Over 100 recruits survived the 2006 NAMA Boot Camp, August 22-24 in Kansas City. The NAMA Boot Camp officially began with a networking reception followed by a Kansas City Style Barbecue. Afterwards, Dallas Ford, AlphaScouts, led a producer panel discussion with Darren Furbeck, Furbeck Farms, Ron Robbins, dairy and crop producer, and Bret Fahrmeier, Fahrmeier Farms, about how to effectively communicate with the end user. Attendees were given the chance to ask producers questions about their involvement in farming, products they use and challenges they face.

The next morning began with breakfast and the opening session, Ag Policy and How it Relates to Your Job with David Rouzer, USDA Rural Development. Rouzer gave a basic view of the Farm Bill and the impact on agriculture and rural communities with attendees. Rouzer’s information was a perfect lead into a surprise presentation by U.S. Secretary of Agriculture, Mike Johanns.

Following the special presentation by Secretary Johanns, participants were able to choose between two breakout sessions on a Year in the Life of a Livestock Producer with Ron Robbins and a Year in the Life of a Crop Producer with Debbie Lyons-Blythe. Robbins, and his wife, own a diversified ag business that includes a 4000 acre crop operation which includes corn, soybeans, wheat, barley, alfalfa, hay and provides all feed and forages for their 500-cow dairy operation. Lyons-Blythe, along with her husband, own and operate, Blythe Angus. They maintain 250 cows year round and calve and breed artificially and run the cattle on native grass and brome.

Dr. Gene Brown, director of the Center for Direct Marketing, Education and Research at The Henry Bloch School of Business at UMKC, presented Business-to-Business Marketing during the luncheon on Aug. 23. Dr. Brown explained how the CRM (customer relationship model) survey can be used to identify the needs and attitudes of our customers to help us create the most effective marketing plans for maximizing customer satisfaction and retention.

After lunch, attendees participated in more breakout sessions on Internal Marketing Tools and Working with Checkoff Boards. Mike Gustafson, John Deere and Allison Bass, AGCO Corporation joined forces to teach Boot Camp participants about the pro’s and con’s of internal marketing and the keys to successful internal marketing. Some of the keys to success include: promoting teamwork; capitalizing on your core strengths; outsource items that require temporary expertise; and be competitive in the marketplace. Monte Reese, Cattlemen’s Beef Promotion and Research Board, discussed how checkoff boards brought us the “incredible edible egg,” “Pork. The Other White Meat,” “Beef. It’s What’s for Dinner,” and “Cotton. The Fabric of Our Lives.” Reese also discussed the dual role of the checkoff board. The first role is marketing to consumers on behalf of farmers and ranchers (building a brand commodity) and the second role is communicating to farmers and ranchers about their programs. In addition, Reese also talked about what checkoff boards want from their agencies and some of the mistakes that are made.

The afternoon continued with more breakouts on Evaluating Media and Measuring ROI with Ted Haller, AdFarm and Dealing with Activists with Judy Rupnow, Morgan&Myers. Haller explained that you need to define what you and/or your clients expecations are on ROI. In addition, he discussed what is the reality on media’s role relative to ROI, how to build the ROI Media Model and how to deal with any errors. Rupnow talked to attendees about what activism is and how it works along with who are the activists. She said when confronted with activism you should listen to what they are saying, consider the possibility that they are correct, define the zone of acceptability and work with experts to find a reasonable end. When responding to activism you should maintain your credibility, look for win-win opportunities, secure realists, collaborate with the media, anticipate the activists actions and arguments and borrow from their tactics.

The last day of the Boot Camp kicked off with a continental breakfast and client and agency panel discussions. The client panel was led by Cliff Becker, Food 360 and panel members included Jane Allman, Cargill Animal Nutrition; Stephanie Gable, Ft. Dodge Animal Health; and Bill Pool, Adculture Inc. The agency panel was led by Jim Gresham, Adculture Inc. and panel members included Mike Butler, archer>malmo; Bob Wilhelm, AdFarm; and Leigh Thiel, Martin Williams.

The NAMA Boot Camp ended with The Future of Agri-Marketing with Hugh Whaley, Osborn & Barr Communications. Whaley said to more accurately predict what the future may hold, we need to understand and have a good grasp of the past. He discussed agri-marketing in the 70s, 80s, 90s and the changes that have occurred since then, as well as how agri-marketing is today. Whaley said that the future of agri-marketing will include technology, biofuels, crop trends, continued impact of international markets and more mergers. In addition, he says that marketing strategies will continue to fragment the ag audience, there will be less mass media and more micro-targeting. There will also be more emphasis on CRM and PR and a new media delivery systems. What does this all mean to the future agri-marketer? Adapt or die.

