1. Lead Generation
Blending multiple media channels to reach the Best
Prospects for your Funeral Home or Cemetery
Dale “ DataDale” Filhaber
President, Dataman Group Direct
Author, Lead Generation Made Easier

2. You Need a Plan
 Lead Generation is not an event.
 It is a well-thought out, multi-faceted
program that takes into consideration
your goals, your budget, your resources
and your brand
Lead Generation
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3. Lead Generation
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4. The Perfect Lead
 The lead wants a
preneed plan for
him/herself & spouse
 The lead wants to set a
date & time to come
into your chapel for an
appointment this week
 The lead can afford to
pay for a preneed
arrangement
Lead Generation
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5. Lead Generation
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Cutting Through the Clutter

6. Lead Generation
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7. Lead Generation Channels
 Direct mail
 Presentations
 Telemarketing / cold-calling
 Senior Fairs / Home Shows
 Referrals
 Online lead generation
 SEO / PPC
 Networking
 Community Outreach
 Social Media
 Farming your own database
 Remarketing
 Website
 Door-to-Door
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8. 2 Different Markets
 Pre Need
 At Need
And the way we market to them is
very different
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9. Which way to go?
Inbound Outbound
 Creating situations
where prospects can
find you
 Reaching out to find
your best prospects
Lead Generation
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10. At Need
Inbound – Can They Find You ?
Top Channels:
 Solid Mobile Compatible Website
 SEO / PPC program
 Branding
 Name recognition
 Clickable ads
Lead Generation
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11. At Need
Lead Generation
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Are you optimized for
Mobil Search ?
Resource:
https://adwords.google.com
/home/resources/mobile-
advertising/

12. Generating Pre Need Leads
Lead Generation
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Outbound – Can You Find Them ?

13. Defining Your Top Prospects
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14. Top Pre Need Market Segments
 Households with presence of an older
adult
 Planners
 Senior Lists / Golden Homeowners
 Birthday Lists
 Veterans
 Targeting by Ethnicity / Religion
 Individuals whose parents had pre need
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15. Households with presence of an
older adult
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16. Planners
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17. Planners
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18. Senior Lists
Golden Homeowners
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19. Birthday Lists
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20. Veterans
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21. Parents Had Pre-Need Plans
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22. Maximizing Your Own
Database
 Data Hygiene
◦ NCOA
◦ Data Append
◦ Phone Append
◦ Email Append
 Telephone surveys
 Anniversary / Holiday cards
 Incorporate prospects in Direct Mail
campaigns
 Modeling to create “look-alikes”
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23. Top Pre Need Marketing
Channel
Direct Mail is #1
• Targeted
• Personalized
• Trackable
• Responsive
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24. Direct Mail
Components for Direct Mail
Response
 Targeted list
 Creative – the mail piece
 Your Message
 The Offer
 Response Vehicle
 Timing
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Repetition is Key!

25. New Opportunities in 2017
 Enhanced targeting &
more personalization
with variable data
printing
 Integration with other
media channels –for a
multilayered approach
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26. New Opportunities in 2017
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 Mailings using new
technology, shapes,
inks
 USPS Irresistible Mail
 Consider using unique
mailers interactive 3D,
unique format
o Did you know that textured
envelopes can increase your
open rate by 3X?

27. New Opportunities in 2017
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Get creative
Unique idea:
 Mail-able Virtual Reality
glasses can give your
prospects a complete
tour of your facility
 Can you show locations
in your cemetery?

28. New Opportunities in 2017
 More prominent branding
with Dotless QR Codes
 Drive leads to your
website or to your lead
generation forms
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Resource:
Design your own QR Code:
http://www.visualead.com/qr-code-generator/

29. Messaging
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30. Fear Sells
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31. So Does Peace of Mind
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32. Do you have a Tagline?
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Phillips & Meyer Funeral Home, Brookville IN
Harpring & Sons, Batesville IN

33. The Offer
 A Free Planning Guide Doesn’t Cut it
in 2017
What will stand out &
make people call you?
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It’s about VALUE
• Prayer Cards
• Afternoon Visitation
• Acknowledgment cards
• Online tribute & memorials
• Keepsakes
• Premiums

34. Response Mechanism
 Business Reply Mail
 Click to call
 QR Codes that drive
responders to your website
or
to a lead generation form
or social media
 Text to a phone # to get
more information
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35. What’s available
 Turn-key programs
Vs
 Do it yourself
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36. Direct Mail Success Summary
 Target – target – target
 Match the message to the target
 Effective offer
 Mail at the right time
 Consider different response mechanisms
 Test – tweak - retest
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37. Telemarketing
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38. Telemarketing
 Cold Calling & the Do Not Call
 The truth about Cell phones
 Obtaining phone #s you can use
 Telephone appending
 Using the phone for Follow up
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Widely used for Final Expense

39. Generating Leads Online
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40. It starts with your Website
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41. Website Must Haves
 Easy Navigation
 Clear phone # / address
 Link for Directions
 Mobile compatibility – vital for at need
◦ Click to call
◦ Link to Google Maps
◦ Super fast loading speed
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42. More Website Must Haves
 Lead Generation form(s)
 Contact for more information
 Photos of counselors
 Online Obituaries
 Tributes Section
 Community Resources
 Partnerships
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43. Lead Generation Form
 Perfecting your form
shorter is better than longer
 Consider a simple captcha
 Systematize incorporating
the leads into your sales
funnel & CRM software
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44. Email Marketing
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45. Email Marketing Best Practices
 Segment your lists
 Email for a reason
 Subject line
 Remind readers what
you do
 Make People happy
 Use great photos
 Be current
 Be consistent
 Provide value
 Ask people to reply
 Integrate with other
media
 Don’t try to hard sell
 Hold yourself to a
higher standard
 Go for small wins
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Resource:
https://blogs.constantcontact.com/e
mail-marketing-best-practices-2/

46. Social Media
Lead Generation
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47. Advertise on Social Media
 Facebook Advertising
 Linked In Ads
 Remarketing /Retargeting
Lead Generation
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48. Self-Test your Website today
 Check your site’s speed
https://developers.google.com/speed/pagespeed/insights/
 Mobile friendly test
https://www.google.com/webmasters/tools/mobile-friendly/
 Test your Website – Get tons of info
http://nibbler.silktide.com/
Lead Generation
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49. More Info
 Slide 6 - http://quotes.lifehack.org/quote/warren-buffet/do-not-put-all-
eggs-in-one/
 Slide 26 – USPS Response Rates
https://irresistiblemail.com/gallery/powerstat
 Slide 29 – This billboard is infamous! http://blog.funeralone.com/grow-
your-business/funeral-marketing/remarkable-marketing-campaigns/
 Slide 30 - http://www.toptenreviews.com/services/insurance/best-final-
expense-insurance/security-national-life-review/
 Most up-to-date info on Google Algorithms:
http://searchengineland.com/library/google/google-algorithm-updates
 USPS Irresistible Mail – When paper & Pixels converge:
https://www.irresistiblemail.com/
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50. Questions?
Dale “Data Dale” Filhaber
800.771.3282
dale@datamangroup.com
www.datamangroup.com
Books & Articles by Data Dale to Read:
 Marketing To Death
 2017 Marketing Trends in the Death
Care Industry
 Planning An Effective Pre Need
program
 Lead Generation Made Easier
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51. For More Info – scan this QR Code
Lead Generation
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