Ad Helps Bury "In Lieu of Flowers"

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Sales, Profit Builders - Sympathy Business

I just received the June issue of The Director, the monthly magazine of the National Funeral Directors Association. At the front of the magazine is an eye-catching flower image and an "open letter" to funeral directors. The letter touts the Rutgers University and Harvard University research studies that show flowers increase feelings of compassion and happiness and help people feel less depressed and anxious. The letter also asks funeral directors if we can bury "in lieu of flowers."

I wasn't surprised to see this ad because we put it there — it's a great result of a partnership between SAF and Asocolflores to reach funeral directors with key floral messages and encourage them to "get personal" with their local florists. SAF started this campaign last year and, thanks to funding from Asocolflores, we are running the ad for 12 consecutive months until April 2010.

We know this effort will plant the seed and get them thinking, but the real deal clincher will come when local florists start building a one-on-one relationship with their local funeral directors. That will turn those thoughts into action and assure funeral directors that they have a partner in another local business. When funeral directors know you're ready to help with the logistics and solve the problems that can occur when lots of flowers accompany a service or burial, they are more likely to work with you and less likely to use the dreaded "in lieu of" phrase.

When was the last time you connected with your funeral director? Perhaps summer is the best time to start. For tips on using the open letter ad as an ice breaker (i.e., Did you see this letter in this month's issue of The Director?), visit this page on SAF's Web site.