Cremation is no less important

Ethan Darby,
Director of Business
Develoment

This article originally appeared in the March issue of Funeral Business Advisor.

Imagine you are with a family that has just lost their father. You listen to their stories and learn about his life. During the conversation, they mention that he wanted to be cremated because he was a simple man, and didn’t want to make his death a “big production.” So do you flip your presentation book to the direct cremation section and grumble to yourself about how no one appreciates good funeral service anymore? Or do you start to think creatively about how you might display the urn during the visitation?

A family who chooses cremation is no less important than a family who chooses a traditional burial. No matter what form of disposition they choose, the family has still lost a loved one and is healing from their loss. Their loved one was important, and their life mattered.

As a fourth generation member of a business in the funeral industry, I have seen many different celebrations of life, including traditional services with the body present and cremation services where an urn or photograph was displayed at the front of the room. And, do you know the difference between them? Just two things: the way the body was presented and how the family chose to memorialize their loved one. At both kinds of services, friends and family gathered to share their condolences and grieve their loss. Each included music, prayers, kind words and plenty of tears. Each honored a life well lived.

It seems to me that cremation has most of us in the funeral industry nervous about the future of our industry. We worry that when people choose to cremate their loved one, they are choosing not to use the services that we offer in either our funeral homes or cemeteries. But, that does not have to be the case. Instead of assuming the worst, we have to educate families on the importance of honoring their loved one’s life and creating a permanent place of memorialization to honor them.

Cremation offers funeral homes, cemeteries and memorial parks a lot of opportunity to increase and expand the variety of their product selection. At each national convention I attend, I see new products designed to help families memorialize their loved ones. 

But remember, when families come to you for a cremation, they may not know anything about their options. Just like we educate families about the importance of a burial vault and the different casket options, we need to educate them about the importance of a ceremony when cremation is chosen and the many unique memorialization options that cremation allows.

We need to make sure families know that when they choose cremation, they have just as many, if not more, memorialization options available to honor their loved one. Show them a custom bronze urn with photographs of a loved one or a piece of beautiful cremation jewelry. Tell them about how a memorial rock can hold cremated remains. Explain the benefits of having a space in a niche tower. Talk about in-ground interment options. Show them a memorial bench in a cemetery or a bronze plaque on a memorial wall.

No matter what form of disposition a family chooses for a loved one, they need to have peace of mind in knowing that their loved one’s life mattered. As long as the families we serve understand that cremation is no less important than that of a traditional burial, we can focus on what really matters – helping the family begin to heal.

Value in the eyes of a Baby Boomer

Rich Darby,
Chief Operating Officer

This article originally appeared in September issue of The Cremationist.

Why do you think cremation is gaining popularity? Shifting demographics, incomes and religious beliefs have all played a role one time or another in the increase of the cremation rate. I think a lot of families who choose cremation would say that they are looking for the best value for their money. But what do they really mean by “value?”

In my experience, they are either focused on the price or on what the price will get them. They are either searching for the cheapest, fastest solution, or they want a special blend of traditional and unique created just for them.

These are both hallmark characteristics of Baby Boomers, people born during the World War II era from 1946 to 1964, according to the U.S. Census Bureau. They are independent, challenge the norm and want things their way. They not only forced our industry to change our perspective on cremation, but they also constantly challenge the status quo. They make up an ever-increasing portion of the families we serve. To remain viable, it’s important to understand how they see value.

Cheap and fast or breaking the norm: How to talk to them…
This could prove to be a difficult task if you try to play master to both segments. As the owner of several funeral homes and a cemetery, I can tell you the way we have found success is to stay true to the type of business you have built over the years. Instead of being the lowest priced option, demonstrate that you are the best value for their money.

If you’re working with a family who equates value with the lowest price, you could say they have a “Wal-Mart mentality.” They believe cheaper is better. But, what do you really get with the lower price? They get lower quality products. They ignore how great service makes them feel. They forget that they only have one chance to honor their loved one’s life.

When you work with a family like this, it is the most important time to stand firm in who you are and what you do. You need to explain to them the emotional and healing benefits of having a service. You need to listen to their concerns and find creative solutions. And sometimes, you have to stop spending energy creating special deals for those who aren’t looking for the quality of care you have worked so hard to provide your community.

If you’re working with a family who understands real value – or who comes around when you explain the value of your services– help them design the unique experience they want. Reinforce the value that they receive beyond the price tag. Give them something truly memorable.

If the Baby Boomer generation has taught us anything, it is to stay true to who we are and constantly challenge the norm. With the ever-changing funeral market, we can’t waste our time on things that don’t matter. We have to stick to our guns and give the best service possible. The families we serve deserve it.

So, what’s it mean to be a “Boomer?”
According to the Cremation Association of North America’s cremation statistics, up until about 1965, the cremation rate was flat at around four percent, and since then it has dramatically increased to an average of about 44 percent. If you do the math, it isn’t hard to explain the increase in cremation. In the early to mid-70s, the first Baby Boomers were entering their thirties and were beginning to make funeral arrangements for their parents. The cremation rate at this time was between four-and-a-half and six-and-a-half percent. By 2005, over half of the Baby Boomers were 50 years old or older, and beginning to pre-plan their own final wishes. By this time, the cremation rate had escalated to approximately 32 percent. The Baby Boomers interest in cremation and their constant desire to go against the norm has proven to increase interest in cremation as a way for final disposition.

