Join us for lunch and the Professional Development Awards of Excellence Program on Wednesday, November 12, at Trends In Agriculture!

NAMA honors its members with hands-on responsibility in each of the Professional Development Areas (PDA). This year, awards will be given in the areas of Marketing Communications, Public Relations and Sales. The recipients will share their thoughts on the challenges and opportunities in agri-marketing at the luncheon.

The 2008 Awards of Excellence recipients are as follows:

Marketing Communications
Paul Redhage, FMC Communications Manager, FMC Agricultural Products

In his current position with FMC, Paul has overseen marketing communications strategies for the introduction and/or major label expansion of 22 products and new brands in the past two years. The innovative, cost-effective strategies that Paul and his team implement have given FMC a reputation as a savvy, smart and fast-growing player in the very aggressive, competitive agricultural chemical marketplace. Although he works with budgets that are a fraction of the size of his competitors, the creativity and relevancy of the work he oversees for FMC keeps the company and its brands at the forefront of the agricultural chemical industry.

Paul has a long and distinguished record of service to NAMA. He was a member of the Carolinas/Virginia Chapter for many years as well as the Chesapeake NAMA chapter and served in various leader positions for both chapters. He has served on the NAMA Careers Committee and this past April, he received the Dilworth Award for Innovation at the 2008 Agri-Marketing Conference. Paul is currently a Gateway chapter member and is serving as a vice president on the NAMA Executive Committee.

Public Relations
Beth Andersen, Senior Vice President, Managing Partner, Charleston Orwig, Inc.

Beth has combined a keen ability to effectively lead high-level strategy and planning efforts with an exemplary work ethic to direct an issues management team that has turned Smithfield Foods from a seemingly uncaring conglomerate to a highly respected company in the food industry. As team leader for the Charleston Orwig issues management practice, Beth directed development and implementation of a drastic change in the communications program formerly employed by Smithfield Foods. The shift created a proactive platform for meeting potential and existing crises head-on, positioning the company as a leader in several critical areas – environmental stewardship, animal welfare, employee relations and community involvement.

Beth has been a NAMA member for nearly 10 years. Throughout her career, Beth has volunteered to participate on various NAMA committees and assisted in judging Best of NAMA competitions. Her insight on ag issues and trends has provided guidance on discussion topics and ideas to NAMA members for the planning of Badger NAMA meetings.

Sales
Vernon Benes, Director of Business Development, Beck Ag, Inc.

Vernon, a 25-year agriculture industry veteran, has a deep understanding of effective sales and marketing strategies in the crop protection channel. As Director of Business Development for Beck Ag, a position he has held for nearly 10 years, he has made grower profitability a top priority. It’s a philosophy that forms the foundation of the successful marketing and sales programs he’s developed that led to long-term adoption of various products and services at the producer level. Through Vernon’s leadership, Beck Ag was able to promote a key Monsanto product and give growers the opportunity to adopt cutting-edge production practices to improve their bottom line. In the process, he cultivated Monsanto loyalty and increased Monsanto revenues.

Vernon has been affiliated with NAMA since the late 90s and has served on the NAMA National Membership Committee. He has taken an active role at the chapter level with his Midlands Chapter membership and currently serves as first vice president of programs for Midlands.

Join us as we honor these outstanding individuals on November 12. The Luncheon is sponsored by Truffle Media Networks and the Professional Development Awards of Excellence are sponsored by Farm Progress Companies.

To register for Trends In Agriculture visit, http://payment.nama.org/trends.htm.

Take a look at the schedule of events for the upcoming Trends In Agriculture fall meeting:

Tuesday, November 11
2:00 – 3:30 p.m. – Trends Welcome/Kick-Off Session

Testing Your Current Strategy
Franck Schuurmans, Decision Strategies International

Most organizations already have strategies and tactics in place. But is your current strategy ‘future-proof’? In this type of engagement, Schuurmans focuses on different external future scenarios that might unfold and then tests how your current strategy would fare under these different scenarios. He then helps you identify which areas of your strategy might require adjustment and monitoring as the future unfolds. Most companies pursue fragile strategies that will not easily survive a shift in how the wind is blowing. Many organizations have optimized their strategy for the present, not the future! Inadvertently, they have sacrificed long-term prosperity for short-term gain. He will assess how vulnerable your strategy is to external change, competitive forces and shifts in consumer demand.

3:30 – 4:00 p.m. – Break

4:00 – 5:00 p.m. – General Session

Rural Lifestylers: Where Are They Now? Where Are They Headed?
Dan Duffy, United Country Real Estate

Dan Duffy will discuss current trends in rural lifestyle marketing. Using case studies, he’ll give concrete examples of what’s working when it comes to resonating with this growing market. Find out why people are living in or moving to the country, who are they, what drives them, what motivates them.

