Targeting with Data: Statistics and Insights from Eric Layer
Research Takes the Stage at CANA’s 105th Cremation Innovation Convention
WHEELING, IL— Each year, the Cremation Association of North America and dozens of other associations, consultants, and others carefully collect and present data to inform the funeral profession. This data helps with business planning, long-term strategizing, and decision-making on all manner of topics. How can we take this valuable information and activate it into a plan for success?
Eric Layer takes the stage at CANA’s 105th Annual Cremation Innovation Convention this August in Washington, D.C. for a session on Targeting with Data. Using national data from the last several years, Layer will share his experience gleaned as partner at McKee Wallwork, an internationally recognized marketing advisory firm. Layer leads the death care division, advising the campaigns, products, and research efforts of stalled, stuck, and stale brands. He will share key findings about family preferences around disposition, memorialization, and the funeral industry in general to help inform your business and marketing decisions.
“Empathy is vital to your success in defining your company’s business model for the next century,” explains Layer is his book The Right Way of Death. “To recognize that your customer is not a sure thing, and that their changing needs must be met by offerings and services that change with them, will require great sacrifice. It will also set you apart from your competitors and enable you to thrive while they falter. Today, success requires the offerings of the company match the needs of the customer.”
In his session, sponsored by Wilbert Funeral Services, Inc., Layer will show us who we are currently serving well and who we are failing. From there, he’ll point out where we must step up to be relevant in the future. “You will need to take a close look at the families you serve and rebuild your business around their needs,” Eric continues. “You might not have the tools to do so. You’ll probably have to invent some if you want to succeed. But you do have a unique advantage: today, you are the only one with the experience, knowledge, and expertise that invention will require. Better to start now before somebody else figures it out.”
Layer is joined by these experts with strategies to personalize your approach to your customers, both internal and external:
- Tackling burnout and staffing shortages head on, Brent Patterson and Glenda Stansbury share strategies to engage your staff and help them grow as creative and enthusiastic professionals in Blocked, Burned Out, Blasé.
- Regulate, Recruit, and React: A Quick Take on Current Issues brings together three presenters on three topics in bite-size format. Caressa Hughes presents a Regulatory Update; Jim Price discusses tools for Recruiting Veterans; and Scott Smith shares his tips on How Can I Pitch In? when disaster strikes your community.
- Lisa Baue presents seven essential components of mentoring, discussing Why Mentoring Matters to both owners and team members.
- In a special two-hour session,suicidologist Dr. Sara Murphy assists attendees in Responding to Suicide Death and Recognizing Suicide Risk—both for the families we serve and among members of the funeral profession.
- Dan Cassin, Bryan Mueller and Cole Waybright help breathe new life into cemeteries to make sure they are Built to Last.
… and there’s more! Everyone is invited to earn their certification by registering for an in-person, pre-convention CANA Crematory Operations Certification Program™ (COCP™) taught by Tom Krowl of Cremation Systems and Wendy Wiener of WRW Legal. CANA has planned an afterparty to celebrate being together in D.C.! The Annual Membership Meeting and In Memoriam will give time to reflect on another year in funeral service. Plus, tickets are available to attend a wreath-laying ceremony at the Tomb of the Unknown Soldier and tour Arlington National Cemetery on Friday afternoon and enjoy America’s pastime in America’s capital when the Oakland Athletics meet the Washington Nationals on Friday night.
Engage a new audience by Targeting with Data with Eric Layer. Get ready for a capital event and book yourself for August 9-11, 2023, at the Hyatt Regency Washington on Capitol Hill: goCANA.org/CANA23
About CANA
Founded in 1913, the Cremation Association of North America (CANA) is an international organization of over 3,500 members, composed of funeral homes, cemeteries, crematories, industry suppliers, and consultants. CANA members believe that cremation is preparation for memorialization.