Beat the winter heat

Patrick Lewis,
Grounds Manager,
Sunset Memorial Park

Here in Illinois, when we have an average temperature of 50 degrees in December, we don’t tend to be too upset about the mild weather. However, when Mother Nature has her months confused, it changes the daily routine of our cemetery grounds crew.

If you are also experiencing unseasonably warm weather, you know what I mean. The roads might not need plowing, but the ground becomes very soft. The warmer temperatures mean we’re seeing dandelions sprout – in December!

So what are we doing at Sunset Memorial Park to beat the winter heat?

• Be patient and grateful. The weather won’t last forever, and it was so much easier for families to visit their loved ones’ graves this holiday season.  
• Use different resources. Our snow plows and snow throwers are still parked in the garage, but we’re using a lot of plywood to protect the grass as we move our heavy cemetery equipment. Just like during a wet spring, the plywood helps prevent the equipment from sinking or causing ruts in the grass. 
• Plan for spring. Grave blankets are usually nestled in the snow above the frozen ground. But this year, the grass hasn’t yet gone dormant, and we’re seeing signs of it dying underneath the evergreen. We’re already planning to do more reseeding as soon as they are removed in the spring.

We all know that the weather can be unpredictable, but it takes just a few small changes in your daily maintenance routine to adjust.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Honoring a loved one year round

Karen Darby-Ritz,
Advance Planning Manager,
Camino del Sol Funeral
Chapel and Cremation
Center

The holidays are a time of celebration, seeing loved ones, making memories and remembering those who are no longer with us. Some people only honor their loved ones during special holidays, and that is okay. But, some people enjoy honoring their loved ones all year round, and one family in Sun City West, Arizona, has done just that.

The daughter of a vintage car buff and a member of the Automotive Restoration Club (ARC) in Sun City West wanted to do something unique to honor her father’s legacy. A few months ago, the ARC began construction on a new building for their organization. Since her father was a founding member of the club, it was only fitting to dedicate their new building in his honor. And, to showcase this dedication, she asked Trigard Memorials to handcraft a beautiful bronze plaque with a picture of her father to be displayed at the new building.

Now his legacy will live on, and people will be reminded of his many contributions to not only the ARC but to the Sun City West community. The plaque will be a constant reminder of happy times and it will show everyone who walks through the auto club’s doors the great respect and love she has for her father. It might be a small gesture, but it carries a huge impact.

We love hearing stories like this. Do you have a story about a special plaque a family you have served placed somewhere special? Tell us about it by emailing marketing@trigard.com.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Taking a journey through time

Ethan Darby,
Director of Business
Development

For those of you who are loyal readers of this newsletter, you can probably remember us talking about the importance of a memorial a time or two. You might even recall us discussing how a memorial tells a story about a family’s loved one. And, there is a good reason for it.

I’m lucky enough to live fairly close to our family-owned cemetery, Sunset Memorial Park. My wife and I spend a lot of time walking our dogs, exercising, and giving our friends and family tours of the cemetery grounds. As many of you know, if you spend enough time in a cemetery, you start to notice certain things. And, one thing I have noticed are “the roamers.” These are the people that explore the cemetery. Their cemetery adventure began while they were visiting a loved one and then became curious. Or maybe they came to the cemetery for the sole purpose of exploring. I am guilty of being a roamer, and something I have noticed about “our breed” is we seem to be looking for something unique. We want to be told a story about our history, and the cemetery provides a very valuable tool for just that.

Walking into a cemetery is like opening up a history book about your community. It tells the tales of all the people who have come before us. Each page of this book represents a memorial, no matter if it is full of color or simple and delicate, their story had meaning. This is what is so interesting to the roamers of a cemetery. It is the journey through time as they walk through the sections of the cemetery that matters. So, I want to continue to encourage you to educate families on the importance of memorializing their loved ones. It not only gives me a great hobby, but it also provides a great historical resource for your community.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Is there value in setting goals?

Jason Murphy,
Director of Family Services,
Sunset Memorial Park

With the new year quickly approaching, it is a great time to start setting goals for 2016. As a manager, setting goals for your sales team is one of the most important things you can do, but many don’t understand the best way to utilize them. In my experience, I have found that meeting with each counselor individually to develop their goals has been most beneficial. A few things we focus on during our annual meetings include:

1. Setting attainable, motivating goals. This may be the most important aspect to creating successful to goals. We begin by comparing the numbers from the past couple of years. These numbers will help us identify sales trends which in turn help us figure out our annual, quarterly and weekly goals for the next year. We typically set the goal a little higher than the year before but don’t make it too far out of reach. We don’t want our sales staff to feel discouraged. 
2. Developing an action plan together. What has worked best for you and your team in the past? What are the areas that need the most improvement and possibly more training? How many group presentations, expos and other events will we need to attend in order to reach our new goals? These are the types of questions to ask when developing a functional plan of action. Without a solid plan, your goals are just numbers. Having a plan allows you to keep better track of your sales team’s activity, but it also gives them some structure or focus heading into the new year. 
3. Setting goals outside the office. I believe if you encourage your sales team to set goals outside the office, in other aspects of their life, it will motivate them more. Improving on their personal habits may in turn improve on other negative habits. Goal setting should go beyond the workplace. I feel that if we all took some time to look at what we can improve in our own lives, we will develop into a better individual and a better employee.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Do you believe in what you sell?

Drew Edwards,
General Manager,
Sunset Funeral Homes

Have you been to a national convention lately? Have you noticed that you see fewer companies with big upright granite displays, and more companies offering cremation products?

