WHEELING, IL — Rolf Gutknecht knows that templates are not the most important part of your marketing strategy, because “for a marketing program to be clever, contemporary, and inviting enough to gain your audience’s attention, it requires meaningful thought, understanding, listening and … creativity. Uniqueness! Interestingness!” This February, Rolf will help you craft the most important part of your cremation marketing – the message – at the Cremation Association of North America’s (CANA’s) 2022 Cremation Symposium in Las Vegas, Nevada.

The Symposium’s theme is story and Rolf’s session is crafted to inspire, inform, and educate (in an entertaining way) all funeral professionals on how to captivate the attention of the cremation consumer. Through his session on marketing messaging, sponsored by Core Scientific, you’ll leave with a new perspective on what is needed to stand out from the competitors. “The marketing you do for your company should be an extension of you. You’re the person who’s responsible for communicating the passion of your company,” Rolf explains. “When you talk about your business with others, hopefully your eyes twinkle, your heart begins to race, your voice becomes more dynamic and people are instantly attracted to you. When that show of enthusiasm and excitement happens, no one would confuse you with being boring, right? Of course not. So look at your marketing and see if it reflects that same level of specialness.”

Rolf Gutknecht, co-founder of LAads, is an Agent of Change® for everyone from Fortune 100 organizations to small mom-and-pop firms. Join Rolf and CANA this February in Las Vegas and you’ll learn how your funeral home, crematory, or cemetery can be seen as the provider of choice for cremation services to an increasingly discriminating audience. Plus, Rolf is joined by several CANA Members in a panel discussion on implementing these strategies in their own business, including Daniel Applegate of The Arlington Memorial Gardens Association in Cincinnati, Ohio, and Robert Hunsaker of Southern Cremations & Funerals in Marietta, Georgia.

Each session at CANA’s Symposium is carefully chosen to show how to make story work for you:

  • Andrew Buck of Mighty Citizen presents the keynote on Storytelling for Funeral Service.
  • Angelique Simpson of Matthews Aurora will talk about Creating a Culture of Trust at your business.
  • Lacy Robinson will help you with Embracing the DIY Consumer.
  • Chris Cruger, CEO of The Foresight Companies, talks Business Ethics: How Ethical Behavior Plays a Vital Role in Funeral Service and Consumer Satisfaction.
  • and CANA’s own Barbara Kemmis and Jennifer Werthman help you with Retaining and Engaging Employees Through Story.
  • …plus, Rolf and other presenters will host Roundtable Conversations on their areas of expertise!

What can you say about your company that’s seen as a unique or fresh alternative to your competitors? Tackle the most important part of cremation marketing – the message – with Rolf Gutknecht! Join CANA for the 2022 Cremation Symposium February 9-11 at The LINQ Hotel + Experience in Las Vegas. Visit to see what else we have planned for the event and register to join other cremation business owners and managers from across the country.

About CANA
Founded in 1913, the Cremation Association of North America (CANA) is an international organization of over 3,300 members, composed of funeral homes, cemeteries, crematories, industry suppliers, and consultants. CANA members believe that cremation is preparation for memorialization.

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