and publish blogs with professional photography and video. Many budgets are too tight to allow for a full-time staff member to handle it. Blogging gets pushed so far down on the priority list, it doesn’t happen at all. That’s where we come in.

With MKJ, blogging is simple. If you already have an MKJ marketing website, we can add a blog platform (if you don’t already have one) and post the blogs for you. We can create custom blog posts in your voice on the topics that are important to you. Each post will be proofed extensively and paired with compelling photos or video. Every blog is also reviewed and edited by our in-house, Google-certified SEO expert for your specific keywords. If custom content isn’t as important to you, you can choose to subscribe to our affordable blog library . Each library post still contains SEO keywords, your funeral home name, and relevant in-bound links to other areas of your website.

To learn more about our blog services , or to schedule a free digital consultation , visit our website or call Courtney Gould Miller at 888-655-1566 .

How to Know Your Social Media is Working

Thu, 31 May 2018 19:26:00 GMT

When it comes to social media, it’s not about likes. It’s about leads. It’s something we’ve been saying at MKJ for years. It’s such a crucial point, we’ll say it again: If you’re not getting leads from Facebook on a regular basis, IT’S NOT WORKING. Recently, one of our clients received 50 preneed leads on a budget of just $300. Are you seeing this kind of result?

Here are some other indicators of whether or not your social media is “working.”

We have the ability to tell clients exactly how many leads they’ve received and how much traffic is being driven to their website because of our social media content. In some cases, we can also tell them how many calls they’ve received, or website forms have been submitted, as a result of Facebook. Is your team falling down when it comes to converting Facebook leads to sales? We can help with that too .

Facebook is now the second biggest business search engine – right behind the mighty Google. People searching for you on Facebook want to know what their neighbors have to say about you. We know the secrets to converting likes and engagement into new, positive reviews.

Using just generic copy and photos don’t cut it. You need regular content that is customized for your brand and your demographic with proven sales messages designed to drive traffic to your website . You need posts that connect your audience with you and your staff on a personal level. This is why it’s critical to choose a true marketing company to design your social media content. We know what messages work and what messages simply don’t work.

We’ll stop there for now when it comes Facebook. There’s also YouTube , blogs , Yelp, Google My Business, and potentially Twitter and LinkedIn – depending on your overall goals.

Suffice it to say, we’ve met many funeral home owners and directors who simply feel outgunned by the complexities of social media. And we don’t blame them! Social media is always changing and being able to measure your ROI is key.

This is where we come in. Our digital marketing team is led by Courtney Gould Miller, who has completed graduate studies in Digital and Content Marketing with Duke University. When we say we know digital marketing , we mean it. No one else in the industry provides the kind of full-service social media management that we do.

Are you ready to take your social media presence to the next level? Join us this November in Nashville, TN for our Social Media for Funeral Directors Workshop . On November 9 ^th , Courtney will be teaching staff and owners on topics like:

Find more information about this, as well as the accompanying workshop the day before on handling price shoppers, right here on our website. Or, you can always call us at 888-655-1566 for more information about the workshops or to ask for a free audit of your Facebook page .

What is Great Content & How Can Your Funeral Home Create It?

Fri, 27 Apr 2018 17:59:00 GMT

We’ve all done it: Zoned out during a speech that was a little ho-hum. Abandoned a book after a lackluster first chapter. Clicked off an article that didn’t grab our attention. As marketing experts , our team at MKJ knows businesses have mere seconds to capture a consumer’s interest with their websites, blogs, brochures, and social media posts.

In the death care and end-of-life industries in particular, the question is, “How can we communicate our quality and expertise in a strategic way?”

Recently, Courtney Gould Miller , COO, Legal Counsel, and Head of Digital Strategy at MKJ Marketing, was featured in an article published by CRäKN, a software company specializing in customizable funeral home software (click to read: https://www.crakn.net/industry/how-exactly-can-a-funeral-director-create-high-quality-content.html ).

In the article, Gould Miller shared her expertise, describing how funeral directors can create high-quality content that will appeal to families. She says, “Before creating every piece of content, you should try to think like your families. Then, before ever hitting publish, you should ask: Does this help the consumer? Is this written with his or her experience in mind?”

Gould Miller continues, “Keep in mind there’s such a lack of information about funeral planning, funeral practices, cremation, and more today. So, blogs —or other forms of content such as articles, resources, etc.—fill that gap. This is content that is really important to consumers in choosing funeral homes.”

Market research shows that blogging is a must for funeral homes, says Gould Miller. “In focus groups, we repeatedly find consumers say about our clients’ blogs, ‘Wow, what a resource. I would definitely read how to write an obituary or what to wear to a funeral or what to do to comfort a friend.’”

From starting a blog or Facebook page , to retargeting your website traffic with email and online ads, to creating television and radio spots that make an emotional connection with the viewer, MKJ Marketing has the resources to support your complete online presence. “We have all the expertise in-house to make sure all your marketing, including online, represent[s] the quality and uniqueness of your brand,” says Gould Miller.

Want to learn how MKJ can help your funeral home enter new markets, beat your competition , and increase volume? Visit our website or call 888-655-1566 to schedule a free consultation. Our professional team has assisted thousands of funeral homes, cemeteries, crematories, and death care industry suppliers in accomplishing all of their marketing objectives. And we’re only a phone call away.

MKJ Marketing Joins Selected Independent’s Preferred Partner Program

Wed, 04 Apr 2018 19:00:00 GMT

For more than 30 years , MKJ Marketing has partnered with thousands of funeral homes and cemeteries with this goal in mind: to help them enter new markets, beat their competition , and increase volume. Many of our clients are members of Selected Independent Funeral Homes , an international association of independent and locally owned funeral homes who pride themselves on utilizing best practices in serving families during their times of need. Selected members are also professionals of the highest standards, providing families with confidence and trusted information.

Today, we are pleased to announce that MKJ Marketing has joined Selected Independent’s Preferred Partner Program at the Advanced Level! Our professional team looks forward to fostering new relationships, and sharing best practices.

This endorsement, along with our decades of experience and over 800 marketing research studies , affirms that funeral homes and cemeteries can have complete confidence in our recommendations.

If you’re new to MKJ, we want you to know, we can offer you:

For more information, visit our website or call 888-655-1566 to schedule a free consultation.

Your Role in Battling the Opioid Crisis

Fri, 30 Mar 2018 15:11:00 GMT

With the devastating surge of opiate-related deaths across the country, funeral home employees are faced with an onslaught of grieving families. Indeed, the number of drug overdoses in the U.S. has never been higher – and the majority of these deaths involved opioids. [1] In many states, these deaths are overwhelming funeral directors and exhausting indigent funeral funds, adding another layer of complexity to the already existing crisis.

In recent years, the acceptance and use of prescription opioids has skyrocketed, particularly for the treatment of chronic, non-cancer pain, such as back pain or osteoarthritis. Doctors often prescribe opioids to treat moderate or severe pain following a surgery or injury – but the risks and side effects are serious. On average, 115 Americans die every day from an opioid overdose, making it the leading cause of accidental death in the U.S. [2] Opioid addiction also often leads to heroin abuse, as it is cheaper and, in some cases, more readily available than prescription pain pills.

While the number of people addicted to opioids is relatively stable, the substances are more dangerous than in years past. It’s important to remember that anyone who takes prescription opioids can become addicted to them. What’s more, it requires much more than willpower to escape from an addiction. But there is hope: The cycle of detox and relapse can be broken.

To help spread the message that your funeral home cares and wants to become part of the solution, MKJ Marketing has created a public service announcement-style TV spot you can share with your community addressing this issue. We have heard that many cable outlets are even offering funeral homes free air time to play this PSA in their community. You can also feature it on your funeral home website or blog , in email marketing , or on social media , along with links to local resources. Please reach out to us to get a demo and to learn about all the ways you can leverage the impact of this PSA to make a difference and let others in your area know about your funeral home’s commitment to your community.

We all know the immense power of video, images and sound ; they can stir a heart or change a mind. In a day when urgent action is critical, it is our hope that, together, we can make a difference.

To see MKJ’s new opioid PSA, click the button below.
View TV Commercial

[1] https://www.cdc.gov/drugoverdose/opioids/index.html

[2] https://www.cdc.gov/drugoverdose/epidemic/index.html

Three Phone Tips You Need to Teach Your Staff Today

Fri, 16 Mar 2018 12:43:00 GMT

Raise your hand if you’ve had this happen when calling a business: A representative answers, puts you on hold, transfers you from one department to another (twice), then you hear the dreaded dial tone. Your call was lost. Your blood pressure skyrockets. You vow never to call that business again.

Chances are, we’ve all had experiences like this and can remember feeling frustrated and upset.

When it comes to the funeral service industry, MKJ Marketing president Marilyn Jones Gould says the phone is so important that every part of each call should be managed with precision. “Each phone call has the potential to help or hurt your firm,” she says. “One angry or dissatisfied customer can mean one negative online review that leads to many people taking their business elsewhere.”