A few weeks ago, I had the opportunity to spend an afternoon discussing product offerings with a couple of my colleagues. We talked about everything from memorials, cremation trinkets, and the “gimmicks” that companies are coming up with now with the rise in cremation. So many outside companies have worked their way into the memorialization industry in hopes of getting a piece of this multi-billion dollar industry, I have to wonder if it is even worth offering them to every customer that walks through the door?

Even though I think many of the products have a place in this industry, we can’t give families so many options to choose from. Instead of overwhelming the customer, it is important that we find products that we believe in. Whether it is a bronze memorial or a cremation rock memorial, you have to believe in what you sell.

Don’t fall for the myth that everyone is looking for the cheapest. History has proven that this is not the case. If you want to expand your selection, call your vendors and see what is working in other markets. We don’t need to reinvent the wheel. All we need to do is believe in ourselves, our products and this wonderful industry. If you believe in yourself, the customer will believe in you and in turn, trust you to care for their family.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Give your ads new life

The Trigard marketing team's job is two-fold: we raise brand awareness by communicating to you, members of our industry, and we create materials that you can use to communicate to your customers, the families you serve. It makes sense that we have specific tactics for each audience. We speak to memorialization professionals about providing value and increasing revenue; we speak to consumers about the importance of remembering their loved ones.

Even so, many of the materials we produce for memorialization professionals can be quickly adapted for consumers. Ads about Memorial Rocks, wall displays featuring custom memorials and literature can be ready for you to share with the families you serve with just a few tweaks. We can even personalize the materials, adding your name and contact information as the call-to-action.

The next time you see something from Trigard, consider if it might be a message you'd like to share with your customers. If so, give us a call at 800.798.4900 or email marketing@trigard.com. We'd be happy to put those materials to work for you.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Are you only working for the weekend?

Sheryl Baumeister,
Human Resources

Recently, I have been consuming a lot of my thoughts with the concept of time. We don't have a lot of it, but it has a huge impact on many aspects of our lives. For instance, my son lives hundreds of miles away, and I only get to see him and his family a couple times a year. Time can't move quickly enough in between visits, but it also moves too quickly. As time passes, my grandchildren get older, and my husband and I miss seeing them.

Time goes by quickly and I was painfully reminded of this when I read a Tumblr post by Cameron Lee. He says, “we live in a world that encourages just getting through five of the seven days in a week. That leaves only two days to be enjoyed.” I think most of us can agree that we rush through the week so we can get to Friday. But, meanwhile, we are missing out on the rest of the week. Shouldn’t we be enjoying ourselves every single day?

We all have special moments in our lives that feel like they happened just yesterday, even if they were years ago. We are all getting older, and nothing stays the same. One day, the moments that define us will be nothing but memories. That is why it is so important to educate the families we serve on the importance of memorializing their loved ones. I encourage you to be a resource. Be an asset to this industry and encourage families to Have the Talk with their families.

As Cameron pointed out, “when we get frustrated about things not working out perfectly or according to plan and we rush 5/7s of our week away; we are missing the bigger picture. Life is not some perfectly planned out script. It’s a beautiful collection of completely random and perfectly imperfect moments that one day will be memories. So enjoy them while you can, because time flies.”

For a college kid, he is wise beyond his years. He really knows what matters most in life. I encourage you to follow his lead and start talking with your family about how you want to be remembered. Keep living each day to the fullest because one day they will only be a memory.




This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

A few fun ways to get involved with your community

Erin Brodbeck, LCSW, CT,
Director of Grief Services,
Center for Loss & Healing

Are you currently getting involved with your local community? Do you host events that attract visitors to your cemetery? A great way to get people in your community to come to your cemetery is by hosting an event.

At Sunset Memorial Park, we host a number of events throughout the year. We do this with hopes that families will not only enjoy the beautiful surroundings but also realize there are more reasons to visit a cemetery than to grieve a lost loved one.

In the spring and summer, we host ice cream socials. It is a great and easy way to attract people to your cemetery. We offer ice cream, musical entertainment, friendly conversation and prizes. It provides a great social atmosphere and lifts some of the heavy hearts visiting the cemetery.

In the fall, we enjoy gatherings with local students during Arbor Day and closer to Halloween for Pumpkin day. On Arbor Day, students from area schools help our horticulturists plant a tree in our cemetery. On Pumpkin day, students enjoy games, coloring and time in our pumpkin patch.

When you first start hosting events in your cemetery, I suggest starting small. You can host an informational luncheon or an ice cream social. Then consider branching out to larger events. When you get involved with your community, you will make lasting relationships and provide families new and unique ways to remember their loved ones. It will be good for your business and good grief for the families that you serve.


This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Whose book are you writing today?

John Albers,
Plant Manager

When I was a young boy, I grew up in a small, traditional town with only one cemetery. A majority of the burials were traditional and the headstones or memorials were as well. Occasionally, a family would include a small photo of their loved one under glass, embedded in the stone. Those were the memorials that really caught my eye when visiting family or friends. The photo helped tell the story of the person’s life. It gave visitors a glimpse of who they were.

Since joining the Trigard team, I have learned so much about the importance of permanent memorialization. When we combine the family’s love and our designer’s talents with our unique process of transferring 3D images onto bronze, we help family’s tell their loved one’s story and continue their legacy.

I see dozens of finished memorials, plaques and signs each day, and the impact our product has still amazes me. I encourage you to continue helping families heal by creating permanent memorials. When we help them tell their stories and think back on their memories, we help carry them through some tough times. And, when we create a custom memorial for a family, it becomes more than a piece of bronze, it becomes their storybook.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Don't miss out because you're stuck in your ways

Rich Darby,
Chief Operating Officer

How do you know you have a good product? How do you know you are making a difference? I knew when I heard this powerful story.

