The 2009 Agri-Marketing Conference contains breakout sessions that are full of Hot Ideas that will leave you Sizzling with Solutions! Check out what we’ve got in store for you…
Note: We are gathering data from members for two of the breakout sessions. Scroll down to the Social Media and Cause Marketing sessions to participate in these surveys.
Thursday, April 16 ~ 2:00 – 3:00 p.m.
Building Trust – Making Your Audience Part of the Act
Andy Cohen, Founder, Exposed Brick
Trust is an occupational hazard for a magician. And, without trust, magic tricks are lost on an audience. The same is true for marketers. Trust is pivotal in business relationships. This session reveals the three crucial principles of generating trust in magic: choice, control and preengagement.
No white gloves, top hats or wands. But a demonstration of how to best utilize the principles in business to build long-lasting relationships with customers…and how to prevent customer disappearing acts.
Hear business case histories from M&M’s former Google executives and one of the world’s most recognized brands on how to apply these principles.
Sustainability: Can Agriculture Deliver?
Sarah Stokes Alexander, Director of Sustainability and Leadership Programs, The Keystone Center
Janet Reed, Associate Director of Environmental Research, Cotton, Inc.
Doyle Karr, Director, Pioneer Communications
Everyone’s talking about sustainability. Consumers are demanding it. But does agriculture have a solution? Learn about new findings and tried-and-true best practices within the arena. Clue into an industry expert’s theories and create some of your own.
Come hear about a new coalition developed to answer key questions about sustainability and learn what other leaders are doing to position themselves for success in this landscape. How can you prepare for a sustainable future? Attend this session, led by Sarah Stokes Alexander, and you’ll be faced with practical knowledge that can easily be put to use.
Tapping the Power of Innovation to Create Sizzling Solutions
Margaret Oldham (Moderator), Director, Beck Ag, Inc.
Aidan Connolly, Vice President, Alltech
Barry Nelson, Manager of Media and Channel Relations, John Deere
Kathie Thomas, Director of Innovation, Fleishman-Hillard
Surveys show that CEOs and top managers of global corporations are convinced that innovation and creativity are critical to the future success of their companies. According to the Council on Competitiveness, innovation will be the single most important factor in determining success in America in the 21st century. But, how can you help drive innovation in your organization? Is there an innovation process?
This session will explore how leading companies approach innovation, identify the future value and provide proven tips and strategies to help you inspire and promote innovation in your organization.
What’s Hot In Media Research
Mike Parry, Marketing Consultant, National Association of Farm Broadcasting
Times are changing – and so is media research. Hear the results from two groundbreaking studies. First, a representative from Forrester Research will explore a study that reveals the impact of digital media on farmers and ranchers. The research assessed Internet usage patterns, including time spent online for farming/ranching purposes and visitation patterns and frequencies for agriculture-specific web sites.
Then, get the inside story on NAFB’s National Producer Media-UseWave Study© research. This study has reset discussions about marketer and agency use of agrimedia-including radio, television and the Internet.
Thursday, April 16 ~ 4:00 – 5:00 p.m.
Power Up Your Career
Erika Brandt (Moderator), Marketing & Comm. Manager, AgCareers.com
Phil Johnson, Chief Operating Officer, Colle + McVoy
Sharon Thomas, Senior Account Manager, Management Recruiters of Iowa City Experience
Jim Emanuel, Recruiting & Training Manager, Golden Harvest Seeds
It’s time to put your career in overdrive – and this session will get you moving! The panel will help you become a more relationship-minded and results focused player on your organization’s team. Learn how to get noticed for your hard work – and be seen as an essential asset.
Plus, discover:
1. the qualities and experiences agricultural companies find most valuable
2. how to add value to an organization
3. the importance of effective networking and how to do it successfully
After the session, you’ll walk away armed with the knowledge to keep your career in the fast lane.
Thriving During Times of Uncertainty, Volatility and Change
Kevin Ochsner (Moderator), Partner, Adayana Agri Business Group
Thomas Larson, Executive Vice President and Chief Operating Officer, Business Solutions
Julian Garcia, Group Director-Marketing, Pfizer Animal Health
These are best of times! These are the worst of times! The dynamic change and volatility occurring in our industry, and our general economy, is creating extraordinary challenges and enormous opportunities.
Hear industry leaders discuss the trends that are driving change and creating unparalleled uncertainty and opportunity in their respective industry segments. Discover how several leading organizations are managing the complexity and risk associated with volatile and unpredictable market environments. Find out what you can do to help your company and your customers not just survive, but thrive during these unprecedented and uncertain times.
Kevin Ochsner will be joined by several executives, including those listed here, to reveal how the ideas presented in the pre-conference session can be effectively applied in forward-thinking organizations.
New Faces, New Decision Makers, New Marketing Ideas: Marketing To Multicultural Customers
Brian Rund (Moderator), Marketing Services Manager, Nufarm
Richard Hamilton, Associate Trainer, EthnoConnect™
Sal Gomez, National Accounts Manager and Associate Publisher, Progressive Dairy Publishing
You don’t need to look far to see how the faces of American agriculture are changing – evidence is probably on the nearest farm or ranch. The proportion of agricultural employees and decision makers from other cultures has increased dramatically in the past few years. Many now hold ownership or management positions.
Learning to market effectively to these audiences is not just about learning the language; it’s about understanding a culture. In this fast-paced, dynamic session, you’ll learn:
• why traditional marketing doesn’t work with everyone.
