The most effective marketing method in the memorial segment is target marketing. The vast majority of the opportunity comes from other businesses. Veterinarians work directly with pet owners whose pets pass on. Referrals come from pet stores, groomers, and other pet businesses. For people, referrals come from crematories, mortuaries, and urn builders.
In picking your niches, make sure you have sample products displayed in your showroom. You might even have a memorial section, especially if you are focused on several niches. Websites are used as catalogs by your customers, even if you don’t sell product directly from one. When a customer has a need and is not sure which business can fulfill it, they often search websites to see who offers the product or service. Displaying products on your website that represent specific niches you offer often results in a call. I believe it is best to display photos of products you have personalized or created yourself. Let customers see your work, your creativity, and your passion.
The memorial market is large. Look around your community, your whole market region, and evaluate where the best niches lie.
—Eagle’s Mark
