Marketing Marketing ManagementManagement

Marketing MixMarketing Mix

Marketing MixMarketing Mix

““the process of planning and the process of planning and executing the development, pricing, executing the development, pricing, promotion, and distribution of an promotion, and distribution of an organization’s goods/services”organization’s goods/services”

Necessary elements:Necessary elements:– 1) 2 or more parties with need1) 2 or more parties with need– 2) desire/ability to satisfy need2) desire/ability to satisfy need– 3) ways to communicate3) ways to communicate– 4) something for exchange4) something for exchange

The Marketing ProgramThe Marketing Program

““it is a driver of growth and is ultimately it is a driver of growth and is ultimately the means by which businesses manage the means by which businesses manage their long-term profitability” their long-term profitability”

““Advertising is the component of a Advertising is the component of a marketing program with the highest marketing program with the highest visibility because it requires the greatest visibility because it requires the greatest expenditure of cash. It is however, only a expenditure of cash. It is however, only a small part of a comprehensive marketing small part of a comprehensive marketing program.” (Pierce, AFD Jan. 2004) program.” (Pierce, AFD Jan. 2004)

MarketingMarketing

Includes: signage, the facility, the Includes: signage, the facility, the grounds, the interior décor, the grounds, the interior décor, the arrangement office, the showroom, arrangement office, the showroom, merchandising, pricing, public relations, merchandising, pricing, public relations, personal activities, a uniquely personal personal activities, a uniquely personal service, community service activities, service, community service activities, charitable activities, after service support, charitable activities, after service support, grief counseling, prearrangement grief counseling, prearrangement programs, hospice support programs, programs, hospice support programs, advertising and employee incentive advertising and employee incentive compensation programscompensation programs

Planning the Marketing ProgramPlanning the Marketing Program

Define the funeral home.Define the funeral home. Align the strengths of the funeral Align the strengths of the funeral

home with marketing efforts.home with marketing efforts. Define the “target” and include: Define the “target” and include:

employees, age, gender, existing employees, age, gender, existing clientele, potential clientele, clientele, potential clientele, competitive businessescompetitive businesses

Targeting EmployeesTargeting Employees

Employees are the most important Employees are the most important recipient of the marketing message.recipient of the marketing message.

Why?Why?

Building the Marketing PlanBuilding the Marketing Plan

Crystallizing objectives.Crystallizing objectives. Constructing the plan.Constructing the plan. Define available resources.Define available resources. Allocate resources.Allocate resources. Implement.Implement. Motivate the employee team.Motivate the employee team. Monitor the results.Monitor the results. Reward success.Reward success.

Market SurveyMarket Survey

““a study that is used by a business to a study that is used by a business to determine where the potential determine where the potential customers are located”customers are located”

Information required:Information required:– 1) Community Data1) Community Data

– 2) Published Market Data2) Published Market Data

Community DataCommunity Data

Demographics: “the statistical study Demographics: “the statistical study of human populations with respect to of human populations with respect to their size, density, distribution, their size, density, distribution, composition, and income”composition, and income”

Economic Base: “the wealth Economic Base: “the wealth produced in or near a community produced in or near a community that provides employment and that provides employment and income to the local population”income to the local population”

Community Data (cont’d)Community Data (cont’d)

Population TrendsPopulation Trends

Disposable Income TrendsDisposable Income Trends

CompetitionCompetition

Social and Business ClimateSocial and Business Climate

Published Market DataPublished Market Data

Census of Population: “compiles Census of Population: “compiles population statistics with regard to population statistics with regard to distribution of population by religion, area distribution of population by religion, area etc.”etc.”

Census of Business: “explains where Census of Business: “explains where certain businesses are located”certain businesses are located”

Census of Housing: “keeps track of new Census of Housing: “keeps track of new home sales by region and/or construction home sales by region and/or construction of new houses by region and specific area”of new houses by region and specific area”

Published Market Data (cont’d)Published Market Data (cont’d)

Census of Manufacturing: “explains Census of Manufacturing: “explains where certain manufacturers are where certain manufacturers are located”located”

Chamber of CommerceChamber of Commerce

4 “P”s of Marketing Mix4 “P”s of Marketing Mix

ProductProduct

PricePrice

Place (Distribution)Place (Distribution)

Promotion (Advertising, PR, Cust. R)Promotion (Advertising, PR, Cust. R)

PromotionPromotion

AdvertisingAdvertising

Public RelationsPublic Relations

Customer RelationsCustomer Relations

AdvertisingAdvertising

““the art of making the public aware the art of making the public aware of the services or commodities that of the services or commodities that the business has for sale”the business has for sale”

““People are exposed to as many as People are exposed to as many as 3000 advertising messages per day!” 3000 advertising messages per day!” (Condon & Richmond, AFD June (Condon & Richmond, AFD June 2003)2003)

““Americans spend 151 hours per Americans spend 151 hours per year (2.9 hours per week) reading year (2.9 hours per week) reading the newspapers, 15 hours less than the newspapers, 15 hours less than in 1995….and that number is in 1995….and that number is projected to drop by another 7 hours projected to drop by another 7 hours per year by 2005.” (Suhler, July per year by 2005.” (Suhler, July 2001)2001)

““Insanity is continuing to do the Insanity is continuing to do the same thing over and over and same thing over and over and expecting different results.” expecting different results.”

