Belmont University

Funeral Directors Targeting Boomers


coffin designer.jpg [Authored by Matthew Van Arsdale, MBA Candidate] It is hard for folks in the funeral parlor business to ignore the potential boom on the horizon for their industry. An aging baby boomer population could mean significant profit increases in the near future for funeral parlors. To say this thought is a little creepy is an understatement, at least to me. The thought of bringing in huge profits due to a generation of people passing away is pretty morbid in my opinion. The fact though is that there are millions of baby boomers who will require funeral services in the coming years and the money to be made is extensive. Because of this, funeral directors are beginning to get very creative in how they market to this aging segment of the population. From new types of hearses and earns to marketing schemes that include piece mail advertising.

Baby boomers have always been known for being more laid back and wanting to have a good time. Funeral directors are incorporating this into their new marketing schemes. One example comes from Eternal Reefs which will take a person’s ashes and turn them into a “reef ball” where fish can live. To me this is crazy but hey, people seem to be going for it. George Frankel, the head of Eternal Reefs, points out that not only is it a cool way to preserve your ashes but it is also environmentally friendly. Two cemeteries in New Jersey have also come up with innovative ways to attract the baby boomer population as well. Lester Kerschner, the marketing director for Cedar Park and Beth-El Cemeteries, says that baby boomers have lived very comfortable lives in most cases. Because of this one of their main fears is being uncomfortable for eternity. So instead of burying the deceased, Cedar Park and Beth-El cemeteries offer air conditioned and heated units for storage of your casket once you have passed on.

everest funeral homes logo.gif Then there is the emergence of funeral concierge services like Everest where you can pay a flat fee of around $500 to have all your funeral needs taken care of for you. Everest has a database holding almost every funeral home’s prices in the nation. Once they help you figure out what it is you want and need they take care of all the negotiating and planning for you. I guess this is something we will all need someday and someone has to provide it, but to me, it’s still a little disturbing.

Author - Matthew Van Arsdale, MBA Candidate


Posted by Joe Alexander on December 19, 2008 08:23 AM |

Comments

In any type of business, capitalizing on the current trends, in this case the death of baby boomers has always been done. Anywhere there is money to be made, business owners have been known to tap into that. The funeral industry is a lucrative field which is why many need insurance and other means to help finance the funeral costs. The fact that funeral homes are going through these various options in order to target a specific market is all about marketing to a specific group. Although it may seem strange as far as what they are offering, for this particular industry, its what's selling. So essentially, catering to the needs around them. I believe any type of business does this form of marketing in one form of another.

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The Funeral Programs Site

Posted by: Dave Carl | August 7, 2009 10:45 AM

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