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May 5, 2017 • Hilton Baltimore

Don’t Let Your Profits Go Up in Flames

Today, more people are getting cremated than buried, and “traditional” doesn’t mean anything when it comes to funeral service.

With that comes challenges – but also opportunities. At the Cremation Innovations Summit, you’ll discover how to recognize and respond to both. Learn how to:

  • Anticipate the needs and wants of families that choose cremation.
  • Create memorable experiences with or without a body present.
  • Communicate the value of cremation-oriented products and services.
  • Improve search engine optimization to outrank competitors.
  • Embrace cremation as a profit generator.

The conference will include keynote speakers as well as mini-presentations from some of the most innovative companies that are offering new products and services to help cremation families honor loved ones.

Bonus: The Academy of Professional Funeral Service Practice has approved the conference for 5.25 hours of continuing education.


Justin Baxley

Senior Vice President of Business Development at Foundation Partners Group

Steve Jones

Director of Strategic Business Solutions at Matthews Aurora Funeral Solutions

Nectar Ramirez

Director of Customer Training at Batesville

Brent Taylor

Founder of Brentwood Funeral Services

Welton Hong

Founder of Ring Ring Marketing


Friday, May 5, 2017

7:30 AM - 8:00 AM

Registration and Morning Refreshments
Arrive early to pick up your conference materials, meet the event staff and jolt yourself awake with a cup of coffee and an assortment of bagels, muffins and other refreshments.

8:00 AM - 8:15 AM

Welcoming Remarks and Introductions
Find out what’s in store for you at the conference and introduce yourself to your peers during this meet and greet.

8:15 AM - 8:45 AM

Share Your Best Ideas
Team up with your peers to share your best and most profitable ideas for serving cremation families. Each group will share their three best ideas. Every participant will receive a prize, and the members of the group with the best idea will receive a free copy of “The Complete Cremation Handbook” – a $129 value!

8:45 AM - 9:45 AM

Step 1: How to Help Cremation Information Seekers 
Nectar Ramirez, Director of Customer Training, Batesville

Anyone who works at a funeral home or crematory needs to know how to communicate with families asking about cremation. In this session, you’ll learn how to convey a professional and value-focused image when communicating with families. After hearing Nectar Ramirez, walk away knowing how to:

• Take four key steps in helping cremation information seekers.
• Convey a value proposition that resonates.
• Deliver what families want the most

10:00 AM - 10:15 AM

Cremation Spotlight:
Danielle Thacker, vice president of sales and marketing, Thacker Caskets

10:15 AM - 11:15 AM

Step 2: Presenting to Win and Serve: Best Practices in Positioning Cremation Products and Services
Steve Jones, Director of Strategic Business Solutions, Matthews Aurora Funeral Solutions

Steve Jones draws upon his hard-won experience to deliver a proven approach to sell more products and services to cremation families – whether you have a large selection room or a small space. Learn how to:

• Package products and services to maximize family satisfaction and profit margins.
• Position products in visually appealing ways.
• Get your staff to buy into new presentation approaches.
• Offer products and services online or on a screen during arrangements.

11:15 AM - 12:00 PM

Step 3: Outranking the Competition Online
Welton Hong, Founder, Ring Ring Marketing

When it comes to getting at-need calls – especially from cremation families – you need to have a robust online presence. But where do you start, and how do you stand out from all the other firms in your area offering cremation services? Welton Hong, the founder of Ring Ring Marketing, shares how to get more clicks to your website and turn those clicks into phone calls. Learn how to:

• Improve your website’s search engine optimization.
• Craft powerful calls to action to collect email addresses and get phone calls.
• Provide cremation families with valuable content to boost your brand.
• Collect and leverage positive reviews on Google, Yelp and other sites.

12:00 PM - 1:00 PM


1:00 PM - 1:15 PM

Cremation Spotlight: Implant Recycling

1:15 PM - 2:15 PM

Step 4: Sharing Life by Design: A Guide to Relevant Cremation Services
Justin Baxley, Senior Vice President of Business Development at Foundation Partners Group

Just because a family opts for cremation doesn’t mean they don’t want to honor and remember their loved one. Justin Baxley shares true stories about how funeral homes and cemeteries have exceeded the expectations of cremation families in this interactive and engaging presentation. He walks you through how to:

• Ask the best open-ended questions to learn more about a family’s loved one.
• Find cost-affordable tools and resources that can help you carry out creative services.
• Build bridges of trust with cremation families and establish yourself as a trusted partner.
• Convert your funeral home and/or cemetery into a more inviting place.

2:30 PM - 3:30 PM

Step 5: Embracing Cremation as a Profit Center
Brent Taylor, owner of Brentwood Funeral Services

Brent Taylor owns several funeral homes under the Brentwood Funeral Services umbrella. He also operates a growing discount cremation brand. While other funeral homes in his area have been struggling to hold onto market share and maintain revenue, Taylor’s been boosting the number of families he serves every year – and the amount of money his cremation families spend has been trending up, too. He'll help you:

• Confront industry disruptors.
• Boost market share and revenue by partnering with churches on columbarium projects.
• Present a catalog of products that will boost keepsake urn and jewelry sales.
• Present non-funeral options to cremation consumers, including nontraditional venues for services and gatherings.

3:30 PM

Q&A with the Speakers

The speakers share their closing remarks and turn the floor over to questions in this no-holds-barred session that will help you apply all that you’ve learned.


Hilton Baltimore (Special Rate - $219)

410 W Pratt St

Baltimore, MD 21201

United States



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Implant Recycling


Ring Ring Marketing


Thacker Caskets




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