We’d like to take a minute to give a special thanks to all of the sponsors who made the 2006 NAMA Boot Camp possible. For a complete list of our sponsors visit, http://www.nama.org/programs/bootcamp.htm#sponsors.

The MoKan NAMA chapter hosted it’s second annual ag tour inconjunction with the NAMA Boot Camp on Tuesday, August 22.

Tour attendees first stopped at the Kansas City Board of Trade where they experienced the market opening and trading in action. Next, attendees stopped at the Tailgate Ranch where Kirk Sours explained how the cow-calf operation works.

Tailgate Ranch is a commercial cow-calf operation consisting of about 1,500 acres of cool-season grass and legume pastures, 390 acres of brome hay meadows, and 60 acres of alfalfa. Tailgate was formed in 1962 by Paul McKie and is located at Tonganoxie, Kansas. The ranch currently consists of about 300 females. The main focus has been developing and breeding high-quality replacement females following a strict culling regime in order to build a superior maternal cow herd. Feedlot and carcass data have been collected to help improve feed efficiency and product quality.

Next on the tour was a stop for lunch at Pendleton Farms. During lunch, John and Karen Pendleton grow three varieties of asparagus that are propagated for crowns and are sold each February. The farm also grows corn, wheat and soybeans, and the cattle feedlot has been converted into a parking lot for customers at Pendleton’s Country Market. The list of produce has grown to include all kinds of vegetables and flowers, as well as honey and jams made by neighboring growers. The Pendleton’s also discussed how they are recovering from a microburst that destroyed part of the farm in March, 2006.

The last stop on the Ag Tour was Heritage Tractor which is one of the largest John Deere dealerships in the region. Heritage Tractor supplies top of the line and high-quality crop production equipment to both traditional farmers/ranchers and the rural lifestyle audiences. Attendees got to check out the equipment upclose and even got to “test drive” some of the equipment.

Special thanks to MoKan NAMA for hosting the Ag Tour again this year!

The NAMA Boot Camp is only a week away! As an attendee of the Boot Camp you’ll participate in panel discussions which include producers in the ag industry as well as what to expect from clients and agencies. Take a look at some of the questions our panels will be asked.

The 2006 Boot Camp will kick-off with a producer panel. This panel discussion will be lead by Dallas Ford, Alpha Scouts and our producers include Ron Robbins, Bret Fahrmeier, and Darren Furbeck. Questions the producers will address include: How do you learn about new products?; What influences your decision to try a new product and on what scale do you try it?; How important are outside specialists (nutritionists, vets, university extension, etc…) in making purchase decisions?; What companies do a good job communicating to you?; What types of ads/direct/etc.. do you like/dislike?; and, What are you most concerned about looking ahead to 2007?

The final day of Boot Camp begins with the client and agency panel discussions. Cliff Becker, Food 360, will be the moderator of the client panel. Panel members include: Jane Allman, Cargill Animal Nutrition – PROMOTE;
Bill Pool, Adculture Group; and Stephanie Gable, Ft. Dodge Animal Health. If you are an agency person looking for some insight into how your client thinks, this panel discussion is for you. Some questions our client panel will be answering include: What is the greatest single element that makes a good client/agency relationship?; What would be your suggestions in directing your agency on how to work with suppliers such as media (marketing) representatives?; Do you see dollars invested in marketing/communication increasing or decreasing over the next three years?; and, What advice do you have for the young people in the audience who have aspirations in becoming either a client or an agency employee?

Jim Gresham, Adculture Group Inc., will lead the agency panel discussion. Members of this panel include Mike Butler, archer>malmo; Leigh Thiel, Martin Williams; and Bob Wilhelm, AdFarm. If you are a client interested in learning more about how your agency works, this session is for you. Some of the questions that the panel will answer are: How many people do you employ?; How do you recruit new employees?; What services are clients looking for from agencies?; What are your agencies offering in terms of new technologies for reaching your clients’customers?; How has the agency/client relationship changed over the past 10 years?; What does your agency do to keep abreast of farmer issues?; and, What resources do you use to keep abreast of client issues?

Plan ahead and get your questions ready, as all panel discussions will give you a chance to ask your own questions.

If you need to register for the Boot Camp, visit https://nama.org/programs/bootcamp-register.htm.

Can’t make it to the MoKan Ag Tour or just want to learn more about the stops on the tour? Now’s your chance. Check out the tour sites below:

Kansas City Board of Trade (Kansas City, MO): The Kansas City Board of Trade was founded in 1856 by a group of Kansas City merchants. It served a function similar to a Chamber of Commerce. The Kansas City Board of Trade was formally chartered in 1876. Located on the northern border between Kansas and Missouri and the junction of two rivers, Kansas City is situated in one of the most productive wheat-growing regions of the world.

