Johnson-Woodford Company Blog

Annual Service of Remembrance

noreply@blogger.com (Nevin W. Mann) — Tue, 06 Dec 2011 09:43:00 PST

Many funeral homes conduct remembrance services at this time of year to honor deceased members of families they served in the past year. Most create very meaningful and memorable tributes. A friend, Mike Chaney, owner of the Chaney & Lemler Funeral Home in Blufton, Indiana, shared some things his firm does and I thought this was worth passing on.

Chaney and Lemler has a certified celebrant on staff, who oversees the service. Chaney includes some personal stories about his family and their walk with grief and healing during the holidays. He also conducted what he called a "Service of Hope," paying tribute to the deceased, which included the following:

PowerPoint presentation, with each slide having multiple photos and some having video, representing items symbolic of the deceased?s interests and life
Reading one to three personal sentences about the person
Presentation of a personalized pewter ornament to the family and roses for each member of the family

In the future, they plan to capture the event on video and create memorial DVDs for later distribution. Chaney said, "This was the best holiday remembrance service we have ever had."

Honoring Veterans

noreply@blogger.com (Nevin W. Mann) — Sat, 10 Sep 2011 09:27:00 PDT

Taking Chance, an HBO movie starring Kevin Bacon, chronicles the transfer and tribute of a young Marine killed in Iraq. This is a "must share" for everyone in the funeral and cemetery profession. It is a true story about Lt. Colonel Michael Strobl and his escort of the remains of Lance Corporal Chance Phleps back to his home in Wyoming. This film, the Official Selection of the 2009, Sundance Film Festival, is an emotional soujourn into the soul of a country mourning not only Phelps, but all of our country's fallen heroes.

Purchase this video for your facility and share it with your community, especially Veteran's organizations. Be sure to view the special features including interviews of Phelp's family, friends, and Marine buddies.

Facebook Privacy Concerns

noreply@blogger.com (Nevin W. Mann) — Tue, 20 Jul 2010 08:11:00 PDT

Facebook is expected to announce it has topped 500 million users this week, just five months after it crossed the 400 million mark in February 2010 and shortly after its sixth anniversary.

This news comes in the wake of new features and changes to FB protocols that raised concerns about user privacy, e.g. the universal "like" button and social plug-ins, just a few months ago.

Privacy concerns
Privacy is a serious matter for half of social network users. While 43 percent of U.S. residents have at least one major social website connection, half of them are concerned about privacy. Sixty-five percent of those 60 and older are concerned. And, more women than men, 57 percent to 43 percent, are concerned.

With Facebook fast becoming a key communication resource for funeral homes and cemeteries, privacy concerns about Facebook need to be addressed by your firm.

Here’s what you can do:

Review your privacy settings on your profile page to assure you are not sharing “friend” information with anybody. Tell your Facebook “friends” about your precautions by email, on your blog and website, and on Facebook.

Check your privacy settings using the www.reclaimprivacy.org privacy scan, but remember you want to share your information, but not your friend’s information.

Remind your Fans that your Pages communicate through updates, which they will see in their Inbox, but cannot see Fan profiles, only a profile photo and name.

A final word, be mindful of Facebook communication and marketing guidelines. Do not blatantly sell or promote yourself on Facebook. However, be an important resource of current useful information.

Johnson-Woodford, management consultants to the deathcare industry
Please send your notes and comments to blogger@johnson-woodford.com or
log on to www.johnson-woodford.com.

Opportunity to Serve

noreply@blogger.com (Nevin W. Mann) — Fri, 11 Jun 2010 08:55:00 PDT

Funeral Homes may want to assist families, who are concerned about the recently reported burial errors at Arlington National Cemetery. There is information about this in current news sources.

Because you regularly deal with cemetery and funeral issues, this would be a valuable service to provide to families in your area. A phone number at Arlington has been set up to address these concerns. It is 703.607.8199 and is available 8 a.m. to 9 p.m. EDT.

Suggestion: Place an ad in your local newspaper inviting anyone with concerns about burials at Arlington, or any other cemetery for that matter, to call you.

Opportunities to Recognize Your Community

noreply@blogger.com (Nevin W. Mann) — Fri, 04 Jun 2010 13:37:00 PDT

Official Be A Hero to Your Community Month

Every month we publish a selected list of officially recognized periods for you to develop a themed event or activity to strengthen your connection to the community.

National Flag Week: 13-19

Hold a special patriots recognition event. Honor a local hero.
Decorate your facility with American flags

Adopt A Shelter Cat Month

Invite the local SPCA to bring adoptable cats to your facility on a Saturday morning. Serve coffee and snacks. Have a Vet lecture on feline health.

Perennial Gardening Month

Invite local gardeners to a lecture on native perennial plants and flowers. Offer cuttings and seedlings from your plants and flowers.

Men's Health Week: 14-20

Sponsor a lecture by a local physician on men’s fitness and health screening. Do free cholesterol and blood pressure screening.

Iced Tea Day: 10

Cemeterians, take ice tea to all your crew in the early afternoon. Take photos and send them to the local paper.

Family History Day: 14

Sponsor a lecture on researching and writing a family history. Offer to publish histories on your website. Invite the press.

Baby Boomer's Recognition Day: 21

Hold a “Have It Your Way” lecture on senior living, health, and recreation.

Public Service Day: 23

Find a local citizen to honor for their public service. Sponsor a wine and cheese event where they serve or some other appropriate venue.