Marilyn is a customer service expert who has trained thousands of funeral and cemetery professionals . She says most funeral home employees are caring people with a desire to serve, and this extends to their phone etiquette. However, she adds, “There are little mistakes everyone makes that completely undermine all the good they are doing.”

Marilyn felt so strongly about helping funeral home employees avoid these mistakes she wrote Good Call , a reference guidebook packed with invaluable advice, examples, and scripts from actual phone calls.

Here are three of her top tips you can share with your staff today:

Give callers your full attention.

Many people are nervous about making and receiving phone calls, particularly when calls are fraught with emotion, as they often are in our business. But Marilyn offers this reminder: “Your first impression with each caller is priceless.”

As such, answer the phone with a warm tone and helpful attitude to put customers at ease. In addition, remember that callers can easily pick up on sounds of eating, drinking, typing, and even whispering. They may think these distractions indicate an unprofessional or uninterested place of business. Take care to focus 100% of your attention on your caller.

Keep your introduction short and sweet.

Marilyn believes it’s best for everyone on staff to answer the phone with the same greeting every time. “That way you’re not forced to ‘think on your feet’ when you’ve got a million things on your mind,” she says.

Talk with your employees about how to answer the phone so there is consistency. A good rule of thumb is to say the name of your funeral home, your own name, and ask how you can be of assistance. For example, “ Harris Funeral and Cremation Services, Mike Norris speaking. How may I help you?” Don’t forget to avoid sounding rushed and answer with a smile, which helps set a calm tone for the conversation.

People hate being put on hold so avoid doing so whenever possible.

We’ve all been there: A simple phone call turns into an hour spent on hold. Most clients calling a funeral home have experienced a difficult loss, and the last thing they need is an extended wait time. “Putting people on hold should be a last resort and can often be avoided by being prepared,” Marilyn says. Preparations include having a list of prices, services, and directions next to the phone, along with a calendar of upcoming events. These details can make all the difference in giving customers the respectful, compassionate service they deserve.

Marilyn’s entire Good Call training system is available on our website, along with her other training system touching on issues such as price shoppers and cremation arrangements . Want to bring Marilyn to your funeral home for one-on-one training with your staff ? Contact us or visit our website to learn more .

Your Website Needs Our Funeral Cost Estimator. Here’s Why.

Wed, 21 Feb 2018 21:56:00 GMT

It’s the question every family walking through the doors of your funeral home wants to know but is afraid to ask: Can I afford a funeral service at this funeral home? Of course, we know the answer varies depending on the services selected. But it’s safe to say most families have no idea what to expect when it comes to the cost of funeral services, and they might be surprised how affordable your firm is.

It’s critical to communicate your value in a world where more and more discounters are popping up all over the place. If you want to maintain your market share, you need to make sure people know they can afford you.

Our team at MKJ realizes this. That’s exactly why we’ve designed the Funeral Cost Estimator . This online tool walks families through their options in five easy steps, asking questions about the following:

Ultimately, our Funeral Cost Estimator accomplishes three important things:

Everyone benefits. For more information on how to add the Funeral Cost Estimator to your website , contact us today.

Why Would a Funeral Home Want a YouTube Page?

Wed, 07 Feb 2018 14:33:00 GMT

Creating and posting YouTube videos is a simple, yet powerful, way to give your funeral home a strong presence on the web while delivering what consumers want: material that is valuable, interactive, and visually appealing.

With a staggering 1.5 billion users every month, YouTube offers an unparalleled platform to gain new clients. High quality, creative videos provide a personal touch that will help you build trust with families – even those you’ve never met – by relating to them on an emotional level.

Uploading videos as part of your overall marketing strategy is also a cost-effective way to increase engagement, a crucial part of any successful marketing campaign. Viewers can comment on and ask questions about your videos, opening a valuable line of connection and communication. You can easily embed videos on your website and/or blog and share them on social media . What’s more, since YouTube is owned by the search engine giant Google, videos rank routinely high in internet searches.

This is where MKJ’s expertise comes into play. Although video marketing is exciting and can significantly increase your audience, there are numerous details that cannot be ignored. The best business content on YouTube is more than just a sales pitch – and this is especially relevant given the sensitive nature of our line of work. We can help you showcase your company by creating a customized channel, highly visible titles and video descriptions, and interactive material that reflects your authority in the field.

The team at MKJ will help you stand out among other funeral homes and make a positive and lasting impact on the viewer. We know YouTube can do wonders for your business if used correctly – and we’re here to make that happen. Contact us today for more information.

Where’s Your Front Door?

Thu, 18 Jan 2018 16:06:00 GMT

It’s a valid question. Prior to the digital revolution introduced by the Internet, families would drive to funeral homes to collect information on services and prices, particularly when shopping pre-need. Since this digital revolution , families now search websites. As the Internet has become the dominant shopping and information source for all products and services, the initial point of contact for consumers considering your funeral home is no longer your front door but the splash page of your website. Certainly, funeral service remains a brick and mortar business, but today, few consumers will begin their search for a funeral home by driving door to door.

Maybe the question is, can families find your front door? SEO has worked its way into contemporary lexicon relatively quickly, as even the most novice internet searcher has come to understand how Search Engine Optimization determines where a website appears in search results. For many businesses, SEO isn’t just the best, but may also be the only viable advertising media. A moderate size business in a major metro market may be pushed out of traditional media-based advertising due to cost, but can raise its visibility with prospects interested in their specific product or service through effective SEO.

Most funeral businesses are not located in expensive media markets, but instead they are in small to midsize communities. Or they serve residents in a specific segment of a large metro area where cable, billboard and possibly newspaper advertising rates are affordable.

Search Engine Marketing (SEM) is all forms of website marketing including SEO. It exists every day in all forms of media advertising, but could very well go unnoticed. GEICO, Progressive Insurance, Hotels.com, Trivago and many other internet-based businesses use television advertising, both cable and broadcast, as well as billboard, social media and blogs to build traffic to their websites.

The objective of a search engine marketing campaign is to present your website in front of searcher’s based on the keywords they have searched for on Google, Yahoo! or Bing. Two of the primary ranking factors considered by these search engine algorithms are content and proper website optimization. Websites with content that is created to provide a good user experience and is correctly optimized helps your website rank above the competition. It is also beneficial to include your URL in all marketing messages, whether that be social media posts, print materials , TV commercials or radio ads because the more traffic to your website , the better.

The same applies to funeral homes. Advertising your domain address in various forms of media will increase traffic (both from the advertising itself, as well as from the algorithms) and ensure that families can find your digital front door. Contact us to learn how to start search engine marketing for your website so families can find your front door.

Don’t Miss the Best Seminars in the Industry

Mon, 08 Jan 2018 13:08:00 GMT

Join us at MKJ’s 2018 Marketing Summit and find out what’s missing in your marketing plan and what might be holding you back.

This year, the MKJ Marketing seminars will address the most pressing issues facing funeral and cemetery business owners today. During this period of industry transition, some owners are experiencing their best business years ever, while others are struggling, competing for minimum cremation business. Why the disparity? Some firms have innovated while others suffer from clinging to a 1950’s business model that is simply no longer effective.

Innovation is not a point-in-time decision, but a continual mindset and business culture. The 2018 seminars will compare and contrast superior performers with the mediocre by presenting case studies from successful businesses.

Below is just a sample of relevant topics that will be presented:

Whether you prefer the thrill of skiing at North America’s #1 ski resort or relaxing with your toes in the sand on one of the country’s best beaches, we have a seminar at a location that you are sure to enjoy:

SKI SEMINAR

Held in Vail, CO from February 26-28, attendees will ski and study with us at The Arrabelle , the very best hotel in the heart of Vail, where you can ski in and ski out. Looking for other outdoor activities ? Try snowshoeing or ski-biking at Adventure Ridge, or ice skating at Arrabelle Square. Warm up with plenty of indoor activities including shopping, dining, and accessing spa services. This is a 5-star ski experience with program content to match!

SEA SEMINAR

If you prefer a warmer climate, join us at The Sandpearl on Clearwater Beach, FL, from March 19-21. This is a luxury resort located right on one of America’s top-rated beaches. When you’re not soaking up the sun on the shoreline, there is plenty to see and do: Visit Winter the dolphin at the Clearwater Marine Aquarium , experience thrill rides Busch Gardens , take in some culture at the Salvador Dali Museum , or indulge in world-class cuisine at Bern’s Steakhouse . And you won’t believe the rate we have during Florida’s peak season. Come to enjoy the hot sun – get even hotter seminar content!

Best of all, MKJ seminars have consistently been fully accredited by the Academy of Professional Funeral Service Practice and nearly every state. But since every state has its own requirements, we can’t guarantee accreditation for every hour. If you need more information, simply contact us , and we can help you determine eligibility in your state.

Now is the time to book to gain access to early bird specials and discounts for multiple seminar participants. Simply call us at 888-655-1566 , or you can register right here on our website.

Have you been to an MKJ seminar ? What was the experience like? Share with us in the comments below or leave a review of the seminars on our Facebook page .