Early trading at the exchange was primarily in cash grains. Today, grain elevators, exporters, millers and producers use the exchange to protect their cash positions by buying or selling futures and options. Stock market investors also utilize KCBT products. Nonetheless, cash grain trading is still the core business of many of KCBT’s members.

Throughout its development, the Kansas City Board of Trade has prided itself on its Midwestern heritage. Integrity and service are the cornerstones upon which the Board of Trade was founded, and they remain as important today as then.

Tailgate Ranch Company (Tonganoxie, KS): Tailgate Ranch is a commercial cow-calf operation consisting of about 1,700 acres of cool-season grass and legume pastures, brome hay meadows, and alfalfa. Tailgate was formed in 1962 by Paul McKie. The ranch is located at Tonganoxie, Kansas, about 30 minutes west of Kansas City.

The ranch consists of about 300 females. The main focus for the last several years has been developing and breeding high-quality replacement females following a strict culling regime in order to build a superior maternal cow herd. Feedlot and carcass data have been collected to help improve feed efficiency and product quality.

Pendleton Farms (Lawrence, KS): John and Karen Pendleton and their three children live on a diversified operation. Pickers harvest over 20 acres of asparagus and customers can pick-your-own on five acres. In addition, three varieties of asparagus are propagated for crowns that are sold each February. The farm also grows corn, wheat and soybeans, but the cattle feedlot has been converted into a parking lot for customers at Pendleton’s Country Market. The list of produce has grown to include all kinds of vegetables and flowers, as well as honey and jams made by neighboring growers.

This stop also will include information on how a family farm recovers from a natural disaster. On March 12, their farm was hit by a microburst that did major damage to the farm.

Heritage Tractor (Baldwin City, KS): One of the largest John Deere dealerships in the region, Heritage Tractor supplies top of the line and high-quality crop production equipment to both traditional farmers/ranchers and the rural lifestyle audiences.

Heritage Tractor has been serving customers since 1998. There are 3 locations with the Baldwin City location being a full service agriculture, lawn and garden, and skid steer dealer. Heritage Tractor sells and services the finest products built by John Deere and other manufacturers, such as Polaris, Land Pride, Exmark, Brillion, Frontier, and Schaben Sprayers.

The MoKan Ag Tour bus will depart the Hyatt Regency Crown Center at 8:30 a.m. on Tuesday, August 22. Cost for the trip is $45.00 (member and non-member). Lunch and plenty of cold drinks will be provided. Expect to return to the hotel by 4 p.m. Please RSVP for the tour at https://nama.org/programs/bootcamp-register.htm.

The MoKan NAMA chapter would like to invite you to join them at the Boot Camp Road Trip. It’s one day only, August 22, and they’ll be touring some very progressive agricultural and ag retail operations in the Kansas City area. Consider it your opportunity to get immersed in local agriculture without having to break a sweat.

The bus will depart the Hyatt Regency Crown Center at 8:30 a.m. on Tuesday, August 22. Cost for the trip is $45.00 (member and non member).

Scheduled stops include:

Kansas City Board of Trade (Kansas City, MO): Learn about the BOT and the role it plays in agriculture. Then watch as the trading floor comes to life.

Tailgate Ranch Company (Tonganoxie, KS): Commercial cow-calf operation with 1,700 acres and 300 cows, focusing on developing and breeding high-quality replacement females and a strict culling regime to build a superior maternal cow herd.

Pendleton Farms (Lawrence, KS): Run by the Pendleton family, Pendleton Farms is a large scale, diversified specialty crop operation including flower and vegetable sales. Visitors can see all types of production, including greenhouse, hot house and field crops. This stop also will include information on how a family farm recovers from a natural disaster.

Heritage Tractor (Baldwin City, KS): One of the largest John Deere dealerships in the region, Heritage Tractor supplies top of the line and high-quality crop production equipment to both traditional farmers/ranchers and the rural lifestyle audiences.

Lunch and plenty of cold drinks will be provided on the tour. Expect to return to the hotel by 4 p.m. Please RSVP for the tour at https://nama.org/programs/bootcamp-register.htm.

The NAMA Boot Camp is just a couple of weeks away. Enlist in this all-new program today to learn more about the agri-marketing industry. In addition, there will be ample time to network with your peers.

All attendees will receive a notebook packed with ag terminology and facts as well as case studies and speaker presentations.

Boot Camp sessions this year include a Producer Panel moderated by Dallas Ford, Alpha Scouts and Ag Policy and How it Relates to Your Job with a representative from USDA Rural Development. Dr. Gene Brown, The Henry Bloch School of Business at the University of Missouri-Kansas City, will present Business-to-Business Marketing and Hugh Whaley, Osborn & Barr Communications will close the Boot Camp with The Future of Agri-Marketing.

