Death Care Marketing Show | E9: Being Known Before You Are Needed with Maddison Bakker

Being Known Before You Are Needed

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This episode from the Deathcare Marketing Show features host Mary Barnett interviewing Madison Bakker, an award-winning funeral director, about the importance of community engagement in the funeral industry. The conversation highlights the shift toward being “known before you’re needed,” moving away from traditional lead generation to focus on building authentic relationships. Bakker describes successful outreach initiatives, such as a veteran tribute sign, annual butterfly releases, and grief-focused painting classes. She explains how these events normalize the funeral home’s presence, making the staff appear more approachable and compassionate to the public. By utilizing social media and local partnerships, funeral professionals can provide educational value and support long before a family experiences a loss. Ultimately, the source suggests that consistent visibility and heart-centered service are the most effective ways to earn a community’s trust.

Being Known Before You Are Needed (Watch Here)

Guest: Maddison Bakker, Award-winning Licensed Funeral Director at Huff-Guthrie Funeral Home and Cremation Services Inc.

Overview

In this episode, host Mary Barnett talks with Maddison Bakker, recipient of the Rising Star Award from the International Order of the Golden Rule (OGR). They explore why community engagement is the ultimate marketing strategy for funeral homes, shifting the focus from generating leads to building a trusted, active presence in the community before a loss ever occurs.

Actionable Tips for Community Engagement

  • Create Visual Tributes: Use your physical location to honor the community. For example, place a Memorial Day sign in the yard listing the names of every veteran your firm has served over the years. This acts as a powerful public tribute that reinforces your role as a community leader.
  • Host Symbolic Events: Organize a Butterfly Release. This event is highly symbolic, representing the transformation of grief and the act of “setting a loved one free”.
    • Pro-tip: Use individual paper packages so families can release their own butterflies, creating a more personal experience than a mass release.
  • Offer Creative Aftercare: Host seasonal painting classes (a “paint and sip” without the alcohol) at a local venue. Incorporate a grief-related lesson into the art session to make it therapeutic. For example, a painting of mason jars and sparklers can symbolize how love still shines even in dark times.
  • Facilitate Educational Tours: Arrange a bus trip to a local National Cemetery or historical graveyard. Providing a guided tour with stories and history makes the experience fascinating and approachable for the public.
  • Participate in Local Traditions: Don’t be afraid to show your personality. Join local business events like “Trick-or-Treat” by parking a hearse out front and handing out candy. It familiarizes the community with your staff and building in a lighthearted way.
  • Maximize Social Media: Use Facebook videos to get your face and name out there for free. Consistent digital visibility normalizes the funeral home and makes you a recognizable, approachable figure when families eventually visit for services

Key Insights & Quotes

  • On Marketing Philosophy: “Marketing isn’t about getting louder. It’s about becoming familiar… Families don’t choose a funeral home they’ve seen the most ads from. They choose the one that they know, the one they trust.”
  • On the Purpose of Grief: “Grief is just the product of love… Grief is almost the gift that love gives you. If you didn’t grieve, it’s because you really didn’t love.”
  • On Community Connections: “If they don’t see you, they’re not going to recognize you… they’re seeing your personality. They’re seeing that you actually care about what you do.”
  • The “KNOWN” Framework for Funeral Homes:
    • K: Keep showing up (consistency).
    • N: Nurturing relationships (serve before you sell).
    • O: Offer value (education and support).
    • W: Welcome everyone (be approachable).
    • N: Never stop serving the community.

Links & Resources Mentioned

If you have wisdom and insights to share with your peers in the Deathcare industry, and would like to be a guest on the Deathcare Marketing Show, please apply here: http://deathcaremarketingshow.com

You can also see other episodes there as well!

If you would like to work with Mary and her team, please set up a free discovery call by clicking this link and finding the best day and time for your schedule: http://deathcaremarketingshow.com/GuestDiscoveryCall