Every cemetery and funeral home needs to market. The key to success is to market wisely and generate quality leads on an on-going basis. One way to do this is to develop a strategic Lead Generation program that brings leads into the sales pipeline day-in/day-out. There are different tactics for generating Pre-need leads, creating high visibility for At-need and finding the right prospects for final expense. This session covered prospecting by direct mail, telemarketing and maximizing in-house lists. Also discussed was search engine optimization (SEO), use of social media, website and retargeting. Presented by Dale "DataDale" Filhaber ICCFA Conference April, 2016

1. Lead Generation
Keeping a steady stream of leads flowing into your
sales pipeline
Dale “ DataDale” Filhaber
President, Dataman Group Direct
Author, Lead Generation Made Easier

2. You Need a Plan
 Lead Generation is not an event.
 It is a well-thought out, multi-faceted
program that takes into consideration
your goals, your budget, your resources
and your brand
Lead Generation
www.datamangroup.com 2

3. Lead Generation
www.datamangroup.com 3

4. The Perfect Lead
 The lead wants a preneed plan for
him/herself & spouse
 The lead actually wants to set a date &
time for an in-home appointment
 The lead can afford to pay for a preneed
arrangement
Lead Generation
www.datamangroup.com 4

5. Cutting Through the Clutter
Lead Generation
www.datamangroup.com 5

6. Lead Generation
www.datamangroup.com 6

7. Lead Generation Channels
 Direct mail
 Presentations
 Telemarketing / cold-calling
 Senior Fairs / Home Shows
 Referrals
 Online lead generation
 SEO / PPC
 Networking
 Community Outreach
 Social Media
 Farming your own database
 Remarketing
 Website
 Door-to-Door
Lead Generation
www.datamangroup.com 7

8. 2 Different Markets
 Pre Need
 At Need
And the way we market to them is
very different
Lead Generation
www.datamangroup.com 8

9. Which way to go?
Inbound Outbound
 Creating situations
where prospects can
find you
 Reaching out to find
your best prospects
Lead Generation
www.datamangroup.com 9

10. At Need
Inbound – Can They Find You ?
Top Channels:
 Solid Mobile Compatible Website
 SEO / PPC program
 Branding
 Name recognition
Lead Generation
www.datamangroup.com 10

11. At Need
Lead Generation
www.datamangroup.com 11

12. Generating Pre Need Leads
Lead Generation
www.datamangroup.com 12
Outbound – Can You Find Them ?

13. Defining Your Top Prospects
Lead Generation
www.datamangroup.com 13

14. Top Pre Need Direct Mail Segments
 Households with presence of an older
adult
 Planners
 Senior Lists / Golden Homeowners
 Birthday Lists
 Veterans
 Targeting by Ethnicity / Religion
 Individuals whose parents had pre need
Lead Generation
www.datamangroup.com 14

15. Households with presence of an
older adult
Lead Generation
www.datamangroup.com 15

16. Planners
Lead Generation
www.datamangroup.com 16

17. Senior Lists
Golden Homeowners
Lead Generation
www.datamangroup.com 17

18. Birthday Lists
Lead Generation
www.datamangroup.com 18

19. Veterans
Lead Generation
www.datamangroup.com 19

20. Parents Had Pre-Need Plans
Lead Generation
www.datamangroup.com 20

21. Mining Your Own Database
 NCOA
 Data Append
 Phone Append
 Email Append
 Telephone surveys
 Anniversary / Holiday cards
 Incorporate in Direct Mail campaigns
Lead Generation
www.datamangroup.com 21

22. Top Pre Need Channel
Direct Mail - #1
 Targeted
 Personalized
 Trackable
 Responsive
Lead Generation
www.datamangroup.com 22

23. Direct Mail
Components for Direct Mail
Response
 Targeted list
 Message
 The Offer
 Response Vehicle
 Timing
Lead Generation
www.datamangroup.com 23
Repetition is Key!

24. New Opportunities in 2016
 Enhanced targeting
 More personalization
 Integration with other
channels for a multi-
layered approach
 Multiple response
mechanisms (BRM,
QR Codes, PURLs,
texting)
Lead Generation
www.datamangroup.com 24

25. The Offer
 A Free Planning Guide Doesn’t Cut it
anymore
What will stand out &
make people call you?
Lead Generation
www.datamangroup.com 25
It’s about VALUE
•Prayer Cards
•Afternoon Visitation
•Limo
•Acknowledgment cards

26. Direct Mail Success Summary
 Target – target – target
 Match the message to the target
 Effective offer
 Mail at the right time
 Use different response mechanisms
 Test – tweak - retest
Lead Generation
www.datamangroup.com 26

27. Messaging
Lead Generation
www.datamangroup.com 27

28. Fear Sells
Lead Generation
www.datamangroup.com 28

29. So Does Peace of Mind
Lead Generation
www.datamangroup.com 29

30. What’s available
 Turn-key programs
Vs
 Do it yourself
Lead Generation
www.datamangroup.com 30

31. Telemarketing
Lead Generation
www.datamangroup.com 31

32. Telemarketing
 Cold Calling & the Do Not Call
 The truth about Cell phones
 Obtaining phone #s you can use
 Telephone appending
 Using the phone for Follow up
Lead Generation
www.datamangroup.com 32

33. Generating Leads Online
Lead Generation
www.datamangroup.com 33

34. It starts with your Website
Lead Generation
www.datamangroup.com 34

35. Must Haves
 Easy navigation
 Clear phone # / address
 Link for Directions
 Sign up for more information
 Mobile compatibility
 Partnerships
Lead Generation
www.datamangroup.com 35

36. Self-Test your website today
 Check your site’s speed
https://developers.google.com/speed/pagespeed/insights/
 Mobile friendly test
https://www.google.com/webmasters/tools/mobile-friendly/
 Test your Website – Get tons of info
http://nibbler.silktide.com/
Lead Generation
www.datamangroup.com 36

37. Social Media
Lead Generation
www.datamangroup.com 37

38. Advertise on Social Media
 Facebook Advertising
 Linked In Ads
 Remarketing /Retargeting
Lead Generation
www.datamangroup.com 38

39. Questions?
Dale “Data Dale” Filhaber
800.771.3282
dale@datamangroup.com
www.datamangroup.com
Books & Articles by Data Dale to Read:
 Marketing To Death
 Planning An Effective Pre Need
program
 Lead Generation Made Easier
Lead Generation
www.datamangroup.com 39

40. Resource Guide
Direct Mail Lists
& Telemarketing Lists
Dataman Group Direct www.datamangroup.com (800) 771-3282 Dale Filhaber
Retargeting/Remarketing
Tandem Interactive www.tandem-interactive.com
(954) 281-9995
Ext:6000
Joe Laratro
Marketing360.com www.marketing360.com (970) 541-3264 Joey Witz
Preneed Builders www.preneedbuilders.com (800) 724-9975 Ellery Bowker
Content Strategy for SEO/PPC
Tandem Interactive www.tandem-interactive.com
(954) 281-9995
Ext:6000
Joe Laratro
NCOA / Data Appending / Data Updating
Dataman Group Direct www.datamangroup.com (800) 771-3282 Scott Filhaber
Print / Mailing Service
Orange County Direct Mail www.ocdm.com (714) 444-4412 Dawn Hewitt
Synergy Direct www.synergydr.com (714) 824-3786 John Rogers
Executive Print & Mail www.executiveprintandmail.com (954) 978-0018 Leila Moavero
Lead Generation
www.datamangroup.com 40