Official Month, Weeks, and Days for June

Adopt A Shelter Cat Month

Black Music Month

International Men's Month

International Surf Music Month

Perennial Gardening Month

National Rose Month

National Safety Month

National Soul Food Month

Professional Wellness Month

Women's Golf Month

WEEKS

National Flag Week: 13-19

Men's Health Week: 14-20

Universal Father's Week: 14-20

DAYS

National Cancer Survivors Day: 6

Iced Tea Day: 10

Nursing Assistants Day: 10

Loving Day: 12

Army's Birthday: 14

Pause for the Pledge Day: 14

Blood Donor Day: 14

Family History Day: 14

American Eagle Day: 20

Husband Caregiver Day: 20

Family Awareness Day: 20

Father's Day: 20

Baby Boomer's Recognition Day: 21

Summer Solstice: 21

Public Service Day: 23

Take Your Dog To Work Day: 25

Take My Children To Work Day: 28

Johnson-Woodford, management consultants to the deathcare industry

Please send your notes and comments to blogger@johnson-woodford.com or

log on to www.johnson-woodford.com.

Marketing Ideas for Memorial Day:

noreply@blogger.com (Nevin W. Mann) — Fri, 07 May 2010 16:17:00 PDT

1.Arrange a private open-house for local VFW and American Legion organizations this coming Memorial Day weekend. Pick a time, before the weekend, to avoid competing with parades and barbecues. You will create a pre-weekend buzz that will continue about you, throughout the weekend at other events.
2.Invite Patriot Guard Riders from as far as 100 miles away. They will come and add a unique positive aspect to your event.
3.Introduce or re-introduce your Veteran’s Funeral Plans. If you don’t have a program, use the open-house to announce you are creating one and give some preliminary details.
4.Get a package of tri-fold brochures from Affinity Casket featuring their line of USA made military tribute products. Hand them out at the open-house.
5.Personally invite all Vets from your contact files, especially, those with pre-arrangements.
6.Put a sign up with an American flag and the phrase, “Thank You for Your Service.” Keep it up throughout the Memorial Day weekend. (Put it up again for Veteran’s Day.)
7.Email the above photo to all Vets in your contact files. Invite them to visit anytime

Google Places -- Must Have for Small Business

noreply@blogger.com (Nevin W. Mann) — Thu, 29 Apr 2010 05:02:00 PDT

Last week, Google announced the creation (actually an enhancement) of Google Places. You can read about the details on the Google Blog (googleblog.blogspot.com
introducing-google-places).

Google Places is a must have for small businesses and best of all, it's free. Here are the highlights:

Include photos of your location
Select or "claim" your service area
Coupons to promote special offers
Real-time updates
Describe your unique proposition/ what makes your business special
Track your progress with a personalized dashboard
Custom QR Code for your location to print on your business cards

More later on this exciting new Google development. Go to Google places and look for the Johnson-Woodford Company.

Victory Gardening for Cemeteries and Funeral Homes

noreply@blogger.com (Nevin W. Mann) — Thu, 22 Apr 2010 17:47:00 PDT

Funeral homes and cemeteries that are continuing their quest to connect to the community might consider providing space at their facilities for community gardeners. It’s not too late to do this for 2010.

What to do

Determine your constituency. Possibilities include youth groups, apartment dwellers, and seniors. If you have had “issues” with locals, put that group at the head of your list. Invite your constituents to assist in planning and rules development. A cemetery client of mine permits employees to garden at the property, but has a problem with locals stealing vegetables. They are going to invite area residents to join their employees in gardening, hoping the relationship will end the theft problem. Woodland Cemetery, located in a troubled urban Philadelphia neighborhood, recruited 22 volunteers to build raised beds and create a children’s garden.
Set aside an area that will not interfere with your regular operations. However, visibility and publicity is important. You will want to have signage related to the garden, its location, and its purpose.
Get assistance and support from local politicians, garden shops, gardeners, and agriculture bureaus or extensions.
Determine rules and regulations. For example, what can/cannot be planted, hours of use, expected courtesies, and what your obligations will be.
Get started planting and enjoy the fruits and vegetables of your labor.

What to plant in May and June: beans, black-eyed peas, cabbage, celery, collards, cucumbers, okra, pumpkin, and squash.

May, Personal History Month

noreply@blogger.com (Nevin W. Mann) — Wed, 14 Apr 2010 10:20:00 PDT

May‑‑Official Personal History Month. Cemeteries and funeral service providers are in business because people want to remember their loved ones. This article has information you can use to improve your business and connect with your community in a meaningful way.

The Association of Personal Historians (www.personalhistorians.org.) helps raise awareness of the importance of preserving life stories. They conduct events and workshops that promote and support the creation of individual life histories. They also have a directory of members, who can assist you in holding and promoting Personal History Month events.

Start now. Contact a member of the Association and plan an event. You might consider having a personal history writing workshop, publishing writing tips in your newspaper or website, raffling of a book about writing one’s personal history. Invite the community through church bulletins, fliers, lawn signs, and newspaper ads. Start a club. Offer to provide meeting space for ongoing gatherings where people can share their life stories.

Many organizations choose a month and claim it as their official month. Sometimes, “official months” get broad national recognition. Nonetheless, you can develop programs around an official month theme and attract visitors, followers, and fans.

May is designated the “Official Month” for the following:

ALS Awareness

Arthritis Awareness

Family Wellness

Freedom Shrine

Jewish-American Heritage

Motorcycle Safety

National Bike

National Family

National Military Appreciation

National Stroke Awareness

Women’s Health Care

Johnson-Woodford Company Blog: Johnson-Woodford Company Blog: Bicycle Hearse

noreply@blogger.com (Nevin W. Mann) — Mon, 12 Apr 2010 18:02:00 PDT

Johnson-Woodford Company Blog: Johnson-Woodford Company Blog: Bicycle Hearse

Bicycle Hearse -- Real Green!!

noreply@blogger.com (Nevin W. Mann) — Mon, 12 Apr 2010 17:54:00 PDT

Being "bicycle friendly" is one way for cemeteries to attract visitors and reinforce their relevance. Wade Lind owner of Sunset Hills Cemetery in Eugene Oregon has taken cycling to a new green level. He is pictured here with his Bicycle Hearse. Inside the hearse is a green casket. What's your take on this?

