In a bid to pre-sell more of their services to baby boomers, funeral homes are trying to make death a user-friendly experience
Shakespeare in the Park plays, gospel concerts, bird watching, tree hugging, historical walking tours, jogging and picnics are not the first things that spring to mind when you think of cemeteries and funerals. But for Mount Royal Commemorative Services, on Montreal's Mount Royal, it's all part of bringing life to an industry long known for its deadly dull marketing.
Armed with research by Pollara, which found the single biggest thing consumers want from the funeral/ cemetery industry is information, "we decided to (use) our marketing efforts to say we're committed to educating Montrealers and consumers about the funeral and cemetery profession," says Tim Thompson, director of marketing for the non-profit cemetery and funeral complex. "We took the approach of trying to demystify the business."
Friendly Funerals
Friendly Funerals
Trend Themes
1. Humanized Funerals - Funeral homes are adding personalized and unique components to funeral services to make the experience friendlier and less intimidating
2. Active Mourning - Cemeteries are incorporating activities such as bird watching, jogging, and historical tours to make the funeral process more enjoyable and engaging
3. Funeral Information Services - Funeral and cemetery service providers are developing innovative ways to educate consumers about the funeral and cemetery profession
Industry Implications
1. Funeral Industry - The funeral industry can integrate personalized and unique components to their service offerings to make the experience friendlier and less intimidating
2. Cemetery Industry - Cemeteries can include additional engaging activities such as bird watching, jogging, and historical tours to attract more visitors
3. Marketing Industry - Marketing agencies can support funeral and cemetery service providers by developing innovative strategies to educate consumers about the funeral and cemetery profession