• how to determine exactly which cultures are in your market area.
• when to use in-language or English copy.
• how to utilize spokespersons and celebrities.
• how to avoid cultural missteps and gaffes.
Creating Brands People Love
Donna Heckler, Brand Strategy Lead, Monsanto
Looking to improve your successful brand or strengthen a more challenged one? In this session, you’ll get smart about the logistics of branding with Donna Heckler, co-author of The Truth About Creating Brands People Love.
As a leading brand expert, she’ll provide a focus as to how to define brand promises paired with the validity of powerful messaging. With easy-to-use techniques, you’ll learn how to effectively manage your brand.
She’ll cover:
• secrets to keeping brands simple and consistent.
• the difference between products and brands.
• the values of brand loyalty.
• maintaining a consistent brand that customers trust.
Vivid case studies and common industry mistakes will help you realize what works, and what doesn’t…and how to promote your brand better. You’ll take away ideas to maintain a powerful, practical and purposeful brand.
Friday, April 17 ~ 9:00 – 10:00 a.m.
The Large Grower’s Perspective
Stephanie Liska (Moderator), CEO, Beck Ag, Inc.
Decisions, Decisions, Decisions…we are all trying to guess.What’s going to make a difference next year, what idea or tactic will drive producers to say “yes” to adopt a new product, solution or service? Let’s find out. A representative from Purdue University’s Center for Food and Agricultural Business will be joined by three large commercial producers representing different segments of the industry to provide insight on how ever-evolving market conditions and opportunities are changing decisions.
The Purdue representative will review findings from from the 2008 Commercial Producer Study, which highlights grower’s buying behaviors, where they are getting their information, how they are connecting with their industry and significant factors playing into a producer’s decision.
Performing Under Pressure
David Okerlund, International Speaking Sensation
It’s a challenge we face daily. Project to project, day to day, we struggle to find ways to do more with less. Less time, fewer resources, a lack of patience. How can we produce better work, faster?
This session focuses on the ability to be more creative with less time and fewer resources. David Okerlund, a seasoned stress management instructor and creativity workshop leader, shares the tools to overcome the challenge. His proven theories are effective and simple. He’ll discuss productivity solutions specific to ag and offer ways to reverse assumptions to prevent stressful situations. What’s more? You’ll gain tactics that bring creative ideas to fruition faster…with better results.
Social Media DOES Fit in Your Marketing Strategy – Moving Beyond This Decision
Chuck Zimmerman (Moderator), President, ZimmComm New Media, LLC
Dave Coustan, Vice President, Digital, Edelman Digital
Kyle Flaherty, Director of Marketing and Social Media, BreakingPoint Systems
David Brazeal, General Manager, Learfield Data
Note: Help us collect data for this session. Please take the short Social Networking Survey for the NAMA Convention
Forums, blogs, podcasts, photos, video, Facebook, YouTube…Social media is everywhere these days. It is no longer a question whether social media fits your marketing strategy. Now it’s a decision of, “How? Where? What type?” Learn how to take the first steps in answering these questions and working to complement existing strategies.
The panelists, from both inside and outside of the agriculture industry, will share real-life examples of social media successes and failures. Take their hot ideas and lessons learned to create sizzling solutions that make your organization stand out!
Moving From Win-Win to Win-Win-Win with Cause Marketing
Steve Drake, President and Owner, Drake & Company
Note: Help us collect data for this session. Take this short survey at Marketing presentation in Atlanta. http://www.surveymonkey.com/s.aspx?sm=_2bttTjLhBQfgruP742fNJ9g_3d_3d.
Cause marketing involves the cooperative efforts of for-profit businesses and nonprofit organizations for mutual benefit. Research shows that:
• 89% of Americans believe corporations and nonprofits should work together to raise money and awareness for causes.
• 79% would switch from one brand to another brand (same in price and quality) if the other brand is associated with a good cause.
• 85% have a more positive image of a company when it supports a cause they care about.
So what does that mean for you? It’s time to discover how to channel the power of cause marketing to excite consumers and employees, develop creative partnerships and gain exposure to new markets. In this revealing session, Steve Drake will give you an inside look at a 2008 Summit Award Winning cause-inspired marketing campaign. You’ll walk away with ideas and direction for your own cause marketing campaign.
Breakout Sessions sponsored by FMC Corp., Mosaic Company, National Cotton Council and Bader Rutter & Associates.
To register for the 2009 Agri-Marketing Conference, please visit http://nama.org/amc/2009amc/Default.aspx.
Get the skills and strategies you need to grow professionally and lead in challenging times at the 2010 Agri-Marketing Conference, April 21-23 in Kansas City, Mo.
Take a trip to the Heartland for unbeatable networking and a line-up of internationally known keynote speakers.
into buyers.
Acclaimed photographer Paul Mobley shares portraits from his book American Farmer: The Heart of Our Country. Rekindle your zest for American agriculture and end the 2010 conference on an inspiring high note.
Thanks to Denny Eilers for providing me with photos of our Best of NAMA award winners for each category.
The next ones are Best of Show, Public Relations
And then we have Best of Show, Specialty
If you’re still trying to decide whether or not to attend the 2009 Agri-Marketing Conference, Hot Ideas Sizzling Solutions, in Atlanta, take a look at the registration list and see who you’ll be missing!
Pre-Conference Workshop: Charting Your Course in Uncharted Waters – Strategic Decision Making in Uncertain Times
Senior Management Workshop: What Customers Really Want