5:30 – 7:30 p.m. – Welcome Reception/Best of NAMA Entry Viewing/ABEF Sports Night

Wednesday, November 12

8:00 – 8:30 a.m. – Continental Breakfast

8:30 – 10:00 a.m. – Morning Session

Connecting With The Rural Lifestyler
Susan Spaulding, Market Directions
Courtney Yuskis, Country Living Association

Gain a deeper understanding of customer touch points including the impact of new media. Information will be based on an attitudinal survey and Rural Lifestylers’ collection and perception of communications about products, services, and interests related to the Rural Lifestyle.

10:00 – 10:30 a.m. – Break

10:30 – 11:30 a.m. – General Session

Utilizing Your Brand to Build Loyal Customers
Craig Elbert, Hallmark Cards

When your markets change from traditional ag customers to a new type of customer, it impacts your marketing decisions. Craig Elbert, Marketing Strategy Manager, Hallmark Cards, will present an approach to building long-term loyalty through three key elements: knowing your history, building from your product’s usage cycle and holistically defining your go-to-market plan.

Learn about the key tools you need, including a consumer care cycle (a model which shows a consumer’s mindset and how it relates to your product/brand) and a brand value star which includes key points such as equity, experience, energy, money, product and communications.

11:30 a.m. – 1:00 p.m. – Professional Development Awards of Excellence Luncheon

Luncheon sponsored by Truffle Media Networks, Professional Development Awards of Excellence sponsored by Farm Progress Companies.

1:30 – 3:00 p.m. – Joint Meeting with NAFB Attendees

Making the Sale: Marketers and Retailers Share Their Experiences in the Changing New Rural Community
Moderator: Bruce Thomas, Rural Lifestyle Communications Consultant
Panelists:
Jon Chase, John Deere
Preston Shaw, Cabela’s
Tim Nix, Morton Buildings
Brad Mallow, Carthage Farm Supply
Maggie Mell, Thehaughtyhorse.com

The rural lifestyle market has been pegged at a composite value of $32 billion—yet this growing segment overlaps established markets in more than just geography. Established marketers and retailers are positioning to attract and influence the new buyers while still serving their traditional producer customers, with growing inroads by entrepreneurial merchants. This panel will offer a fast-paced “roundtable” discussion of what it is taking to cater to rural lifestyle needs and expectations.

3:00 – 4:00 p.m. – Meet & Greet with the Speakers Reception

Sponsored by Quarry Integrated Communications & MoKan NAMA

To register for Trends In Agriculture visit http://payment.nama.org/trends.htm.

Get the recognition you deserve by sponsoring a session or event at the 2008 Trends In Agriculture meeting, November 11-12 in Kansas City.

As a sponsor of Trends In Agriculture, your organization will be noted as a front runner in supporting up-to-the-moment industry information. Additional benefits include:

• Recognition in the program booklet, and from the podium during the session;
• Recognition by signage at the sponsored event (if applicable);
• Recognition in post-forum articles in AgriMarketing magazine;
• Recognition on the NAMA Trends In Ag Web site page;
• first right of refusal for sponsorship of the same item for the 2009 Trends In Agriculture
• (new!) and the chance to display information at the Rural Lifestyle Resource Center.

Check out the opportunities still available for Trends In Agriculture, visit http://www.nama.org/trends/sponsorship.htm for remaining sponsorships or contact Jenny Pickett at [email protected].

Special thanks to all of our current Trends In Agriculture sponsors!

Ag Speakers Network – Keynote Speakers
AgriMarketing Magazine – General Publicity
Associations, Inc. – Program Booklet Ad
Beck Ag, Inc. – Program Booklet Ad
Blasdel Cleaver Schwalbe Communications – Registration List Printing
Boelte-Hall – General Support
Broadhead + Company – Program Booklet Ad & Trends In Agriculture Logo Design
Cattlemen’s Beef Board – Kick-off Session
CHS, Inc. – Wednesday Morning Refreshment Break
Colle + McVoy – Lanyards
Country Living Association – Session Sponsor
DF Bryant & Company – Program Booklet Ad
DTN/The Progressive Farmer – Welcome Reception
Elanco Animal Health – Session sponsor
Farm Progress Companies – Professional Development Awards of Excellence Program
Fastline Publications – Registration Brochure Printing
High Plains/Midwest Ag Journal – Regional Best of NAMA Judges’ Breakfast – prior to Trends In Agriculture
Hoard’s Dairyman Magazine – Regional Best of NAMA Judges’ Break – prior to Trends In Agriculture
John Deere – Regional Best of NAMA Judges’ Breakfast – prior to Trends In Agriculture & Trends In Agriculture Welcome Reception
Living the Country Life – Program Booklet Ad & Signage
Martin Williams – Welcome Reception
McCormick Company – Program Booklet Ad
MoKan NAMA – Meet & Greet Speakers Reception
National Cotton Council of America – Tuesday Afternoon Refreshment Break
Osborn & Barr Communications – Session Sponsor
Paulsen AgriBranding – Trends In Agriculture Blog
Quarry Integrated Communications – Meet & Greet Speakers Reception
Rhea & Kaiser Marketing Communications – Name Badges
Truffle Media Networks – Luncheon Sponsor & Keynote Speaker Podcast

