Come a Little Closer

Russian Marketing Blog never stops its pursuit for knowledge wherever it can find it. There’s so much that we, Russians, have to learn in marketing and advertising. Take, for example, advertising in funeral services or coffin making. Russians simply don’t know how to promote such services effectively but Germans do. “Come a little closer. And you might need funeral services from Bergmann”. Straight to the point!

A couple of years ago I got by chance an invitation to an Italian Funeral Services Trade Show in Moscow. This trade show was almost secret and strictly B2B. Only wholesale clients got special passes and I was probably the only potential retail customer there. Despite the general atmosphere of gloominess associated with the industry in general, the show was almost cheerful and very entertaining. It reminded me of automobile shows. Only there were premium coffins instead of cars and showgirls were all dressed in black micro-skirts.

Italian funeral masters know how to build customer loyalty. I was really impressed by the catalogue of Cofanifunebri. Their best coffins go together with barely dressed young widows whose incredible postures could only be excused by their immeasurable grief. Some of them even go hysterical and start doing wacky things. I particularly recommend Madonna, Greca and Orchidea coffins.

Related Tags: funeral services, coffin makers, advertising, promotion, trade shows, Germany, Italy