Several breakout sessions will also occur during the Boot Camp, breakouts include A Year in the Life of a Crop Producer and A Year in the Life of a Livestock Producer. Mike Gustafson, John Deere and Allison Bass, AGCO Corporation will discuss Internal Marketing Tools while Monte Reese, Cattlemen’s Beef Promotion and Research Board will present Working with Checkoff Boards. In addition, Ted Haller, AdFarm will present Evaluating Media and Measuring ROI and Judy Rupnow, Morgan&Myers, will present Dealing With Activists. The last two breakout sessions will be a Client Panel Discussion moderated by Cliff Becker, Food 360/Vance Publishing and an Agency Panel Discussion moderated by Jim Gresham, Adculture Group. Client panel members include: Jane Allman, Cargill Animal Nutrition – PROMOTE; Bill Pool, Adculture Group; and Stephanie Gable, Ft. Dodge Animal Health. Agency panel members include: Mike Butler, Archer>Malmo; Leigh Thiel, Martin Williams; and Roger Reierson, AdFarm.

To register for the Boot Camp call the NAMA office at (913) 491-6500 or register on-line at https://nama.org/programs/bootcamp-register.htm.

For a complete Boot Camp schedule and session descriptions visit, http://www.nama.org/programs/bootcamp.htm:

Make your hotel reservations at the Hyatt Regency Crown Center by calling 816-421-1234. Make sure you mention “NAMA” when making your reservations. The Hotel cut-off date is August 8th.

Whether you’re a soldier who’s just entered the rough working world or one who’s been through the NAMA Boot Camp drill before, enlist in this all-new program today to learn more about the agri-marketing industry. The 2006 NAMA Boot Camp will take place August 22-24 at the Hyatt Regency Crown Center in Kansas City.

All attendees will receive a notebook packed with ag terminology and facts as well as case studies and speaker presentations. Special thanks to Fastline Publications for sponsoring this resource notebook.

Check out the Boot Camp schedule below for times and session descriptions:

AUGUST 22, 2006

8:00 a.m. – Ag Tour Registration

8:30 a.m. – MoKan Ag Tour (optional)
Experience a wide range of working agricultural operations first hand on the MoKan Ag Tour. This tour will depart from the Hyatt at 8:30 a.m. on August 22 and will stop first at the Kansas City Board of Trade. Next, you’ll visit a purebred beef operation (Tailgate Ranch), diversified family farm (John & Karen Pendleton’s), followed by an agricultural equipment company (Heritage Tractor). The tour will return to the hotel by 4:00 p.m. and includes lunch and refreshments. And, it’s priced separately, so you can add it to your Boot Camp registration or, just attend the tour.

5:00 p.m. – NAMA Boot Camp Registration

5:00-6:00 p.m. – Welcome Reception
courtesy of John Deere

6:00-7:30 p.m. – Dinner w/ Producer Panel
courtesy of Osborn & Barr Communications
Hear first hand how to effectively communicate with the end user. This panel will feature a diverse group of producers from across the country and will be moderated by Dallas Ford with Alpha Scouts.

AUGUST 23, 2006

8:00 a.m. – Continental Breakfast
courtesy of High Plains Journal

8:30-10:00 a.m. – Opening Session – Ag Policy and How it Relates to Your Job
You’ll hear from a speaker from USDA Rural Development the ins and outs of Ag Policy. This session will focus on what Ag Policy means to you, your job and your client or company.

10:00-10:30 a.m. – Break
courtesy of Associations, Inc.

10:30-11:00 a.m. – Breakout Sessions (choose one)
Step into a producer’s boots without having to head to the farm. From field preparation to harvest and calving to risk management, these sessions will cover the events a producer endures throughout the year.

A Year in the Life of a Crop Producer
A Year in the Life of a Livestock Producer

12:00 Noon-1:30 p.m. – Luncheon w/ Speaker
Business-to-Business Marketing
Relax over lunch and learn more about this segment of the industry. This light and upbeat session will be presented by Dr. Gene Brown, director of the Center for Direct Marketing, Education and Research, The Henry Bloch School of Business at the University of Missouri-Kansas City.

1:30-2:30 p.m. – Breakout Sessions (choose one)
Internal Marketing Tools
Mike Gustafson, John Deere Agricultural Marketing Center
Allison Bass, AGCO Corporation

Are you an in-house marketing department or do you find yourself functioning as one? This session will provide an overview and valuable tips for getting the job done.

Working with Checkoff Boards
Monte Reese, Chief Operating Officer, Cattlemen’s Beef Promotion & Research Board