A family wanted to honor their loved one with a personalized bronze memorial filled with colorful photos. However, the cemetery they chose only offered traditional memorials with emblems and borders. Instead of settling for something that wasn’t exactly what they wanted, they got online and found Trigard Memorials. We connected them with a dealer, and the family designed a beautiful, unique, modern memorial that tells the story of their loved one’s life. They brought it back to the cemetery, and it is now a special place for the family to share memories.

But that’s not the end of the story. It gets even better.

A woman was walking in that same cemetery and the Collage memorial caught her eye. She was so impressed with it that she called the cemetery office to order a similar design for her loved one. The cemetery told her that they didn’t offer that type of memorial and sent her on her way.

The woman was so intent on getting her loved one a personalized bronze memorial that she wrote a message on a post-it note, stuck it on the bronze memorial in the cemetery and hoped the other family saw it. The note asked the family to please give her the name of the company that they purchased the memorial from so she could order one for her loved one as well. And they absolutely did.

WOW! By insisting on only offering traditional memorials, this cemetery lost out on two memorial sales. And not just any sales. These families were so passionate about honoring their loved ones in just the right way that they were willing to do a lot of legwork.

Are you letting your old ways prevent you from giving families what they are asking for? In all my years of manufacturing, I have never heard such a powerful story. It makes me proud to be part of a company that produces a product that folks will go the extra mile to order.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Five things to remember when revising your regulations

Julia Sullivan,
Creative Director

Salting, spraying and gravel – oh my! My team and I have been working with the Sunset Memorial Park Grounds Superintendent on a new regulations sign.

Many parts of the existing sign are still important, such as always allowing cut flowers and the restrictions we have in place during mowing season. But there were many new issues that I hadn’t even imagined. Some visitors are coming to the memorial park and salting, spraying weed killer and even adding gravel around their loved ones’ memorials. Others insist on leaving statuary next to a memorial, but don’t want it moved when the section is mowed and maintained.

It didn’t take long for the wish list of items to be included on the new sign to grow far too long for any one sign to hold. So how did we whittle down the list without sacrificing information?

First, we gathered the most comprehensive, specific list we could. We included everything that we could ever possibly want families who visit the memorial park to know. Then we got to work doing some strong editing. Here are the top 5 things we kept in mind:

1. Remember your audience is families who trust you to take care of their loved one. It’s easy to get focused on problematic visitors or times that someone violated your regulations. But keep in mind that your regulations sign is probably the first thing most people see when they enter your cemetery or memorial park. What kind of a mood does it set? Is it welcoming or does it sound like a lot of rules for a classroom of misbehaving children? Never forget that your sign is being read by families who are trusting you to take care of their loved one. They want a place to share their most precious memories, and your regulations sign should honor that responsibility.
2. Remember that a sign can’t (and shouldn’t) replace an in-person conversation. It’s certainly a good idea to have your regulations posted clearly, but no sign can ever replace an in-person conversation. If you see someone violating your regulations, don’t expect the sign to take care of it. Instead, practice exactly what you and your staff will say to them to help them understand why the regulations are in place. It may be as simple as explaining the rules and where to find them.
3. Remember to focus on the typical visitor to your cemetery or memorial park, not those that stand out. Just because one person dug holes to plant mums around their loved one’s ground memorial, it doesn’t mean that everyone who comes to your cemetery will do the same thing. When it comes to signs, be sure you’re focusing on the 80 or 90% of well-behaved, well-intentioned visitors. Then, address the outliers one by one. It’s like a classroom. I always hated it when one kid would act out, but everyone would be punished. 
4. Remember to build trust by focusing on what is allowed vs. what is forbidden. Which would you rather read? Option A: No shepherd’s hooks allowed from March 1 to October 1. Option B: Shepherd’s hooks are welcome October 1 to March 1, when we are not mowing.
5. Remember to keep the wording simple and inclusive. When the internet was still young, malicious companies would buy domain names like www.jackspizzastinks.com and then offer to sell them to Jack’s Pizza for a ridiculous amount of money. The problem was that there was a nearly limitless number of potential domain names, so you could never buy them all to keep one from being posted online. In the same vein, you can waste a lot of words on a sign trying to list out all of the items that are allowed or not allowed in your memorial park. Instead, find categories that are self-explanatory. It’s much easier to read “only cut flowers are welcome” instead of “potted plants, hanging baskets, silk flowers, wreaths, statuary, solar lights and stuffed animals are not allowed.” 

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Does the winter make you SAD?

Donna Darby-Walthall,
Chief Financial Officer

As we say goodbye to September and move into October, we begin experiencing the change of another season. Fall is my favorite time of year. We get to enjoy the cooler weather and the beautiful colors of the leaves changing on the trees. We enjoy hot chocolate and marshmallows toasted over a fire.

This time of year can also cause a form of depression. Some people begin feeling a change in their mood or behavior and notice a decrease in their energy levels. During this change in mood, they might require more sleep, eat more food and exercise less as the days get shorter. This condition is called Seasonal Affective Disorder (SAD). Individuals who suffer from SAD usually have depressive episodes beginning in late fall and continue through the winter and don’t begin seeing relief until spring arrives.

