Fall 2014 by Scott McClure

Fall 2014 I www.ogr.org

速

HITTING THE TARGET:

Make the Most Out of Your Marketing Inside: Find the Right Marketing Mix The Anti-Funeral Home Is a Website Just a Website?

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Table of Contents

Inside OGR

How to Effectively Market Your Funeral Home Christopher Kuhnen, CEO & President of Funeral Profit Protectors, LLC, walks us through the details of a successful marketing plan.

Presidentâ&#x20AC;&#x2122;s Message

Member Profile

A Website is Just a Website, Right? Kevin Montroy, FrontRunner Professional, tells readers exactly what it takes to be successful online.

Newsworthy 24

Young Professionals Association staffer goes one-on-one with the next generation of OGR members.

What is the "Anti-Funeral Home"? Jay Sperling of member firm Sperling Funeral Home in Wexford, Pa tells us why professionals put the word service in funeral service.

CALENDAR

Exemplary Service

Milestone Anniversaries

New Members 31

OF EVENTS

[ October 10 - 11]

[ October 28 ]

Fall Forum Nashville, Tenn.

FREE Webinar: Fall Forum Highlights: What members learned.

[ April 22 - 25 ] Annual Conference & Supplier Showcase Orland, FL *Additional Day Added!

The Independent® is a benefit of membership in the International Order of the Golden Rule (OGR), a not-for-profit organization taxexempt under Section 501(c)(6) of the Internal Revenue Code, Federal ID No. 43-1828432. Published quarterly, The Independent® is mailed the first full week of each new quarter. Send address changes to OGR, Attn: Mailing List, 3520 Executive Center Dr., Suite 300, Austin, TX 78731. © 2011 International Order of the Golden Rule. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Non-member subscriptions (USD): One year: $40; two years: $60; single copy: $11.50. Founded in 1928, OGR is composed of independently owned and operated funeral homes located throughout North America and overseas. Editorial material and letters of opinion are invited. Published articles reflect the opinions of the authors and do not necessarily represent the views of the association. OGR reserves the right to edit all submitted materials and does not assume responsibility for unsolicited materials. For author guidelines, contact the editor, (800) 637-8030, or visit www.ogr.org.

BOAR D OF D IR EC TOR S President Wayne “Bud” Wieting

President-Elect William Brock, Jr. CFSP

Secretary-Treasurer Peter “Skip” Urban

Immediate Past President David Fry

Directors Charles Castiglia

ADVERTISER’S INDEX

Thomas L. Hemmerle Adam Miles Martin

Access Financial Group............................. 23, 25

John Vincent Scalia

Chris Chigas, (800) 487-8220, ext. 8233 www.afinancial.com

American Macular Degeneration Foundation ..................................................... 15 (413) 268-7660 amdf@macular.org www.macular.org

STAFF Executive Director Mark Allen

Membership & Scott F. McClure Communications Director Staff Diane Durbin

Maureen Hayes

Aurora ............................................................. 7 Chip Ray, (800) 457-1111 pbray@auroracasket.com www.auroracasket.com

Connie Haymes Gael Murdoch

Denise Rodriguez

C& J Financial ................................................ 21

Michael Ryan

Jamie Meredith, (800) 785-0003 jamiem@securitynational.com www.assignmentfunding.com/ogr

Passages International ..................................... 17 Darren Crouch, (505) 830-2500 darren@passagesinternational.com www.passagesinternational.com

Pierce Chemical ............................................. 32 Lance Ray, (800) 527-6419 lray@wilbert.com www.piercechemical.com

Jessica A. Smith Design & Layout Scott F. McClure Advertising is accepted at the discretion of the publisher. The advertisement of any product or service in The Independent® does not represent an endorsement of such product or service by OGR. Classified Advertising: line ads: $1.10 per word; display classified ads: $30 per col. inch. Call the communications department to reserve space or to request a rate card and mechanical specifications. OGR does not accept ads that discriminate on the basis of race, religion, national origin, age, gender, disability or any other federally protected class.

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The Independent® |

www.ogr.org | The Independent®

Fall 2014 | Volume 17 | Issue 4

President’s Message

EMBRACE CHANGE—

Embrace Life

by Bud Wieting

hat changes are on your horizon? Are the trends positive or negative? Do you care to share? The hours of daylight are getting shorter every day. I believe it is God’s way of letting us know that the glorious season of autumn is just around the corner, and we all know what follows autumn. We can learn so much by watching nature change from one season to the next. In Wisconsin, we see many changes this time of year. Birds start to migrate back south, gardens and crops ripen for harvest, the night temperatures are cooler, and most plants and trees start to show signs of going dormant for a season. Just like the trends of shorter daylight hours in the fall and the turning of the leaves from green to the many vibrant colors, we too must observe the trends in the seasons of our lives and the lives of our funeral businesses. The older I get the more I realize the old saying “Change is inevitable” is very true. What does it mean to change? Often change can be a wonderful thing. I remember some wonderful changes that took place in my life. Getting a drivers license gave me a new sense of freedom. Going off to college gave me a new sense of independence and being out from under the rules of parents. Getting that first significant paycheck gave me the sense of empowerment to go out and buy whatever I wanted. Graduating from college gave me the sense of accomplishment and the ability to go out and conquer the world. Buying a business gave me the sense of being responsible for something much larger and more complex than just myself. Getting married gave me the sense of giving a part of myself away and receiving a part of someone else. Having children, gave me the greatest sense of pride, accomplishment, and fear that I have ever felt, all at the same time. Welcoming grandchildren into my life, gave me the sense of wonder and amazement. On the flip side of that coin, sometimes change can be a