Another Idea - Biking

noreply@blogger.com (Nevin W. Mann) — Wed, 31 Mar 2010 14:38:00 PDT

Want to be a more "user friendly" cemetery. Get out to some garage sales and pick up a dozen good used bicycles. Fix up and clean up. Total cost under $200. Make them available for rent at under $10 for people to tour your cemetery.

Put up signs in your office. Publicize your service, especially to local bikers, who will learn about you and likely bring their own bikes. Run a charity event with a biking theme.

Balanced Score Card -- Video #1

noreply@blogger.com (Nevin W. Mann) — Fri, 19 Feb 2010 08:57:00 PST

This introductory video provides a detailed overview of the Johnson-Woodford adaptation of balanced score card principles. Our approach eliminates the "busy-work" typically found in strategic planning and brings action oriented focus to high-priority and high-value initiatives.
The Balanced Score Card system can be implemented at a fraction of the cost of traditional strategic planning because it effectively uses managers' time and existing information. Managers become strong supporters because they see immediate return on investment from taking action on high-payback initiatives.

Please let us know if you would like to receive a booklet explaining elements and benefits of our Balanced Score Card approach.

Johnson-Woodford, management consultants to the deathcare industry

Postscript

A final thought. We can all learn from one another. Your thoughts, ideas, and sharing are important to us and others. Please send your notes and comments to blogger@johnson-woodford.com or log on to www.johnson-woodford.com.

Balanced Score Card -- Video #1

noreply@blogger.com (Nevin W. Mann) — Fri, 19 Feb 2010 07:00:00 PST

Introduction to Balanced Score Card
http://www.youtube.com/watch?v=FDpVT6

Funeral Service Success Story

noreply@blogger.com (Nevin W. Mann) — Fri, 05 Feb 2010 15:39:00 PST

Affinity Casket Company, producer of caskets honoring U.S. Military veterans, came up with an idea for funeral home customer. They identified 100 pre-need cremation services written for Veterans. Letters were sent to each announcing the funeral home had chosen Affinity as a supplier of "Veterans" caskets. Enclosed with the letter was a simple brochure about the Affinity casket line. Within a month, ten cremation pre-needs were re-written to full-service arrangements using an Affinity casket.

Johnson-Woodford, management consultants to the deathcare industry

Postscript

This post and others on the Johnson-Woodford Blog will be compiled into a Free, downloadable E-book, which will also be available in hard copy.

Congratulations 2009 KIP Winners

noreply@blogger.com (Nevin W. Mann) — Thu, 04 Feb 2010 06:07:00 PST

STERLING, VA (February 1, 2010)—The International Cemetery, Cremation and Funeral Association is pleased to announce its 2009 KIP (Keeping It Personal) Award winners, recognizing the best in personalization in the cemetery, cremation and funeral service profession.
Information on the winners is available on the ICCFA Web site at www.iccfa.com/certifications-awards.
Johnson-Woodford congratulates the winners and all who entered the 2009 KIP Awards. The winners are as follows:
MOST PERSONALIZED SERVICE OR MEMORIAL
First Place & Grand Prize Winner,Miller-Jones Mortuary & Crematory,Sun City, California
When Betty Billings, beloved wife and mother and admirer of the work of painter Thomas Kinkade, passed away suddenly, her family turned to Miller-Jones Mortuary & Crematory to arrange a meaningful celebration of her life. They said that they will "always remember her in her favorite La-Z-Boy chair adorned with Kinkade art, with her Kinkade blanket, Kinkade painting and personal bedside poem." Miller-Jones arranged for all of these things to be transported to the mortuary and included in the viewing presentation, with Billings layed out in her favorite chair instead of a casket, with her blanket and other favorite artwork near her. The family was comforted by the innovative idea and appreciated the opportunity to create a final family photo in this setting.
Honorable Mention,Reichmuth Funeral Homes,Elkhorn, Nebraska
Jack Rittenhouse was 38-year-old man whose heritage was deeply rooted in rural life, farming and volunteer firefighting. To memorialize him, Reichmuth Funeral Homes incorporated ears of corn, fire department emblems and miniature farm implements into the bouquets and decorations. Reichmuth also coordinated with various fire departments from around the state, and 23 fire apparatus vehicles led the procession from the funeral home to the cemetery. Rittenhouse's local fire department formed a corridor for the walk to the grave, and more than 100 guest firemen formed an honor guard near the grave. The Nebraska Fire Fighters Response Team provided a burial flag, which was folded by six members of the Waterloo Fire Department; two bagpipers played "Amazing Grace;" and the local 911 center issued a "last call" over the entire system commemorating his death.
BEST PRACTICE
First Place,Eternal Hills Memorial Gardens & Funeral Home,Klamath Falls, Oregon
In an effort to personalize services for every family they serve, Eternal Hills created an extensive interview guide to find out the life history, special events and important details that lead to a more personalized service. A service arranger along with an arrangement counselor plan and coordinate all personalization and order of service with the celebrant after he/she meets with the family. Eternal Hills uses an extensive interview that focuses on six areas of life: family, work/profession, community involvement/clubs, hobbies, church/religion, and vacations/special activities. After this information is gathered, a meeting is arranged with the clergy or celebrant to parlay the specific details. The service director is the master of ceremony introducing all participants, the order of service, and the wow factor—the special personalization planned for each service. In addition, Eternal Hills requires each service arranger to be a certified celebrant.
Honorable Mention,Kranz Funeral Home,Cass City, Michigan
Kranz Funeral Home provides a personalized blanket with the deceased's name and dates and a custom-embroidered design specially chosen for each person. Kranz hires an embroiderer who goes online to the funeral home's Web site and reads the obituary to decide on the design. Each one is displayed on a quilt rack during visitation. Families tell them time and again that the design is right on target in capturing the spirit of the deceased.
EVENTS
First Place,Speaks Family Legacy Chapels,Independence, Missouri
Speaks Family Legacy Chapels hosted its Fourth Annual "Lest They Be Forgotten" Veterans Program at the Harry S. Truman Presidential Library. The program featured the premiere of "Vietnam—Remembered" by documentary filmmaker Larry Cappetto; a recounting of the heroic actions of two Vietnam War Congressional Medal of Honor recipients; a firsthand account of the war and homecoming of the founder of the Heart of America Stand Down Foundation; and a Huey helicopter that was shot down four times during the war. Speaks Chapels also sponsored a movie presentation on public television, a one-hour discussion on public radio, and presenting the Cappetto movie at nursing home veterans programs.
Honorable Mention,Fu Shou Yuan Co., Ltd.,Shanghai, China
The Shanghai Cancer Rehabilitation Club holds an annual Commemoration Day in their "Forest of Hope and Love" that they built in 2005 in the Fu Shou Yuan Cemetery. The April 16, 2009, event attracted more than 900 members to remember those who have passed away. There was also a "Baptism of Life" celebration for 50 club members to remember their five years of "rebirth" since their cancer went into remission.
Honorable Mention
Ballard-Durand Funeral & Cremation Services,White Plains, New York
Ballard-Durand Funeral & Cremation Services held a special seminar with speaker, therapist, life coach and author Ron Villano titled "Embrace the Power of Change." The event was free and open to the public. The funeral home garnered attention via social networking and through an article in the local newspaper about the upcoming event. MKJ Marketing created a newspaper ad, community poster and Web site banner ad. About 130 people attended and learned how to work through change and cope with the loss of a loved one.
INNOVATIVE/PERSONALIZED PRODUCT (SUPPLIERS)
First Place,Heartsong Memory Beads,San Diego, California
Heartsong Memory Beads creates custom jewelry with cremated remains infused in glass beads. Customers say they find comfort in feeling that their loved one is always with them.
Honorable Mention,Shine on Brightly,Asheville, North Carolina
Founded in 2008, Shine on Brightly is a group of 25 affiliated artists who create personalized memorial art for humans and pets in such mediums as memorial urns, jewelry, paintings, handmade books, glass objects, poetry, pottery, textiles and more.
Honorable Mention
Hainsworth USA
Glenwood, Maryland
Hainsworth USA's line of The Natural Legacy caskets and presenters are made in the United States from British wool.

