Each year, the Cremation Association of North America and dozens of other associations, consultants and others carefully collect and present data to inform the funeral profession. This data helps with business planning, long-term strategizing, and decision-making on all manner of topics.
But how can you take the data from CANA and turn it into a plan to achieve success?
Eric Layer will help you do just that when he takes the stage at CANA’s 105th Annual Cremation Innovation Convention this August in Washington, D.C.
He will deliver a session titled Targeting with Data. Using national data from the last several years, Layer will share his experience gleaned as partner at McKee Wallwork, an internationally recognized marketing advisory firm. Layer leads the death-care division, advising the campaigns, products and research efforts of stalled, stuck and stale brands. He will share key findings about family preferences around disposition, memorialization, and the funeral industry to help you turbocharge business operations.
“Empathy is vital to your success in defining your company’s business model for the next century,” explains Layer in his book The Right Way of Death. “To recognize that your customer is not a sure thing, and that their changing needs must be met by offerings and services that change with them, will require great sacrifice. It will also set you apart from your competitors and enable you to thrive while they falter. Today, success requires the offerings of the company match the needs of the customer.”
In his session, sponsored by Wilbert Funeral Services, Inc., Layer will show us who we are currently serving well and who we are failing. From there, he’ll point out where we must step up to be relevant in the future. “You will need to take a close look at the families you serve and rebuild your business around their needs,” Layer said. “You might not have the tools to do so. You’ll probably have to invent some if you want to succeed. But you do have a unique advantage: today, you are the only one with the experience, knowledge, and expertise that invention will require. Better to start now before somebody else figures it out.”
Layer will be joined by other experts who will share strategies to help you approach and navigate internal and external operations. Topics and speakers will include:
- Tackling burnout and staffing shortages head on, Brent Patterson and Glenda Stansbury will share strategies to engage your staff and help them grow as creative and enthusiastic professionals in Blocked, Burned Out, Blasé.
- Regulate, Recruit, and React: A Quick Take on Current Issues will bring together three presenters on three topics in bite-size format. Caressa Hughes will present a Regulatory Update; Jim Price will share tools for Recruiting Veterans; and Scott Smith will reveal tips on How Can I Pitch In? when disaster strikes your community.
- The incomparable Lisa Baue will present seven essential components of mentoring, discussing Why Mentoring Matters to both owners and team members.
- In a special two-hour session, suicidologist Sara Murphy will assist attendees in Responding to Suicide Death and Recognizing Suicide Risk — both for the families we serve and among members of the funeral profession.
- Dan Cassin, Bryan Mueller and Cole Waybright will breathe new life into cemeteries to make sure they are Built to Last.
But Wait … There Is More!
Everyone is invited to earn their certification by registering for an in-person, pre-convention CANA Crematory Operations Certification Program taught by Tom Krowl of Cremation Systems and Wendy Wiener of WRW Legal. CANA has also planned an afterparty to celebrate being together in D.C.. The Annual Membership Meeting and In Memoriam will give time to reflect on another year in funeral service. Plus, tickets are available to attend a wreath-laying ceremony at the Tomb of the Unknown Soldier and tour Arlington National Cemetery on Friday afternoon and enjoy America’s pastime in America’s capital when the Oakland Athletics meet the Washington Nationals on Friday night.
Get ready for a capital event and book yourself for August 9-11, 2023, at the Hyatt Regency Washington on Capitol Hill: goCANA.org/CANA23.