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When you come to Mastermind, you’ll walk away with a full toolkit of strategies to build market share, boost the value of your business and connect with families in a more meaningful way than ever before.

Our experts will cover a variety of topics, including how to enhance your preneed program, glean insights from consumer research, build trust with families and navigate business transitions. Discover how to:

Identify key customer touchpoints to increase engagement and trust.

Use data-driven insights to improve services, offerings, and customer experience.

Tailor services to align with generational differences in funeral planning.

Develop communication strategies that foster long-term relationships.

Establish a clear and actionable succession plan to ensure continuity and success.

Address legal, financial, and emotional aspects of transitioning ownership.

Utilize digital marketing tools such as social media, SEO, and Google Ads to reach new customers.

Implement reputation management strategies to build online credibility.

These takeaways will help attendees walk away with actionable insights they can apply directly to enhance their funeral home or crematory business.

Mastermind Starts in:

Join us on September 11, 2025 at the Live! Casino & Hotel

About the Speakers

Well known industry leaders

  • Cruger

    Chris

    Cruger

    CEO of Foresight, a premier consulting firm specializing in the funeral and cemetery profession. He began his career in the funeral and cemetery profession over 25 years ago as part of the corporate development team for SCI. His career spans North America, five continents and 25 countries. He has cross-dimensional experience in finance, sales, transactions, and operational management with both public and private companies. He regularly consults with members of the financial community on matters related to funeral service and has strong relationships in capital markets. He is the father of two boys and enjoys golf, fitness, hunting, fishing, travel, and outdoor activities.

  • Burmeister

    Danielle

    Burmeister

    Vice President of Marketing and Communications for Homesteaders Life Company, a national leader in secure, reliable preneed funding. Danielle grew up in a small apartment above her family’s funeral home, cleaning cars and playing taps at graveside services. She later worked in event marketing for the Iowa State Fair and as a professor of English and Communication at a nearby college, before finding her way back to funeral service. In Danielle’s current role, she leads the team responsible for all aspects of Homesteaders’ marketing and branding. Danielle has a bachelor’s degree from Central College and a master’s degree from Iowa State University.

  • Butler

    Aaron

    Butler

    Director-Field Development at Domani Preneed, is a decade-long deathcare professional and multimillion-dollar preneed producer specializing in digital transformation for funeral homes. Combining traditional funeral service expertise with modern marketing strategies, Aaron helps funeral professionals adapt to changing consumer behaviors while maintaining their core values. His background bridges the gap between traditional deathcare and innovative digital solutions, empowering funeral homes to grow their market share through authentic online engagement.

  • Hong

    Welton

    Hong

    Founder and CEO of Ring Ring Marketing, is the secret weapon behind some of the deathcare profession’s highest volume firms. A leading expert in helping businesses in deathcare, hospice and senior care, his marketing strategies help firms of all sizes convert leads from online directly to the phone line. He is the author of “Making Your Phone Ring with Internet Marketing”. Prior to starting Ring Ring Marketing, he was a senior technologist for Intel, Sun Microsystems and Oracle.

  • Smith

    Mitch

    Smith

    VP-Sales Operations for eFuneral, a breakout digital solutions company that helps funeral homes maximize market share through optimized online sales. Prior to joining eFuneral, Mitch spent nearly a decade in financial services and marketing. He has a bachelor’s degree in marketing from Iowa State University and an MBA from Bellevue University.

Agenda

Mastermind Speakers and Topics

5:30 PM - 6:30 PM

Cocktail Hour

Join us for an engaging and relaxed cocktail hour, designed to spark meaningful conversations and build valuable connections with fellow forward-thinking funeral professionals. This is the perfect opportunity to unwind, share insights, and exchange ideas on how to boost your funeral home’s market share. Whether you’re discussing the latest marketing trends, innovative service offerings, or strategies for community engagement, you'll leave with new perspectives and potential collaborations that could shape the future of your business. Cheers to growth, innovation, and new opportunities!
You might also be interested … While baseball schedules are always subject to change or the ​ ​whims of weather, the Live! Casino & Hotel in Philadelphia is a very short walk to Citizens Bank Park, home of the Philadelphia Phillies. A home game is scheduled for 6:45 p.m. against the New York Mets: perfect timing to be able to walk and enjoy the game after networking with your peers.
8:00 AM - 8:30 AM

Registration, Breakfast & Networking

Start your day by connecting with fellow attendees and your hosts. Grab your conference materials, settle in, and enjoy a hot cup of coffee, fresh juice, and a selection of delicious breakfast treats, from toasted bagels to flaky Danishes. It’s the perfect opportunity to network, meet new faces, and gear up for a day packed with insightful discussions, valuable business connections, and fresh ideas.

8:30 AM - 9:30 AM
Chris Cruger
Chris Cruger

CEO, Foresight

Succession Is Not Just a TV Show—It’s Preserving Your Legacy

Almost half of funeral and cemetery business owners plan to retire within the next five years, but hardly any of them have a succession plan in place.

But succession planning is a critical step in preserving your legacy and ensuring the long-term stability of your business.