Remarketing: The Newest Digital Marketing Technology You’re Not Using

Wed, 18 Oct 2017 16:57:00 GMT

We know the death care industry has been hesitant to move away from traditional advertising such as phone books and church bulletins into digital marketing outlets like social media or search . While most funeral homes and cremation providers have at least a basic website, it can be difficult for them to keep up on all the digital trends so they know where to invest in order to raise brand awareness and generate leads. One of these newest trends is remarketing – a very affordable, effective advertising field.

Exactly what is remarketing?

When we talk about remarketing, we refer to the process of marketing to the same prospect multiple times and, in most cases, across multiple channels. Successful remarketing often results in high conversion rates because the messages are targeted based on customized segments, user-indicated preferences, and past user behavior. Using social media to reach your community is a great way to reinforce your brand, and our MKJ team has successfully remarketed brand s and services through Facebook and display advertising throughout the internet – even on major news sites. Once people have visited your website, they have indicated an interest in your services and an openness to targeted messaging and offers, so we can begin to show them the brand messages wherever they go online. It’s almost like an “online billboard” marking their digital journey.

Creating landing-page specific ads, custom offers based on a specific topic, or custom audiences based on your website traffic can be bewildering. Tracking user behavior and analyzing trends across platforms can create a complicated maze for even the most seasoned business owners. We let research and data guide us as we work with each of our individual clients to understand those customer segments and define the messaging that will result in increased contact and conversion.

Here’s how it works: Imagine you want to promote your reception services. You’ve described these services on your website or blog, sent an email, which the person has opened, or posted images or thoughts on your Facebook page. While this is a good start in terms of raising awareness, we can take your marketing to the next level by analyzing user feedback, page and email click-through rates , site traffic, and other response rates to create customized ads or offers targeting reception services to users – ads that appear in a daily news feed on your Facebook site and send users directly to your website or custom campaign page. Not only can you reach a wider audience this way, but the leads are pre-qualified since you know the users have an interest in your services in the first place. Incentivize your followers to share and you expand the net even wider while continuing to market to pre-qualified people in your own community.

A few quick do’s and don’ts for remarketing in the social space:

Ready for remarketing? Contact us for a consultation so we can find the best ways to assist you in targeting those visitors most likely to want, need, and convert to your services.

Your Preneed Business: Fueled By Technology

Mon, 09 Oct 2017 15:21:00 GMT

Preneed marketers have always utilized cutting-edge technology to present the peace of mind benefits offered by funeral and cemetery preneed. In the 1950’s, this meant direct mail, telephone calls, and door hangers – tactics still in use today, albeit with diminished productivity and increasing costs.

Where is Your Front Door?

Prior to the digital revolution , families would drive to funeral homes to collect information on services and prices, particularly when shopping for prearrangements. Since the revolution, families search online for the same information. As the internet has become the dominant shopping and information source for all products and services, the primary initial point of contact for consumers considering your funeral home is no longer on Main Street, but on the splash page of your website . Certainly, funeral service remains a brick-and-mortar business, but few consumers would begin their search for a funeral home by driving from door to door.

MKJ Marketing recently conducted a series of focus group sessions in our Florida offices comprised of age 55+ respondents to investigate their use of technology, specifically the internet. The results demonstrated clearly, and contrary to many pre-conceived notions, that seniors:

Most interestingly is the level of detail in which they read website copy. They do not simply glance at a page or make assumptions. They are concerned with security and utilize review sites – such as Yelp, Facebook, or Google – to verify claims.

The death care industry has moved hesitantly into digital marketing . It’s true that most funeral and cemetery businesses have a website, but in most cases it is simply “something on the internet” as opposed to an effective marketing website with interactive features. Many funeral home websites have so many Google citations the sites are effectively cancelled out as far as bringing business to the firm. Citations are given when websites violate Google’s priorities, which the algorithms are programmed to consider when ranking sites. Common citations are:

How does this apply to contemporary preneed marketing and sales? Certainly, the most basic utilization of technology in preneed marketing is to be listed in the Google local listings in search results. Realizing that seniors will begin their shopping process online versus visiting funeral homes, a marketing website designed to attract shoppers is fundamental, and over the long run, the least expensive lead source. In fact, searches initiated by individuals seeking preneed information represent high quality leads – far more productive than direct mail leads and at a fraction of the cost.

Search Engine Optimization (SEO)

SEO is a science ; it demands hours and hours of studying the local market (including competitors’ websites), creating landing pages to attract algorithms, and refining verbiage. A new website should be initially programmed to optimize the site, but given time, and constant refining by Google, the site will become less and less relevant, which means it will appear less and less often in searches. Google has over 10,000 programmers on their payroll who make as many as 50 changes to their algorithms everyday. This is why SEO is a dynamic process requiring continuous attention.

Pay-Per-Click Ads (PPC)

Many funeral businesses opt for PPC versus SEO. PPC ads appear at the top of a search results page and are easily identified by the word “Ad” on the advertisement. The cost of PPC ads varies dramatically based upon the demand for the ad space. A great deal of demand, such as in a large metro area, can drive the cost into the hundreds of dollars every time a searcher clicks on the ad. In contrast, some PPC ads can cost as little as $.50.

Research indicates fewer than 5% of searches will click on a PPC ad, so your monthly budget can last a long time. Only about 35% of searchers will go to the 2 ^nd or 3 ^rd page of any website. So, the objective is to have your PPC ad on the first page, and most importantly, in the local listing at the top of the page. Placement in the local listing cannot be purchased, it must be earned.

Facebook

As members of the baby boomer generation move into retirement, their lifestyles have changed. Many retire long distances from friends and relatives. Because many of them retire in the south, they spend more time inside, particularly during the hot summer months. They keep in touch with family and friends via social media , and Facebook in particular. They watch videos, photos, and share commentary. It’s very easy for funeral home managers and owners to underestimate the effectiveness of Facebook as an advertising media simply because they don’t visit the site, but it is a dynamic environment for socializing.

A Facebook post, on average, could be viewed by 200 followers, but if the same post is turned into an ad, it could reach 10,000 or more. Making the ads productive is a matter of having an existing dynamic Facebook page with meaningful and current posts. The more people visiting the funeral home page, the more productive the Facebook advertisements. Facebook ads appear in the daily news feeds of people in the community, just as ads appear in local newspapers. The primary difference is that a click on a Facebook ad delivers a lead directly to your website.

The objective of Facebook advertisements is not to generate page followers, but to generate a response, typically in the form of a website visit. Website visitors from Facebook are high-quality contacts since they were attracted to your site because of information gleaned from the Facebook ad.

Because many funeral home owners are not technologically inclined, they often assign a staff member to manage their Facebook page based upon their ability to place the ads. Posting on Facebook is actually very simple. It’s like anything else; it’s mastered after you’ve done it a couple times. The challenge with Facebook posts and advertisements is the same with creating any other kind of ad; it’s dependent upon quality copy and especially eye-catching graphics. Facebook will not allow posts with too many words, because they want posts to be graphic.

Search Engine Marketing (SEM)

SEM is all forms of website marketing other than SEO. It exists every day in all forms of media advertising, but could very well go unnoticed. GEICO, Progressive Insurance, Hotels.com, Trivago, and many other internet-based businesses use television advertising , both cable and broadcast, as well as billboard, social media , and blogs to generate traffic to their websites . Most funeral businesses are not located in expensive media markets, instead they are in midsize to small communities, or they serve residents in a specific segment of a large metro area where advertising rates are affordable.

Family businesses are notorious for dividing their advertising between multiple providers: Direct mail provided by a mail house, newspaper ads created over the kitchen table, radio ads created by the local radio station. As a result, there is no synergy and no message focus. Some businesses handle their digital marketing the same way – instead of a focused strategy, they partial it out to multiple sources.

Summary

Seniors may not open their door to solicitors, read “junk mail” or the newspaper, search for businesses in the Yellow Pages, or answer phone calls from numbers they don’t recognize. Digital marketing is right for preneed because that’s where consumers are.

Lessons from Our MKJ Intern

Thu, 31 Aug 2017 20:11:00 GMT

Each year we look forward to welcoming fresh talent to MKJ through our intern program. Maggie MacCurdy joined MKJ’s Nashville office this summer as an intern from Loyola University Chicago, bringing her bright attitude and education in digital marketing and public relations. We asked her to share her experience with us to give a window into our company culture and how we approach marketing. Enjoy!

My name is Maggie and this summer I have served as MKJ’s Digital Marketing Intern. I started this position knowing relatively little about the funeral service industry, but I am leaving it confident that I can write about funeral related topics, from personalization to Cremation E-Commerce websites . If I were to list all the valuable lessons I learned from the amazing MKJ staff, I would have a book that rivals the Webster Dictionary in length. However, since one of the things I learned at MKJ was proper blog length, I’ll narrow down my list to three.