hard and bitter pill to swallow. Most of these bitter changes that we go through in life revolve around loss. Losing someone to divorce, having a favorite pet die, losing a large sum of money, going through a life changing illness, having a business fail, dealing with the death of a spouse, child, parent, or close friend, losing a job, or losing physical or mental abilities. One could go on and on with the many changes that happen in life, both good and bad. As funeral professionals, we deal daily with people that are going through the loss of someone close. We are the experts in dealing with loss. This brings to mind three words that often times get mixed up by both professionals and laymen. These words are bereavement, grief, and mourning. Often times we use the words interchangeably, but the meanings are quite different. Bereavement is the state of loss; being bereft of something or, in our profession, of someone. Grief is a very private and personal thing that can only be dealt with by the individual who is grieving. We all remember learning about the stages of grief and how each individual deals with some or all of these stages. Mourning, however, is the outward public action invoked by the grief. I believe that is why Jesus said, “Blessed are those who mourn, for they shall be comforted.” This fact was true when Jesus uttered those words, and it is still true today. I believe that we, as funeral professionals, have the duty to help the survivors mourn. We do this by giving them the opportunity to come to grips with the reality of death. That is why it is so important to have the viewing of the deceased. We offer a safe environment for the survivors to show their emotion and their pain resulting from their loss. We aid the survivors in the process or ritual that will give meaning to both them and the deceased. By doing these things, we help the survivors transition their relationship with the deceased from one of physical presence to one of only thoughts and memories. The purpose of the planning, the visitation, the funeral service or ceremony, and the final disposition is to continued next page The Independent® | Fall 2014

help the survivors take those first steps in learning to make this transition. For most survivors, this process is an ongoing, lifelong task, because no one can grieve a loss until it happens. This means, as life moves forward, events are going to occur that will invoke the thoughts of, “I wonder what Dad, Mom, or whomever would think if they were here today for this milestone event?” That is the time when you grieve that particular loss. At first, many of the memories are bittersweet, but as time moves on and the survivor becomes emotionally better at mourning the losses as they occur, the memories become much sweeter and less bitter. We all know of people who decide to grieve alone and try to dispense with the mourning part of the process. In the long run trying to do this makes the task more difficult and much harder. The mourning process often gets pushed off or placed on hold for many years. Often it is said many of life’s problems stem back to unresolved grief. It is far better to grieve and to mourn when the loss occurs. The saying of “grief shared is grief diminished” is exactly what happens when survivors properly use the funeral to mourn and

start the healing process. It’s quite amazing how changes in life can affect so many things and for such a long period of time. Just like nature sends us hints about what is coming over the horizon, we too must watch the trends of what is happening in the funeral profession. The trends of consumer requests will most likely turn into what the consumer will be demanding in the not too distant future. I love that I am an associate with each and every OGR member. Together we are joined in partnership to watch these trends and share ideas to help turn these trends into successful initiatives to meet the needs and wants of the families we serve. I want to congratulate and commend each and every one of you for being a partner in a cutting edge organization of funeral professionals. Keep up the good work of serving others, as you would want to be served. God bless you all.•

Bud Wieting, President

OGR will have a new address effective November 1. Please make note of the change for all future correspondence. 6

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HOW DO YOU WANT TO

What are the stories, pictures, and lessons that you would like to pass on to your family and future generations? Your childhood experiences, holiday remembrances, even personal, private messages that live on after you leave this life? Record them today at , an online community where you can record and share the stories of your life, even upload video messages for those you love. TM

Create your FREE profile today at BeRemembered.com. To learn how your funeral home can use BeRemembered.com to connect to families and grow market share, send an e-mail to questions@beremembered.com for an exclusive offer!

.com

Your Life. Your Story. In Your OwnWords.

BRC036

The Independent速 | Fall 2014

FIND THE RIGHT MARKETING MIX & HIT YOUR TARGET

By Chris Kuhnen, Funeral Profit Protectors

he Webster’s On-Line Dictionary defines “mar-ket-ing” as “an aggregate of functions involved in moving goods and services from producer to consumer.” In simple terms, it all boils down to basic common sense and good old-fashioned street smarts. However, various pitfalls and myths can trip you up, if you’re not careful. Being aware of these can make you a better and more effective marketer. You’ll be more successful in achieving your goals, and over time, increase your at-need and pre-need case volume and profitability.

