Couldn’t make it to Boston for the 2017 NFDA Convention? Or, didn’t have time to go to all the workshops? We’ve got you covered with highlights from some of our favorite workshops we attended.
This is part two of a five-part series about some of the informative 2017 NFDA Convention workshops. Click here to check out part one of the series.
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How Zoomers, Millennials, and Generation Z Buy and How They Are Challenging Your Sacred Cows
This NFDA Convention workshop, presented by Georganne Bender and Rich Kizer, breaks down the generations. By understanding how each generation thinks and buys, your funeral home can better cater to their needs.
Here is a basic breakdown of the generations and how they buy:
Zeds (age 7-22): They’re NOT little Millennials. Many Zeds swiped on tablets before they walked. They care about quality and technology. And it’s important to cater to their needs because by 2020, Zeds will make up 40% of all consumers.
Millennials (23-36): They’re multi-taskers and questioners, meaning they question everything. Millennials care about experience and expect to find the information they need online. So if your funeral home doesn’t have an easy-to-navigate website, they’ll go elsewhere.
Gen Xers (37-52): This generation is the first to embrace the internet. They tend to be skeptical when making decisions, so customer support is important. Also, keep in mind that many Gen Xers have children so price matters to them.
Boomers (53-71): They want to be the ones running the show. Boomers want personalized experiences and personalized funerals.
Zoomers (Some Boomers and Older Gen Xers): They want to know who they’re working with. And despite widespread belief, they’re active online. More than 80% of Zoomers are on at least one social media platform. They also expect extra services and easy-to-read signs.
LOMLOTS (72+): This acronym stands for “Lots of money, lots of time.” This generation has the time and money to plan out a personalized funeral service.
But there’s also something called the Omni Consumers. And they’re made up of all generations. Because now, everyone buys things from a variety of places, such as online, catalogs, and in-person stores. They all use technology and have many options at their fingertips.
Personality Types and Successful Communication
During this workshop, presented by Corey Poirier, he discussed four different personality types. By understanding these personalities, your funeral home’s staff can better communicate with your client families. Also, keep in mind that some people may have characteristics of multiple personality types.
Here is a basic breakdown of the four different personality types:
Red — the busy bees: People with this personality are always busy and aren’t time wasters. They’re short and to the point and just care about making things happen. So when funeral planning with a Red, they want basic explanations rather than more-detailed versions. They also want preplanning to be quick and simple.
Yellow — the social butterflies: This personality type likes to talk and socialize. So when funeral planning with a Yellow, plan for the process to last longer than expected. They’ll likely tell many stories about their loved one during the preplanning process.
Blue — the detail-orientated: This personality type cares about all the little details. So when funeral planning with a Blue, they want longer explanations to make sure everything is perfect. They care about the small details that create a personalized funeral service.
Green — the conflict avoiders: People with this personality type don’t like conflict. So when funeral planning with a Green, they may be likely to agree with whatever you or family members say. But it’s your job to make sure their voice is heard so the funeral not only meets but exceeds their expectations.
Be on the lookout for a more in-depth blog post coming soon about these personalities and funeral planning!
Ireland Is Green and Growing
This workshop, presented by Jennifer Muldowney, discussed Ireland’s funeral history and upcoming funeral trends. Irish funerals are more of a celebration, as people cry more at weddings than funerals. If you find yourself at an Irish funeral, you’ll see Irish dancing, singing, storytelling, and lots of eating and drinking.
Check out our latest cultural spotlight blog post to learn more about Irish funeral traditions.
Did you attend any of these NFDA Convention workshops? What did you learn from them? Share your thoughts in the comment section below!