On any given day, someone in the MKJ office could be creating a beautiful and intricate website for a funeral home, while someone in the next room is developing a new service to offer clients. With any number of difficult and nuance projects going on, it would be understandable if smaller projects were given less attention, but at MKJ, even the smallest efforts have to meet our quality standards. Every social media post we create for a client is given a lot of thought, from the post topic to the included web page link.

When I create a post, it is looked over by at least 2 different team members before receiving final approval. This scrutiny isn’t because I am the newest addition to MKJ, everyone’s posts are reviewed just as carefully. At MKJ, we take the responsibility of representing our clients very seriously, so even the simplest post has to be accurate and respectful. When you set your standards high from the beginning, high-quality content becomes the norm.

Marketing is unique from other businesses, it doesn’t begin and end with a single transaction. Clients are less like customers and more like partners. At MKJ, we are in constant contact with clients, because we use their feedback to guide our work. Staff at all levels, from owners to client service managers, communicate with clients on a regular basis. Every client and funeral home is unique. Some offer different services, and others have specialized facilities. Because of these differences, everything MKJ creates for clients is customized.

When I came to MKJ, I needed a crash course in the funeral service industry, so that I could write posts that are up to MKJ’s standards. Everyone on the team was helpful and knowledgeable, so I knew the difference between onsite crematories and Cremation with Confidence™ in no time. Everyone in the office knows MKJ’s clients like the back of their hand, I would mention a client’s name and anyone could tell me how many locations they have and their services from memory. With such great instructors, I quickly learned each business’s preferences, who likes posts worded a certain way and who favors a specific style of pictures. I admire how much care everyone puts into their work. They are not satisfied if even the shortest post isn’t tailored to a client’s wants.

As the world keeps discovering new and unique means to communicate, the marketing industry keeps finding new ways to reach consumers. With a traditional industry like funeral service, it would be easy to stick to traditional marketing tactics, but MKJ goes out of its way to integrate new techniques with the traditional air of funeral service. More importantly, they do so in a way that seems natural. MKJ is constantly exploring ways to use social media and digital pathways to our client’s benefit. Even when Facebook makes a small change, someone on the team researches it to see what effect it has on clients. MKJ has taught me to never be complacent, there is always a new avenue to explore, a new advancement to study. When we are a step ahead of the marketing curve, our clients have a competitive advantage.

Thank you so much to everyone at MKJ, I have learned so much from every single member of the team.

If you are interested in working for MKJ, or would like to learn more about their services, contact us HERE.

Hospice and Funeral Service: How Grief Connects Us

Mon, 21 Aug 2017 15:38:00 GMT

When a grieving family walks through your funeral home’s doors, they are entering your care. You try to ease their burdens, whether it be by planning a memorable tribute and peaceful reception or by providing comfort and emotional support. MKJ has even worked with funeral homes that go a step further to care for clients, by having formal grief resources, including aftercare programs, support groups, and grief libraries.

Caring for families is a foundational part of the funeral business and it is a foundation we share with hospice care providers. Hospice is the long-term care of a patient with a chronic or severe condition that primarily focuses on pain management. While not always the case, a majority of patients who enter hospice do pass away while in the program, in fact, 44.6% of all deaths in the United States occur in hospice, according to John Hopkins Medicine. In 2011, 1.65 million people were in a hospice program. 83.3% of those patients are 65 or older, and more than 1-in-3 are over 85.

Hospice care is designed for patients that are approaching the end of their lives. In the funeral industry, we mostly deal with grief after a loss, but hospice care handles “anticipatory grief” or grief for a future loss. Different hospice programs counsel families through this process in varying ways, but one hurdle they all must conquer is acceptance. Understandably, it can be very difficult to accept that a loved one is going to pass away. In fact, one exercise many hospice programs use to help families reach acceptance is planning a funeral. Prearranging a service helps the reality of the situation set in, but it also gives patients and families a sense of control. At a time when so many options have been taken from them, patients get to make choices for themselves as they personalize their service. They get to choose how they will be remembered, and families can find peace in the knowledge that all their loved one’s wishes will be honored.

Making funeral arrangements is such a vital component of handling anticipatory grief, which is why it is so important that funeral homes work with local hospice programs. Simply making information about your preplanning services available can help families and patients deal with an approaching loss. You can host preplanning seminars at a local hospice facility with professional MKJ presentations and branded brochures . For those homes with an MKJ custom website , hospice-specific resources can even be added online, possibly on a preplanning page.

If your home wants to do even more to comfort families in hospice, our “A Guide for Helping Through the Final Stages of Life” is the perfect marketing program. The guide delicately answers all of the difficult questions families have about preparing for a loved one’s passing, including advice on when to enter a hospice program and how to approach the topic of preplanning. When you order these guides for your home, MKJ will personalize them with your logo and businesses information, to match your branding. We can then work with you to organize an event to introduce the concept and partnership to local hospice leadership to start to form referral relationships.

If you want to learn more about how MKJ can promote preplanning services on social media or website , contact us today.

Now Showing: Tukios Video Tributes

Wed, 09 Aug 2017 22:06:00 GMT

Can you believe how much technology has changed the way your funeral home operates? From live webcasting to selling flowers online, technology touches upon just about everything you do. The best part is that these changes allow funeral homes to give grieving families more ways to honor their loved ones. Certainly, one of the most meaningful ways funeral homes can use technology to help families is through video tributes, particularly accessible right on your website’s obituaries.

MKJ is proud to announce that we have partnered with Tukios , a leading independent producer of tribute videos. Clients will now be able to use their MKJ-designed websites to create and sell copies of beautiful and poignant memorial videos, right from their obituaries.

“We’re very excited about the integration with MKJ,” said Curtis Funk, Founder of Tukios . “For many years they have been known as the educators and marketing experts in the industry, bringing innovative products and processes to their clients. We are honored to be part of that group of innovations and help their clients offer the best in tribute videos.”

MKJ chose to partner with Tukios because we know Tukios will provide our clients with the best service. Some other companies force homes to use specific video production companies because they are contractually obligated to do so. As Courtney Gould Miller , MKJ COO and Head of Digital explains, MKJ is working with Tukios because MKJ wants funeral homes to have a choice in providers. “An important difference between Tukios and other online video production software is that they’re independent of website design companies. Funeral homes choose to use Tukios because of their superior product.”

At MKJ, we strive to build websites that showcase your funeral home, not our name. We take the time to give you a unique and elegant website that drives customers to your funeral home. As our CEO, Glenn Gould puts it “[Your] site is built from the beginning with search engine optimization (SEO) , giving you a ranking advantage over template websites. And every design choice is with your brand and sales in mind.”

Courtney adds that “Because MKJ websites are custom designed to promote our clients’ competitive advantages, each site is designed around photography from your firm, and verbiage created specifically for your site. Custom copy, photography, Word Press programming, and SEO will bring your site in front of families.” Tukios gives you another product to offer families online, without exhausting your staff’s resources or time.

If you have an MKJ website and want to add Tukios video tributes to your obituaries, go to http://www.mkjmarketing.com/tukios-integration . For more information on marketing websites from MKJ, visit www.mkjmarketing.com or telephone MKJ at 888-655-1566 for an informative brochure, or email info@mkjmarketing.com

Four Secrets to Effective Staff Training

Mon, 31 Jul 2017 20:04:00 GMT

Consumer expectations are constantly changing—what they expect from service, pricing, and technology. You hear it all the time: everyone wants things faster, but for a lower cost and the highest quality. And yet while the bar has never been set higher by consumers, it is increasingly difficult for funeral homes to find, train, and retain excellent staff. That’s particularly true as many funeral homes expand into new markets and new businesses like online cremation and receptions .

Training your staff well has never been more important. Our clients tell us constantly that phone and arrangement training are critical to their brand, because every interaction leaves a lasting impression for years to come. What’s more, training brings your staff together and keeps everyone at the top of their game. Working on customer service skills, reviewing new procedures, handling price shoppers , and learning how to answer tough questions associated with the funeral industry will help new and veteran employees alike. MKJ has led funeral home and cemetery in-house training across North America, as well as created four DVD training systems to allow for on-your-own learning. In our three decades of experience, we’ve identified these four secrets to effective staff training that you can implement right away in your firm.

1.) Show Staff Training is a Priority

Whenever you introduce staff training, make it clear that it is essential to the success of the business and your team members’ jobs. To take it seriously, your staff needs to understand that you expect they will not only listen to the training but implement those training steps immediately in their work. Give incentives through bonuses for hitting benchmarks or making a passing score on a training test. If your staff is working through one of our DVD curriculums, you can award them with gift cards, meals, or other small prizes to the team members who finish the programs first. You can even make it a competition! Have a “Training Champion” title that passes to a staff member who completes each DVD and shows the most progress in their work. You foster a little healthy rivalry and everyone benefits from the learning they receive.

2.) Identify the Right Topic

Not all staff require the same training. Consider the different jobs requirements and skills of each employee when you choose the training for them. Have a new employee? Consider material that will introduce them to the industry. MKJ’s “Answers to 50 of the Hardest Questions in Funeral Service” gives vital information that he or she will use every day. Need to improve your arranger averages? Our clients who have implemented our Cremation Arrangement System correctly have reported to us that they have drastically decreased their number of direct cremations and increased their average cremation sale by $800 to $1500 per call.

