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Marketing Intervention Services To Women NY FarmNet 1986-2006

Marketing Intervention Services To Women NY FarmNet 1986-2006. Steve Richards Director, NY FarmLink Chanda Lindsay Cayuga County CCE. NY FarmNet- An Overview. Began in 1986 as a toll-free hotline Response to farm financial crisis

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Marketing Intervention Services To Women NY FarmNet 1986-2006

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  1. Marketing Intervention Services To WomenNY FarmNet 1986-2006 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 2000-2005 • 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?

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