###

Johnson-Woodford, management consultants to the deathcare industry

Postscript

This post and others on the Johnson-Woodford Blog will be compiled into a Free, downloadable E-book, which will also be available in hard copy.

Action Items: The Dawn of a New Decade

noreply@blogger.com (Nevin W. Mann) — Fri, 22 Jan 2010 14:04:00 PST

Ed Defort, Editor: Action Items is a recurring feature in the Memorial Business Journal where we ask some industry experts their thoughts on how to improve the performance of a funeral home or cemetery. In this issue, we talk threats and challenges to your business with Nevin W. Mann, founder and chairman of Johnson-Woodford Company, Glenside, Pa.

The challenges facing death care this decade will obviously be a continuation of what has been building. Where should we start?
NM: Start at the obvious. The cremation rate is probably going to increase and this will have more of an impact than expected because I don't think that the economy is going to get much better any time soon. I think consumers over the last two years have hunkered down and decided that this is the way that things are going to be and life is not going to be like what they had experienced before. I think everybody across the board is going to be more conscious of how they spend money.

The first result of that is that people are going to look at everything that cemeteries and funeral homes do with an eye toward how they are going to save money. Cremation is a real serious option for them. Then what I think people are going to do is figure out how to do self-created memorilization and disposition.

We have been unable to identify somewhere in the neighborhood of 60-75 percent of exactly where cremated go. Just based on anecdotal stuff and mother-in-law research it's my belief that a lot of people are sitting on cremated remains, looking at that box and thinking, "my goodness, what am I going to do."

I do think that some of those remains are going to come back to cemeteries and into columbariums. But I also think that down the road there will be more occasions of people thinking about how to do scattering in different places without the fear of the park ranger coming in and finding out what they are doing. People will be creative and figure out how to get around that.

It seems that research for the average consumer is no challenge these days.
NM: There is a lot of help on the internet, no just with research but with solutions. There are companies putting their own memorials together without the funeral home being involved. I think what is going to happen is that people are going to be spending less money within the industry to get their cremation taken care of and spending more outside of what has been the traditional industry, who are constantly figuring out how to get their messages out on how to help [consumers].

For example, I saw one company's site that offers all kinds of templates so that someone can put a themed book of photographs together and bound for something in the neighborhood of $30-50. So if you think about people wanting to create mementos, like an online scrapbook kind of thing, there are some funeral homes doing now and charging $400. Meantime there are companies who employ programmers overseas and pay them very little who can create these memorial en mass.

As we said, this is a continuation of a trend that started long ago with alternatives to traditional products and services readily available now and that is the power of the internet.
NM: Somewhere in the area of 80 percent of purchases made today people either check the internet first before they buy or they use internet to actually make their purchases. It is hard to believe that 80 percent of commerce is involved in the internet. A funeral director might think that no one will go online and buy a casket from Walmart and Costco, but they will go online and find out what the deal is on product that the funeral director is selling — and that applies to caskets, urns, registry books, memorial albums. Whatever the funeral director sells there is a resource for people to find information and even to make the purchase. There is going to be even more pricing pressure on product because of that.