3.) Make It Interactive

Great training content is necessary, but staff really learn when they role-play real-life situations. With our training systems, your staff can walk through situations they face everyday in your funeral home, from grief support to calling a family. Marilyn Jones Gould’s “Good Call” DVD system features various role-play scenarios that you can act out with your staff. Putting the learning into action lets everyone see where work is needed, whether it is in expressing empathy or focusing on sales. We guarantee you will learn more about your staff through role-play than any test scores on an exam.

4.) Don’t Forget Food

Every month, MKJ gets our team together to have a “Lunch and Learn” to discuss a new aspect of the industry or marketing, and we are always sure to have plenty of delicious food. Who says you can’t work and have fun at the same time? If a catered lunch isn’t in the budget, you can have your own version of “Lunch and Learn” with a team potluck. Bond with your staff, have some great food, and advance your business at the same time. Each member of your team can make their favorite recipe, even something as simple as cookies or baked goods will give your training a sweet beginning.

Looking for the right staff training for your firm? All our training programs are on sale now with our Summer Sizzler specials , so be sure to act before August 31 to get those special deals. If you’d prefer in-house training , call us or email mkj@mkjmarketing.com for more information about the many on-site training programs we offer.

Featured: Courtney Gould Miller on Funeral Service and the Web

Wed, 12 Jul 2017 15:42:00 GMT

Marketing is not an exact science, but good marketing is as grounded in research and data as any scientific experiment. Online marketing is no different. It can be difficult to navigate the new social platforms or the complex field of search engine optimization, but at MKJ, we let research and data guide us.

MKJ’s own Courtney Gould Miller recently spoke about this topic with Tyler Fraser on his podcast Funeral Service and the Web . They discussed how MKJ chooses between advertising mediums, and Courtney explained MKJ’s process. “The way we approach it at MKJ and have [since] my parents Marilyn Jones Gould and Glenn Gould founded the company over 30 years ago, is looking at each individual situation. There are some markets where newspaper is the best, there are some markets where SEO may not be the right solution. We have to look at each situation and see what [a client’s] goals and budget are.”

Just as a personalized marketing plan is best for your funeral home, personalized content is best for reaching consumers. Only using generic posts may be easier and even cheaper, but as Courtney explained: “Consumers can feel it.” At MKJ, we have seen firsthand the strong responses consumers have with custom posts on funeral home Facebook pages. “So, we focus on [generating] as much custom content as our funeral homes owners can provide us. We have come up with some amazing series for clients, some focused on therapy dogs, some focused on cemetery history. There is so much opportunity to focus on what the funeral home is doing, or the cemetery or the cremation provider, and what are their differences.”

This episode of Funeral Service and the Web was titled “The Next Decade in the Funeral Industry,” which is also the theme of MKJ Marketing’s own new podcast on Funeral Radio , Next 10 . Courtney had the chance to talk about our show with Tyler, “We’re really excited about it. It is me hosting it, but it is also an effort by MKJ Marketing. We’re focused on what is the next ten years of funeral service. Not necessarily what is happening right now, we do look at some current trends, but more where is that taking us. I’m really inviting the industry to dream a little bit.”

You can listen to the first episode of Next 10 , here . To listen to the full Funeral Service and the Web episode, visit Funeral Radio .

What You Need to Know About Buying TV Media for Your Funeral Home

Tue, 27 Jun 2017 21:00:00 GMT

With the many technological changes and advances happening in media today, there is still one true ruler in content delivery – TV! TV is a bargain in advertising and for half a century now, TV is still king in American households.

TV advertisements familiarize the viewing audience with your brand and your message. In the past decade, the way in which people respond to TV advertisements has changed. Consumers used to prefer to call directly to inquire about a product or service. Now, many consumers choose to inquire via web search instead. But one thing has remained constant – the TV advertisement initiates the desire to learn more.

What that means is one medium isn’t enough anymore—it takes a strategy that combines digital with print , mail, and TV. But when buying media from all of these different sources, you can end up wasting a lot of money if you don’t follow best practices for creating the campaigns and placing the media.

DON’T WASTE MEDIA ON BAD COMMERCIALS

To move the needle on TV, you have to tell a story in a matter of seconds. MKJ Marketing was the first to create pre-produced funeral home TV commercials, making high-quality advertising on cable possible for clients across the U.S.

Our personalized ads feature professional actors and scripted narratives on topics like:

Or, you can be featured in your own custom commercial on any topic of your choosing by attending one of our TV shoots held several times per year.

Having a local cable company film in your funeral home can actually hurt your reputation if the video quality, script, lighting, sound, and more are sub-par. Without question, the cost of licensing a personalized ad, or even custom television commercials, is a fraction of the cost you will spend on media for a year, so make your investment count with a television commercial that will get you calls.

BUY ONLY THE MEDIA YOU NEED

Media buying is not as easy as calling the local cable station and telling them your budget. We have seen so many funeral homes waste tens of thousands of dollars thinking this is all they needed to do. Instead, buying television media requires identifying your target audience, knowledge about cable systems, studying demographics of channels and the flow of viewers through seasons, and negotiating with the cable station to get what you need.

At MKJ Marketing, we have years of experience buying TV for clients in the funeral home industry. With a dedicated in-house media buyer, we are able to craft a strategy that not only fits your budget, but actually maximizes it. In fact, we often tell clients to cut their current media spend by thousands while increasing the leads they get from running the television spot.

We target a specific audience known to inquire about funeral services and choose the best networks to advertise on so that you reach this demographic. We use TV ratings points to determine the best and most valuable cost-per-spot to advertise and hit our target demographic. We also have recommendations about the time of year that’s best to advertise, since it’s not necessary to run every month of the year. We then propose and plan a schedule with a budget and execute our plan by booking the media for you.

CHECK FOR PREEMPTIONS EVERY MONTH

Did you know that even after you buy TV media, your spot will not always run when it should? This is because the cable company can bump your spot for things like breaking news or even just a higher paying media customer. You will lose money unless you review monthly invoices and records to check the time, channels, and frequency that your spots ran, and then negotiate “make-goods,” where the cable company runs more of your spots in better blocks the following month. While tedious, this review and negotiation is critical to placing television media without wasting a lot of money.

NEED HELP? JUST ASK.

When you buy a personalized or custom television advertisement with us, we’ll create a media plan and place the media for you at no additional cost. Our producers deliver the approved spots to the cable company or broadcast station on your behalf, and our media buyer will confirm the traffic instructions to notify the stations what ads you want to air and when. And we review the monthly invoices for you to ensure all spots ran completely and in the designated time blocks, so that you never have to wonder if potential customers are seeing your television commercials. When a schedule does not run fully, or does not run correctly, our media buyer will negotiate spots to make up for the shortage in an area of equal or added value, so your schedule runs complete and not under or over budget. Our buyer also continuously negotiates for wins in added value like no-charge and bonus spots to support the paid schedule, all at no charge to you.

MEET OUR MEDIA BUYER

Kerry Ann Hogan is an experienced media buyer, with more than seven years of experience in the marketing and TV industry. She is committed to helping companies build their brand and drive growth through traditional advertising, and she absolutely loves negotiating wins for her clients.

What Funeral Service and Car Sales have in Common

Thu, 25 May 2017 12:00:00 GMT

1.) Ford

Ford enjoys the highest level of customer loyalty with slightly greater than 60% of Ford owners indicating they will return to Ford for their next car. Why? Primarily because Ford has such a broad line of vehicles – from the smallest, fuel-efficient, trendy models to the largest, most popular trucks and SUV’s. This means any customer can find a vehicle that meets their specific requirements. Selection is critical; if you can’t be the best, have the best selection.

2.) Mercedes Benz

This is the Ford of luxury vehicles – a very broad line of models including large commercial vehicles. Again, the luxury car buyer can find a car that meets their specific needs without going to another brand.

3.) Toyota

The middle-income buyer is interested in longevity, which is why Toyota has a loyal clientele. Toyota buyers want full and mid-size vehicles they can depend on for a decade or longer. Camry’s and Corollas are built for long use which is the basis of their customer loyalty.

4.) Nissan

Less expensive than Toyota, and has a broader product line.

5.) Chevrolet

Chevrolet has the largest volume sales and highest customer loyalty within the General Motors brands. They offer a very broad product line ranging from Corvettes to Suburbans. One reason their customer loyalty is lower than Ford is their competition within GM; every Chevrolet model has a competitor wearing another GM badge.

6.) Subaru

Subaru has a limited line of vehicles but they are in the most popular niches. Subaru has developed a cult-like following like Volvo and Saab had in the 1970’s. Subaru does not claim to be the best car or offer the best value; instead they differentiate themselves from other auto companies by making the “Subaru Love Promise,” which involves contributing to civic and ecological charities. 50% of Subaru owners are committed to buying a Subaru again.