Chris Cruger, the CEO of Foresight, will explore the implications of what it means for deathcare to have a highly fragmented, aging ownership base. Walk away knowing how to:
  • Start a succession plan early to foster stability, growth and sustainability.
  • Identify and prepare the next generation of leaders while minimizing disruptions during transitions.
  • Jump on opportunities in the current merger and acquisition environment.

Get a clear picture of the key factors driving value, as well as ownership transfer strategies, buyer profiles and valuation metrics — and create long-term value for your business while securing your legacy.

9:30 AM - 9:45 AM

Break

9:45 AM - 10:45 AM
Welton Hong
Welton Hong

Founder and CEO, Ring Ring Marketing

What Will and Will Not Work in 2026 For Getting More Cases

As we approach 2026, the competitive landscape for funeral homes is rapidly evolving, and embracing artificial intelligence is crucial to staying ahead.

In this session, Welton Hong breaks down the essentials of online marketing and demonstrates how AI can transform your efforts to grow at-need and preneed cases.
  • Discover how AI tools streamline website optimization, enhance mobile compatibility, and improve conversion rates.
  • Learn to manage your online reputation through real-time review analysis, automate ad targeting for maximum ROI, and create high-quality content that resonates with your audience.
  • Future-proof your business and thrive in the year ahead.

By staying on top of trends and leveraging AI to adapt to the dynamic nature of digital marketing, funeral homes, crematories and other deathcare businesses can gain a decisive advantage in their local markets.

10:45 AM - 11:00 AM

Break

11:00 AM - 12:00 PM
Danielle Burmeister
Danielle Burmeister

VP-Marketing Communications, Homesteaders Life Company

Competing on Service in a Price-Sensitive Market

Too often funeral providers find themselves stuck in conversations about price without a clear strategy for how to redirect the focus back to creating a meaningful memorial experience.

This presentation dives into the psychology behind price-driven decisions. Get insights on how to:

  • Leverage your expertise and empathy to educate families on the value of services.
  • Keep the focus on service rather than cost.
  • Navigate conversations about price with a few simple tools.

Leave with actionable insights and elevate conversations, so they focus on care, meaning and value.

12:00 PM - 1:00 PM

Lunch

1:00 PM - 2:00 PM
Mitch Smith
Mitch Smith

VP-Sales Operations, eFuneral

The Future of Preneed Funeral Planning: Insights into Consumer Trends & Technology Innovation

This presentation will explore the evolving preneed funeral planning industry, focusing on shifts in consumer behavior and the transformative role of technology.

You’ll examine generational differences in attitudes toward end-of-life planning, highlighting the preferences of Millennials and Gen Z, and discuss key drivers of consumer trust, including transparency, data security, and inclusivity.
  • Find out how technology is reshaping the industry, with a focus on AI-driven personalization, cybersecurity solutions, and innovative digital tools for education and support.
  • Gain actionable insights on adapting to emerging trends and using technology to build trust and deliver personalized, future-ready services.

Don’t miss out on insights that will help you stay ahead in this fast-changing landscape!

2:00 PM - 2:15 PM

Break

2:15 PM - 3:15 PM
Aaron Butler
Aaron Butler

Director-Field Development, Domani Preneed

Content Creation Boot Camp for Funeral Professionals: Building Trust and Growing Your Business

In this workshop, you’ll discover how easy it can be to share your expertise and connect with families online. No technical expertise needed — just bring your experience and dedication to serving families.

You'll leave with ready-to-use content, simple templates and everything you need to post meaningful messages in just minutes a day. Through real examples from successful funeral professionals who've done this before, you'll see how sharing your knowledge builds trust and brings more families to your door.

Best of all, you'll be part of an interactive, supportive environment where you can practice these new skills and get immediate feedback.

3:15 PM - 3:45 PM

Q&A with the Speakers/Concluding Remarks

Join our experts and ask anything you want about growing market share, creating a strong community presence, or implementing innovative marketing tactics that resonate with today’s consumers.

And don’t be shy about sharing what you’ve done at your own funeral home, crematory or deathcare business as we try to learn from each other to reach new heights of success.

Hotel

Live! Casino & Hotel

Live! Casino & Hotel

900 Packer Ave., Philadelphia, PA
Telephone: (888) 251-7931

Philadelphia’s Live! Casino & Hotel is a four-minute walk from Citizens Bank Park and 13 minutes by foot from Lincoln Financial Field. This casino hotel is 0.9 mi (1.5 km) from Wells Fargo Center and 3.7 mi (5.9 km) from the University of Pennsylvania.

You do NOT have to walk through the casino floor to get to the conference room for Mastermind, even though it is conveniently located in the exact same venue.

Some other highlights are listed below.

Rooms have a flat-screen TV, cable television, and a private bathroom with bathtub.

Enjoy the 24-hour fitness center and gift shops/newsstands.

Satisfy your appetite at The Prime Rib, a steakhouse with a bar/lounge. Dining is also available at the coffee shop/cafe.

Other amenities include dry cleaning/laundry services, a 24-hour front desk, and multilingual staff.

Book your room for Mastermind at the Live! Casino & Hotel at Our Special Group Rate.

Tickets

Ticket Prices

Early-Bird Price

$229
before June 19

Regular Price

$349

If you are bringing three or more people
contact the event organizer to inquire about bulk pricing.

Sponsors

A huge thanks to all our amazing sponsors.

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