What can we do to prevent this from happening to us? Exercise is the key ingredient in reducing the symptoms of SAD. When we move around and exercise, we release feel-good endorphins that keep us happy and energized. Now, I know some of us don’t like to exercise, myself included. But, it is very important to our mental and physical health and we have to make it a priority in our daily lives.

I encourage you to join me. Don’t let the winter blues bring you down. Lace up your tennis shoes and start walking your way through the winter.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

How does politics relate to your business?

Linda Darby-Dowers,
Chief Executive Officer

With an election year right around the corner, are you beginning to evaluate the potential candidates? What do you look for? Ideally, I want someone with integrity who shares my values. I want to feel as though I can trust them and believe what they are saying.

Don’t panic. I am not going to start a political debate.

The qualities I look for in a political leader are also what I look for in a business partner. When reviewing your business strategies do you stick with suppliers you've worked with for years, even though they don’t really care about the business you are running? Or do you find a company that has integrity and shares the same values that you and your company have worked so hard to build?

I encourage you to work with organizations who share your values, care about the quality of service you provide and want to help you grow.

Just like a political leader, these companies may not tell you everything you want to hear, but they will tell you everything you need to hear. They are the organizations that will help you grow and help you succeed in our profession.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Culture shock. Working with someone from a different generation.

Stuart McDaniels,
Materials Manager

I’ve recently had the opportunity to work alongside a member of the Millennial Generation. Being a member of Generation X, the experience was certainly an eye opener for me. First of all, I understand just how dated all my references have become and my love for 80’s music is definitely not shared by everyone. Through this association, I have also come to understand just how much I do not know and how much I need to continue to learn and grow.

Most of my co-workers are around the same age as me.  We share a lot of the same interests and similar histories so it is easy to relate and work with these individuals. Working closely with someone who is much younger than me has shown me I need to better understand that age group and how to interact. It’s difficult because even though we are from the same geographical area we are really from two different cultures and two different points in time. We see the world differently and have had different types of life experiences. This became painfully obvious to me during a discussion about politics recently. I brought up President Ronald Reagan and then had the sudden realization this person had not even been alive during the Reagan Administration and may have difficulty relating to the point I was trying to make due to the reference I was using.

The trick for me was finding a way to reach that individual where they lived. As Millennials age and begin to interrelate with our businesses more, we will need to understand how to reach them as an industry. Memorialization is critical to the overall health of our industry. Does memorialization mean the same to them as it does to us? Does it have the same importance? How do we educate them as to the significance of memorialization to the industry we are in and the families we serve? I encourage you to engage with the younger generation to better understand them and how they think.

As you do, be aware of your own weaknesses, lack of knowledge, and possibly even biases, and work to improve. As we begin to hand the torch to this group it is important for us to find a way to effectively communicate ideas and visions to them in a manner they can relate to so they can carry on the essential work of educating people regarding the importance of memorialization.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Are you taking the time to revitalize?

Jeff Miller,
Vice President of
Business Development

As business owners and managers, we can easily be caught up in day-to-day details and commitments, making sure to deliver and execute. As Trigard’s Vice President of Business Development, I am privileged with meeting many different business owners, managers and staff across the country. During our meetings, I typically present them with ideas and concepts to grow their businesses. In the past month, I have had the opportunity of attending two high-quality conferences, as an attendee rather than a presenter. Not only did I gain new insights from presenters with many different perspectives, but more importantly, was forced to sit back, listen, and reflect on what it is I do every day. The experience of listening and being in the presence of so many high-energy colleagues was invaluable. Although, it may seem overwhelming to remove ourselves from the daily grind. It can be beneficial to take a few days to reflect and revitalize.

I challenge each of you to take a time out and attend a conference. The rejuvenation you will feel by surrounding yourself with like-minded professionals, all with the same focus, will be time well spent. NFDA is right around the corner. Have you registered yet? Don’t think of it as a couple days away from the office, think of it as a way to gain traction and refocus on the long-term future and success of your business. Though it may seem impossible, our business can survive without us for a day or two. Play “hooky” for a few days, and return revitalized and better prepared to lead your company to future success.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

What's up with Windows 10? Because 7, 8, 9.

Brodie Krause,
IT Manager

This summer marked the beginning of a new era for Microsoft’s long-standing operating system. This is not just a new iteration of Windows, but a powerful shift in the way Microsoft does business. It was such a major change, that they skipped Windows 9 entirely and went straight to 10. You could see the difference right away, as Microsoft offered free upgrades for the first year for users running Windows 7, 8, and 8.1. An offer you may be questioning whether you should act upon.

Anytime Windows gets upgraded, there will always be the question of compatibility. Do my programs and applications work on the new platform? This has been becoming less and less of an issue in recent versions, but it is still a concern. This is especially a concern for those of us running software that dates back to XP or (cringe) before. I cannot speak to your specific applications, but my point is that it’s something you need to plan around. Before you jump in and start upgrading everyone to Windows 10, maybe do one or two machines just to see what works and what doesn't.

I think the biggest challenge with this update facing Microsoft customers is the user interface, how things look and how common actions are performed. It’s much less jarring for those brave souls who already moved from 7 to 8 or 8.1. But even then, there are some major changes and you’re going to need to plan for training your staff on how to use it.

Microsoft has a history of alternating between really good and really bad Windows releases, and in my opinion and experience with Windows 10, that rule definitely holds up. My recommendation to you would be to definitely get a plan in place for making the move before you start having to pay for the upgrades next July.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Does your cemetery have an animal mascot?

