Case Study:
As the senior director of marketing communications for Arbor Memorial, Dustin Wright has the challenging role of marketing an unsought consumer product. Although a necessary part of the journey in life, celebrating a life is a personal experience that may be difficult for many to discuss with others. Each person’s life is unique, so the creation of memorials, funerals, and experiences that truly reflect a loved one needs to be managed with compassion and care.
Considered by Deloitte as one of Canada’s Best Managed Companies in 2018, 2019, and 2020, Arbor Memorial opened its first cemetery in 1947. The company had a strong sense of purpose as it provided personalized memorials in Canada. In a parkland setting, Arbor Memorial offered Canadians of all backgrounds caring, and professional support for their end-of-life needs. As the business grew, ultimately expanding to include funeral homes, Arbor Memorial maintained its commitment to the highest standards of quality and attentive personal service.
When asked about marketing an unsought product, Wright shares, “Consumers make purchases to either derive pleasure or avoid pain. Our funeral and cemetery professionals help families during a very difficult time. The advice and guidance provided helps families celebrate the life of their loved one.” With solid advice, price is not a driving factor of the consumer decision-making process in the funeral homes industry.
When a loved one passes, Canadians struggle with the information search. They are not certain where to start and unsure of what to ask. Wright suggests, “Marketers need to understand all the decisions consumers need to make and help them make them.” Despite a strong, well-thought-out marketing strategy, Wright has to continue to adapt to a transforming industry. Over a trillion dollars in wealth will be transferred to the next Canadian generation in over ten years. And the recipients have different beliefs and behaviours than their parents.
Traditional funerals now compete with transfer services and direct cremation. The topic of how to honour a loved one may be polarizing. “Canadians may be driven by religiosity, have a desire for legacy, or both.” Family and religion that traditionally drove ceremony is evolving, making the marketing strategy complex. “There are approximately 87 decisions to be made when making final arrangements (i.e., funeral and cemetery) for a loved one,” explains Wright. “As consumer behavior changes, organizations have to adopt.
Questions:
1. How can marketers prepare for the changing needs of consumers?
2. What do you believe would be the main influencers of Arbor Memorial’s clients?
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