{"id":1265,"date":"2021-05-05T14:07:32","date_gmt":"2021-05-05T19:07:32","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=1265"},"modified":"2024-11-27T02:37:11","modified_gmt":"2024-11-27T08:37:11","slug":"the-cgc-participation-trophy-funeral-home-edition","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/the-cgc-participation-trophy-funeral-home-edition\/","title":{"rendered":"The CGC Participation Trophy: Funeral Home Edition"},"content":{"rendered":"
\n
\"A
Congratulations. You Tried.<\/figcaption><\/figure>\n<\/div>\n\n\n

I love a challenge. When, as a baby creative, I was building out my college portfolio, I assigned myself a spec STI prevention campaign for the CDC just to see if I could. (Note: I could<\/a>.)<\/p>\n\n\n\n

And that\u2019s why I have respect for the funeral industry \u2014 \u2018cause there\u2019s<\/em> a challenge. It\u2019s a very serious subject, one that carries a lot of emotional weight for its client base. You can\u2019t go too lighthearted with it. (Well, I mean, some of you can<\/a>.) You also can\u2019t go too dour with it, because no one wants their day spoiled by a DEATH COMES TO US ALL direct mailer. The baby-bear just-right zone is a small one, and a happy medium is hard to find.<\/p>\n\n\n\n

And that\u2019s<\/em> why creative that might get an \u201cOh, honey, no\u201d in any other industry just gets a \u201cWell, you tried\u201d in the funeral industry. Because you tried. Maybe you ended up in a broken heap on the ground, but at least you shot for the stars. Thus the inaugural Caperton Gillett Creative Participation Trophy: For Brands That Tried. Join me in celebrating our funeral industry winners.<\/p>\n\n\n\n

Summer Fun<\/h2>\n\n\n\n

The question raised by this mailer from Catholic Cemeteries of the Archdiocese of Philadelphia: In exactly what summer activities are we expected to engage? \u201cBefore you go skydiving with a chute you didn\u2019t pack yourself, remember Catholic Cemeteries.\u201d \u201cWhat\u2019s the perfect way to celebrate the Fourth of July? Amateur fireworks and a new cremation niche from Catholic Cemeteries \u2014 now 15% off!\u201d<\/p>\n\n\n

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\"\"<\/figure>\n<\/div>\n\n\n

And is the whole happy family meant to be in peril, or just one of them? I\u2019d imagine that if it were the whole family, the cemetery would be offering a group rate. (Maybe on the back?) Regardless, you\u2019ll want to jump on these deals now before getting in the rickety go-kart at the beachside amusement park run by the guy in a stained tank top who\u2019s always on his phone and hit the track without a helmet.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

(An honorable mention goes to this offering from White Chapel Memorial Gardens. Both facilities are managed by StoneMor, meaning there\u2019s a company mindlessly cranking out bizarre, near-identical mailers for funeral homes across the country, indiscriminately offering limited time savings<\/em> on the post-death destination of your choice.)<\/p>\n\n\n\n

Cherishing Life\u2019s Moments<\/h2>\n\n\n\n

Spilker Funeral Home gets credit for creativity, at least, as they kick off the holiday season. (It looks like when you get away from StoneMor, your creative team starts making an effort.) Once again, we\u2019re looking at what appears to be a happy family, but now they\u2019re gathered around the fireplace, cherishing life\u2019s moments before\u2026 dying, I guess?<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

First of all: It\u2019s not my call, of course, but fire imagery in the context of funeral options might not be the best way to go.<\/p>\n\n\n\n

I also have to wonder if this is meant to be a \u201cbefore\u201d picture or an \u201cafter\u201d picture. Are they cherishing life\u2019s moments in anticipation of someone\u2019s impending death? \u201cLet\u2019s eat, drink, and be merry, folks, and throw another log on that fire.\u201d Or has that someone already died, and the family can finally kick back with their mulled cider and their nordic socks now that that schmuck is out of the way?<\/p>\n\n\n\n

Oh, my God, did the family do it together? Was that the memory they\u2019re cherishing?<\/em><\/p>\n\n\n\n

Man, you went dark<\/em>, Spilker Funeral Home. Good on you for taking a chance.<\/p>\n\n\n\n

Thank you for your service. See you soon.<\/h2>\n\n\n\n

Should we be celebrating our vets? Absolutely. Is it natural for a company that serves veterans to want to celebrate them? Of course. Is hitting age 100 a major accomplishment? Arguably. (There\u2019s probably a lot of genetics at play there.) Does it not send an uncomfortable message when the celebration is offered by Lieutenant Marge\u2019s potential eternal resting place?<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

It does. It really does.<\/p>\n\n\n\n

Of course, this could be intentional. This could be Devanny Condron Funeral Home\u2019s way of actively vying for her business. In which case, they took a big chance, and\u2026 no. Still no.<\/p>\n\n\n\n

Congratulations on trying.<\/h2>\n\n\n\n

You\u2019re in a tough industry to market, funeral homes, and any effort to differentiate yourself is\u2026 an effort. So here\u2019s to you for trying. May your future efforts be less creepy, and may your business remain only as active as is to be normally expected in a country with an average life expectancy of 78.54 years.<\/p>\n","protected":false},"excerpt":{"rendered":"

I love a challenge. 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