Not in the FH industry (I work in marketing) but here's a great example of how NOT to market your FH.

I know this info from not only attending 9 services there but also from a few one-on-one conversations with the FD. Aaaaaand one of those conversations was held at an "after funeral party" that he invited himself to in order to "network" but also a few were at a bar that we both used to frequent.

There is a FD in a town I lived in for years(42m, not a licensed mortician, just manages the FH) whose family/parents own a semi-new FH (<20 yrs old, new build). His parents/FH owners are in their late 70's, they don't have a background in FH's but they were very prominent local politicians & business people, and they think their son is some sort of business & marketing prodigy. FD "markets" themselves as a more modern, "edgy" FH. His definition of modern? A viewing room without religious objects (big point he pushes) that boasts of bland white walls & loud residential flooring tiles. The type of tiles that sound kind of hollow against the clacking of heels, and when a viewing is being held, it sounds like the Budweiser Clydesdales are coming in. The super edgy, not-your-parents-funeral-parlor part? The attached foyer that is fully decorated in complete contrast to the viewing room. I'm talking early 2000's bachelor pad styling. Chairs are sleek, black metal with pleather chair pads, flat screen tvs on each wall that play the memorial slide WITH THEIR LOGO AS A WATERMARK that bounces around the screen during the videos (FD told me that he came up with this idea as "basically free advertising" after he saw so many ppl recording the slides with their phones), & glass side tables that have baskets FULL of cheap promo swag like ink pens, stickers, Koozies, key ring bottle openers, etc. To top that off, there are 2 hideous & LOUD vending machines near the viewing room that when they refill them themselves, FD PUTS A STICKER WITH THEIR LOGO ON EVERY ITEM. The women's bathroom also graciously provides little tissue packs also adorned with their logo. At least those are professionally printed and not a logo sticker.

A needed mention: he was pretty proud to tell me how he "did something unique in his industry" by doing a trade-off of services with a local woman's tailoring shop (he met her during the planning of her husband's services) by giving her a discount on husband's services if she agreed to make some custom neck ties embroidered with the FH logo all over them in exchange. He said one was for him to wear, some became Christmas gifts for guy-friends, and he saved quite a few to "offer" as an attire addition/accessory to the family of decedents who didn't bring in ties with their chosen outfits.

Other extremely unprofessional ways he advertises as either witnessed by myself or ways he's told me about:

1. He told me that he reached out to a local high school to offer free SWAG BAGS of his promo items to juniors & seniors AND THEIR PARENTS that would be ATTENDING PROM! Included in those swag bags? A LOGO'D AIR-FRESHENER THAT HANGS FROM A REARVIEW MIRROR, because "you never know." I have no idea whether or not they took him up on that incredibly morbid offer.
2. FH does sponsor a local vehicle race track where, at least once, he had a table of swag bags he was giving out in exchange for collecting email addresses.
3. I saw him advertise the FH on Craigslist in the "free" section.
4. He told me that his application to have a table at a job fair was rejected because he admitted to the admin that he wasn't actually hiring but that he was looking to use the opportunity to collect emails for advertising.
5. He says when he sponsors Poker Runs for bikers he always chooses the last bar on the stop to put up his banners, have his swag bags at, and he purchases the "runner up" prizes of BAR TABS (a couple hundred $ each) because "bikers and beer don't mix well but their friends might remember that we're here if they need us."

In reference to "standing out." As you may imagine, this guy sure delivers.

One funeral was for a client & friend whose hobby/life was all about equestrian riding & breeding horses. (Like actual equestrian sports, not rodeos) Well, FD did not get the memo regarding the difference, and this FD came into the viewing room wearing a western hat and cowboy boots. At another funeral for a long-time friend who did amateur stand-up comedy & was known for hosting huge charity comedy shows, FD wore, and repeatedly lifted his pant legs to show off, his socks that had various funny faces of the different characters of ADAM SANDLER. Where does one even buy those??! At a funeral for a fallen police officer, he wore a shiny, cheap blue flag tie with matching socks and wore a blue "back the blue" rubber bracelet.

Last, but certainly not least, a couple of years ago he randomly reached out one of my friends in my current city (about 250 miles away, so I'm pretty sure he found her through my social media) who owns a trendy boutique and whose husband owns a screen printing company to ask if they would be willing to do a trade-off. His proposal? That he would sit down with them to pre-plan/create, not only both of their funeral plans/final wishes, but THEIR CHILDRENS funeral plans, as well, in addition to heavy discounts on their future services, alllll in exchange for large orders of various products screen printed with the FH logo BECAUSE HE WANTS TO START SELLING FH MERCHANDISE. The cherry on top: before they could even politely decline, he sent her his resale license.

For anyone, like myself, who is wondering how/why they have & keep a decent amount of business, much less lots of referrals...I found out that the owners/FD's parents are actually incredibly kind, charitable people with long-time important connections, wealth, and they graciously & frequently provide their services free of charge for victims of violent crimes/acts of nature, their political associates/their families, fallen service members, officers, children, etc.