I was recently challenged by a sales person from New Zealand – asking this very question.
I have had several funeral companies advertise with me over the years, and one in particular for over 15 years – so I spoke with a tiny but of authority on this – and they wanted to know how I had come prepared for their question… I said it was experience – which as we see is vitally important when advertising this particular business category.
Yes you have to be sensitive, and thoughtful – but you can also show your expertise in your medium by doing one or more of the following:
1. Sponsor Relevant Programming: Sponsor a show or segment that deals with grief, loss, or other related topics is my first thought. This helps to position your clients business as a supportive and caring resource. It doesn’t have to be a once off thing, regular segments for example on the language of flowers was a winner with one of my clients.
2. Share Their Expertise: Ask if they would like to be a guest on a show or a program that will discuss end-of-life planning or answer questions about funeral services. We had a regular guest once a month who answered questions that people were… “Dying To Know”
3. Develop a Public Service Announcement: Create a PSA that educates listeners about the importance of funeral planning and the services your business offers. This has to be monitored – if a natural disaster or similar occurs, pull the spot – you don’t want a client to appear mercenary and looking to make money out of terrible times.
4. Advertise Special Offers: Offer discounts or special promotions for listeners who mention hearing your ad on the radio. This can be done by the way of having a radio only special – or a code which is used when booking an appointment with your client.
5. Highlight Community Involvement: If your client’s funeral business is involved in community events or supports local organizations, share this information in their radio ads to demonstrate your commitment to the community. This can be done by way of ‘proud sponsors of’ type spots or commercials just for that group, tagged with sponsored by…
6. Leverage Testimonials: This can be a hard one to do – and I would only do it once a year – but consider incorporating testimonials from satisfied customers in their radio ads to highlight the quality of their services and build trust with potential customers. Done carefully and respectfully, it works.
7. Use emotional appeal: While promoting a funeral business may require a delicate touch, using an emotional appeal can be effective in connecting with listeners. Highlighting the importance of celebrating a loved one’s life and the peace of mind that comes with pre-planning can be effective messages.
It’s important to remember to approach the topic with sensitivity and empathy, as the audience may be grieving or dealing with loss.
Avoid making jokes, or being blunt – you want the experience of listening to the clients commercial to be the same type of experience that listeners have when they use their service.