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Let’s first define marketing,

not as Webster’s does, but rather as a useful tool for funeral directors. Marketing is an applied blending of all those functions that skillfully integrate advertising, promotion, at-need and pre-need sales, customer service, community involvement, merchandising and market research into one flowing and productive tool. Therefore, the first rule to understand is this: advertising is not marketing.

of the month. This is not smart. I suggest one of several methods to create an effective marketing budget for your firm. Perhaps the most common method utilized among small businesses today to determine their marketing budget is the one that is based on the percentage of annual gross sales; 2 to 3 percent is prevalent in funeral service. Some

Advertising is just one part of the overall marketing mix. Understanding the difference is critical. Marketing is the total system of delivering your goods and services to consumers in your community. Marketing includes the very nature of your service, how you provide and perform service, goods and charges, the appearance of your building, grounds, personnel, merchandise, rolling stock and the process by which you promote these items. There are four classic P’s of marketing: “product”, “price”, “promotion” and “place.” Your funeral home’s appearance, goods and services must be clearly defined and easily recognizable. Your price also must be fairly determined and appropriately publicized. You must also consider how and where to promote yourself and your entire staff. Direct or personal contacts are part of promotion, as is advertising. Failure to properly plan can kill your business. Everyone has heard the expression, “No one plans to fail; they fail to plan.” Do you have a written, detailed, well-conceived marketing strategy? If you don’t or if your plan is outdated and has not kept up with changing times brought on by competitive market shifts, you run the risk of losing sight of your initial goals and objectives and responding reactively to every change in your marketplace. Knee jerk reactions are where critical mistakes are made. Your plan should minimally cover 26 weeks. Get and keep your marketing plan up to date. Clearly define your goals and objectives. Identify your primary and secondary target markets and address the relative strengths and weaknesses of your operation versus all your competition. Your marketing plan needs to address the strategies and tactics you’ll use to achieve your objectives, as well as define the image you want to project to the families you’ve served and look to serve in the future, the community at large, your employees, vendors and suppliers.

You need an adequate budget.

It is unfortunate that most funeral directors treat their marketing budget as the pocket money left over at the end

funeral directors use a figure based on an average for the funeral industry as provided by International Order of the Golden Rule, NFDA, State Associations, Federated Funeral Directors of America or others. Another method that others, such as automobile and boat dealers, often use employs a fixed amount per unit sold. I know one funeral director who modified this method to be based on caskets and vaults. Perhaps you prefer to use your gut instincts and decide on an amount that “just feels right.” The trouble with this approach is most of the time, our “gut instincts” are tighter than ticks on a dog, and we don’t invest enough financially into the marketing plan to adequately get it off the ground. Studies show the average American funeral home’s annual marketing budget runs between $15,000 to $25,000. Although some methods are clearly better than others, none are truly logical. The percentage of sales method, for example, assumes sales lead marketing, rather than marketing leading sales. So, if the economy or area death rate takes a downturn, the marketing budget drops at a time it should be increasing. continued next page The Independent® | Fall 2014

The best method of budgeting is based on “objectives and tasks.” Based on your strategic marketing plan, the stated objectives and the tactics identified to achieve those objectives determine the amount of money necessary to give you a reasonable opportunity for success.

You can’t be all things to all people.

All too often funeral home owners tend to assume the universe of people interested in their funeral home is much larger than they can realistically hope to capture. Research and identify your particular niche market and target it to the best of your ability. Positioning is critical. Marketing is most effective when it focuses on clearly identified niches. If your primary customers are from a particular religious denomination or section of town don’t dilute your efforts by trying to expand your marketing efforts to others before capturing more than your fair share of what you already possess. Expand on your existing strengths before attempting to attract others. You’d be surprised what is readily available in your own back yard. We’re not all the same. When marketing to older adults (50+) don’t automatically assume they are all alike and should be lumped into one large marketing group. Typically there are three segments that reflect seniors' life stages: pre-retirees (50-62), active retirees (63-74) and seniors (74-plus). While realizing the way we market to any demographic has dramatically changed, given the rapid expansion of the Internet and social media, adapting your message to the

new breed of Baby Boomers is critical to your marketing success. Don’t call them "seniors”. The 10,000 baby boomers turning 65 every day are not the same seniors of 10 years ago. People at or near retirement see this time of their lives as an opportunity to expand their life experiences. From starting their dream business to staying healthy by getting involved in sports, today’s “seniors” won’t respond to the same marketing messages you were sending out two years ago.

Separate yourself from the crowd.

Given the eruption of Google searches and social media sites (Facebook, LinkedIn, Twitter, etc.), you now have to differentiate yourself from all other funeral professionals in your market. In today’s consumer reality having a website with the standard “About Us” section is not enough. You need to quickly and clearly let people know what makes you different — what is your “unique” value proposition?

Remember, your value proposition is not that you offer funeral pre-planning, funeral services, cremation services, caskets, vaults, etc. One hundred percent of your direct competitors offer the same exact services. Your value proposition answers a consumer’s primary question: “Why should I call/use this funeral home over any other? Ask people what motivates them to respond. Funeral homes across America spend thousands of dollars every year conducting focus group and/or telephone research studies. Don’t ignore your very own built-in focus group, your client families.

POTENTIAL CUSTOMER NEW CUSTOMER LOYAL CUSTOMER 10 www.ogr.org | The Independent®

Every time you chat or meet with a family about anything, start the conversation with some open-ended questions about the funeral service marketing and advertising they find effective or ineffective. Most of your client families will be happy to share their thoughts and insights with you. Even better, if you’re working on a new brochure, ad or seminar invitation, let them read it and give you feedback.