By Patrick Lewis
Do you have a cemetery “pet?” Do you have an animal that utilizes your cemetery grounds as their permanent place of residence and acts as the ambassador or mascot? Many cemetery grounds are also the homes to a number of different types of animals, but a favorite of mine is the swan.

At Sunset Memorial Park in Danville, Illinois, two swans, by the names of Joe and Nellie, have taken up residency in our pond for many, many years. These beautiful birds and their home have become something of a community treasure, which attracts a large number of visitors throughout the year.

But, why would you want to have this type of animal living on your grounds? Why is it beneficial to have animals, such as swans, living on your cemetery grounds?

1. They bring attention to your cemetery. We are always looking for reasons for members of the community to visit our cemetery other than to honor a lost loved one. When you have animals living on your grounds, they attract people from all over.
2. They make it more like a park. Our cemetery is beautiful. Our horticulturists and ground crew do a really great job of landscaping, but the swans are the stars of the show. They create a different atmosphere and make our cemetery feel more like a park than a cemetery. 
3. They help begin the healing journey. All types of animals, including dogs, cats, horses and birds, are known for their healing capabilities. They provide a safe and neutral environment to process grief to those healing from a loss. 

If you would like to learn more about Sunset Memorial Parks’ swans, visit us at www.susnetfuneralhomes.com.


This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Do you remember?

Karen Darby-Ritz,
Advance Planning Manager,
Camino del Sol Funeral
Chapel & Cremation Center

Have you ever heard someone say, “all things in their own time?” We have a tendency to wait around for things to happen or for the "right time" to take action. Well, I am happy to tell you that right now is our time. The time has come for us to remind families to remember. Remember their loved ones, remember whose life they are celebrating and remember why we create permanent places of memorialization regardless of their choice of disposition.

In the past few years, I have seen many families try to find the easiest, fastest choices. It’s almost like they are trying to move quickly so they won’t feel the pain. If they pretend it didn’t happen, it won’t hurt as much. Is this really working?

It's our job as kindhearted, memorialization professionals to remind families why they need to slow down, celebrate a loved one’s life and honor them with a memorial. We need to bring back the passion for life celebrations. We need to give families the right information so they can make informed and educated decisions.

If you are struggling with what to say, email me at KarenR@caminodelsol.com. I am happy to point out any number of resources to help you learn about healthy healing, the newest products and industry trends. Increasing our own education will not only better serve families, but it will help encourage them to celebrate the life of their loved ones. That's how you make a difference and share your passion. 

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Educating families on scattering alternatives

Blake Swinford,
Project Manager

For a lot of us in the funeral profession, scattering can be a taboo subject. When we hear of families scattering their loved ones' cremated remains without creating a permanent place of memorialization, it breaks our hearts. It breaks my heart in particular because I know, first hand, the consequences of scattering.

When my mom passed away, we scattered her cremated remains. Years down the road, I came to the realization that I needed a place to bring my family to honor the life of my mother. It was too late to include her cremated remains with her memorial, but I could still create a place to visit and share memories. I placed a memorial bench at Sunset Memorial Park, and now my children have a place to go to talk about grandma.

As supporters of permanent memorialization, we need to educate the families we serve about scattering alternatives. We never know what will happen to the beautiful field their loved one is scattered in. It could be a shopping center a few years from now.

If you're struggling with cremation memorialization options, check out the products that we offer. You can also call our Customer Service team at 800.798.4900 for more ideas.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Have you noticed something different?

Ethan Darby,
Director of Business
Development

At Trigard, we care about the products that we sell and the families that we serve. We value your input and we look to you for “real-life results” on our products and enjoy the feedback you can provide us. That is why as a goal of continuous improvement, we recently changed the clear coat that we use on our bronze products.

Throughout history, bronze has always been a material that can withstand the test of time. And, the clear coat of a memorial is one of the most vital components of its durability and strength. At Trigard, we are always striving to give you the best in the industry and we worked hard searching for a clear coat formulation that will last. We found one that gracefully changes with your bronze memorial as it goes through the many seasons that bronze faces during its aging process.

Have you noticed your recent orders have been a bit “glossier” than you're used to? We are now using a new clear coat that is much stronger and thicker called “marine-grade” clear coat. It is used for many different applications, including equipment that is submerged into the ocean for days at a time. Doesn’t that sound durable? We believe this new clear coat will not only give our bronze memorials an extra shine, but also protect the beauty of a loved one’s permanent memorial.

If you have any feedback or questions about this new clear coat, please email us at orders@trigard.com or call us at 800.798.4900.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Is pet memorialization worth it?

Jason Murphy,
Director of Family Services,
Sunset Memorial Park

Many families see their pet as a part of the family and will go the distance for them. In some situations, families will spend thousands of dollars throughout the course of a pet’s life to keep them healthy and happy. So, why wouldn’t they spend the time and resources on honoring their life in the end? The simple answer is that people will spend their resources on pet memorialization if they know it is an option. However, they probably won’t spend enough to make this a huge profit maker for your business. The question then becomes, how do we make the pet memorialization business worth it?

At Sunset Memorial Park, it took us a while to fully commit to the pet memorialization business. We’ve had a pet section in our memorial park for a long time, but never fully committed to providing other funeral services for pets until recently. We now have our own pet crematory and a program titled, Cherished Companions, which deals strictly with helping families honor their pets' lives.

We’ve found that we can’t expect to make a huge profit off of pet cremations, burials and merchandise.  But, we can expect to serve these families to the best of our ability. We can work hard to make them a Sunset family for life.

