Challenging taboos: Farewill is changing the funeral business | WARC | The Feed
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Challenging taboos: Farewill is changing the funeral business
Farewill, the online will provider, is developing a funerals business built around an understanding of its target market and a product eco-system.
Why it matters
Marketing in taboo sectors is difficult and they don’t come much more taboo than death. While digital disruption has helped reshape many other categories, the online-only experience doesn’t transfer well to this highly emotional one – the human connection remains crucial.
Takeaways
- Marketers need to really understand who their target customer is and whether they are willing to break the taboo around death.
- Invest in brand positioning above product positioning.
- Death is no ordinary business...
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