7.) BMW

BMW has a similar cult following based upon performance and speed. They have a limited line that includes only a few SUV’s with the concentration on sport instead of utility.

8.) Honda

This brand has a very limited product line, and they are slow to change technology and styling, but they are very popular with women and represent a good value.

9.) Lexus

Lexus loyalty is based upon customer service and quality. They are built as well as a Mercedes, and as fast as a BMW, but their competitive advantage is customer service before and after the sale. For this reason, Lexus RX 350 is the most popular SUV in the world, and very popular with women buyers.

10.) Hyundai

Hyundai is buying customers with greater value. Several of their models come with 10-year warranties, and all their models include more features than competitive models and cost less.

The takeaway is that auto companies with loyal customers have given their customers a solid, tangible reason to be a return customer. Many funeral businesses want return customers, but have not made it part of their long-term business strategies. Building long-term loyalty means eliminating reasons why families would consider another funeral firm:

Summary:

Car buying and funeral service are analogous, as both represent major consumer purchases for the middle-income family. They both offer the opportunity to save thousands of dollars, which can represent a significant percent of their annual income. Because the auto industry is so much larger than death care, we can learn much about long-term marketing strategies.

When lamenting the passing of customer loyalty, the change isn’t so much with the customer as it is with the business. If we want the customer to be loyal, we need to give them tangible reasons to return. The first step is to understand why families prefer your firm and why they prefer a competitor. This information can be difficult to gather without consumer research, but without consumer data, it can be impossible to create productive long-term plans.

Announcing the MKJ Podcast “The Next 10”

Mon, 22 May 2017 21:25:00 GMT

With MKJ’s three decades of innovating marketing and sales solutions for funeral homes, cemeteries, and cremation businesses, clients look to us for answers on the future of funeral service. That’s why when Funeral Radio asked us to host a podcast on their network, we chose to look beyond where the industry is today and talk about where it is going. The Next 10 podcast is hosted by MKJ Marketing’s Chief Operations Officer, Head of Digital, and Legal Counsel, Courtney Gould Miller. This podcast will address a number of questions, such as:

Upcoming episodes will cover the merging of funeral service and end-of-life care and planning, DNA collection and storage in the funeral home, “smart” funeral homes, and more.

Listen now to The Next 10 podcast’s latest episode here , or go to The Next 10 on funeralradio.com to like us, share the episode, and subscribe to get the most recent podcasts sent directly to your inbox.

If you’d like to be a guest on The Next 10 , recommend a topic, or have a question for our host, Courtney Gould Miller, contact us and let us know. We’d love to hear from you.

How to Build a Successful Online Cremation Business

Thu, 30 Mar 2017 21:03:00 GMT

In recent years, the death care business has gone the way of other industries. As with those providing hotel rooms and automobiles, the most successful businesses are those that profitably serve a diverse customer base. SUVs have become the most popular vehicle, but customers still purchase pick-up trucks, sedans and sports cars. Hotel customers range from those who choose the Super 8 minimum motel experience to those who want a Las Vegas luxury hotel with casinos and entertainment.

The baby boom generation has become the primary death-care consumer. Unlike their parents, baby boomers are not well informed about funeral pricing, cremation options and the differences among a discount funeral home, a cremation society and a full-service funeral home.

Contemporary death care businesses want and need to serve all segments of their communities to protect market share and to secure future business.

The greatest challenge in serving all segments of a diverse consumer base is to minimize overhead costs, which is why so many funeral homes are investing in online cremation arrangement websites. With so many cremation arrangement sites active, we are beginning to see what works and how best to market them.

One of the most significant findings is that the online consumer wants to keep it simple; they purchase the simplest packages.

Because funeral homes are accustomed to offering ancillary services both to better serve families and to increase sales and profits, many initially include additional services and products on their online arrangement website.

However, making funeral arrangements online is still a new concept to the consumer, and the process can be frustrating. Experience has shown that fewer than 1 percent of online sales include additional services or ancillary products, so it is better to limit packages and add-on options. People who visit online sites and decide they want more typically telephone the funeral home and meet with a funeral director.

Offering online cremation is not for every funeral business. It demands a progressive owner with an interest in expanding the business to serve diverse segments of the market.

Also, it requires a comfort with technology. Online arrangement is cutting edge today, but will become common over the next decade, just as preneed sales, cremation, reception rooms, et al., grew over time.

An overlooked benefit of having an e-commerce website is the ancillary business it generates for the funeral home. Not every prospect who finds the site wants a minimum service, just as not every family who meets with a funeral director opts for minimal service.

Also, just as with preneed, not every family who meets with a counselor makes prearrangements immediately. Many families visiting the online arrangements website will return to make arrangements in the future, and even recommend the site to others.

For more advice from Glenn Gould on building a successful online cremation website, including tips on pricing, facilities, advertising, and more, pick up the latest edition of the ICCFA Magazine, where this article appears in full. Or, call him at 727-524-8100. MKJ offers many e-commerce options for cremation businesses. Request more information by contacting us here .

Where NOT to Build a Funeral Home

Mon, 09 Jan 2017 20:17:00 GMT

Funeral service is in another building boom. The last major building boom was in the 1990’s, and while it slowed during the recession, it has picked up in the last couple years. One of the reasons for this is that consolidation and the closing of old facilities is creating opportunities for new facilities, but since our economy is healthy, commercial real estate and building costs are high. Building a new facility is always a risk. In fact, it’s the greatest risk in the funeral industry – even risker than acquisition, which almost always results in an initial drop in volume.

Having conducted hundreds of prospective trade area research studies and working with clients to turn around failing facilities, we have some advice to offer if you’re considering building.

Many new facilities are typically built by contractors or others not familiar with the funeral industry. They often choose to build on less expensive commercial property located between two mid-size or smaller communities. The problem with this strategy is that no one cares about how convenient a funeral home is for a town. They want the most convenient funeral home for them . This is never out on some commercial highway, which is often where the less expensive land is found. And while there might be some strategies for overcoming the challenge of a poor location, not even lower prices will be a solution because low prices demand high volume. The challenge becomes even harder if there is already a well-known local funeral home families have been going to for years. Your best solution – don’t build it there. If you already have, start looking for a buyer with an alternative use for the building.

MKJ market research studies includes a “why not” question, referring to why a family would not choose a certain funeral home. A very common response is that it is located on a busy road with lots of big box stores and shopping malls. Seniors are not comfortable driving on these high traffic roads; the parking lots are difficult to exit because it’s necessary to build speed very quickly. Funeral homes can do very well on side streets off the commercial highways. This is great because property there typically costs less and allows for easier entrance and exit.

The challenge you find with a side street location is making the consumer aware of the facility. The best solution is a billboard on the main highway. The message can be as simple as “Gould Funeral Home. 2 blocks away.”

Locations near hospitals, particularly regional medical centers, can help you build a relationship with the hospital administrators. This can create a continuous stream of business; however, it is typically cremation without services and transfer business. As such, it alone will not sustain a full-service funeral home, but can contribute nicely to a firm that also has a solid local business.

Location can be particularly important for niche funeral businesses. For instance, discount funeral homes thrive in blue collar neighborhoods, but do very poorly in higher income communities. Likewise, well-branded, minimum cremation businesses with higher prices will do better in affluent communities. Contrary to what many believe, the foundation for the most successful cremation businesses is affluent consumers that prefer not to have traditional services, or plan to hold memorial services at an alternative location. They are willing to pay more for the peace of mind of knowing the deceased received dignified and professional services.

The strongest recommendation for any business considering building a new facility is to commission a prospective trade area research study. Certainly, research is not inexpensive, but the cost is justified when compared to the cost of building a new contemporary funeral facility. Over the years, the data collected from prospective trade area studies have convinced 50% of the clients not to proceed. The reasons vary: sometimes the population is not sufficient to support a new facility or the commitments to the existing funeral homes in the area is too strong. It’s very hard to convince families to pay more when the community is satisfied with the existing firms’ lower prices.

You might find locating an existing building is a better choice for you. For example, empty churches may present a very viable option, particularly for those in urban areas. Just like many businesses, many churches have not successfully adjusted to contemporary society and have found it necessary to close. The facilities are large, with many side rooms in addition to the large chapels. As such, they lay out well for funeral home use but not well for most businesses. They may need significant remodeling, but the purchase prices are typically well below most commercial property.

The bottom line? Know before you buy AND before you build. If you’re thinking of building a new building, come to us . We can help you figure out if the risk is too great.

Google’s Advice on Working with SEO Marketers

Fri, 09 Dec 2016 20:52:00 GMT

It’s no secret there are many digital and search marketing companies that are really just a scam. From fake reviews to promising position ranking on a search engine, some companies will promise the world only to not deliver results. Worse yet, others break search engine and internet regulations and put your website, email, and business at risk for blacklisting or other penalties. Recently, Google provide a list of five best practices for working with third parties along with a list of common deceptive behaviors. You can find the full list here .

Below are a few items we thought every funeral home, cremation society, or cemetery owner should be aware of:

Have they managed business listings before?