When you take care of a family’s beloved pet like you would their mother or father, then they have peace of mind in knowing you will take care of them and their other family members with care and dignity. We train our counselors to go beyond simply serving the family at the time of need when their pet dies. They are trained to encourage the families they serve to preplan their own final wishes and their loved ones as well. If they are taking the time to preplan their pet’s final wishes, they’re more likely to see the value in preplanning for themselves. It is only a matter of whether or not your counselors are bold enough to ask the question.

This is where you will see that the pet death care business has value. When you begin to increase your preplanning and cemetery sales through touching families after the loss of their cherished companion that is when the pet business will make the biggest impact on your company.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

What do your finances tell you?

Beth VadeBonCoeur,
Accountant

What do we care about the most when finances are concerned? The bottom line. Are we making any money? The only sure fire way of getting that answer is by reviewing our financial statements on a regular basis. One financial statement in particular is our income statement or sometimes referred to as our Profit and Loss statement (P & L). This statement shows the following equation: Sales – Expenses = Net Income.

Financial statements should be understandable, relevant, reliable and comparable. Do you have your income statement set up so it’s giving you the needed information? It’s important to design your financial statements so that managers are getting the detailed information needed in the important segments of your business to make better management decisions.

On the revenue side, sales should be broken down into sales categories that allow management to determine what segment of the business is growing or declining. It allows management to see which segments provide the most and least amount of revenue.

On the expense side, expenses should be categorized by cost of goods, administrative and selling.  Within each category decide which expenses are relevant and significant to the business and make sure they are listed separately.

When your income statement is designed effectively, management will have the key financial data available on the income statement to better run the company.



This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Benefit your company by getting involved

Drew Edwards,
General Manager,
Sunset Funeral Homes

How often do you leave the office to learn and connect with others in our industry? Are you involved with regional, state or national organizations? I think one reason a lot of us are afraid of change is that we don’t make the time to refresh our knowledge and get involved.

By the time you read this, I will be finishing up a week in Orlando, Florida, at the National Funeral Directors Leadership Conference. This conference is designed to place leaders from each state association together to share ideas, goals and visions, and to network with the objective of preserving the industry that we love. It typically has representation from almost every state in the United States.

The Darby Family encourages its employees to stay involved in the industry and to get out of our comfort zone. If you are an owner of a memorial company, funeral home or cemetery, I encourage you to invest in your employees and send them to industry conventions and workshops. Not only will they come back more knowledgeable, they will also know that you care about them and want them to share in your success. It might very well be one of the best investments you ever make.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

The reality behind marketing myths

Do the families you serve struggle to understand your flower regulations?

Do they understand the importance of memorializing their loved ones after choosing cremation?

Do they know all the facts about the benefits of planning their final wishes ahead of time?

Did you know that a solid marketing strategy can help ease all of these situations?

As long as we have been in marketing, we have heard our fair share of myths for why businesses have sub par marketing. And, because many believe these myths, marketing gets a bad rap. Well, we want to help you debunk those myths and get you headed in the right direction. 

Marketing myths:

MYTH: Marketing is just making information look pretty.
Reality: While the graphics may be what you see first, marketing and graphic design are so much more than that. You’d be surprised how much time, research and talent goes into creating something that will effectively educate the families you serve and help them make a well-informed decision.

MYTH: Marketing is for our sales staff only.
Reality: Marketing is not the same as advertising or sales. Marketing includes everything your customer touches, from the sign on your front door to Yelp reviews. It’s the way your staff answers the phone and your email signature.

MYTH: The right brochure solves everything.
Reality: Great marketing puts the information where your unique customer is looking for it. Unless you regularly have customers who come to you looking specifically for brochures, you probably need to expand your arsenal of communication methods. Well-placed signage, social media, multimedia advertisements and editorial articles are just the start to a layered approach.

Is it time for you to update your marketing? We have resources to help you get started. Give our Customer Service team a call at 800.798.4900 to get in touch with our experts.



This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

5 tips for breaking bad cellphone habits

Sheryl Baumeister,
Human Resources

I recently read an article on entrepreneur.com called, "The 10 biggest productivity killers and how to overcome them," and it listed cellphone use as the number one productivity killer. Are you surprised? I'm not! Researchers have actually found that people get legitimately anxious if they are away from their phones for too long. It's no wonder that this one tops the list.

Since July is “National Cellphone Courtesy Month,” let’s see if we can become a little more respectful and aware of our surroundings when using our cellphones. Here are just a few tips to get started:

1. Be in the now. Anytime you are expected to participate or simply listen to someone, silence your phone. There’s no need to look at your phone every time someone sends you a text or comments on a Facebook post.
2. Keep confidential information private. Be aware of your surroundings. You never know who might overhear part, or all, of your conversation. If you need privacy, find an empty room or quiet corner to have your conversation.
3. Avoid “cell yell.” Always use your regular conversational voice when speaking on your cell phone. Be mindful of your volume in busy places where people tend to speak more loudly.
4. Be a responsible driver. Don’t answer your phone if you’re in heavy traffic or hazardous driving conditions. Wait until you come to a stop or arrive at your destination before taking the opportunity to return the call. Always use a hands-free device so you can focus on your driving. And, please remember to NEVER TEXT AND DRIVE.
5. Get unplugged occasionally. Leave your phone in another room and try not to check it more than two or three times a day. Give yourself a smartphone break once and awhile. You should be in control of your phone, not the other way around. 

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Capturing memories with "new technology"

Donna Darby-Walthall,
Chief Financial Officer

Do you remember when we loaded a roll of film into our cameras in order to take a picture? Then when the roll was finished, we took them in to be developed. We would then walk away with actual photographs in our hands, instead of on a screen. Today, that is seen as “old technology.”

