70. A Niche is Not a Marketing Strategy: Selling Gravestones & Cemetery Plots with Christie of The Tribute Companies
After a bit of a podcast break, this episode felt too interesting not to share. The show has been quiet for a while, but this conversation stood out because it explores marketing in a space most people never think about - the cemetery industry. And surprisingly, there’s a lot here that applies to how any business connects with people, builds trust, and stands out. In this guest interview, we’re joined by Christie, CEO and president of The Tribute Companies, who shares how her family-owned business approaches marketing in a sensitive, unconventional niche and what works when your audience would rather avoid thinking about what you sell. This episode is a look at what happens when you stop copying what everyone else is doing and start building a brand people remember. In this episode, we talk about: Why “being in a unique niche” isn’t enough and what makes marketing effective How timing plays a huge role in when people are ready to buy (even if they don’t realize it yet) Creative ways to make a traditionally “serious” brand more human and memorable What it looks like to stand out without being disrespectful in a sensitive industry How community-based marketing (events, education, experiences) builds trust faster than ads The role of brand consistency when you’re running multiple divisions or services Why trying to look like everyone else in your industry is usually the fastest way to be ignored How personal stories, personality, and “real people” marketing can shift perception of a brand Whether you’re in a “normal” industry or something completely niche, this conversation will make you rethink how you approach your marketing and where you might be playing it a little too safe. Connect with The Tribute Companies: Instagram - @thetributecompanies The Tribute Companies Connect with Rebecca: Follow on Instagram @rebeccapetersonstudio Website - rebeccapetersonstudio.com