Have they managed businesses with similar budgets or target audiences?

What other services can they provide to grow your business?

Are you wondering whether you’re doing enough with digital marketing ? Have you been approached by, or done business with, a search marketing company that you’re concerned may not be ethical? Ask us for a free audit of your website and digital brand—we’d be happy to talk to you about how we can help .

Recent Press: COO, MKJ Published for Death Care Marketing Expertise

Wed, 30 Nov 2016 17:08:00 GMT

If you operate a funeral home, cremation operation, cemetery, or any business within the death care industry, you know that marketing can be a challenge. How do you reach consumers with your message about this sensitive topic? This has been our focus at MKJ Marketing for decades, and recently we and our Chief Operating Officer Courtney Gould Miller were featured on the Ceros Marketing blog discussing how she decided to come back to the industry and the family business to continue MKJ’s work partnering with clients on complete marketing strategies. Courtney leads our digital strategy at MKJ and explains how our industry requires a certain finesse to increase brand awareness and generate leads while ensuring the advertising is always appropriate, a focus that is even more important given the immediate feedback that social media and online reviews now allows with digital marketing. Read on for the full article or listen to the interview below.

Editors’ Note: This post was originally written by Andrew Littlefield for the Ceros Blog .

It’s hard to build a brand when nobody wants to think about your services. Yet, the demand remains strong. In fact, the total addressable market is, well… everyone.

That’s life in the funeral industry.

(Listen to this story or continue reading below)

Try as you might to avoid thinking about them, those austere buildings we drive by everyday have a vital role in our society. Behind every funeral home is a small business owner, someone who more than likely inherited that business from their parents and grandparents before them, and who is beholden to the same entrepreneurial challenges facing every small business proprietor. Things like bookkeeping, managing employees, serving customers, and even marketing.

Marketing in the most basic sense is communicating the value of a product or service in a human way. It’s a people business. Most of the time, the challenge is communicating how a product or service will make a person’s life better, more fulfilling, or easier.

But what if you’re marketing something that doesn’t make life more fulfilling… but the end of life?

That’s a challenge Courtney Gould Miller takes personally.

“We tend to have very long standing relationships with our clients. Many of those we serve have been with us over 30 years.”

Gould Miller is the C.O.O., Legal Counsel & Head of Digital Marketing at MKJ Marketing, an agency that exclusively serves the funeral industry.

Helping small family businesses navigate the challenges of advertising, pricing, digital strategy, and branding is difficult enough, but when you add the emotionally thorny issue of death to the mix, it turns into a delicate art that Gould Miller’s family has spent three decades mastering.

All in the Family

To say the funeral industry is steeped in family tradition would be an understatement. About 86% of the 19,000 funeral homes in the U.S. are privately owned by families or individuals.

Family is also what brought Gould Miller into the industry.

Her parents met at Batesville Casket Company (now just “Batesville”) back in the late 70s. Gould Miller’s mother ran marketing for the company, and her father oversaw H.R.. Out of that experience grew MKJ Marketing: the first marketing agency to focus solely on the funeral industry.

That’s the world Gould Miller was born into.

“People ask me ‘When did you join (the funeral industry)?’ I mean really, since I was born,” she says with a laugh. “I was in the early television commercials and newspaper ads, all the way up to running errands in middle school and high school, working television shoots, and writing copy.”

Gould Miller didn’t start her career in funeral service, however. After graduating from Vanderbilt, she set off for California to study business law at UCLA. From there, she took a job as an associate lawyer at the prestigious O’Melveny & Myers firm, spending nearly 7 years representing clients in securities, insurance, and regulatory disputes.

But there was something about the family business that drew her back.

“Over time, I had some clients of ours invite me to come speak at industry meetings, and I realized I had a very strong calling to the industry.”

And so in January of 2016, she left Los Angeles and moved to Nashville to open a brand new office for MKJ Marketing.

Gould Miller returned to the funeral world at an interesting time. The industry finds itself at a bit of a crossroads. The population of citizens over the age of 65 years old is set to more than double in the next 30 years , but at the same time people are spending far less on funeral services.

Revenue in the funeral industry has failed to keep up with inflation across the last decade , primarily due to an increased demand for low-cost cremation services. In 2005, just under one third of people chose cremation as their method of disposition (an industry euphemism I’m quite drawn to), but that number is expected to rise to over 70% by 2030, which would result in a deep cut to the margins of local funeral businesses.

That aging population is increasingly digital as well— 70% of Baby Boomers own a Facebook account .

Growing markets, slimmer margins, and more digital access: a familiar challenge for many modern marketers. But for small, family-owned businesses dealing with a line of work fraught with extreme emotions, these are big, existential hazards.

“Funeral homes typically consider marketing to be participating in their local Rotary or Key Club,” Gould Miller explains. “It’s such a caring industry, many of them are hesitant to make themselves stand out, until they get a competitor that’s low cost or is taking swipes at (their business).”

Sensitive Marketing

There’s a tendency for marketers (particularly in the digital realm) to think that what works for one business is sure to work for theirs.

The latest growth hack, social network, or new software platform that worked for someone else is going to solve all of your problems. But this line of thinking fails to account for the different needs of each business. Every customer, every market, and every buyer persona is unique and requires unique solutions.

Still, that doesn’t stop us from trying and hoping.

For most marketers, a failed experiment might result in some wasted time and a little bit of ad budget. But in funeral marketing, the stakes are much higher.

“We’re constantly dealing with emotions in a way that I think most industries are not.”

MKJ is always walking a fine line between helping clients grow their market share and remaining sensitive to the fact that the people their clients serve are grieving. TV ads must be memorable, but respectful. Digital ads must be effective, but not overwhelming.

Simply put, nothing is ever simple when it comes to funeral marketing.

“We’ve seen other local companies try to apply what they know from their other local businesses into our industry,” Gould Miller explains with caution in her voice. “They’ll try to make light of the funeral industry, but people don’t want to make light of something when they just suffered a loss.”

Take for example retargeted ads—a staple for any modern marketer. A local marketing agency, used to working with car dealerships and restaurants, might target users who recently searched the word “obituaries” with social and banner ads for their funeral home client. Applying what they know from the used car business, they set a budget to retarget these users 10 times a day.

That might be a good way to sell a Certified Pre-Owned Honda, but it could destroy the already raw emotions of someone who just lost a loved one. Can you imagine? You’re planning the funeral of a parent, and now every time you open Facebook you see a crass ad for a local funeral home.

“That local provider doesn’t understand the funeral industry, to the extent of what kind of language to use, what kind of images to use, and what kinds of tactics and strategies are appropriate given the levels of emotion,” she says tactfully. “And that’s where we see a lot of other marketing companies fall down.”

Funeral homes don’t exclusively deal with grieving people, however. There’s a big focus on what’s called “pre-need;” helping families plan their services before they pass. But even this provides a challenge.

“The biggest challenge that we deal with is that people don’t want to think about death. Funeral homes have the lowest brand awareness of many industries because of that.”

When a new client comes to MKJ, they want it to be a relationship that lasts. Many of their customers have been with the agency for decades, trusting them with everything from direct mail campaigns to training, even creating online check-out platforms for cremation services.

It all comes back to their deep understanding of the market and industry. Different funeral homes have different needs, cultures, personalities, and customers. A one-size-fits-all approach is exactly what they want to avoid.

“Each funeral home is distinct and offers different things to their community and needs to be marketed in a different way,” says Gould Miller. “Other marketing companies tend to treat each business as the same. We couldn’t disagree more.”

Everybody Dies, But…

People in the funeral industry are used to the kind of surprised reactions they get from others when they tell someone about their line of work. It’s a unique job, there’s no getting around that.

But there’s a cliched reaction that Gould Miller hears regularly that underscores a fundamental misunderstanding about marketing.

“I often hear ‘Well, everybody dies so you’re good. What a great business to be in!’ But you know, everybody eats too, and restaurants are one of the highest failure rate industries.”

If only it were so easy. A product or service, even one that everyone needs, is only as good as your ability to communicate it. The most successful funeral homes are the ones that effectively communicate their offerings and treat their customers with a level of kindness and sensitivity that you would expect from a family member.

The emotional lows of grief give way to emotional highs as funeral businesses help people find closure in their loss. The relationship between funeral homes and their clients, when done right, starts to feel less like a transaction and more like a relationship.

That’s a level of customer success that most businesses aspire to, but rarely achieve.

“It’s very common for funeral homes to get thank you note after thank you note for the services they provided,” Gould Miller says. “You’re not sending thank you notes to the local pizza joint.”

Death is a scary and intimidating thing. But for funeral homes, it’s something they navigate on a daily basis. When they guide a family through that unfamiliar territory, it’s something that sticks with them.

For Gould Miller, working at MKJ is an extension of that service, and it’s what brings her back to the office every morning.

“The work that we do is incredibly meaningful, and I think people understand that when they have a death and interact with a funeral home,” adds Gould Miller. “After they do, they see the extraordinary amount of care and generosity that comes from funeral homes. We view ourselves as very much an extension of that.”