(Albert Einstein)(Albert Einstein)

Advertising SuccessAdvertising Success

Based on:Based on:– TargetingTargeting– Campaign ConceptCampaign Concept– ContinuityContinuity– FrequencyFrequency

““A person must see or hear a message at A person must see or hear a message at least 7 times before it remains in their least 7 times before it remains in their subconscious memory.” (Condon & subconscious memory.” (Condon & Richmond, AFD June 2003)Richmond, AFD June 2003)

Advertising (cont’d)Advertising (cont’d) What are some of the things that motivate What are some of the things that motivate

a consumer to buy?a consumer to buy?

What are the desired effects of What are the desired effects of advertising?advertising?

What are some non-controllable factors in What are some non-controllable factors in advertising?advertising?

What are some of the types of advertising What are some of the types of advertising media?media?

Advertising (cont’d)Advertising (cont’d)

Funeral Service advertising should be Funeral Service advertising should be factual, informational and factual, informational and educational.educational.

How can you measure the success of How can you measure the success of advertising?advertising?

Advertising CampaignAdvertising Campaign Establish goals.Establish goals. Determine contributions.Determine contributions. Develop budget.Develop budget. Consider alternativesConsider alternatives Develop a “logo”.Develop a “logo”. Professional typesetting.Professional typesetting. Develop “appeal”.Develop “appeal”. Support claims.Support claims. Create image.Create image. Be consistent.Be consistent.

Common MistakesCommon Mistakes

FH building as significant.FH building as significant.

Old-fashioned image.Old-fashioned image.

Person’s photo.Person’s photo.

NJ Advertising LawNJ Advertising Law

Amendments effective 10/01:Amendments effective 10/01: 1) business cards included1) business cards included

2) public media includes internet2) public media includes internet

3) must include the license number 3) must include the license number of the practitioner preceded by the of the practitioner preceded by the phrase “N.J. Lic. No.”phrase “N.J. Lic. No.”

NJ Advertising Law (cont’d)NJ Advertising Law (cont’d)

All advertisements must include:All advertisements must include: 1) True firm name, address and telephone 1) True firm name, address and telephone

number as registered with the State number as registered with the State Board.Board.

2) Name of the manager or licensee in 2) Name of the manager or licensee in charge.charge.

All licensees who are principals, partners All licensees who are principals, partners and officers are responsible for the and officers are responsible for the content of the ad.content of the ad.

NJ Advertising Law (cont’d)NJ Advertising Law (cont’d)

Copy of each ad must be retained for Copy of each ad must be retained for 3 years and made available to the 3 years and made available to the State Board upon request.State Board upon request.

Price advertisements must include Price advertisements must include the manufacturer and model # and the manufacturer and model # and disclose all services included.disclose all services included.– No additional charges can be made No additional charges can be made

unless specifically noted.unless specifically noted.

NJ Advertising Law (cont’d)NJ Advertising Law (cont’d) Prohibitions:Prohibitions: 1) unlicensed name without the 1) unlicensed name without the

appropriate statementappropriate statement 2) offer of service/merchandise that is not 2) offer of service/merchandise that is not

available or cannot supplyavailable or cannot supply 3) invalid license number3) invalid license number 4) advertising FH that does not exist4) advertising FH that does not exist 5) testimonial5) testimonial 6) claim of professional superiority which 6) claim of professional superiority which

cannot be documentedcannot be documented 7) intimidation or undue influence7) intimidation or undue influence

Novelty ItemsNovelty Items

13:36-5.12(e):”small novelty items where 13:36-5.12(e):”small novelty items where the space of advertising is limited shall the space of advertising is limited shall disclose the municipality where the facility disclose the municipality where the facility is located and the true firm name as it is is located and the true firm name as it is registered with the Board.”registered with the Board.”

““welcome to town signs, sponsored sports welcome to town signs, sponsored sports team jerseys, golf outing hole sponsor team jerseys, golf outing hole sponsor signs, and carnival/founders day banners signs, and carnival/founders day banners also fall into this category” also fall into this category”

(The Forum, May 2005)(The Forum, May 2005)

Public RelationsPublic Relations

Anything that funeral home Anything that funeral home representatives say/do that can be representatives say/do that can be attributed to the funeral home.attributed to the funeral home.

Why do people select a certain Why do people select a certain funeral home?funeral home?

Customer RelationsCustomer Relations

How can a funeral home monitor its How can a funeral home monitor its service?service?

How can a funeral home be available How can a funeral home be available to the community it serves?to the community it serves?

What can a funeral home do to make What can a funeral home do to make its consumers more comfortable?its consumers more comfortable?

What can a funeral home do to make What can a funeral home do to make invitees more comfortable?invitees more comfortable?