Case Study: Expanding Market Presence Through SEC Football Schedule Magnets
Background A multi-location funeral home business in Florida faced the challenge of competing in a highly saturated market where online search engine optimization and traditional promotional items such as hand fans were no longer delivering consistent results. To break out of the randomness of online search traffic, they sought an innovative marketing approach that would keep their brand visible and top-of-mind for potential clients and referral sources.
Implementation The funeral home invested in SEC college football schedule magnets that featured all teams in the conference. Each magnet included a large area dedicated to the funeral home’s custom logo, a list of all its locations, a website address, and a QR code that, when scanned, would dial a toll-free number to the business.
The distribution strategy was carefully planned to ensure maximum exposure in the community. Magnets were distributed through:
- Chamber of commerce organizations
- Local banks
- Doctor’s offices
- Police and sheriff departments
By placing these magnets in strategic locations, the funeral home was able to maintain a presence in many people’s minds for both referrals and direct business contacts in the event of a family death.
Results The campaign yielded significant and measurable results:
- A noticeable increase in business leads generated during the Fall football season when the magnets were most actively used and seen.
- A sustained increase in business for 3-5 months into the new year, attributed to the long-term memory effect of the schedule magnets from the previous Fall.
- More direct calls from referrals who had seen the magnet in a trusted business location.
- Strengthened relationships with community influencers, including bankers and law enforcement officials who regularly interacted with potential clients.
Conclusion By leveraging the widespread popularity of SEC college football and combining it with a useful promotional item, the funeral home successfully differentiated itself from competitors. The magnets proved to be a cost-effective marketing tool with lasting brand recall, reinforcing the funeral home’s presence in the community well beyond the football season.
This case study demonstrates how funeral home businesses can enhance visibility and sustain lead generation through targeted, culturally relevant marketing strategies.
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