Sanibel, FL: The key to winning clients and growing market share is value–not discounting. The majority of people think that all funeral homes alike. That’s why so many choose a cremation or funeral provider primarily based on price and not value– and when you compete on price, everyone loses. “Our funeral home clients are thriving and continue to grow market share in this economy, and they are doing it without having to resort to knee-jerk discounting. They are doing it with value” said Mark Davis, CEO of funeral industry public relations and marketing powerhouse, ValMark Memorial Group. What’s the difference between discounting and value?
Value means you give the consumer back the insights that you learned from them. You do this by delivering it in the services and products that they want to buy and telling them about it in a creative message. Then the price becomes tertiary, but it comes at an amount that makes sense. The price doesn’t have to be at a discount. It just has to be competitive. A discount means the consumer gets a price cut. Period! Price is a terrible place to compete. There is always someone willing to go out of business sooner than you. Anyone can discount on any day…and out-discount you.
When you deliver actual, insight-driven value to the consumer that means the consumer delivers loyalty and positive word-of-mouth in return. Delivering only a discount though, means the consumer has no loyalty, and no reason to use your funeral home again once someone offers a deeper discount.
Image is everything. Your efforts and ability to influence public perception is the very definition of public relations. What you communicate visually and verbally to your community is a major component of ValMark’s brand affiliation strategy. ValMark’s highly acclaimed brands, Veterans & Family Memorial Care and Cremation-With-Care create a buzz that will build enthusiasm for your funeral home among people who have influence and persuade others.
“Our comprehensive marketing & public relations programs deliver your brand value message to the community”, said Mark Davis. “They tell the community what they can expect from your funeral home by delivering a differentiating message. When you successfully differentiate your funeral home from the others you can make the transition from being another choice, to being the only choice”.
ValMark bolsters your funeral home brand, enhances your existing attributes and increases your visibility. ValMark provides the tools and materials necessary to build strong alliances, strengthen your funeral home’s position, grow market share and increase revenue. Hundreds of funeral homes nationwide have gained a distinct advantage by outsmarting the competition and getting to the consumer first by taking advantage of the opportunities provided by the ValMark brand affiliations.
For more information on ValMark’s acclaimed brand affiliates visit: www.VeteransHonored.com and www.Cremation-With-Care.com or call Toll Free: (866) 770-6791.