Is Walmart going to open up a lot of people's eyes just for the mere fact that they are selling caskets now?
NM: Yes, this all relates to what I said earlier that people will work to save money. Aside from product, there may be less use of a funeral provider's services too. Over on the Main Line (an affluent suburban region near Philadephia), where people are highly educated and have a lot of money, they hardly ever have evening viewings any more. Things are being done in a one-day service. I think in general people will learn and get used to one-day services as substitute for the traditional day/night viewings followed by an interment service the next day. What that means is that the funeral homes are going to lose the revenue from the use of the facilities. And there is a good chance that if people understand that embalming isn't necessary especially if they are not going to have a viewing, they are going to lose their embalming fee. There is going to be more people opting for what used to be called direct burials with some minimal services at the funeral home, or even a graveside service.

There has been talk for a long time about Marriott and the hospitality industry making inroads in traditional funeral practices.
NM: I have always thought that guys like Marriott who have downtime in their facilities in the middle of the week when funeral service or celebrations could occur, could figure out a way to turn that downtime into profit. Marriott and the others who do a good job in the hospitality industry could enhance their use of facilities for these types of ceremonies. They are using their ballrooms for weddings, mostly on weekends. I am sure they could figure out how to become a player here and satisfy those families who want to have some sort of special service who may not want to use the funeral director.

Churches membership has been eroding for over 20-30 years now. Some of the most progressive churches have been putting in multi-media centers, A/V equipment and sound systems. My guess is that the churches are going to make a stronger play for using their facilities for memorials and funeral services.

It seems like for many death care operation, that it will take a ramped-up effort just to maintain the current share of the marketplace?
NM: The first thing is being in tune with all of the changing needs and wants of consumers, and being there first to show that you can do a better job than Marriott, you can do a better job than the church, you can do a better job of providing the casket than Walmart can, so there is demonstrated value added by being a funeral director rather than by being just guy who gets the casket for them.

For example, if you just take the green movement as a blip on the radar, or take it as an emerging trend, the smart funeral director and the smart cemeterian will make sure that they can satisfy the green-oriented customer. Recognize this. Have options available on the funeral side to serve the "green" consumer who wants the viewing and services where they can support that person rather than fight them. If it is a cemetery, offer the section and publicize to the entire community that you have a green burial section that can accommodate green memorials and burials. Not only does this satisfy the people who want to do those things, it also adds to the credibility of the image of the funeral home and the cemetery as being somebody who is in tune with what the consumer wants. If I were sitting in an audience at a workshop, and even if I didn't want to do a green funeral or a green burial and I'm dealing with a guy who is telling me that they do these things, my perception is that "if he's doing that, then he will probably be able to do what I am looking for and satisfy the service that I am seeking."

The more engaged a death care provider is within the community, you've got the attention of the public and it gets people thinking that a funeral home or cemetery is more than just the place to go to when someone dies.
NM: The funeral director has to show they provide value instead of just standing there doing the funeral director rock with their hands in their pockets or behind their backs while the services is going on. They have to provide value, not only when providing the service, but providing value 365 days a year. The way to do that is through the internet and by having a web site that is useful.

And don't be afraid of or to minimize the impact of social networking sites. There are more than 250 million people on Facebook. This is an incredible number of people and nobody is taking advantage of this. There are a number of ways to use Facebook to promote a business's name, products and service. Facebook allows the creation of virtual communities where you can have direct contact with people in your area. The whole idea with social media is to relate to your community what you have to say and what you have to offer. Facebook is the perfect way to do this and it doesn't cost anything.

I just saw a group on Facebook, it was someone's high school class, they had over 500 people. Granted there is a lot of mobility and Facebook is an easy way to keep in touch with people who are all over the country. But it is a great to keep in touch with your own community and to provide information. All funeral and cemetery providers need to become more active and involved in the community that focuses around the products and services they provide.

The problem is that when you are on the outside looking in, this is a no-brainer. But those on the inside should not be content with what they are doing and oblivious to what is going to happen to their future. While Marriott might be researching methods to increase productivity during their so-called down time, funeral directors during their downtime are just happy to be home, or fishing or golfing. Sometimes they are just happy that there is nothing going on.

Johnson-Woodford, management consultants to the deathcare industry

Postscript

This post and others on the Johnson-Woodford Blog will be compiled into a Free, downloadable E-book, which will also be available in hard copy.

noreply@blogger.com (Nevin W. Mann) — Fri, 13 Nov 2009 07:31:00 PST

H1-N1 ― Another Look
I just completed a blog entry on crisis situations and how the H1-N1 threat has raised a new level of awareness and opportunity for service by cemeteries and funeral homes.
My thoughts were that many had put aside concerns, because there had not been much alarming "news" about H1-N1. But, this afternoon, the AP released the following information:

Swine flu has sickened about 22 million Americans since April.
Nearly 4,000 have died, including 540 children, a quadrupling of previous death estimates.
There is a shortage of vaccine to combat the illness.
Not quite 42 million doses are currently available, a few million fewer than CDC had predicted last week.
One in six parents has gotten at least some of their children vaccinated against swine flu since inoculations began last month. Another 14 percent of parents sought vaccine, but couldn't find any.( Three times as many adults have tried and failed to find vaccine for themselves, as have succeeded.
The CDC has conservatively estimated that more than 1,000 deaths and "many millions" of new H1N1 infections have occurred.
Some 98,000 people have been hospitalized from this new flu, or its complications, including 36,000 children, 53,000 adults younger than 65, and 9,000 older adults.
Deaths could range from a low of 2,500 to as many as 6,100, depending on how the data is analyzed.
Some 8 million children have become ill, as well as 12 million adults younger than 65, and 2 million older adults.

