Barnidge: They make cremation sound like something to die for
Everybody loves a chance to win a prize, so you can imagine my excitement the other day at receiving a mailer bearing news of a giveaway: "Free Pre-Paid Cremation! Details Inside."
It's not a Starbucks gift card, but free is free.
The offer came from the Trident Society, which is not the same company that makes the gum. The only requirement to enter the drawing was to mail in a card requesting more information, but plenty of that was already packed inside.
A promotional brochure said cremation makes sense because:
It allows families to conduct simple personal services at their own convenience.
It is much less expensive.
It has less effect on the environment.
It allows families to plan for a dignified resting place to memorialize their loved ones and provide closure.
I felt guilty for even thinking of kicking off without making afterlife plans.
A few days later, as if a reminder were needed, I received a mailer from Smart Cremation. A response card and prepaid envelope were inside. I was encouraged to check the box saying "Yes, I would like more information on a Smart Plan." The "Yes" was in bold type, suggesting some urgency.
I wondered if the cremation people knew something I didn't. It's a little off-putting to have people keep inquiring about your funeral plans.
I've since come to understand that death is big business, and competition is intense. Promotion is the name of the undertaking game.
The Cremation Association of North America -- yes, it really exists -- reports that about 45 percent of the approximately 2.5 million Americans who will die this year will be cremated. That's a lot of business up for grabs.
Crematoriums that fail to market their services will be left in the dust-to-dust, so to speak. Everyone needs a sales pitch.
The Neptune Society, with five friendly locations stretching from San Jose to Costa Mesa and two convenient payment plans, advertises "state-of-the-art equipment" that customers are invited to inspect (that sounds like fun) and guarantees it will "cremate only one person at a time."
You can't help but wonder how most places do it.
Oceanview Cremations, with Bay Area and Central Valley offices, offers a pricing plan for every pocketbook, from a $769 no-frills farewell to a $3,695 Cadillac send-off, including embalming, cosmetics, casket, visitation and cremation. This is the choice for those who can't decide between simple and elaborate.
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