Your value proposition answers a consumer’s primary question: “Why should I call/use this funeral home over any other? Tailor your message to fit the marketing medium. The marketing medium drives your message. Think about it. Twitter is a social media platform that limits a single message to just 140 characters. Most radio commercials are just 60 seconds long. Television ads are usually 30 seconds long. The most popular YouTube videos are three minutes or less! Do you really think the copy from your company brochure

or website will work in a radio or TV ad? Trust me; it won’t. Look at the ways you market and advertise your firm and then tailor your message to fit each type (digital, print, direct mail, radio, TV). Remember content is still king. Content should still be high on your list of priorities, but it has to be timely and relevant. In today’s sound-bite society, you need to update your content frequently. Conclusion: The old saying is still true — you never get a second chance to make a first impression. Think of your marketing message like you do investments. The market changes every day. Trends can last days or weeks, but seldom do they last three, four or five years. So, block out at least one or two hours a month to review your marketing messages and update them based on the feedback you’re getting from prospects.•

Christopher Kuhnen is founder and CEO of Funeral Profit Protectors, LLC, a funeral business profit counseling business serving independently owned and operated funeral homes. Chris has been actively involved in funeral service for close to thirty years. He is a licensed funeral director, certified funeral celebrant, certified marketing specialist, and a certified preplanning consultant. To contact Chris, email him at ckuhnen@funeralprofitprotectors.com.

Your first call when you need a helping hand. Do you feel there are simply not enough hours in the day to get everything done? Well, help has arrived! Ask the OGR Concierge. Whether you need assistance finding a unique product, gathering information for price comparisons or coming up with the right service provider, simply ask the OGR Concierge. With member concierge services we can offer you problem-solving and time-saving solutions. Access this Exclusive Member service by calling Maureen Hayes at (800) 637-8030. “With over 18 years of experience working directly with members and industry suppliers, I am always here and happy to help.” Maureen Hayes, Member Concierge The Independent® | Fall 2014 11

2014 NFDA Pursuit of Excellence Awards/OGR Recipients

OGR MEMBERS RECOGNIZED for EXCELLENCE The National Funeral Directors Association (NFDA) recently announced the names of the funeral homes that have earned a 2014 Pursuit of Excellence Award. The Award is presented annually to firms that have demonstrated a commitment to raising the bar on funeral service excellence by adhering to strict ethical and professional standards and providing outstanding service to families and communities. To earn an NFDA Pursuit of Excellence Award, a participating funeral home must meet or exceed business standards set forth by the program and demonstrate proficiency in key areas of funeral service, such as compliance with state and federal regulations; providing ongoing education and professional development opportunities for staff; offering outstanding programs and resources to bereaved families; maintaining an active level of involvement within the community; participating and actively serving in the funeral service profession; and promoting funeral home services through a variety of marketing, advertising and public relations programs. Participants are also required to adhere to a Pledge of Ethical Practices.

A.H. Peters Funeral Home of Grosse Pointe, Grosse Pointe Woods, Mich. Arlington Memorial Chapels Inc., Quezon City, Philippines Arnett & Steele Funeral Home and Cremation Center, Pineville, Ky. Brunswick Memorial Home, East Brunswick, N.J. Caldwell & Cowan Funeral Home Inc., Covington, Ga. Carlson Funeral Service Inc., Rhinelander, Wisc. Cassaday-Turkle-Christian Funeral and Cremation Service Inc., Alliance, Ohio Cozean Memorial Chapel & Crematory, Farmington, Mo. David C. Brown Funeral Home, Belleville, Mich. Eggers Funeral Home and Crematory, Chesnee, S.C. Gardinier Funeral Home Inc., Franklin, Penn. Heritage Funeral & Cremation Services – Indian Trail Chapel, Indian Trail, N.C. Heritage Funeral & Cremation Services – Weddington Chapel, Matthews, N.C. Lakeside Memorial Funeral Home, Hamburg, N.Y. Marrocco Memorial Chapel, Clifton, N.J. Martin Funeral, Cremation & Tribute Services (Fairgrove), Mount Morris, Mich. Martin Funeral, Cremation & Tribute Services, Vassar, Mich. Martin Funeral, Cremation & Tribute Services, Mount Morris, Mich. Pray Funeral Home Inc., Charlotte, Mich. Shaughnessey Banks Funeral Home, Fairfield, Conn. Twiford Memorial Chapel, Elizabeth City, N.C. Wieting Family Funeral Home, Chilton, Wisc.

12 www.ogr.org | The Independent®

YOUR MEMBERSHIP

just got

Graphic

&DESIGN

SOLUTIONS

Better

Introducing OGR’s newest membership benefitGraphic & Design Solutions −Need new presentation folders? −Need a layout for your local newspaper ad? −Need a banner for web advertising? −Co-Branding “Have the Talk of a Lifetime”? OGR’s

Graphic & Design Solutions has you covered!

As an OGR member, you can now take advantage of in-house graphic & design services for a fraction of the cost of outside vendors. For a nominal fee*, we will lay out your artwork, logo and/or copy for any number of advertising venues. Make OGR your Graphic & Design Solution!

*For more information and pricing, contact Scott McClure at smcclure@ogr.org or call (800)637-8030.