You can call me old fashioned and make fun of me, because my daughters do all the time. But, I liked it when technology wasn’t such a big deal, because I have to admit, I am not technologically savvy. I liked loading film into my camera and having photographs in my hands. I don’t understand a lot of the devices and jargon being used today. What does storing on the cloud really mean? How do you use a selfie stick? And, boy is it a big deal to get pictures off of my camera now.

Where am I going with this you ask? No matter how you take pictures or get them developed, we need to be sure we are capturing our memories. Not only are they great to look at in the future, but pictures help tell the story of our lives. In the future when our loved ones are searching for pictures to create a permanent memorial, their options will be plentiful.

Personally, I am going to challenge myself to learn how to better use my digital camera and this “new to me” technology, because in the end it is a much better way to capture memories. I encourage you to talk to families about taking pictures and do it yourself as well. There is nothing better than finding an old photo to bring back a ton of memories.



This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

The power of positive thinking

Rich Darby,
Chief Operating Officer

How many of you truly practice thinking positively? When our television screens are full of negative political campaigns and businesses bashing other businesses, how can we stay positive?

Last year, I joked around with some of the staff that this year was going to be our year. I ended every conversation, whether it was a text, email or phone call with those very simple words - this is our year. Do you know what happened? It ended up being our best year ever. It got to the point where it wasn’t a joke; it was truly a daily declaration. It was going to be our year, and we had lots of reasons to believe it.

Soon after I started this little campaign, other staff members caught on. It kept us positive. Whenever we saw a drop in business, we weren’t worried because we were always saying it was going to be our year.

Positive thinking keeps you in the game and keeps you focused on the prize. Negativity breeds negativity. If you are always talking negatively, your life will be consumed by negativity. If you talk negatively against your competition, your business is going to suffer. I am sure you have heard the old saying, “If you don’t have anything nice to say, don’t say anything at all.” Well it is true, no matter the situation.

I challenge each of you to pick someone in your life and either tell them in person, text them or email them every day for the rest of the year that “it’s going to be your year.” You will be amazed by the results.


This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Do your customers know what you're thinking?

Linda Darby-Dowers,
Chief Executive Officer

Do you think your customers can tell when you're having a bad day? Is it obvious when you are excited? Do you think they can tell if you believe in what you're telling them? Trust me, they can.

Think about your last hospital visit, dental appointment or even oil change. Did the person taking care of you go out of their way to help you and make sure you received the best care possible? Or did they ignore you and act as if they could hardly wait for you to leave? I'll bet you could tell if they cared about their job or were having a bad day. I'll bet you could tell if they believed in what they do.

That's why it really matters if you truly believe in memorialization or not. If you feel like you don’t believe in the part we play in maintaining our history, please come to Trigard University, read articles in trade publications, attend webinars, talk to families who’ve been served well by someone in our profession. The future of the memorialization industry depends on it.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.

Memorial Day 2015

Honoring the men and women that fought selflessly for our freedoms and paid the ultimate sacrifice is something that many of us in the funeral industry do not take lightly. We received many great photographs and stories of how you celebrate and honor the fallen during the Memorial Day holiday.

Calvary Catholic Cemetery & Mausoleum in Lincoln, Nebraska
At Calvary Catholic Cemetery and Mausoleum, they held an outdoor mass followed with a meal of hot dogs, chips and cookies. They also held a ceremony dedicating and blessing the new stained glass in their mausoleum and an above ground mausoleum for miscarried babies.


The Funeral Source
For Memorial Day weekend this year, The Funeral Source attended four different wreath-laying ceremonies and four different parades around the Cincinnati Tri-State area. They also laid flags on a number of fallen veteran’s graves, including a gentleman who fought in Iwo Jima and Guada Canal. The Funeral Source is thankful for the sacrifices that our soldiers have made so that we may enjoy the freedom and democracy that the U.S. offers to its citizen.


This article originally appeared in Trigard Tuesdays, our weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/tuesdays.    

Merry Christmas!

Jason Murphy,
Director of Family Services,
Sunset Funeral Home

It's the most wonderful time of the year. Or as we say in the cemetery, Happy Memorial Day!

It really is our biggest season, isn't it?  

We all spend a lot of time, money and effort during Memorial Day weekend, which is why it is important to track and analyze your return on investment after the weekend is complete.

Have a staff wrap-up meeting with everyone who worked the cemetery during Memorial Day. Gather a list of things that worked and things that didn’t quite go to plan. Fix anything that needs immediate attention, and put the list in a safe place for next year. You’ll already be a step ahead when planning for 2016.

Did you create a sales goal for Memorial Day leads? First, figure out if you reached the short term goal that was set and reward your staff accordingly. In fact, you should reward them in some way no matter if they reached the goal or not. They did work the entire holiday weekend for you! For the leads that haven’t been closed, make sure to game plan on how these leads will be followed up within a timely manner. Discuss possible scripting that may help your sales staff get the leads back in the door. Follow up is extremely important as most of the sales will come from leads obtained over the weekend and not sales made during the weekend. 

Lastly, make sure to share your results from the weekend with the rest of the staff. Acknowledge all of the hard work from your staff members and get the other staff engaged and interested in what the cemetery staff does for Memorial Day. Communicating what worked and some sales numbers will spark conversation and interest from all of the employees.

This article originally appeared in Modern Memorialization, Trigard Memorials' weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/thursdays.