The Farmers Market Federation of NY “Marketing for Profit: Tools for Success”

— Written By

The Farmers Market Federation of NY and the NY Farm Viability Institute have partnered with USDA Northeast SARE to present a series of webinars on marketing: “Marketing for Profit: Tools for Success.” These webinars were designed with the assistance of regional and national marketing experts to provide critical marketing insights for farmers and farm markets throughout the northeast. The webinars are free, approximately an hour and a half long, and easy to access with a basic internet connection. This winter, 6 webinars will be held and interested participants are encouraged to register TODAY for the webinars they want to attend as there are limited seats still available. The Marketing for Profit: Tools for Success webinar series will give farmers the information and tools they need to excel at direct marketing their farm products. It will also provide curriculum, presentations and handouts to Cooperative Extension Educators and other farm service educators to help their farmers master key marketing concepts that will bring greater success and more profits to their farms than ever before. Marketing encompasses a broad array of efforts all aimed at identifying your market and customers, satisfying your customers and maintaining your customers long term. It includes all marketing channel selections and business decisions, what to grow or produce and how it will be produced; i.e. conventional, organic, bio-dynamic or some amalgam of these; how you choose to make products available, how product is presented to the public, how you present your business, advertising and promotions, signage, pricing strategy, and so on. Marketing is complex and is often the most misunderstood and least successful part of many farm businesses. The series includes coverage of 5 categories of marketing concepts spanning three years: Self-Assessment, Market Assessment, Customer Assessment, Communications Assessment and Business Assessment. Each Assessment encompasses a series of 3 webinars. The winter season of 2013-14 will focus on Communications and Business Assessment. In these sessions you will learn key concepts in effective communications with your customers and presenting your product for maximum profits. You will also learn to identify key customer characteristics and how to use the information to better present your products and your business. One session will prepare you to weather a crisis and come out stronger than ever. Finally, the last session will help you to track all the data you have gathered throughout the process of developing your business and marketing plans and use this information to help you make critical business decisions. These are just a sample of the skills and knowledge to be gained through this season’s Marketing for Profit: Tools for Success webinar series. Each webinar will be repeated twice, once in the daytime and once in the evening, to maximize opportunity to participate.
Communications Assessment:
How To Say What We Mean and Mean Something!
Dave Bellso, DesignWorks Advertising
November 19, 10:00 a.m. – 11:30 a.m.
November 20, 6:30 p.m. – 8:00 p.m.
You Are What You Look Like! Preparing The Product
Marty Butts, Small Potatoes Marketing
December 3, 10:00 a.m. – 11:30 a.m.
December 4, 6:30 p.m. – 8:00 p.m.
You Are What They THINK You Are! Selling The Product
Dave Bellso, DesignWorks Advertising
December 17, 10:00 a.m. – 11:30 p.m.
December 18, 6:30 p.m. – 8:00 p.m.
Long Term Assessment:
Keeping an Eye On Your Customers.
Lindsay Ott Wilcox, Marketing Director, Clear Channels Communication
January 8, 6:30 p.m. – 8:00 p.m.
January 9, 1:30 p.m. – 3:00 p.m.
Putting a Handle on the Tomato: Reinventing the Product
Bob Buccieri, former President of the Farmers Market Federation of NY
January 28, 10:00 a.m. – 11:30 a.m.
January 29, 6:30 p.m. – 8:00 p.m.
Drudgery That Pays Well! Maintaining Databases and Information
Laura Biasillo, Ag Economic Development Specialist, Cornell Cooperative Extension, Broome County
February 4, 11:00 a.m. – 12:30 p.m.
February 6, 6:30 p.m. – 8:00 p.m.
Coming November 1: The Marketing for Profit: Tools for Success webinar series will be available online
as a full marketing course for farmers and farm educators. The course will cover all 5 Assessment tools,
the webinar presentations and includes all resources and links associated with each webinar. Those
completing the full course of webinars will be fully prepared to complete a business and marketing plan
and add profits to their farm business. In addition, they will receive a Certificate of Achievement and
eligibility for Farm Service Agency (FSA) loan credits. To access the online course, register at
For information and to register for the webinars and links to archived webinars, go to
For information and to register for the Online course for Marketing for Profit: Tools for Success, in
cooperation with Cornell Cooperative Extension, Broome County, go to
For more information contact Diane Eggert at or David Grusenmeyer at