It might be very timely to get in touch with your lot holders and pre-arranged families, to let them know what you are doing about crisis preparation, and how you can help them.

Crisis Preparedness Service Excellence Opportunity

noreply@blogger.com (Nevin W. Mann) — Wed, 11 Nov 2009 07:13:00 PST

There has been a lot of press coverage in 2009 about H1N1 Flu, also referred to as Swine Flu. While early predictions about a pandemic have abated, real opportunity remains for cemeteries and funeral service providers to distinguish themselves in their preparation for unforeseen critical events.
Lot holders and those with funeral pre-arrangements can be encouraged to participate in these preparations and thereby gain added peace of mind from knowing these precautions have been taken. Those not having cemetery and funeral pre-arrangements will have an additional reason to address this important matter.
Let's look at one possible crisis situation. Assume 10% of the general population is affected by a debilitating event. This could be environmental, biological, or any hypothetical event causing 10% of the population some level of incapacity. Let's further assume a 10% short-term increase in number of deaths. The net effect of such a situation would be a crisis for cemeteries and funeral service providers, with a 10% increase in activity and only 90% of their normal human resources available.
Some ways you might prepare for such an overload include:

Cross-training staff

Updating lot records for future burial information and lot holder contact information

Confirming details of pre-arranged funerals

Backing up records to an offsite location with Internet access

Arranging for outside help for backup

Evaluating all processes, to determine what can be postponed in a crisis.

Reviewing procedures to assure clarity and ease of understanding

Keeping up-to-date on all critical support tasks and record management

Develop some mock crisis situations and discussing how they would be handled among staff

Communicating your contingency plans to local officials

Collaborating with other service providers―including competitors

Communicating Your Message
If you decide to develop a crisis preparedness plan, you likely will be among the top 15% of providers who do so. Having distinguished yourself, you should share this with your constituents. Cemeteries and funeral homes could communicate their planning to lot holders and those with pre-arrangements with a newsletter, preparedness brochure, press releases, and workshops and other community meetings. Visiting nurses associations might be engaged to do free health screening, accompanied by information regarding crisis preparedness. You might conduct seminars at libraries, senior centers, town halls, and churches, to share what action steps you have taken and things the populace can do to protect themselves.
Johnson-Woodford Company
Management Consultants to the Deathcare Industry
Postscript
This post and others on the Johnson-Woodford Blog will be compiled into a Free, downloadable E-book, which will also be available in hard copy. A final thought: We can all learn from one another. Your thoughts, ideas, and sharing are important to us and others. Please send your notes and comments to blogger@johnson-woodford.com or log on to www.johnson-woodford.com.

80% of Advertising is Spent on Headlines

noreply@blogger.com (Nevin W. Mann) — Wed, 08 Jul 2009 11:13:00 PDT

Headlines are read over five times more often than the ad copy. As a result, more than 80% of your ad dollars are spent on your headline. Great headlines attract readership. Are you using five times the effort creating your headline as you are the rest of the ad? Expressed differently, if your copy is great and the headline stinks, it really doesn't matter. This applies to all your printed material, especially booklets, brochures, and leaflets. Here's a test you can try. Stop at a visitor's center or motel lobby and observe the rack with travel and local interest brochures. Pick up five to ten brochures that attract your attention and look for how many key points mentioned here were considered by the advertiser.
Some key points to keep in mind:

Use words and illustrations that attract buyers, but be careful not to scare off potential buyers. For example, women are key influencers of funeral and cemetery purchases, but men have a significant role, as well. If your headline looks like you're pitching to females, it's unlikely men will read your ad.

Appeal to self-interest, and promise a benefit

Appear to be newsworthy, current, and interesting

Power words include:

Free, New, How to, Suddenly, Now, Announcing, Introducing, Important Development, Amazing, Sensational, Remarkable, Revolutionary, Startling, Miracle, Magic, Offer, Quick, Easy, Wanted, Last Chance, Bargain, Advice to, The Truth About, Compare Add emotion: Love, Fear, Pride, Friendship, Security

Be clear, not cute or tricky; no puns, don't try to entertain

Use everyday language

Don't print over pictures/illustrations

Never use uppercase only, it's unreadable

Johnson-Woodford, management consultants to the deathcare industry
Postscript
This post and others on the Johnson-Woodford Blog will be compiled into a Free, downloadable E-book, which will also be available in hard copy. A final thought. We can all learn from one another. Your thoughts, ideas, and sharing are important to us and others. Please send your notes and comments to blogger@johnson-woodford.com or log on to www.johnson-woodford.com.

Is Your Funeral Arrangement Process Affecting the Perception of Your Overall Service Quality?

