You’re the first internet based funeral service. You want to make sure people know you are different and you have 30 seconds of TV time to get your message across. How would you do it? Yesterday we presented the advertisement that Basic Funerals in Canada created. You can see it here. We thought it was worth repeating because it highlights the whole question of how advertising works and what sort of message you might want to get across.
Basic Funerals CEO Eric Vandermeersch is clear that, as he launches his new service, he wants differentiate it from traditional businesses. Cost of course (and it’s interessting that home visits are seen as exceptional), but it’s also about style and approach:
“When you talk about funerals, obviously it’s a sad time, but there’s also a great element of celebration. We’re not trying to make light of the serious side, what we’re really doing is showing people that we’ve changed the model—it doesn’t have to be expensive anymore,” he said. “There is a lighter side of the industry and we’re not afraid to show it because it is the most important side of the typical funeral.”
He added that commercials he’s seen for other funeral homes lack in the entertainment department. “Usually, it’s the owner of the funeral home standing by a fireplace talking about how his family has been in the industry for six generations and it’s pretty boring to say the least.”
You may not do a TV ad yet, but thinking of your website and paperbased advertising are you the man on the right or the lady on the left? And who has got it right?
No right or wrong, methinks, unless we’re talking about a poor quality service, which is a different matter. Clients can choose whatever they like and this approach will appeal to some, not to others. It’s more likely to appeal to the Internet-savvy. I can think of a few funeral directors who aren’t, and who don’t seem to think it matters. Sometimes “tradition” can just be an excuse for out of date business practices.