The Independent® | Fall 2014 13

justawebsite

A website is just a website, right? By: Kevin Montroy, FrontRunner Professional

aving a website is now one of the most hotly debated topics in funeral service, yet very few know what it is, how it works, or how to truly use it to one’s advantage. In this article, I hope we can help you understand more about websites and what you need to consider to truly succeed online. Let’s start by understanding your website is simply your space on the Internet - your teeny, tiny little speck in a vast space that has had a profound impact on every business around the world. It has changed virtually every market, has toppled dictatorships, and has become the single source for people around the globe to rapidly find out anything they want to know when they want to know it. This vast new space can become your biggest friend or it can become your worst enemy. It’s entirely up to you. Make no mistake; there is no coincidence between the advent of the Internet and the rapid erosion of the public’s perception of funeral service. There is a story being told online but rarely is it being told by funeral professionals. Many don’t have the time and others don’t make the time to take the Internet or their website seriously. For years, we have sat back and hidden behind the cloak of mystery and secrecy of the funeral profession. Unfortunately, this has allowed a new breed of entrepreneurs and online initiatives to emerge. 14 www.ogr.org | The Independent®

The next wave of the perfect storm to cripple funeral service is starting to happen. We, as a profession, have allowed ourselves to lower our standards by falling prey to the allure of free websites and website incentives by casket companies and others, all vying to get control of your valuable data, obituaries, visitor traffic, and online revenues. With many of them aligned with your biggest competitors and backed by some of the largest private equity firms, are we witnessing the proverbial leading of the lambs to slaughter - all because we have taken our eye off the ball? Here are some things to watch out for:

Form without function There is a growing tendency for funeral professionals to get caught up over big graphics and pretty colors as the reason they chose one website provider over another. I could conjure up all kinds of euphemisms like ‘Lipstick on a Pig’, ‘Don’t judge a book by its cover’, and… well you get it. The reality is, without function, all the pretty colors in the world are not going to make your online presence successful. Consumers today are already accustomed to finding real information they seek. If all you are trying to do is market fluff, you will quickly see the number of families you serve drop.

Why being #1 on Google could be killing your business Everyone wants to be #1 on Google – or so they think. The reality is being #1 on Google can cost you tens of thousands of dollars per month, and you may still end up losing. The public is very educated and savvy when it comes to the Internet and search engines. Surveys show that the public has a heightened lack of trust and will not deal with firms who rank high on search engines through meta-tags and paid Google Adwords, and who fail to provide any real information. This reticence could start costing you 30% of your business and you may be too naive to even know what is happening. Like in all things – knowledge is power. You no longer have the luxury of sitting back and doing nothing. If you are not prepared to learn everything you can about the biggest threat to your business, it’s time to quickly align yourself with a company that does understand all of its complexities.

Make no mistake; there is no coincidence between the advent of the Internet and the rapid erosion of the public’s perception of funeral service.

The hidden damage In the latest attempt to target unsuspecting funeral homes’ online profits and visitor traffic, many website providers are expounding the virtues of the online Sympathy Store. A growing number of desperate firms have fallen prey. Analysts are quick to cite that the advent of highly-commercialized Sympathy Stores is contributing heavily to the further erosion of the public’s perception and trust of funeral homes.

The peddling of trinkets on funeral home websites shows just how out of touch these companies are with the real problems plaguing funeral directors and the reality of today’s more Internet-savvy users. When anyone is being asked to lay down $39.95 for a “Porcelain Comfort Rabbit”, they will likely take the extra few seconds to open a new tab, search Google for “Porcelain Comfort Rabbits”, and return 16 matches at $7.95 elsewhere. The immediate reaction of the public, real or perceived, is to see this as gouging by the funeral home and a further example of why they cannot be trusted. The firm not only loses the sale of the comfort rabbit (and the side of curried chicken), but aslo the compounded effect of families never arriving at their door. The even bigger impact is how we are all perceived in the public’s eye. To make matters worse, recently, one of the newest tech companies to prey on funeral service is advocating a new Sympathy Store model that allows clients to increase the amount they can charge. That same “Porcelain Comfort Rabbit” is now selling for $179.95! This is probably the worst example of how out of touch a technology company can be with the reality of what their customers really need to succeed. Funeral service is suffering enough and needs true champions to help them get through this. But, are you already in too deep and locked in a contract? What can you do?

The first thing you need to move forward is to – STOP! Stop spreading your dollars around to every new vendor that has a new gimmick and gizmo. Stop accepting the relentless sales calls from technology vendors that are only meant to further confuse you. Stop linking your casket rebates to your website needs. Stop using a single website provider. It’s time to align yourself with a single source technology partner that has the knowledge,

The Independent® | Fall 2014 15

the experience, and the comprehensive solutions to help you develop, manage, and maintain an aggressive strategy using multiple websites, business systems, and strategic marketing tools. Try this helpful advice: hoose your technology partner wisely. Ask yourself the simple question: Do they have the knowledge and solutions that can help you grow your market share? More importantly, can you afford to have all they offer used against you by a competitor if you make the wrong choice? void the temptation of accepting incentives or free websites. A free website will not give you the functionality you need to aggressively compete in this changing market. There's lots of money to be made from a comprehensive online strategy that will also offset your technology costs and there are casket companies out there to provide you with pricing to remain highly competitive without the need to lock yourself into accepting one of their websites as the incentive. hoose a single source technology partner that can provide the efficiencies and core expertise to help you carefully prepare and manage your complete online and technology strategy. In the end, you will save a lot of time and money, and avoid any further frustration. void buying into the latest and greatest. Wait for a year. If the provider of the “next latest thing to revolutionize your business” is still in business after a year, take a second look at it. ake back control of your obituaries. Don’t allow your provider to redirect them to obit posting schemes that may be owned and controlled by their big-