noreply@blogger.com (Nevin W. Mann) — Wed, 17 Jun 2009 18:06:00 PDT

The number of choices offered in funeral service can be a real Catch 22. Too many choices can be overwhelming, cause fatigue and stress, and prevent the family from focusing on developing meaningfulness regarding the tribute. Conversely, too few options can be experienced as inadequacy of choice, resulting in the perception of an overall lower quality of service.
Two studies, appearing to conflict in conclusion, highlight the problem funeral service providers face in determining an appropriate mix of products and services. An extensive study conducted by Dr. Kathleen D. Vohs at the University of Minnesota and published in the April 2008 issue of The Journal of Personality and Social Psychology concluded that the most important decision-making factor causing fatigue and inhibiting behavior was highly correlated to the number of decisions that had to be made. Less relevant in causing fatigue were both the difficulty and the consequence of the decisions.
An earlier behavioral study at Stanford showed that extensiveness of product lines correlated to perceived general value of the entire product line. Limited choice correlated to lower perceived value, and greater choice had the perception of higher quality. A significant challenge in optimizing the funeral service therefore is to establish a balance between a limited offering, with poorly perceived value, and an extensive offering requiring many decisions that could cause fatigue and shutdown.
Fatigue and shutdown during funeral arrangements
In funeral service, an example of complex decision making might involve selection of a casket. Choosing from many features, metal or wood, quality grade, hardware, cap panels, and personalization features, might feel overwhelming. These multiple decision choices, according to the research, would be more "draining" than a single choice between an all-inclusive $8,000 funeral package and one for $6,000.
Funeral arrangements are stress-laden to begin with. Adding the burden of having to make many decisions can quickly lead to fatigue. Eventually, the family becomes unwilling or unable to make further decisions. Fatigue caused by the arrangement process could also undermine discussion of important and significant items that could mean the difference between a truly meaningful service and one that is merely ordinary. As fatigue increases, the discussion regarding arrangements might even conclude prematurely.
Reducing fatigue, increasing value, arranging meaningful funerals
Accomplishing balance between many choices and limited choices can be achieved by combining products and services into package offerings. Packaging goods and services into levels of good, better and best, for example, can reduce the decision-making to one decision, as opposed to many. Allowing substitution within the package offering also serves to reduce the total number of decisions.
Another way to reduce the stress of decision-making is to streamline the arrangement process. This can be accomplished by following decision paths and eliminating irrelevant discussion. For example, if final disposition is discussed as a first step, a brief overview of various paths leading to that final point can be explained, enabling the family to move forward on a path most suitable to their needs. The arrangement process can also be streamlined by efficient information gathering. If the family is helped to prepare basic statistical information before arriving at the arrangement, time-consuming information collection can be reduced to verification.
Lastly, facilities and product displays can be arranged in a manner that eases the arrangement process. Casket displays, for example, could be limited to a few selected caskets and supplemented with additional choices shown in a kiosk or catalogue. The physical casket display could be eliminated altogether, substituting a well–organized, high-quality catalogue. Some leading service providers that have eliminated display rooms include Heffner (PA), Krause (MN), Bean (PA), and Farley (FL). Simplicity in display also applies to paper products, video and photo tributes, jewelry, flowers, outer burial containers, and catering.
Conclusion
The funeral arrangement process should be conducted in a manner that minimizes stress. Too many choices and decisions can lead to fatigue and process shutdown. Decision-making and complexity of the arrangement can be streamlined by assisting the family in their preparing for the arrangement, providing packaged product and service choices, simplifying and arranging merchandise displays in an orderly fashion, and offering guidance to simplify decision paths during the arrangement. When the arrangement process is streamlined, the family is afforded an environment in which they can demonstrate their love for the deceased by focusing on creation of a memorable and meaningful tribute.
Johnson-Woodford, management consultants to the deathcare industry
Postscript

This post and others on the Johnson-Woodford Blog will be compiled into a Free, downloadable E-book, which will also be available in hard copy.

Getting Your Message Read ─ 32 Time-Tested Tips

noreply@blogger.com (Nevin W. Mann) — Tue, 26 May 2009 08:41:00 PDT

Following these simple, time-tested, ad copy guidelines will enhance your ability to capture consumer interest.
Printed material, traditional and electronic, plays a critical role in attracting consumer attention and communicating your message.
To be effective, your copy needs to grab attention, create interest and spur action. If your copy is uninteresting or difficult to read ─ let's just call that uninviting ─ your message will not be read, and your money and efforts will be wasted.
Here are some simple tips to raise interest, improve recall, getting people to take action, and increasing the overall effectiveness of your printed materials.
Headlines

Work five times as hard on your headline to be sure it grabs attention

Keep headlines very short -- try limiting them to ten words

Headlines following an illustration and before the copy get higher readership

Questions and quotes raise interest

Mention a benefit; name the product

Communicate the entire message of the ad in the headline

Include the name of the city, to attract attention

Use emotional words

Specifics win; generalizations lose readership

Avoid tricky phrases and double meanings

Copy

Opening paragraph: limit the length; give a compelling reason to read more

Make benefits clear and back up your statements

Where possible, start copy in print ads, brochures, and announcements with an enlarged first initial letter design

Use everyday conversational language

Write copy directed to the individual, not a group

Avoid unnecessary analogies, as they require extra thought

Celeb testimonials may result in recall of the celeb only

Use a call to action to measure results

When using a coupon, make it a mini ad that can stand alone, should it get cut out

Create urgency by limiting time and supply of the offer

General Appearance

Make copy easy to read by avoiding all caps, superimposed copy, and unusual fonts

Eleven-point body type is very efficient and readable

For clarity and when appropriate, use captions with selling points for every photo ─ this may be the only part that is read

Serif fonts for print media and sans-serif for electronic media make reading easier

Use photos to arouse attention

Never use reverse type on printed material and carefully use attractive and tasteful contrast in electronic media

Using sub-headings adds interest when copy is long and complex

Four-color increases memorability 100%

Keep columns manageable ─ 35-50 characters wide are most readable

Centered headings every two to three inches enhance interest

Use space between paragraphs to increase ease of reading

When photos using one or two people conveys your point, make this your choice, rather than group photos, which might distract or confuse

Know when and how to use professionals to improve your ads; if in doubt, get help

Postscript

This post and others on the Johnson-Woodford Blog will be compiled into a Free, downloadable E-book, which will also be available in hard copy.

Green Burial and Funeral Options ─ Where We Are in 2009

noreply@blogger.com (Nevin W. Mann) — Tue, 19 May 2009 07:38:00 PDT

What We Know About the "Green" Movement

The green movement is here to stay. The U.S. population had treated environmental issues like an unwelcome head cold until the awakening resulting from gasoline prices surpassing the $4 mark in the last couple of years. This is not to say there was no serious concern before, but the environment came to the forefront of concerns, when energy costs skyrocketed.

90% of consumers now say they are concerned about the environment.

