keith hartman and Anne Rowan facebook strategy 1

Anne is a beta tester for the company and has been instrumental in running successful ad campaigns on Facebook. She has expertise in the pre-planning section of the funeral home business. The company uses a community survey concept to gather information and generate leads. They have also introduced the question of pre-planning a funeral in their surveys and found that many people are unaware of it. The company focuses on branding and reaching the right audience on Facebook, which has seen increased usage during COVID. They offer unique campaign strategies and constantly innovate to stay ahead. Well, John, I would say first and foremost, Anne's one of our beta testers. When it comes to our ads that we run, we've run a variety of different campaigns and strategies throughout the last two years with Anne, but we also love when Anne comes up with new concepts that we can test and develop. Anne was one of our founders, but she really was when it came to running campaigns on Facebook. She was one of the first of our funeral homes to really raise their hands up and say, Hey, I want to try this and see the results behind it. It allowed us to really use her and her expertise to really fill out not only our strategies, beta testing languages, but also beta testing new formats to see how they can work in different markets. I thank you, Anne, first and foremost for being one of those people. Even technology-wise, you may not be an expert at it, but when it comes to your expertise in the pre-planning section of the business, you're amazing. Seriously. Thank you. I'm going to lean on you for allowing us to continue to utilize your expertise and continue our strategies to be more effective for our clients as well. Thank you. Thank you. Thank you. You are very welcome. Staying on that, John, the biggest thing that we lead with, I'd say 95% of our markets, is the community survey concept, which is basically taking that mailer piece that Anne always talks about. It's a 20-question survey that we narrowed down and simplified and utilized only six to seven questions in Facebook format to really get an idea for it not just being such a cold lead, right? It's just not a full name, email address, and phone number and zip code. It at least has answered questions that are leading questions. So when Anne or an agent calls back, they have a formulated concept of what they can lead into with relating to that person from the start, whether it be an age group, whether they had a more of an interest on cremations versus burials, or even price pointing. It comes down to what their financial means are when it comes to knowing how much a funeral actually costs. But the question that we've actually added onto that format is, have you ever pre-planned a funeral? And that's changed everything. I want to say we started running that across our entire footprint once released in Wisconsin maybe two months ago. And I want to say first and foremost, probably 90% of the time it's no, which is amazing to us because we think that people know about pre-planning and they really don't. In fact, when we talk about what we do with this strategy, whether it be a community survey concepts or the planning guide concepts or pre-planning with Anne, we have to understand that people don't think about pre-planning. That's one thing that we know. We've learned from our three years doing this that people aren't going to Google and typing in pre-planning. That's not how they search this. In fact, that's the at-needs side of the business. When people go to Google, they're searching funeral homes near me or funeral home costs or cremation costs and getting information from the funeral homes website for an at-needs side, but no one's thinking about pre-planning. And with what we've done with our concepts, it really helps be more relatable out in the community, not ambulance chasing, but more relatable that we're offering a service out there. But on top of that, that branding, we offer a way to get leads generated to our clients that they never had before. And I think that's the twofold that we always have to make sure we're mindful of when we do these strategies. Like with Anne's thing, the pre-planning with Anne was really about branding Anne. Let's just be honest. It's branding her, her photo, her phone number that, hey, you may not need this now, but this is a person that's there for you. On Facebook, we know that that generation at 65 to even 55 have just leaped on the Facebook now more than ever. Even the stats show it. The stats are showing that that market, that generation has not left since COVID. In fact, it's almost tripled since COVID, which is crazy. And even the number now that's, it's a daily, how many hours people spend on Facebook has gone up tremendously. It's due to this generation. It went from 2.5 to now it's 3.5 hours a day people are on Facebook. And that just shows you that we're, we're in front of the right audience and that audience is only going to grow even more over time. I think that most of our, our industry is not aware of, and when we talk to them for the first time about our product and we give them that insight, it blows their mind away. It allows us to be more relatable to how and why we're doing this on their behalf when no one else is. It really is about the different campaign strategies that we launch. And again, I can't say it enough, we launch most of the times with the community survey, then we'll leap into doing planning guide concept, but with Anne, we've done so many nuances from an animated nuance, we actually have a which statement, we took one of our Geofence campaigns and made it into an animated GIF on Facebook and it produced leads for Anne. And it was called the, which statement would you choose concept? And even when Anne mentioned there about the, you know, best present, Christmas present ever, you know, it catches their attention and it's stuff like that, that we continue to revolutionize our strategy to be year long.