Insider knows someone who’s been a funeral director for 35 years in a town of 30,000 people.  Here are the funeral director’s thoughts on advertising:

We are in a market area of about 30,000 people and we drive our image via top of the mind awareness in the following ways:

Newspaper:  Our local newspaper comes out twice weekly and instead of putting periodic 1/4 or 1/2 page ads in it we continuously ran three or four small “business card” ads on different pages at all times with just our logo and a saying such as “Douglas County’s Only Crematory” or “Family owned since 1872”.  These small business card size ads were budget friendly and by having three or four of them in each edition we could put them in the sports section and business section as well as in the family section where funeral home ads are traditionally found by the obituaries.  Remember, sports fans and business people at times are your consumers too.

Radio:  Our community has two broadcast companies that operate five different stations.  We run repetitive image oriented ads in a very limited schedule, but daily, on the oldies station and the general news station.  The same familiar voice has been the voice of the funeral home for over 35 years.

Billboards:  We have one billboard on a highly traveled road in the community.  It is image oriented with a small slogan and our logo prominently displayed. . . no staff photos, no long ad copy . . . just a simple statement and a strong, bold logo.

Insider’s take:  There are 21,080 funeral homes in the United States.  Have you approached the funeral homes in your community?  A funeral home which wants top of the mind awareness will be a great long term advertiser.

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