Green issues are pervasive. Since the energy price spurt, environmental issues have gained both greater attention and deeper general understanding. For example, consumers are not only aware of inefficiency in products they use, but also in production and transportation excess consumption of energy, even though the product itself is environmentally friendly.

Consumers and investors, alike, are aware and interested in companies' efforts to optimize energy use in production, packaging, transportation, and recycling of used materials.

There are many organizations that have evolved as a result of demand for information about energy efficiency. Organization focus includes advocacy, information resources, and research. A simple Google search on "green-friendly organizations" recently yielded over 8 million hits.

Deathcare's Role Related to the Environment

Many consider use of embalming fluids, especially those that are toxic, to be unnecessary and wasteful.

Many think use of wood, metal, and concrete in final disposition of human remains is wasteful. For example, Americans inter 30 million board feet of hardwoods, 1.6 million tons of concrete, 90,000 tons of steel, and more than 827,000 gallons of toxic embalming fluid every year.

In spite of mercury pollution and high energy use, cremation appears to provide a sense of energy efficiency to the consumer, but unfortunately, as an alternative to traditional burial.

Those consumers aware of green funeral and burial options are likely to see these green offerings as alternative to cremation.

Corporate Issues

Not only can we expect increased government intervention, there is a wellspring of non-governmental organizations (NGOs) such as the Sierra Club, The Nature Conservancy, Good Guide, Social Investment Forum, Climate Counts, and Innovest Strategic Value Advisors that focus on products and corporate performance from an environmental perspective. Call it "Environmental Sarbanes-Oxley," if you will.

It just makes good sense for companies, public and private, to polish their green image.

A new field of study, examination, and intervention relates to environmental, social and governance (ESG) issues. A Google search on "environmental, social and governance" yielded 8.2 million hits.

National Grid, for example, is sidestepping another assault on executive pay by disclosing how it is linking executive pay to greenhouse gas reduction.

Implications for Deathcare Service Providers

Some consumers are interested in green funerals and burials. An AARP study in 2007 found that 21% of Americans over the age of 50 preferred a green burial.

The Green Burial Council predicts there will be 200 natural burial cemeteries within five years.

There seems to be a lack of reliable data about the size of the market and consumers' genuine intent regarding green funeral and cemetery options. Nonetheless, the data taken as predictive or simply anecdotal indicates there is a significant segment of the population looking for green alternatives.

Awareness of green funerals is 52% and green burial is 73%.

While customers probably won't pay extra for the intangible benefit of helping the planet, they will pay for the value of direct benefits they receive. Therefore, direct customer benefits, including those of being green, need to be communicated in product/service value messages.

Offering products at competitive prices, while helping the environment, gives providers a chance to add value for their customers and to increase market share. Total revenue should be comparable between green and non-green offerings.

Having a green presence, cemetery or funeral home, expands market reach beyond the traditional geographic boundaries by giving interested consumers a reason to pass a dozen or more competitors to reach the green provider.

According to Glenn Gould of MKJ Marketing, green disposition will more likely take away from cremation:

	Disposition Preference
	Burial/Mausoleum	Cremation
	43%	30%
Percent Who Would Consider a Green Alternative	40%	53%

Green burial revenue may be additive by converting those who prefer cremation and are not now cemetery customers.

The primary reason cited for choosing cremation is the environment, with 32% of consumers giving this as their principal reason.

Having a green presence gives providers an additional forum for presenting their image and overall value proposition to a new constituency.

Because of a general public interest in both green and death-related issues, the news media is eager to capture information about green cemeteries and funeral homes.

Bottom Line

There is a sizeable, interested and viable market segment for green options.

Offering green options will expand market share.

Offering green options yields benefits to providers beyond just an additional revenue source.

Investment to develop green options is relatively small and relatively low risk.

First to the party not only gets the bigger piece of the cake but maybe the only piece, if they become market-dominant. What are you waiting for?

Johnson-Woodford, management consultants to the deathcare industry

Postscript

This post and others on the Johnson-Woodford Blog will be compiled into a Free, downloadable E-book, which will also be available in hard copy. A final thought. We can all learn from one another. Your thoughts, ideas, and sharing are important to us and others. Please send your notes and comments to blogger@johnson-woodford.com or log on to www.johnson-woodford.com.

Hidden Income for Cemeteries

noreply@blogger.com (Nevin W. Mann) — Wed, 13 May 2009 07:20:00 PDT

Often overlooked sources of income for cemeteries includes charitable organizations. A charitable organization, as defined in the IRS tax code, has as its purpose, raising funds for the benefit of others. Your property or some portion thereof could be the beneficiary of a charity under the IRS code.
The code is very specific for charitable organizations created under Chapter 501C-3 of the code. These eligiblity requirements include:

All monies raised in excess of expenses must be contributed

For cemeteries, benefit cannot accrue to the lot owner

Johnson-Woodford Announces Six Point Tune-up

noreply@blogger.com (Nevin W. Mann) — Mon, 04 May 2009 04:57:00 PDT

Johnson-Woodford, management consultants to the deathcare industry, has announced a new service to help clients quickly achieve profit increases and assess their foundation for growth. Fees for the "Tune-up" depend on the size of your organization and will likely range from $5,000 to $15,000. However, Johnson-Woodford guarantees profit improvement of 300% of their fees.

This fresh-look review for immediate improvement opportunities answers the following questions:

Vision, mission, and strategies - are these clear and aligned?
Core values and beliefs - is everyone on the same page?
Product line - is the depth and breadth meeting market and business needs?
Communicating your value - is your message clear, getting return on your efforts, and making an impact?
Sales and promotion - are sales opportunities being missed?
Profitability - where are your blind spots?

Johnson-Woodford, management consultants to the deathcare industry

Postscript