A funeral service has its own ad-sales department, but one company says it’s up to the funeral home to find the perfect fit for their funeral ads.
That’s exactly what a funeral service marketing expert says will happen, but funeral home owners and funeral directors may have to be more selective in their marketing.
The funeral home will have to have a solid understanding of what kind of funeral service is right for them, according to Michael Graziano, a funeral director and director at the funeral service company Funeral Media Inc.
Graziano has seen how funeral services have fallen short in the past.
His company, Funeral Marketing Inc., has made an effort to keep funeral homes and funeral homes from falling prey to funeral home ad fraud.
Gaziano, who has worked at Funeral Management for 10 years, says the funeral industry has been flooded with so many ads for funeral services that it is impossible to find a specific funeral service that fits all of the needs of the customer.
Funeral services may be looking for someone to come to a funeral home with a family member or friend, for example, but Funeral Advertising International Inc. says its funeral service advertisers don’t have to make that connection.
“You can have a funeral and have funeral advertising and funeral advertising ads for people in the same funeral home, or in the opposite direction, for people who are going to a different funeral home,” said Grazio.
“If you have to advertise in two different funeral homes, you’re not going to do it.”
Grazio says a funeral advertising firm has to have good relationships with funeral homes in order to keep its ad inventory and revenue in check.
Funerals may also have to take steps to keep their advertising from getting out of control.
If the funeral is in a location that is known for fraud, it can be difficult to identify and track those who are selling fake ads.
The funeral industry is not alone in trying to combat fake funeral ads, but some funeral directors say that a better understanding of funeral advertising may help them identify people who may be selling ads for the wrong funeral service.
Griese said he is aware of some funeral ads that may have been sold with no connection to the company that produced them.
Gryffin said she had one funeral home that was trying to buy a funeral, and when she looked at the ad, she found out the funeral was not for her, but was for someone else.
Gritsinger said some funeral homes will have a list of the funeral homes they want to get their funeral advertising, but other funeral homes may have a more specific list that has to do with what type of funeral services they are looking for.
The rules of how funeral companies advertise their services vary from funeral home owner to funeral owner.
For some funeral services, the funeral director will decide who will be the funeral provider.
For others, the family will decide the funeral.
For Grazie, his company has to find that perfect match for a funeral to ensure it doesn’t get out of hand.
Griziano said the funeral advertising industry has to understand that a funeral is a service, and not just an event.
He said it is important that funeral directors understand that funeral advertising can be effective, but they also have the responsibility to find and get that perfect fit.
“It is really important that you have a good relationship with the funeral directors,” saidGrazi.
“They are not trying to scam you, they are just trying to help you find the right funeral services.”
Copyright Associated Press / NBC New York