1 Marketing Intervention Services To Women NY FarmNet Steve Richards Director, NY FarmLink Chanda Lindsay Cayuga County CCE

2 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?

3 NY FarmNet- 1980’s to 1990’s  Initial marketing in the 1980’s 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

4 NY FarmNet  It doesn’t 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??

5 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?

6 NY FarmNet Now Women!!

7 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  Don’t overlook the environment  Promote exceptional customer service  It comes down to building relationships

8 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

9 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

10 NY FarmNet What do you think?