By Kelly Kohut
Most professionals who invest in marketing for preneed will eventually ask themselves how they can measure the success of that marketing. The answer can be found through some very simple tracking measures and an extensive evaluation of your customer base and the overall reach of your preneed program. At a basic level, if you can record and track the source of each lead who pre-arranges and/or prefunds, you will have a good understanding of which marketing avenues are bringing in consumers.
This article was published in the May 2015 issue of The Director magazine and is shared with its permission. Learn more at http://nfda.org/nfda-publications/the-director.html