Want a Discount Cremation Business? Think Online.

Wed, 21 Sep 2016 12:22:00 GMT

It’s pretty clear—if you’re going to be successful in the funeral industry going forward, you need a way to address the direct cremation consumer. Should you advertise lower prices? Get them in the door, then upsell them?

What about giving them what they want?

Some cremation business owners report that as much as 60% of their at-need and preneed arrangements are now being made online. The ability to offer online arrangements is now an integral part of any successful minimum service cremation business. There are many reasons for this:

One of the advantages of online arrangements is the cremation arrangements website doesn’t make any decisions for the family; instead the site presents every available option including outside memorials, memorial jewelry, and a full spectrum of urns, containers, etc.

Online cremation arrangements will grow in number, because traditional funeral homes can employ online cremation arrangement sites as a means of competing with their lower priced competitors. Families seeking a lower priced cremation can be directed to their ecommerce site to make arrangements and take advantage of their lower online price.

Another benefit for funeral homes that makes online cremation arrangement particularly attractive is that it reduces overhead costs, because the family makes all of their decisions online without the assistance of a funeral director. Also, there are no collection costs as the fee is paid via credit card. So, instead of losing a price shopper based on price, a family can be referred to a website to take advantage of their lower online price.

Have you thought about how your funeral home can use ecommerce to your advantage? We’re the experts on this. Connect with us today to learn more.

The Value of Professional Web Design

Thu, 08 Sep 2016 18:25:00 GMT

While many businesses are now aware that developing a strong online presence is critical to business growth, the majority of funeral homes have no idea that the quality of their web design has a dramatic impact on the success of their site as a whole. Surprisingly, studies have shown that roughly 48% of site visitors consider quality, professional web design the most important factor in determining whether or not a company is trustworthy.

And, of course, trust is everything when caring for a family’s loved one. Your website is your #1 opportunity to introduce who your brand is and how people can engage with your services, including make a purchase or payment of some kind.

At MKJ’s recent San Francisco seminar,”Growing Your Online Audience,” Courtney Gould Miller discussed several reasons that a custom website designed around your business, market, and services generates more preneed and at-need leads than generic or templated sites.

Brand Image

Building a brand requires consistency across all of your funeral home’s marketing channels. Your website is your face to the community, especially when many families and decision makers are spread out over the country. The website must communicate who you are as a company, with lots of detail about your history, your values, and your services. A professional marketing agency , like MKJ Marketing, is able to design a look and feel that is consistent with your brand and create custom copy that includes everything that is special about your business. We use quality images that reflect the families you serve. Showing your owners, managers, and staff on the website is also critical.

Reduced Bounce Rate

Another benefit of professional web design is the reduced bounce rate that is associated with a responsive, dynamic template. For those new to internet marketing, a bounce rate is the percentage of individuals who leave your site after viewing a single page on your site. 94% of individuals have stated that poor web design is the reason they mistrusted a website. Reducing the bounce rate on a website is essential to engaging site visitors and facilitating online sales.

Improved Inbound Marketing Efforts

Inbound marketing is one of the most sought-after types of advertising mediums for today’s businesses. Some common examples of inbound marketing include website optimization , social media marketing , and adding blog content regularly to your company website. Inbound marketing does not require an outside sales team and is much easier to manage than outbound sales techniques such as television and radio advertising . In fact, inbound marketing costs 62% less (on average) than outbound marketing thanks to reduced labor and material costs. How is a business’s inbound marketing campaign affected by web design? According to studies, 94% of online first impressions are entirely design related; this means that although content is critical for improving site ranking, it is web design that communicates a business’s credibility. You can spend a lot of money promoting your business through pay-per-click or Facebook marketing, but if your website doesn’t communicate the right messages to the visitors, the effort and expense spent on advertising the site is wasted.

Flexibility

Today, there are a number of different web browsers that are used to surf the web. For businesses to accommodate the majority of internet users, it is essential to have a website design that is compatible with all major web browsers, including Firefox, Chrome, Explorer, and Safari. Today, a flexible web design also includes a mobile-friendly configuration. In fact, a significant number of companies now choose to build their web design around the goal of optimized mobile compatibility. Consumers are increasingly using their smartphones to shop, sites with designs that have been optimized for mobile users can expect improved mobile SEO , user experience, user navigation, and conversions. As such, many funeral homes executing inbound advertising strategies are more successful when they incorporate photos and descriptions of the services they offer into their campaign, such as floral offerings, urns, and caskets.

Stay Competitive

Roughly 50% of small businesses have websites, while the majority of medium and large businesses rely heavily on web presence to drive customer engagement and sales. A responsive, dynamic web design helps your funeral home stay competitive by boosting your SEO ranking, as well as offering a good first impression to families who visit your site. This combination of improved search engine ranking and a quality first impression allows your funeral home to stay competitive against the other businesses in your area.

On average, websites have ten seconds to make a quality first impression before a visitor leaves the site. By having a custom website with copy, images, and messages unique to you, you are improving your company’s credibility, boosting search rankings, and becoming more competitive in your local market. For more information about the benefits of professional web design, or to discuss how quality web design can enhance your business revenue, contact us today for a free web demo or analysis of your current website.

Increase Revenue with Unforgettable Receptions

Mon, 29 Aug 2016 08:15:00 GMT

If you joined us in Napa Valley for our seminar on receptions, you know receptions hold so much opportunity for funeral and death care businesses. Family and friends have always supplemented traditional funerals with time to talk and remember over a meal. It’s also another way to personalize a service. Over the last decade, we have seen funeral homes expanding their services to catering and even tending bar. That’s because they know it’s not only a way to please families, it’s an excellent way to increase revenue in spite of rising cremation rates.

The hospitality and natural beauty of Napa Valley inspired our attendees in so many ways as they look to sharpening their reception businesses. For those of you who weren’t able to join us, here are three takeaways you can implement in your business:

1. You sell receptions with well-planned packages and eye-catching menus .

To get reception business, you need the right tools to communicate your offerings. A menu that lists packages by price point and catering options will help families make decisions quickly and easily. You can also package by number of attendees to eliminate the need to count every person that walks through the door in order to charge the family accurately. We can help: MKJ has ready-to-use menus for funeral home receptions or we can design a custom piece to fit your business, including naming reception packages to match your brand and market.

2. Presentation and portions are critical.

3. Beer and wine make every celebration better.

Just as they enjoy an alcoholic beverage at a party or wedding, attendees at funerals appreciate the opportunity to have a drink after a funeral. Whether a simple final toast, a cash bar, or a full open bar, consider what you can offer in addition to food at a reception. Assuming your state laws allow it, alcohol can be the biggest opportunity for revenue in a reception business. Of course, if you plan to serve it yourself, you need to obtain a liquor license and obtain training for staff to comply with state regulations for serving alcohol.

Have questions about how to start or grow your reception business? Check out our training video on the topic of funeral receptions, or contact us for marketing solutions just for business.

Welcome to MKJ’s Home on the Web

Tue, 26 Jul 2016 17:08:00 GMT

Or maybe you’ve just found us. You’re ready to invest in your marketing, and you can tell MKJ Marketing focuses on quality and results. For businesses in caring and healing industries, whether death care, home and health care, or another industry entirely, we have the creative resources and marketing expertise to serve you.

Now, for the first time, we’re going to share our knowledge with you on a routine basis, right here on our new blog. Need tips on handling price shoppers? We’ll share them here. Wondering what mix of print and digital is needed today? We can tell you. Have a question about which media is most successful at generating leads? We’ve got the data you want.

This will also be a place where we can highlight recent client work, so you can see what’s possible. We do it all—just take a look at our Solutions to see everything we offer. Get ideas and get inspired about all the ways you can grow your market share with MKJ.

Why choose MKJ over others? Well, because with the Internet and social media, there’s a lot of misinformation circulating about marketing, and much of that advice is particularly wrong for businesses that focus on caring for others, as opposed to selling them like retail and restaurants. Anyone with a website can now appear to be an “expert” or a “leader” whether or not they have the track record to prove it. The problem is some of the advice could be a waste of money, or worse yet, hurt your reputation.

For more than 30 years, we’ve partnered with our clients on every aspect of their business, from designing their logo to packaging services, from building their website to creating brand awareness, from training their staff to pursuing a new business stream. We’re there every step of the way. During that time, we’ve also watched industry “experts” close and local agencies fail, most often, because they make promises and then don’t deliver. In short, they don’t know what they are talking about. We do.

Check back frequently, or subscribe below, for MKJ news, client spotlights, continual marketing advice, industry coverage, and branding tips. You might find an article from our CEO Glenn Gould on his latest market research findings, or a piece from our President Marilyn Jones Gould about the latest marketing program we’re releasing, or even a few of her in-demand tips for staff training. Our COO and Head of Digital Strategy, Courtney Gould Miller will be on deck with the latest on digital marketing, including SEO optimization, Facebook ads, and web design.

Consider the MKJ blog your new online home for must-read industry and marketing intelligence.