Marketing Intervention Services To Women NY FarmNet 19862006

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Marketing Intervention Services To WomenNY
FarmNet 1986-2006

• Steve Richards
• Director, NY FarmLink
• Chanda Lindsay
• Cayuga County CCE

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NY FarmNet- An Overview

• Began in 1986 as a toll-free hotline
• Response to farm financial crisis
• Formed to address financial and personal needs of
  farm families in distress
• The need for such services remains even after the
  crisis
• The question is, how do we market these services
  effectively and efficiently?

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NY FarmNet- 1980s to 1990s

• Initial marketing in the 1980s in response to
  the financial crisis
• Bankers
• Word of mouth
• Over 10,000 consultations
• 97 of these said they would call again
• 85 referred a neighbor
• The next big crisis-1998 Ice Storm
• FarmNet connected farmers with resources to solve
  problems
• Recognized by NY State for their work

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NY FarmNet 2000-2005

• It doesnt take a crisis!
• Farm families face varying levels of crisis
  regularly
• NY FarmNet provides valuable services to farm
  families every day
• Personal consultation
• Financial planning
• Estate planning and transfers
• How do we spread the word?
• Brochures, trade shows, newspaper
• Refrigerator magnets
• What else??

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NY FarmNet Now!

• 1 Question- How do we spread the word
  effectively (to the most people) and efficiently
  (with the least amount of money)?
• Identify the target audience
• Who typically makes farm financial decisions?
• Who typically is in charge of family health and
  family well being?
• Who is the most likely to ask for help?

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NY FarmNet Now

• Women!!

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NY FarmNet Now

• In 2005, NY FarmNet hired Keegan and Associates
  to assess potential marketing tools- targeting
  women.
• Their basic advice
• Clearly explain the benefits of your product or
  service
• Make it personal and friendly
• Listen first- sell later
• Provide women with an easy way to reach you
• Say thank you
• Dont overlook the environment
• Promote exceptional customer service
• It comes down to building relationships

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NY FarmNet Now

• Outcomes so far
• Radio advertisement trial in one county
• Timed to coincide with the drive to and from work
• Received 10 phone calls within 2 weeks
• Plan to host focus groups to refine message and
  methods
• Other plans
• Increase radio advertising
• Include testimonials from women in advertising
• FarmNet documentary

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NY FarmNet Now

• Current status of farming
• More intensive management required
• Unpredictable markets
• Rising costs to farmers (fuel, fertilizers)
• Stress and confusion!
• This indicates that services such as NY
  FarmNet will become more and more critical
• Good marketing is imperative to ensure that
  farmers know where to get help when they need it

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NY FarmNet

• What do you think?