Funeral Planning Support
Situation:
Funeral Planning Support is an umbrella brand specifically created to harness the power of Direct Response TV (DRTV) for our clients within the funeral home and cemetery industries. This lead generation campaign builds consumer brand awareness around a central service concept.
The innovation of the campaign lies in how it addresses the industry challenge of multi-location networks operating under disparate names, even within national chains. We were convinced DRTV was the right media, but knew that buying air time for each location and producing individual ads would drive costs to untenable levels. The one-brand, one-TV spot approach turned out ground-breaking results.
Results:
Our client’s average cost per lead was reduced from $68 to just under $35. Further, lead conversion to appointment of over 50% underscored the relevance of the media and the message.
Results, Part II:
This successful campaign led us to leverage the Funeral Planning Support brand to additional tactics including Internet direct mail and seminars.
Results, Part III:
Other clients within other industries have since reaped the benefits of this cost-effective approach. Of particular note is the DRTV spot developed to generate insurance leads for Gerber Life’s final expense product. This campaign achieved the lowest cost per lead we’ve ever seen in DRTV for insurance – under $22!
