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NY FarmNet 1986-2006
Steve Richards
Director, NY FarmLink
Chanda Lindsay
Cayuga County CCE

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 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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 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

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 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??

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 #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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 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

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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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 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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