This presentation gives death care marketers the tools to maximize their lead generation efforts by fine-tuning their best prospects and using the top channels to reach them. Marketers will find a myriad of both at need and pre-need marketing tips they can use to increase the number of leads they bring into their funeral home or chapel. Presented at the New Jersey State Funeral Directors conference, Sept 26-27, Atlantic City, NJ

1. Lead Generation
Blending multiple media channels to reach the Best
Prospects for your Funeral Home or Cemetery
Dale “ DataDale” Filhaber
President, Dataman Group Direct
Author, Lead Generation Made Easier

2. You Need a Plan
 Lead Generation is not an event.
 It is a well-thought out, multi-faceted
program that takes into consideration
your goals, your budget, your resources
and your brand
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3. Lead Generation
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4. The Perfect Lead
 The lead wants a
preneed plan for
him/herself & spouse
 The lead wants to set a
date & time to come
into your chapel for an
appointment this week
 The lead can afford to
pay for a preneed
arrangement
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5. Lead Generation
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Cutting Through the Clutter

6. Lead Generation
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7. Lead Generation Channels
 Direct mail
 Presentations
 Telemarketing / cold-calling
 Senior Fairs / Home Shows
 Referrals
 Online lead generation
 SEO / PPC
 Networking
 Community Outreach
 Social Media
 Farming your own database
 Remarketing
 Website
 Door-to-Door
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8. 2 Different Markets
 Pre Need
 At Need
And the way we market to them is
very different
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9. Which way to go?
Inbound Outbound
 Creating situations
where prospects can
find you
 Reaching out to find
your best prospects
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10. At Need
Inbound – Can They Find You ?
Top Channels:
 Solid Mobile Compatible Website
 SEO / PPC program
 Branding
 Name recognition
 Clickable ads
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11. At Need
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Are you optimized for
Mobil Search ?
Resource:
https://adwords.google.com
/home/resources/mobile-
advertising/

12. Generating Pre Need Leads
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Outbound – Can You Find Them ?

13. Defining Your Top Prospects
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14. Top Pre Need Market Segments
 Households with presence of an older
adult
 Planners
 Senior Lists / Golden Homeowners
 Birthday Lists
 Veterans
 Targeting by Ethnicity / Religion
 Individuals whose parents had pre need
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15. Households with presence of an
older adult
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16. Planners
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17. Planners
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18. Senior Lists
Golden Homeowners
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19. Birthday Lists
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20. Veterans
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21. Parents Had Pre-Need Plans
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22. Maximizing Your Own
Database
 Data Hygiene
◦ NCOA
◦ Data Append
◦ Phone Append
◦ Email Append
 Telephone surveys
 Anniversary / Holiday cards
 Incorporate prospects in Direct Mail
campaigns
 Modeling to create “look-alikes”
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23. Top Pre Need Marketing
Channel
Direct Mail is #1
• Targeted
• Personalized
• Trackable
• Responsive
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24. Direct Mail
Components for Direct Mail
Response
 Targeted list
 Creative – the mail piece
 Your Message
 The Offer
 Response Vehicle
 Timing
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Repetition is Key!

25. New Opportunities in 2017
 Enhanced targeting &
more personalization
with variable data
printing
 Integration with other
media channels –for a
multilayered approach
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26. New Opportunities in 2017
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 Mailings using new
technology, shapes,
inks
 USPS Irresistible Mail
 Consider using unique
mailers interactive 3D,
unique format
o Did you know that textured
envelopes can increase your
open rate by 3X?

27. New Opportunities in 2017
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Get creative
Unique idea:
 Mail-able Virtual Reality
glasses can give your
prospects a complete
tour of your facility
 Can you show locations
in your cemetery?

28. New Opportunities in 2017
 More prominent branding
with Dotless QR Codes
 Drive leads to your
website or to your lead
generation forms
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Resource:
Design your own QR Code:
http://www.visualead.com/qr-code-generator/

29. Messaging
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30. Fear Sells
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31. So Does Peace of Mind
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32. Do you have a Tagline?
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Phillips & Meyer Funeral Home, Brookville IN
Harpring & Sons, Batesville IN

33. The Offer
 A Free Planning Guide Doesn’t Cut it
in 2017
What will stand out &
make people call you?
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It’s about VALUE
• Prayer Cards
• Afternoon Visitation
• Acknowledgment cards
• Online tribute & memorials
• Keepsakes
• Premiums

34. Response Mechanism
 Business Reply Mail
 Click to call
 QR Codes that drive
responders to your website
or
to a lead generation form
or social media
 Text to a phone # to get
more information
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35. What’s available
 Turn-key programs
Vs
 Do it yourself
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36. Direct Mail Success Summary
 Target – target – target
 Match the message to the target
 Effective offer
 Mail at the right time
 Consider different response mechanisms
 Test – tweak - retest
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37. Telemarketing
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38. Telemarketing
 Cold Calling & the Do Not Call
 The truth about Cell phones
 Obtaining phone #s you can use
 Telephone appending
 Using the phone for Follow up
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Widely used for Final Expense

39. Generating Leads Online
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40. It starts with your Website
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41. Website Must Haves
 Easy Navigation
 Clear phone # / address
 Link for Directions
 Mobile compatibility – vital for at need
◦ Click to call
◦ Link to Google Maps
◦ Super fast loading speed
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42. More Website Must Haves
 Lead Generation form(s)
 Contact for more information
 Photos of counselors
 Online Obituaries
 Tributes Section
 Community Resources
 Partnerships
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43. Lead Generation Form
 Perfecting your form
shorter is better than longer
 Consider a simple captcha
 Systematize incorporating
the leads into your sales
funnel & CRM software
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44. Email Marketing
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45. Email Marketing Best Practices
 Segment your lists
 Email for a reason
 Subject line
 Remind readers what
you do
 Make People happy
 Use great photos
 Be current
 Be consistent
 Provide value
 Ask people to reply
 Integrate with other
media
 Don’t try to hard sell
 Hold yourself to a
higher standard
 Go for small wins
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Resource:
https://blogs.constantcontact.com/e
mail-marketing-best-practices-2/

46. Social Media
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47. Advertise on Social Media
 Facebook Advertising
 Linked In Ads
 Remarketing /Retargeting
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48. Self-Test your Website today
 Check your site’s speed
https://developers.google.com/speed/pagespeed/insights/
 Mobile friendly test
https://www.google.com/webmasters/tools/mobile-friendly/
 Test your Website – Get tons of info
http://nibbler.silktide.com/
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49. More Info
 Slide 6 - http://quotes.lifehack.org/quote/warren-buffet/do-not-put-all-
eggs-in-one/
 Slide 26 – USPS Response Rates
https://irresistiblemail.com/gallery/powerstat
 Slide 29 – This billboard is infamous! http://blog.funeralone.com/grow-
your-business/funeral-marketing/remarkable-marketing-campaigns/
 Slide 30 - http://www.toptenreviews.com/services/insurance/best-final-
expense-insurance/security-national-life-review/
 Most up-to-date info on Google Algorithms:
http://searchengineland.com/library/google/google-algorithm-updates
 USPS Irresistible Mail – When paper & Pixels converge:
https://www.irresistiblemail.com/
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50. Questions?
Dale “Data Dale” Filhaber
800.771.3282
dale@datamangroup.com
www.datamangroup.com
Books & Articles by Data Dale to Read:
 Marketing To Death
 2017 Marketing Trends in the Death
Care Industry
 Planning An Effective Pre Need
program
 Lead Generation Made Easier
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51. For More Info – scan this QR Code
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