You’ve likely heard the old saying “print advertising is dead”. While it’s true that online advertising is more affordable, print advertising for funeral homes still offers many advantages and benefits. Although we are a technology and web company and strongly push digital marketing, we cannot just forget about the value of traditional marketing methods like print advertising.
Traditional advertising for funeral homes has long been the standard practice for many firms. While digital advertising offers many advantages, so to does funeral home print ads and other traditional marketing efforts.
One of the biggest benefits of print advertising is trust. If something is printed in a newspaper or magazine, people have a physical copy of what was stated. Furthermore, newspaper and print media has been around for generations. Newspapers were once the primary way to learn about what was going on in the world. Although readership has declined over the years, many people still trust what they read in newspapers because they’ve built trust over time that the newspaper is a credible source of information.
In a 2016 study by Marketing Sherpa, they found that 82% of the 1200 respondents surveyed found newspapers to be the most trustworthy source when making a purchasing decision.
Another benefit of funeral home ads in the newspaper or other print media is that it is less intrusive. People subscribe to these publications and look forward to them. Consider the chart above, only 25% of respondents say they trust popup ads. Today, many people use ad blockers and programs to stop popup ads from taking over their screens.
With print advertisements though, they are less intrusive and don’t disrupt the user experience. If you’re reading a page on a website and a popup comes up unexpectedly partway down the page, that’s annoying. But when the user is reading a newspaper, the content is not obstructed with ads. If the person wants to glance at them they can, but it doesn’t disrupt their focus as much.
Another benefit of print advertising is engagement. Look at your computer screen right now – how many tabs do you have open in your browser or applications running. The internet is a great thing because it gives us access to so much information. The problem though is that we often don’t have the same level of focus as we do when reading a newspaper or magazine.
When someone is reading a magazine or newspaper, they’re typically focused on just that. The information in front of them is their sole focus. They
The biggest flaw with funeral home newspaper ads or just print advertising in general, is that it’s difficult to track engagement. However, you can use the insights you gather from your online advertising to improve your offline ads.
If you’re planning to create a print advertisement for your funeral home, consider using data from your online ads to help. Look at past ads you might have run on Facebook and study the ones that produced the most engagement and clicks. What kind of messaging and images did these ads use? When designing your print pieces, try to mirror what worked online.
We see hundreds of ads every day, so capturing someone’s attention is easier said than done. Remember, you only have a few seconds to capture the reader’s attention so make sure that you use an eyecatching headline and images. Keep your copy brief (no more than a few sentences) and easy to digest.
Whether it’s online or offline, make sure to do some research to ensure your ad is reaching the right people. For instance, if you are creating a flyer for a preplanning event, try and figure out what the best way to reach your target audience is. Should you advertise the event in a local publication or will a church bulletin have a better chance of reaching the people who are most likely to attend? Make sure you understand your audience and know who they are, what they want, and where you can find them.
There are many different types of print advertisements you can create for your funeral home. The list below summarizes different types of print ads and what types of audiences they can help you reach depending on your goals.
Newspapers vary in audience reach and publication frequency. They are also read by people with different interests and feature various types of content and stories. In most cases, funeral homes will want to advertise in local publications as these are going to reach people in your area. However, if you live in a major city like New York, advertising in a larger newspaper like the New York Times, might be a better choice as it has a greater reach. Keep in mind though, it will be more expensive and likely have more advertisements from other companies.
Before you commit to a newspaper ad for your funeral home, do some research and make sure the newspaper will reach the people you want. You may find that a local magazine is more affordable and will reach the right people. If there’s a local publication that promotes upcoming events, this might be the publication you choose to best promote any upcoming events at your funeral home.
Billboards and posters are a great way to get people’s attention who are on the move. Research has shown it takes a minimum of seven exposures for a consumer to be ready to purchase. By placing a billboard on a major street they might drive past on their way to work, you can increase the chances of ad recall. This means when a death occurs or they want to preplan, your firm has a better chance of being top of mind.
Church bulletin boards have long been a place to post for events and different things happening in the community. If you’re planning an open house, remembrance ceremony, or some sort of preplanning event, use these bulletin boards to help spread the word.
Another great use is if your firm specializes in serving a specific faith. Promoting your firm to a congregation of the same faith is an easy way to make sure your message is reaching the people most likely to do business with you.
Direct mail is a great way to reach a specific group of people. If there are several firms in your area, you might have better luck by targeting the families that live closest to your firm. With direct mail, you can choose what area you want your advertisement mailed to. You may find that you get a greater response by directly targeting people who live within five miles of your firm than you do with a newspaper that’s distributed in the area’s your competitors draw a lot of business from.
Chances are, you’re likely going to use multiple types of ads both offline and online. To make sure you’re achieving the best results, make sure that your message is aligned with your other advertisements. Remember, some consumers may need to see your message seven times before they act so ensuring that all of your ads are working together is the best way to achieve results.
If you’re interested in creating online or offline ads for your firm, we’re here to help. Our graphic design team is experienced in creating print materials, ads, and other resources to help spread the word and promote your funeral home and services. Whether its a billboard, bus ad, pop up stand or something else entirely, we’d love to collaborate and help you drive more business to your firm.
To learn more or get started, make sure to visit our website or contact us today!
Tommy holds a Communications degree from Laurentian University and an Integrated Marketing Communications Graduate Certificate from St. Lawrence College. He is a Content Marketing Specialist at FrontRunner and focuses on producing engaging content that funeral homes can use to connect with families. In addition, Tommy crafts SEO content for clients and specializes in helping the general public connect with the death care industry as a whole.