16 www.ogr.org | The Independent®

gest customers and your biggest competitors. If you are in a contract, you still have options. Speak to your new technology partner about waiving fees until the contract is up. This will allow you to move on without the expense issue holding you back. hoose a website provider that has your (and the funeral profession’s) best interest at heart. Far too many companies only care about making money at any cost. void website and technology companies that have sold out their clients three and four times in the past. You and your data may be set up for the 5th sale into the hands of an entity that only wants your client families. It’s time to think smarter and take back control. If there was ever a time to educate yourself more about technology, it is now. The future of your business and the future of our great profession is depending on it.•

Kevin Montroy, CEO & Founder of FrontRunner Professional, is a 34-year licensed funeral director and former owner operator. He has spent the past 20 years looking out for funeral professionals by helping them avoid the pitfalls of technology and understand the importance of choosing their technology partner wisely.

A guide to help families have meaningful conversations with their loved ones about life and the things that matter most.

Give people in your community a tool to help them Have the Talk of a Lifetime Order your customized print and digital 'Have the Talk' workbooks and help families share the value of their lifetime. Online at www.ogr.org/have-the-talk. The Independent速 | Fall 2014 17

Young Professionals By: Denise Rodriquez, OGR Publications Coordinator

Tim Weaver: Woodsman & Chief (of operations)

othing motivates Tim Weaver’s spirit more than the crisp smell of the Canadian woods and helping families honor their loved ones. As the Chief of Operations of Weaver Family Funeral Homes, Tim doesn’t often get away, but when he does, he goes to the serene provincial parks around Ontario, Canada. “My wife and I have a passion for camping and enjoying the outdoors,” says Tim. Yet, no matter how beautiful and peaceful the parks may be, it is always the thought of someone needing his help that brings him back to his family’s funeral homes in Trenton, Ontario. Tim is the third generation of the Weaver Family to serve in funeral service. He has been a licensed funeral director since 1999 and has an impressive amount of experience at the age of 35. “Being very young, I struggle everyday with my role as Chief of Operations of Weaver Family Funeral Homes, but I feel that respect is earned and not demanded. It takes time to earn it among your peers and community,” says Tim. Tim Weaver has a natural inclination to help people in their time of need. This inclination is what led him to be-

18 www.ogr.org | The Independent®

come a funeral director, but he also considered a different profession for a certain period of time. “I was almost going to become a paramedic,” says Tim. He applied to a program that specialized in the medical field and one that specialized in funeral service and was accepted to both, but, in the end, he followed in his father’s footsteps and became a funeral director. He shares, “My family was very supportive of me pursuing either field, but I decided that funeral service was a big part of my life, and I am 100% certain that it was the right decision.” Tim’s father, Jeffrey Weaver, purchased Campbellford Chapel in 1987, and Tim spent his days helping around the funeral home along with the rest of his family. “I learned the small jobs growing up—maintenance around the chapel, washing cars, etc.,” says Tim. Because their home was

located above the funeral home, his father was always available to assist grieving families day and night. This constant interaction with funeral service became a lifestyle to which Tim grew accustomed. Despite his busy schedule, he manages to stay professionally active. He has been a volunteer with the Campbellford Hospital Foundation, was the Director of the Trenton Chamber of Commerce and the Director of the Bay of Quinte Funeral Service Association, and has become a proud member of the Trenton Rotary Club. “I will be the President of our Rotary club in 2015/2016. I am excited to share my knowledge and help spread the message of service above self to our club and apply that to our everyday lives,” says Tim. Tim has also been mindful to attend OGR conferences. “Our firm has been an OGR member for a long time. I really enjoy the conferences that I have attended. They bring together fellowship and fun between members, and they also bring in the necessary education to help members with their businesses,” he says.

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The same devotion that Tim applies to his active professional life is the same work ethic he applies to meeting the current needs of the families he serves. “We do photo editing with the families and stationery creations as well. We are fully equipped to webcast at our funeral homes and off site... We utilize iPads in family homes. We are excited to launch a new website in the near future as well,” shares Tim. He also adds, “The continued information we receive as a member [of OGR] is also a help, and, in most recent years, the promotions on products have been a huge value.” Although a nice camping trip entices Tim from time to time, his dedication to funeral service is as strong as ever. He shares, “The most rewarding part of our profession is when we dedicate ourselves to serving a family and they express to us how they couldn't have gotten through this time without our help. That is what drives me each and every day.” •

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(888) 480-6400 • www.PassagesInternational.com The Independent® | Fall 2014 19

Goods, but no Services

By: Jay Sperling, Sperling Funeral Home, Wexfod, PA

“Anti-Funeral homes” have products, but funeral professionals still provide the service.

