Driving up personalisation to the next level

Charles Cowling

 

This is The Cooperative Funeralcare’s new telly ad. Lorinda Robinson, Head of Marketing, The Co-operative Funeralcare, said: “The advert focuses on personalisation and The Co-operative Funeralcare’s ability to deliver personal touches to make a funeral more memorable and respectful. The business has been a pioneer in TV advertising in the funeral industry and the new advert highlights how, as the UK’s leading Funeral Director, we ensure that every funeral we arrange is completely personal and unique.”

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Minko
Guest
Minko

I find that most of the families I work with think traditional is the way to go. That is until you offer them something different. I suggest it’s funeral directors who need to change and offer a bit more than we are used to. I say good on the coop this time.

David Holmes
Guest

If TV advertising is the future – perhaps we will end up following the American model – funeral director Ads urging the public to switch funeral directors if they bought a plan and subsequently ‘went off’ the nominated FD? Change of ownership also seems to be a motivator.

As for the NAFD response to the TV documentaries, the latest NAFD magazine says their investigation is still ongoing. Hopefully some kind of formal comment will eventually be made? I think many members around the country will demand it.

James
Guest
James

Afternoon Andrew, Out of interest exactly what sort of reply are you waiting for? One to you personally? To the readers of these blogs? To the NAFD? To the staff of Funeralcare? The public in general? What would be satisfactory? I do not mean to be difficult, I am genuinely interested to know because the matter is raised fairly often, not of course just by you. Your earlier comment about the cost of advertising being built into the cost of their funerals was interesting. The cost of advertising for any funeral director large or small has to come from somewhere,… Read more »

andrew plume
Guest
andrew plume

and so out there in ‘Funeralcare land’………………..

it’s very much biz as usual………………………………….

and in the meantime, some of us, remain constantly patient awaiting a reply from those at the top to last year’s televised debacle

yes, I know, I really have to shape up and start being a realist

andrew

sweetpea
Guest
sweetpea

I think all the fisherpeople would have been at the funeral, surely?

Jed
Guest
Jed

Good point Sweetpea!! DOH!

Jonathan
Guest
Jonathan

Maybe someone told them it was those guys who make racist comments about the mourners?

James
Guest
James

What is the connection between your comment and the advert and the Co-operative behind it?

Simon irons
Guest
Simon irons

Jonathan
Why would you refer to the racist comments made by the staff of Funeral Partners Ltd when commenting on an advert for The Cooperative Funeralcare, none of us can make the connection?

andrew plume
Guest
andrew plume

yep

yet yet more expensive F’care advertising and of course built into the cost of their funerals, nothing is done by them without passing ‘the costs on’

andrew

David Holmes
Guest

It’s a shame they didn’t find time in the Ad to feature their industrial estate premises as the start point. After all, they are proud of them?

Then again – I suppose the slogan ‘you get your own personal space in our warehouse too’ doesn’t exactly have the same cosy feel to it.

Kathryn Edwards
Guest
Kathryn Edwards

Mebbe the ad agency wasn’t shown the warehouse.

Nick Gandon
Guest

…or maybe the ad agency thought it wouldn’t be such a positive, helpful selling point… or am I being just a tad cynical …

Ru Callender
Guest

Hmmm.

Jonathan
Guest
Jonathan

I completely agree, Ru.

Mark Elliott & Ann.L
Guest
Mark Elliott & Ann.L

I think that in this Country we are always going to have traditional funerals after all this is England and we are Traditionalists . The funeral I arrange and conduct and the families I look after 95% of them have a traditional funeral its very rare to have anything else although the option is there.

Chris the trainee
Guest
Chris the trainee

They make it all look very cosy don’t they? I wonder how they would have done it had his hobby been travelling on the Dover-Calais ferry ?

David Holmes
Guest

PS And who squashed that poor big bloke into the middle seat? 🙂

David Holmes
Guest

I agree with Evelyn – it may just get people talking about their own funeral ideas.

Jonathan – you too are spot on! Hovis with Wilkins of Tiptree jam?

Evelyn
Guest

I like the fact that they do TV adverts – hopefully it will at least get people talking, discussing and looking at all manner of possible options…

Jonathan
Guest
Jonathan

You may be right, but I’m not so optimistic about it, Evelyn. The worst part is that it’s a very good advert that makes its point, but it reinforces the image of funerals as off-the-shelf products that haven’t changed in living memory, and aren’t going to other than by rebranding them with fabulously imaginitive outside the box thinking such as taking the hearse on a detour.

Hovis funerals, with chilli jam.