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The Tipping Point – Farewell Innovators (Funerals, Tributes and Memorials)
Posted on Tuesday 19th October 2010 by Louise Harris
Looking back to April 2006 when I set up Sentiment Ltd, we were the only UK company on the web that was related to funeral event planning and tribute video production. At the time, Sentiment was being run from the website sentiment-farewells.co.uk with the business model of being funeral event planners and offering memorial video tributes and photo slide-shows.
To get any financial backing, we needed proof that there was a market, this meant researching other companies that offered the same service. In 2005 and 2006 there was nothing out there. The closest I could get was a company called Lights Enterprises in the USA.
In the UK there were some great funeral related businesses – Green Fuse (who back then, were celebrants offering training from a flower shop website). There was also a website offering online obituaries and of course there was the then fast growing Colourful Coffins and the trusty Natural Death Centre and its affiliates of radical funeral directors, woodland burial sites and Eco coffin manufacturers. The NDC was and still is very successful in promoting the green funeral movement as was Judith Pigeon who was at the time developing a network of holistic funeral and farewell affiliates.
I researched Lights Out and was excited to see that I wasn’t the only crazy person in the world trying to make my way in what was essentially a ‘non-existent market’. I contacted Lynn of Lights Out and we had some good chats on email. She had done so well to get where she had. She was a real inspiration, something that kept me on the path of trying to kick holes out of the brick wall that is the UK’s funeral industry.
The past 4 years has been amazing, watching the change unfolding on the Internet today, seeing a growth of fantastic and inspirational memorial and funeral planning options and the media interest.
The idea of changing funerals was certainly not original to Sentiment or to all the other companies that have surfaced and set up over the past few years – It’s a natural progression, a natural change, a shift in attitudes that has created a demand. If anyone has ever read ‘The Tipping Point‘ you will understand that Gladwell defines a tipping point as “the moment of critical mass, the threshold, the boiling point.” The book seeks to explain and describe the “mysterious” sociological changes that mark everyday life. As Gladwell states, “Ideas and products and messages and behaviours spread like viruses do.“
I have found myself amongst very good company of some great ‘Farewell Innovators’ – The Fantastic Funeral Company, Phoenix Diamonds, Much Loved, The Good Funeral Guide, Colourful Coffins, Volkswagen Funerals, funeral celebrants, My Last Song, The Natural Death Centre, Heavens Above Fireworks and OneLife Ceremonies to name a few (sorry if I’ve forgotten you on here, feel free to reply to the blog and give me a cyber slap for forgetting you!)
There is now an abundance of resources available to the consumer there are so many new products available that there are books and even websites showing you just a handful of the products out on the market today such as Funeral Inspirations who have a clean website offering a choice of products. The Transitus Resource List have a PDF full of their network of funeral innovators, and then there is The Good Funeral Guide which offers not just a blog and websites full of information and advice and help but also a book too!!!
So signing off today, I’d like to say a huge congratulations to everyone who has taken the plunge and set up unique business in the farewell, funeral and memorial industry (both in the UK and to those of you in the USA) You are all the reason why this industry is now at a very positive Tipping Point.
Your Comments
There are 11 responses to “The Tipping Point – Farewell Innovators (Funerals, Tributes and Memorials)”
Paul Hensby says:
It’s good to know that the tipping point has arrived. There’s an increasing amount of media interest due in part to the ‘noise’ we have been making.
In part, we have had the business sense to see the pent up demand for innovative endings especially when witnessing the rather poor ’sausage factory’ approach to farewells as provided by the likes of Co-operative Funeralcare.
Farewell Innovators will only succeed if we give better service and more relevant advice to an increasingly discerning market.
And social and viral marketing makes it easier to reach this market without large marketing budgets. So if we are to ensure the scales tip in our favour, we must keep up our blogging, sending out media releases and making our customers happy!
Louise Harris says:
Yes Paul, I agree social and Viral marketing is so important these days. My last song does a great job at this.
Charles Cowling says:
This is a very encouraging analysis, Louise. I shall bear it in mind next time my book sales dip or some disguised FD leaves a shitty review of it at Amazon – also the next time I speak to an exasperated coffin maker or natural burial ground owner who despairs of making their way in a market where the FDs are the gatekeepers, the first point of reference for the bereaved.
But you’re right. We’ve all been chipping away for as long as we can remember. And we’re stubborn and obstinate, we must be – essential virtues. And we’re getting there, yes? We’re getting there! (We’re not mad!!)
I love your list. I’d like to put in a word for Lovingly Managed http://www.lovinglymanaged.com/ and there was someone else I thought of but have forgotten…
I think, too, we must acknowledge our debt to The Daddies: Nicholas Albery, founder of the NDC, and the great Ken West, the man who ‘invented’ natural burial. Respec. When we are successful we shall raise statues of them. Where’s a good place to do that?
Louise Harris says:
Yes Charles, hats off to Nicholas Albery and Ken. Good on you for the mention.
Lovingly Managed is also another nice website, clear, easy to navigate, great service, really nice tone too.
And Charles – yous book rocks… may go and tell that to Amazon
Catherine Corless says:
Thanks Louise for your kind comments about our service and our web site and thanks too to Charles for bringing us to your notice. It’s great to get some positivity in what can seem like a sea of unfounded suspicion and cynicism. What are they so frightened of?
Louise Harris says:
No problem at all Catherine, – ‘What are they so frightened of?’ this should be the title of Charles’s next book :O)
Charles Cowling says:
Oh, look, while we’re about it, Greenfield Creations http://www.greenfieldcreations.co.uk/, the cardboard coffin people who sell direct to the public without demur. They are far and away the most popular click-through on my website. That’s got nowt to do with me and everything to do with people seeing what they like.
Clare Brookes says:
Thank you Louise, I feel genuinely humbled to be mentioned amongst such good company. Charles I recommend your excellent book it is my bedside reading, disgruntled FD’s leaving bad reviews tut tut well we all know why that is don’t we!!
Letting the public know what’s available is the way to tip the balance so families know what they want before going to a funeral home otherwise the majority of funeral arrangers will just offer the off the peg easy option that makes the largest amount of money.
Louise Harris says:
Ahh Clare, my pleasure. I love your company – and your attitude.
Charles Cowling says:
Gosh, Clare reminds me of other people I forgot — good people offering a lovely service whose path to the public is obstructed by the Gatekeepers: those lovely folk (like Clare) who offer alternatives to the big black hearse. One alternative provider (mustn’t get too detailed here) offers a wonderful service on which one chain of FDs slaps a £700 margin. £700 for heavens sake!! Yes, Clare, the answer to all this is consumers informing themselves in advance, then turning the tables on the Gatekeepers and saying, “Now you listen to me.”
I say that with great respect to those beautiful FDs who are guilty of none of this cynical price-hiking.
Fergus Jamieson says:
I think your tipping point analysis is correct – albeit just arriving. Certainly our enquirers in five of the last six months for fireworks dispersal of ashes are at an all time high. Importantly for us, the ‘happier’ farewell approach seems to be connecting with clients. And more and more businesses and funeral directors are spreading the word!
Keep up the good work.