A hundred and fifty years ago, only cowboys cared about branding. That “Flying R Ranch” brand on the cow’s backside was the ranch’s way of saying “ours, not yours.” In those days, the only ones who “felt” anything about a brand was the cow, and not in a good way. In the early 1920’s, as consumerism really took off, so did branding, since now people had choices of different patent medicines, soda pops, automobiles and cigars. But for all practical purposes, and for the next 80 years, a brand was considered to be not much more than a logo, a slogan and perhaps a palette of colors (think Pepto Bismol pink).
That’s all changed. Today’s new branding isn’t about logos, slogans and colors at all. It’s about the total experience one has with a brand that really counts. Which brings me to the sixth and final trait of our Six Essential Traits of Effective Marketing: Uniqueness, Clarity, Simplicity, Surprise, Story and Experience.
When you think about the brand Nike, perhaps the first thing you may visualize is their iconic swoosh, but what really defines the brand is their commitment to athleticism. They define their mission thusly: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.” Watch their commercials and you’ll see they’re not talking about shoes or sweatshirts, they’re showing people pushing themselves as runners, basketball players, tennis players or golfers. They’re selling the experience of athleticism. “Just do it” isn’t about sportswear, it’s about an attitude athletes can relate to.
I’ve mentioned Starbucks repeatedly in my blogs because they’re expert in this new way of branding. Their brand isn’t about the green mermaid logo or even the flavor of their coffee. It’s about the total coffeehouse lifestyle customers envision themselves belonging to. They’ve nurtured the experience, encouraging laptop-lounging, promoting trendy iTunes music, offering coffees and teas from the most exotic corners of the planet, and developing a lexicon that says “I’m In” if you can master it. The Starbucks experience IS the brand.
The Disney brand is similarly experiential. So too is Apple’s brand. As weird as the Matthew McConaughey Lincoln commercials might seem, they’re surely about experience, not logos – and they’ve increased sales for Lincoln by 25% this past month alone!
Put simply, one remembers experiences much better than sayings or graphics. So how does your audience experience your brand?
Certainly, any funeral at your establishment is an experience, but what kind of experience do families and guests have that is uniquely yours – that expresses your brand alone? And how do potential new customers experience your brand before there’s a death in the family? What kind of special events or emotional advertising or other marketing do you generate that makes your brand an experience rather than merely a succession of words and graphics? And how would you describe your brand’s experience? (Please, for gosh sakes, don’t say “caring” or “compassionate” since that applies to practically every funeral-related business there is!)
One combo operation we’ve worked with has finessed their high-end business in the model of a country club. Their newly redesigned office complex looks more like a clubhouse than a funeral home. They take their pre-need guests around the property in attractive golf carts. They host art exhibits, concerts and other special events, some by invitation only. They know just who they are, who they want to reach, and make everybody feel special to be invited under their roof. Their ads and other marketing follow suit. That’s experiential branding.
A cremation business we know markets directly to Baby Boomers in ways that are funny, irreverent and appropriate to their audience so as to be both relevant and non-threatening. I asked the owner how this has worked out for them, and he told me that the new approach has represented a turn-around in their business, causing them to be top of mind compared to their competition. Little wonder.
People may not remember what you say but they’ll always remember how you made them feel.
And so it is with effective marketing.
When you package Experience along with Uniqueness, Clarity, Simplicity, Surprise and Story in all your marketing efforts, you have a winning combination that can’t help but propel your business to a level not enjoyed by your competitors. These values are what differentiate the winners from the also-rans. Especially in funeral marketing, where there’s a high avoidance factor, taking a different path that incorporates these six traits or values are a recipe for breaking through.
That’s an experience truly to be savored.
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Dan Katz is president, creative director of LA ads. To discuss your thoughts with Dan on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com. You can also connect with Dan on LinkedIn. See agency work via this link.
Funeral Marketing for the Perplexed 