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May 4, 2018

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 in Charlotte, North Carolina, you’ll discover how to recognize and respond to both. 

Learn how to:

  • Differentiate your firm from discount funeral homes and minimal cremation businesses.
  • Leverage technology to reach more families that prefer cremation.
  • Boost family satisfaction and company revenue by offering celebrant services.
  • Design meaningful and personalized services for cremation families.
  • Determine if it’s financially feasible to invest in a crematory project.

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.

Download a free sneak preview filled with insights from the speakers.


Glenn Gould

CEO, MKJ Marketing

Justin Baxley

Director of Strategic Markets, Homesteaders Life Company

Glenda Stansbury

Vice President, InSight Books

Ron Salvatore

Cremation Expert, Matthews International

Tyler Yamasaki

CEO of Parting Pro


Friday, May 4, 2018

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

8:15 AM - 8:45 AM

Share Your Best Ideas

Team up with your peers to share your best and most profitable ideas focused on serving cremation families. Each group will share their three best ideas. 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 - 10:00 AM

Step 1: Making Families Loyal Again
Glenn Gould, CEO of MKJ Marketing

The growth of discount funeral homes and minimal cremation businesses over the past decade has caused many funeral businesses to focus on client family retention as much as market share growth. 

Glenn Gould, CEO of MKJ Marketing, will explore the reasons why a funeral home loses families to competitors and how to prevent it from happening in this presentation. Drawing on his expertise as a marketer and the surprising results from MKJ’s latest consumer research, he’ll reveal how to:

  • Dive deep into the latest marketing and strategy secrets, including digital advances.
  • Discover new income possibilities and decide whether they fit your market.
  • Enhance your advertising with creativity, authority and thought leadership.

Funeral homes and crematories have always expected families to loyally return year after year, decade after decade, but consumers have changed. Hold on to the families you’ve worked so hard to get – and win new business in the process – by applying the lessons you’ll learn from Gould.

10:00 AM - 10:15 AM


10:15 AM - 11:15 AM

Step 2: Sharing Life by Design: A Guide to Relevant Cremation Services
Justin Baxley, Director of Strategic Markets at Homesteaders Life Company

Just because a family opts for cremation doesn’t mean they don’t want to honor and remember their loved one – something that Justin Baxley has committed his career to learning and doing well.

But cremation families do have different preferences and motivations than families that prefer casketed burial, and if you want to provide a meaningful experience while also boosting your bottom line, you need to start listening – and you also need to get creative.

Baxley shares true stories about how funeral homes and cemeteries have exceeded the expectations of families choosing cremation in this interactive and engaging presentation. He walks you through how to:

  • Ask the best open-ended questions to learn more about lost loved ones. 
  • Find cost-affordable tools and resources that can help you carry out creative events. 
  • Build bridges of trust with families choosing cremation and establish yourself as a trusted partner. 
  • Adapt your funeral home and/or cemetery into a consumer-centered environment.

Baxley’s ideas and action steps will leave you eager to get back to your business to close the gap between what families want and what you’ve been delivering.


11:15 AM - 12:15 PM

Step 3: Celebrants and Cremation: Perfect Together
Glenda Stansbury, Vice President at InSight Books

You didn’t need the last several years of findings from the Pew Research Center to know that the percentage of Americans who do not identify with any religion has been increasing – you see it at your business every day.

You also know that families who are less religious are less likely to hold a service to honor their loved one – unless you give them the chance to do so without so many religious overtones.

In this session, Glenda Stansbury, a certified celebrant, funeral director and the vice president at InSight Books, explores how celebrants can make a huge difference – especially when it comes to serving families that prefer cremation. Learn how to:

  • Avoid traps caused by traditional thinking.
  • Cater to those who consider themselves spiritual but not religious.
  • Turn families and funeral guests into passionate advocates for your business.
  • Position yourself for future success.

Bring customer service to a whole new level with the lessons you’ll learn in this session

12:15 PM - 1:15 PM


1:30 PM - 2:30 PM

Step 4: Blueprint for Cremation Success
Ron Salvatore, cremation expert with Matthews International

Ron Salvatore, a cremation expert with Matthews International, shares a step-by-step analysis of a crematory project in this eye-opening presentation that will help you decide whether to invest in building a crematory, install an additional cremator or continue working with a third party. Learn how to:

  • Determine when a project is financially feasible.
  • Prepare for installation and operation.
  • Navigate five key areas to secure zoning approval.
  • Determine if your building is suitable.

Salvatore will also share key factors to consider when evaluating equipment requirements and best practices to establish the right procedures and maintenance schedules to minimize downtime and extend the life of cremation equipment.

2:30 PM - 2:45 PM


2:45 PM - 3:45 PM

Step 5: Operational Efficiency: How to Use Technology to Maximize Cremation Profits 
Tyler Yamasaki, CEO of Parting Pro

Let’s face it: High cremation rates are here to stay. With the growing demand for cheaper services, your business no longer has the luxury of inefficiency.

Every inefficient moment in your business is another dollar wasted. More than ever, it is important to start utilizing the same modern business technology that has shaped all the other consumer industries.

In this session, Tyler Yamasaki, CEO of Parting Pro, explores how funeral homes can begin to leverage technology to become more efficient and make more profit without sacrificing the dignified and empathetic touch of the death-care profession. Learn how you can:

  • Spend money on digital marketing efficiently.
  • Replace old “traditional” practices with modern, tech-enabled processes.
  • Use inexpensive, and sometimes even free software to save hours a day.
  • Find and purchase prime (virtual) real estate to find new customers.

3:45 PM - 4:15 PM

BONUS: Closing Remarks and Q&A with Our Speakers


Sheraton Charlotte Airport Hotel

3315 Scott Futrell Drive

Charlotte, NC 28208


(704) 392-1200


Eternity Gardens


Implant Recycling


Foundation Partners



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