Key insights from recent funeral directors study
Key insights from recent funeral directors study
The Floral Marketing Research Fund, in collaboration with the American Floral Endowment, released findings from a recent study of funeral directors. The downloadable free report includes thoughts and preferences on sympathy flowers, charity donations vs. flowers, consumers’ reactions toward sympathy flowers, the relationship between floral retailers and funeral directors and more, according to a news release.
The Funeral Directors and Flowers Report analyzes results from a survey of nearly 200 members of the National Funeral Directors Association. The report contains ready-to-implement ideas, checklists and detailed suggestions from funeral directors, and is the first of its kind in more than 20 years.
Paul Bachman, FMRF chairman and president at Bachman’s Inc. in Minneapolis, MN, described the report as the “new gold standard for information about sympathy flowers and the way the funeral industry views them.”
“This report offers valuable insights that will transform the way all florists conduct business with funeral directors,” Bachman said in the release. “It is filled with ideas for improving communication, enhancing product design and ultimately increasing profits.”
According to the report:
• Flowers and plants are the most effective non-human source of comfort for the bereaved.
• Sixty-eight percent of funeral directors are unaware of any studies showing the benefits of flowers at services.
• Forty-four percent of funeral directors surveyed believe funeral flowers are sometimes a hassle.
To download the complete report, go to FloralMarketingResearchFund.org.