So we have established that radio is an optimal medium for the funeral and cemetery profession. But what are the steps to creating a campaign.
Step # 1 – determine which radio stations reach the target demographic which typically is 50+ skewed female
Step # 2 – establish a budget and gather rank reports on the stations. Factor the audience and the price and determine which station is most cost efficient
Step # 3 – schedule a long term campaign as short schedules are a gamble
Step # 4 – have patience and let the campaign build your brand over time
My next blog will discuss the creative approach
In the world of funeral and cemetery marketing, the traditional approach usually includes a combination of newspaper and direct mail. The challenge today is that less consumers are reading a newspaper on a daily basis and the response rates for direct mail are less than half a percent. It’s time to say goodbye to passive media and begin working with proactive media like radio, television and social media. Radio is the optimal mainstream media as it offers the ability to target specific demographics and offers affordable frequency. And you can create an emotional connection to listeners more than 95% of North Americans listen to the radio daily and it is the only medium available for free. in the coming weeks, i will give you simple steps to create your own radio campsign. For more information contact firstname.lastname@example.org
In the funeral and cemetery advertising business, there are too many cliche filled ads – our family serving your family, serving this community for 50 years, and compassionate at a time of need. Although these are important considerations, the focus should be on education. Work to demystify death by educating consumers about the funeral and cemetery profession. Start a commercial by saying did you know that more and more consumers are opting for cremation and then explain the reasons such as convenience, flexibility and simplicity. You then position your company differently from the others by offering consumers a benefit. For more information contact tim@ storefrontmedia.ca