A Man of Many Brands: Interview with Funeral Leader Paul St. Pierre


By Leader Editor Kara Apel

Paul St. Pierre is in a league of his own.

Not only does he serve as president of St. Pierre Family Funeral & Cremation Services, but he was also recently elected as the next president of Selected Independent Funeral Homes.

St. Pierre recently partnered with MKJ Marketing to host a Selected Connections event in Indianapolis. The program, held both in-person and online, gave Selected members the ability to take a look inside St. Pierre’s multi-brand operation.

Over the past few years, St. Pierre has successfully acquired multiple firms and has incorporated them under the umbrella of his existing brand.

St. Pierre owns and operates multiple full-service brands; his discount brand, Simplicity Funeral & Cremation Care; and his e-commerce brand, the Cremation Society of Indiana.

St. Pierre recently spoke with Managing Editor of The Leader Courtney Gould Miller to discuss what he’s learned along the way.

“We have tried for years to try to find a way to serve all families, regardless of their desires — whether they wanted a reception or if their budget was important. Now, by creating several brands of funeral service, we’re able to reach all,” he said.

Ultimately, St. Pierre believes it comes down to asking questions.

“The first thing we do is we try to reach out to our families that we’re serving and ask them what their needs are. We can find out really quickly if affordability is the most important thing, or if they’re wanting more elaborate services like receptions or large memorial services — even celebrant services,” he said.

Another important asset to St. Pierre has been creating a sustainable, positive work culture for his employees — no matter which brand they represent.

Watch the full interview above to learn how Paul manages and trains his staff as they navigate the needs of different markets within the Indianapolis area.

Want to learn more from Paul? Watch the video below to hear his thoughts on the importance of digital marketing for funeral homes.

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