he following was a piece I wrote recently for a local community magazine. I get a lot of feedback from the community and always try to choose topics that educate the consumer. Our family previously owned a couple of those dark and dreary funeral homes. When we moved to a new location in the suburbs, we worked hard to change the perception that many people have of the run of the mill funeral home. It has made a big difference. Since the move, I am always trying to think of new ways to keep our place fresh and less funeral home-like. I love it when families leave and say, “Wow this place doesn’t feel like a funeral home.” I understand change can be difficult and I hear lots of funeral directors say, “If it isn’t broke don’t fix it.” So, don’t fix it. Make it better. When the anti-funeral home, cemetery merchandiser or shiny new funeral home is built in your community you will already be ahead of your competition. What’s an Anti-Funeral Home? I recently read an article about a new company serving families in other parts of the country. The article spoke about the store as the anti-funeral home store. Basically, a group has put together a store concept to sell merchandise to families who had recently experienced a death. They target those who may feel the funeral home experience is unpleasant and unaccommodating to families in their time of need. The goal is to make funeral arrangements a more pleasant experience by providing a comforting environment in which to purchase goods associated with the funeral and to support those who are grieving. It’s perceived that funeral homes do very little in helping families through the stages of grief. The store website speaks of how funeral homes are “dark, dreary,

somber and quiet”. After reading their website, I realized part of that theory is the perception of many in the public about funeral homes. I believe a number of us provide exceptional service. I also realize that a number of colleagues may fall short. They are still operating and serving families the same way as they did when they opened their doors decades ago. Some funeral homes are dark, dreary and have not been updated. Our family has recognized that already and began to serve families and help them say goodbye in a way appropriate to their loved one. There is one thing the anti-funeral home is missing that I want to make sure we continue to understand. The death of a loved one will never be easy, nor should it be. Sometimes it is easier after a long illness, but always has a sense of sadness and pain. It’s my calling to help comfort and console every family we serve. Grief and the associated crisis is a lifelong event that needs to be tended too. We do provide that long term support to families that ask for help. All of this does not mean funerals must be sad, somber and dark events. A funeral is to help family and friends say goodbye to someone they loved in a meaningful way. This can be through traditional or nontraditional means. The funeral serves a purpose. It helps those same family and friends take the first steps to realize that someone they love and who made a mark on their lives is gone. As a society we are continually working to avoid the hard things in life. Sometimes working through the difficult things makes us stronger and more well rounded people. At Sperling Funeral Home, we feel we are already helping make funerals meaningful events. We provide a well lit and comforting environment to grieve and say goodbye. Our home has large open spaces and you can always see outside. Our goal is to have people leave thinking, “Wow that was a great way to say goodbye”, and many times we hear those exact words as people leave. All this can be accomplished through traditional and nontraditional ways, choosing cremation or earth burial. We offer grief support groups and are available to just talk. All these things are really associated with one word, and that word is service. We provide service. That service is what sets us and other exceptional funeral homes apart from the dark and dreary places and the stores selling merchandise in a strip mall.•

New!

2015 Supplier Showcase Awards

Be recognized for new and innovative ways of doing business! Bring your newest product, innovative idea or problem solving technique to Orlando in 2015.

Three outstanding exhibitors will receive special recognition at the prestigious Annual Awards Luncheon. Don’t miss this golden opportunity to WOW attendees and shine among your peers! Contact Connie Haymes at (800) 637-8030 or chaymes@ogr.org for more information .

INSURANCE ASSIGNMENTS HAVE YOU IN A TIZZY?

“C&J has worked extremely well for our firms and we highly recommend C&J to any funeral home looking to lower receivables and eliminate the hassle with insurance companies.” Jeffrey S. Wages, President Wages & Sons Funeral Homes Past President of OGR

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The Independent® | Summer 2014 21

Member Profile

Southern Hospitality Trumps Corporate Competition Ford Stewart Funeral Home Tells OGR How It’s Done in the South By: Denise Rodriguez, OGR Publications Coordinator

fter many years of hesitation, one of Horace Ford’s final motivations for opening Ford-Stewart Funeral Home in 1997 was witnessing how funeral service was being changed by corporations. “I saw the way they treated people, and it really motivated me. We (at Ford-Stewart Funeral Home) serve the families completely. I know what I would do for my mother and father, and this is what I try to do for the people we serve. Most of the time, it’s what’s right,” says Ford. Ford is a past president, serving 2001-2002, of the Independent Funeral Directors of Georgia and in 2013 was presented the President’s Award for his faithful and continuous years of dedicated service to the funeral profession. He and his wife Linda, son Darren, daughter Jennifer and a staff of dedicated professionals, serve their community by embracing the traditional values of the South. “We do services for churches of all faiths, but the South is known for being the Bible belt, so we stick to the old school tradition of southern hospitality,” says Ford. Southern hospitality is not only a custom they follow when they serve families, it is also embedded in how they designed their funeral home. “We wanted it to be comfortable. We decorated it to make people feel at home. We try to do everything with the people of our community in mind,” shares Ford. The Cathy family was drawn to this attitude and dedication to hospitality when they chose Ford-Stewart Funeral Home as the place to hold their service for the late S. Truett