The Agri-Business Educational Foundation (ABEF) will be hosting a Sports Night during the Welcome Reception of Trends In Agriculture, Tuesday, November 11, at 5:30 p.m. Proceeds from the Sports Night will benefit the ABEF in support of the NAMA Student Careers Program.

Every Trends attendee is encouraged to participate in the games to have fun, network and support the ABEF at the same time.

Prizes will be given to the sports pros and winners will all be entered into a drawing for a 2009 Agri-Marketing Conference registration.

The only way to win is to come to the 2008 Trends In Agriculture. To register for the entire meeting or just the Sports Night Reception/Best of NAMA Entry Viewing visit http://payment.nama.org/trends.htm.

If you would like to sponsor a foosball, pool table, basketball or darts game during the Sports night, contact Jenny Pickett at 913-491-6500 or via e-mail at [email protected].

The Best of NAMA Call for Entries deadline is today, October 10.

The Regional Judging of the entries takes place November 10-11, at the Hyatt Regency Crown Center and you can check out the Hot Ideas and Sizzling Solutions of the first and merit winners at the Welcome Reception of the Trends In Agriculture fall meeting on Tuesday, November 11, from 5:30 – 7:30 p.m.

Can’t make it to the entire Trends In Agriculture meeting? No problem, you can just join us for the Welcome Reception/Entry Viewing/ABEF Sports Night! Just visit http://payment.nama.org/trends.htm to register!

Do you want a free registration to the 2009 Agri-Marketing Conference, April 15-17, in Atlanta, Georgia? Simply register for Trends In Agriculture, November 11-12, by the early cut-off date (October 27) and you’ll be entered into a drawing for a complimentary registration to the conference in April.

Join us in November as we explore the burgeoning rural lifestyle market and the decision makers who define it. Sessions will cover some of the new research on this target audience, digging into their purchase drivers and motivations, and a panel will discuss their successes and pitfalls in marketing to rural lifestylers. There will also be speakers outside of agriculture who have faced similar challenges in shifting some of their focus to capturing a new audience in a changing marketplace.

To register for Trends In Agriculture visit http://payment.nama.org/trends.htm.

We hope you will join us November 11-12 for the fall Trends In Agriculture meeting at the Hyatt Regency Crown Center in Kansas City.

This year’s Trends meeting will focus on Rural Lifestyle Marketing. Who are rural lifestylers? How do you reach them? How do you communicate to them?

NAMA works hard to keep programs and meetings relevant and not just timely, but ahead of the curve. That’s why we’ve changed the name of the Agribusiness Forum to directly reflect the mission of this innovative meeting to Trends in Agriculture. This year’s topic is the burgeoning rural lifestyle market and the decision makers who define it.

Join your colleagues in Kansas City for:

• interactive sessions on the influence rural lifestylers have on the agriculture industry and what’s driving their purchases and buying choices
• practical, proven advice for effectively marketing to the rural lifestyle population
• helpful perspectives from leaders outside agriculture who have had to shift their focus to capture a new audience in a changing marketplace
• opportunities to talk shop with colleagues facing the same communication and messaging challenges you are and discover how they’re managing them

The NAMA Trends in Agriculture takes place prior to the National Association of Farm Broadcasting (NAFB) convention.

Everyone who registers by the early cut off date (October 27) will be entered in a drawing for a complimentary registration to the 2009 Agri-Marketing Conference in Atlanta, April 15-17, 2009!

To Register for Trends in Agriculture or to view rates, visit http://payment.nama.org/trends.htm.

To make a hotel reservation at the Hyatt Regency Crown Center, please call 816-421-1234. Don’t forget to mention “NAMA” when making your reservations. Rates for the hotel are $130 single/double. The Hotel cut-off date is October 20, 2008. Reservations made after October 20 are subject to higher rates and potential unavailability.

Watch Out! Watch your e-mail inbox for upcoming Rural Lifestyle quizzes!

We look forward to seeing you in November!