2014 NFDA Convention: After Action Review
The review was provided by Jeff Harbeson, The Funeral Commander
During my tenure in the military, upon completion of each mission/exercise we conducted an “After Action Review.” Basically, what was supposed to happen, what actually happened, why was there a difference and what can we learn to train/improve upon. I’d like to amend the process a bit and share with you my viewpoint/perspectives from the NFDA Expo 2014 in Nashville last week.
First, the venue was outstanding. Nashville provided a perfect city that offered not only the Music City Center for the Expo and meetings, but also great accommodations along with a variety of restaurants as well as entertainment opportunities (and shopping…I saw many boot boxes while checking out of the hotel). I was able to briefly chat with Christine Pepper, the Executive Director of NFDA during the welcome reception party at the Wildhorse Saloon and congratulate her; she and her team really threw a fabulous gathering which was a prelude to what was ahead for the next few days.
As predicted and customary, the major players in the industry participated displaying their products and services along with some “new kids on the block.”
From my perspective; After Action:
In the casket display genre, Aurora Casket led the way at their booth by displaying their culture; they had a “vibe” that reflected warmth and relationships rather than antiseptic “we’re really big, look at us.” What personally struck me was their Be Remembered website that provides us with the ability to capture our life with a “bucket list,” write our life story in our own words, and plan our desires for services at our death. It’s a brilliant tool for anyone to use, and as a matter of fact, I’m using it myself. Aurora also had, in my humble opinion, a fantastic new wood casket that exemplified simple, down to earth, but classic.
Life Art Caskets has broken the barrier between the cardboard cremation container and the bland products we are accustomed to offering families in lower cost cremation containers. Their cremation containers actually provide a reason for a family to choose something better for their loved one with an array of styles/colors all the way to customized products. I know that Life Art has excellent success internationally and I am certain that we’ll be seeing quite a bit more about them in the near future.
ASD launched their Mobile 3.0 app MobileFH™ feature while in Nashville. Kevin Czachor and team are leading the way in the funeral home communications arena. In particular first calls; not only making the lives of funeral directors better, but managing response and needs of families from the onset.
As you can imagine, urns were everywhere. The standout was Foreverence Urns, a new and unique offering of custom product blended with technology. If you can envision what you want, they can design and create an urn truly reflective in their unique art. The Foreverence use of 3-D technology and ceramic art is a breath of fresh air in the crowded urn field of over saturation.
Speaking of getting crowded, jewelry and glass art has taken hold as a staple in many funeral home showrooms. Pardon the pun, but the clear front-runner in glass art is Crystal Remembrance. Perhaps I have an affinity to doing something well and sticking to it, plus their patented DNA double helix design doesn’t hurt either. The Crystal Remembrance art is an elegant and tasteful keepsake that is a generational heirloom for any family.
I would be remiss by not mentioning the ultimate generational gift, DNA. DNA Memorial made it’s NFDA debut at the Eckels & Company booth by displaying services and products utilizing their proprietary process of extracting DNA from a non-invasive cheek swab or hair sample (no blood draw) for DNA room temperature storage indefinitely. A highlight of the display was the Secure Home Banking which the DNA is encased with an award winning Capsule Urn container. Funeral directors now have an opportunity to not only serve families today, but provide DNA Memorial which may have impact for generations that follow.
I can’t say enough about the continued emergence of Disrupt Media as the leader and only full service social media company in the funeral industry. Ryan Thogmartin (also of Connecting Directors) melds his experience, relationships and knowledge of the funeral industry to reach multiple audiences which includes engagement of funeral consumers. I was privy to some exciting initiatives that he an other funeral industry media superlatives are launching in the near future to reach both consumers and connecting funeral directors (I could not help myself).
To complete my personal highlights and to provide a “keep your eye on” is a company called Lifescapes that offers a new and simple product which holds excellent value. Lifescapes offers family, friends and colleagues a unique way to collectively reflect on the deceased at a visitation, funeral, memorial or celebration of life. In a word, it’s a collection of many words. As a side note, I found out from my youngest son over this weekend one of my word descriptors: “enigma.” I’ll write about that one in the future.
There was lots of “new and improved” but really nothing that I believe was noteworthy.
What didn’t I see? If you read my blog and posts I continuously have the belief that many of the funeral industry woes can be addressed with training. Really, pick a subject where training would not solve a problem we all face. Maybe I missed it, but I did see nor was made aware of any funeral director in-service training tools or programs. I’m not referring to CEU’s, the “travel junket” seminars (that most funeral directors never get to attend) or Mortuary Schools. I mean regularly scheduled and intentional training for funeral directors…but hang on friends; I have an idea! More to come.
Wonderful to see friends like Jeff Staab (Cremation Solutions), Dan Katz &, Rolf Gutknecht (LA Ads), The Deyonne of Death, AKA Gail Rubin (A Good Goodbye), along with Allison Sullivan & Patti Bartsche (Kates-Boylston). I met new people and had interesting conversations relevant to our continued quest to refine our approach to serving families.
Unfortunately, the Carolina Panthers have been turned into “cheese whiz” in Green Bay and my cigar is at it’s end (yep, I did take the band off). I trust that if you were unable to attend the NFDA Expo in Nashville, this post provided some information that you may find interesting and you’ll take a little time to look at the companies/websites I think were noteworthy. So from the Command Post, cheers y’all! #thefuneralcommander