“Corporate competition is an issue that many independently owned funeral homes and businesses have to face during this day and age.” Cathy, founder of Chick-fil-A. “The Cathy family met with a corporate owned funeral home and then they met with us, and they noticed the difference between the two places right when they drove into the driveway. To have the Cathy family decline the service of a corporate owned firm and choose us, an independent firm, was an honor,” says Ford. Corporate competition is an issue that many independently owned funeral homes and businesses have to face during this day and age. Luckily, places like Ford-Stewart Funeral Home are able to provide what families seem to value most: sincere and personalized service. Cathy’s funeral service had 3,500 people in attendance, which is several times over the number in attendance at an average funeral directed by FordStewart. According to Ford, the only change they made was acquiring extra staffing. Instead of the usual five to six people working a service, they had fifteen to twenty. Ford elaborates, “We handled it with the same care we would any other service. We didn’t change a whole lot because the procedure was like normal, except we had more people present, but we had the staff in place to accommodate the wishes of the family as well as meet the needs of their guests.” Although Ford approaches his business with a traditional

22 www.ogr.org | The Independent®

set of values, he prides himself on learning and keeping up-to-date with the changing times. “I enjoy attending the OGR conventions; they offer informative programs and information I am able to bring back and share with the staff. I honestly feel we obtain more from OGR than we do from any of the other organizations. I also enjoy the fellowship I share with many of the other members of this group of dedicated professionals,” says Ford. Having worked in the funeral service industry for 51 years, he has noticed the growing trend of cremation, even in the “Bible belt.” “As in all areas, there is a growing trend towards cremation. We handle several cremation services per year and offer a complete

“We wanted it to be comfortable. We decorated to make people feel at home.” cremation room with urns, caskets and containers. We make sure all the cremation families are made aware of the types of services they can have. By taking a few extra minutes and informing families of what their options are, it is possible to increase revenue,” says Ford. Ford-Stewart Funeral Home is a true example of how a small, independent funeral home can still succeed against the corporate, mainstream competition. Part of what sets them apart is their involvement in the community. “We help sponsor community events and like to attend as many as possible. We are members of the Chamber of Commerce and Rotary Club. We have a respectful working relationship with ministers, police departments, fire departments as well as many other organizations,” says Ford. All of this activity helps them create a strong community presence and trust. Ford shares, “We are surrounded by corporate businesses. We just do the best we can and usually that’s what’s right.” •

The Independent® | Fall 2014 23

Newsworthy

Ground breaking

NEWS

Lind Family Funeral and Cremation Services Ground Breaking Ceremony

On August 28th, at 12:30 in the afternoon, Curt and Barb Lind, joined with their son, Peter and intern, Sari Noga, along with the staff of Lind Family Funeral and Cremation Services held their ground breaking ceremony at 1623 10th Avenue East in Alexandria, Minn. Despite a few sprinkles, the event was well attended. The facility is being designed and built by Funeral Home Construction specialists TerWisscha Construction of Willmar, Minn. Curt and Barb Lind, both licensed funeral directors and graduates of the University of Minnesota, also own Lind Family Funeral Homes in Parkers Prairie and Miltona. The Linds pride themselves on professional and compassionate care for the families they serve, reflecting their mission statement, “serving others with love and respect and caring for the dead with dignity”. The new facility in Alexandria will provide a warm, comfortable, and homelike atmosphere. They are looking forward to expanding their services to the Alexandria area.

THANKYOU SCHOLARSHIP DONORS 24 www.ogr.org | The Independent®

Member NEWS Wedding

BELLS

The staff and Board of Directors at OGR offer their best wishes to Tom Stradling and Beatrice Tierney who were married on August 23, 2014 In Tiburon, Calif. Pictured below the happy couple are: Skip Urban (Anton B. Urban Funeral Home, Ambler, Pa.), Tom Stradling (Stradling Funeral Home, Ephrata, Pa.), Robin Williams (R. Lee Williams & Son Funeral Home & Crematory, St. Petersburg, Fla.) and Bill Brock (Vander Plaat Funeral Home of Wyckoff, Wyckoff, N.J.)

Bill and Linda Brock, Vander Plaat Funeral Home Skip & Dolores Urban, Anton B. Urban Funeral Home Robin & “Cheech” Williams, R. Lee Williams & Son Funeral Home & Cremation Center

Supporter

of the Year

OGR Member firm, Tim Steward Funeral Home in Lawrenceville, Ga. was recently honored by the Georgia National Guard as 2014 Outstanding Supporter of the year.

Voted

Best

OGR is proud to announce that member firm The McDougald Funeral Home in Anderson, SC was voted BEST funeral home by readers of The Independent Mail for the second year in a row. "Another service you don't want to need, but when you do, you want them to be perfect. We strive each day to be the best at what we do for the families we serve."

The Independent速 | Fall 2014 25

Aftercare Packets

Help your families on “The Road to Recovery” to d a o R The ry e v o c e R

d e n g i s e D y l - New

t n e t n o C d e - Updat s t e l k o o B f e i - 3 Gr

Families rely heavily on your support before and during a service. Updated with new content and a fresh design, this aftercare packet provides your families with support after a service. The healing process can be a long and cumbersome journey, without the help of a good aftercare program.

The Road to Recovery packets and booklets are ideal to help your families through certain situations. Packet and booklets are imprinted to include your funeral home’s logo and contact information. Road to Recovery Takes Courage letterhead and business cards also available.

To request a sample or place an order, contact OGR’s Member Concierge, Maureen Hayes at (800) 637-8030

26 www.ogr.org | The Independent®

2014

Fall Forum

Nashville, Tenn. | Oct. 10-11