Special thanks to the Trends In Agriculture Committee who have worked so hard to put together a fantastic program for you!

Chair
Kenna Rathai, Kenna B. Rathai Communications

Vice Chair
Steve Mercer, U.S. Wheat Associates, Inc.

Committee Members
Courtney Yuskis, Drake & Company
Patty Jolliffe, Weyforth-Haas Marketing
Rich Tiller, Ag Speakers Network
Jeanne Miller, J.L. Farmakis, Inc.
Scott Kington, Woodruff Sweitzer

Executive Committee Liaison
Beth Burgy, Broadhead + Company

Check your mailbox for the Trends In Agriculture brochure and your e-mail inbox for upcoming Rural Lifestyle Quizzes.

For this year’s Trends In Agriculture meeting, we are excited about the outstanding line-up of speakers that will be joining us. Take a minute to meet the Trends in Agriculture kick-off session speaker below.

Frank Schuurmans, Decision Strategies International, kick’s off the Trends meeting with Testing Your Current Strategy.

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 test 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.

Franck Schuurmans is a Senior Consultant and the Director of Non-Profit Practices for Decision Strategies International. He is a highly acclaimed, dynamic speaker and author of numerous influential industry reports. Dr. Schuurmans works both with corporate clients as well as with leading non- profit organizations. His areas of expertise are retail finance, governance and the non-profit sector, with a special interest in executive training workshops, board governance and strategy development.

Schuurmans received his MA from the University of Amsterdam in the Netherlands. As a Fulbright Fellowship recipient, he was awarded a Ph.D. in Modern European History from the University of Wisconsin-Madison in 1995. He taught there for several years as a full-time faculty member, and conducted research.

Until 2002 he was the senior vice president of Business and Professional Development for the Credit Union Executives Society (CUES) in Madison, Wisconsin. At CUES he was in charge of all research and professional development, playing a critical role in transforming CUES into the industry’s thought leader. Specifically, he helped expand the CUES-CEO Institute by working closely with several leading academic institutions, such as Berkeley, Cornell and Wharton. This Institute has become the industry gold standard in executive education, with over 500 alumni in senior positions. Franck is a Certified Association Executive (CAE).

With Prof. Paul Schoemaker and others he most recently co-wrote 2010 Scenarios for Credit Unions. He is also the co-author of various Industry Scenario reports including: “Scenarios for the Future of Human Resources Management,” commissioned by the Society of Human Resource Management; “2020: The Future of the Legal Industry:” “The Long and Winding Road, Histories of Aging and Aging Services in America, 2006-2016” and “Memories of the Future, Scenarios for the Life Insurance Industry.” Schoemaker and Schuurmans jointly wrote, “Opportunity in Uncertainty: Techniques for turning an Unpredictable Future to your Advantage,” published in Association Management.

Schuurmans is a frequent speaker at conferences and meetings throughout North America and Europe. He is a periodic guest lecturer at the Aresty Institute of Executive Education at the Wharton School, University of Pennsylvania and at The European Centre for Executive Development (CEDEP) at INSEAD in Paris, one of Europe’s leading business schools. Dr. Schuurmans interests are in strategic planning, decision-making, innovation and corporate governance.

Leader Schedule at Trends In Agriculture
The following events will take place for NAMA Leaders at Trends in Agriculture:

Monday, November 10 ~ 10:00 a.m. – 5:00 p.m.
Executive Committee Meeting

Tuesday, November 11 ~ 10:00 a.m. – 12:00 Noon
Board of Directors’ Meeting – Board Members include:

• Chapter Presidents
• Regional Directors
• Executive Committee
• Immediate Past National President

Tuesday, November 11 ~ 12:15 – 1:45 p.m.
Chapter Leader Workshop – this workshop is hosted by the Regional Directors. All chapter presidents are encouraged to go to the workshop, however, if a president is not available to attend, another leader for the chapter may attend in their place.

Sponsorship Opportunities are still available for Trends In Agriculture, to view a list of available sponsorships and to sign up, visit http://www.nama.org/trends/sponsorship.htm or contact Jenny Pickett at [email protected].

For more information on Trends In Agriculture, visit http://www.nama.org/trends/index.htm. Remember, 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!

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 registration brochure (must have sponsorship commitment by September 5)
• 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 the AgriMarketing magazine;
• Recognition on the NAMA Trends In Ag Web site page;
• and, first right of refusal for sponsorship of the same item for the 2009 Trends In Agriculture.

Sponsorships are still available for:

• Welcome Reception – $1,500 (1 available)
• NEW! Wednesday Afternoon Meet & Greet Reception – $1,500 each (2 sponsorships available)
• Professional Development Awards of Excellence Program – $2,000 each (2 available)
• Trends In Agriculture Sessions – $1,500 each (2 available)
• Wednesday Morning Continental Breakfast – $1,500
• Wednesday Luncheon – $1,000 each (1 co-sponsorship available)
• Audio/Visual Equipment – $1,000 (1 available)
• E-News Special “Trends In Agriculture” Edition (3 issues, includes ad) – $750 each (3 sponsorships available)
• Web Page Banner Ad – $650 (1 available)
• Speaker Audio Recording – $500 (1 available)
• General Trends In Agriculture Support – any amount
• Program Booklet Ads – Full Page $1,000; Half Page $500; Quarter Page $250

In addition, sponsorships are also available for the Agri-Business Educational Foundation (ABEF) Sports Night:

• Sports Night Games – $500 each (6 sponsorships available)
• Sports Night Prizes – $500

If you are interested in sponsoring a session or event at this year’s Trends meeting, please fill out the online form at http://www.nama.org/trends/form.htm or contact Jenny Pickett in the NAMA office at (913) 491-6500 or via e-mail at [email protected].

And don’t forget! Everyone who registers for Trends In Agriculture 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!

Register now for Trends In Agriculture at http://payment.nama.org/trends.htm.

For more information on Trends In Agriculture speakers and sessions visit http://www.nama.org/trends/index.htm.

Just a reminder that the nominations for the Professional Development Awards of Excellence is September 1.

Nominate someone you know for the Professional Development Awards of Excellence. These awards will be presented at the 2008 Trends in Agriculture fall meeting, November 11-12, at the Hyatt Regency Crown Center in Kansas City.

Nominees will be judged solely on their write-ups. Please do not send any other appendices, video-tapes, or samples. There are no entry fees.

The deadline for submitting nominations is September 1. If you have any questions regarding these awards, please contact Jenny Pickett at [email protected].

To download the nomination form in an Adobe .PDF format, visit http://www.nama.org/awards/PDAapplication.pdf.

You can also fill out the form on-line at http://www.nama.org/awards/pdaonlineform.htm.

For more information on the awards, visit http://www.nama.org/awards/pdaawards.htm.

Get ready for the Trends In Agriculture fall meeting, November 11-12, in Kansas City. 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!

Take a look at the outstanding sessions the Trends In Agriculture committee has in store for you:

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 test 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.

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/moving to the country, who are they, what drives them, what motivates them.

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

Gain a deeper understanding of customer touchpoints 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.

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.

Making the Sale: Marketers and Retailers Share Their Experiences in the Changing New Rural Community
This is a joint meeting with NAFB. Attendees registered for either meeting may attend.

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 & Agricenter
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.

Following this session, stick around and enjoy a meet and greet with other session attendees and the speakers!

Registration for Trends In Agriculture is now open! Register at http://payment.nama.org/trends.htm.

For more information on Trends In Agriculture speakers and sessions visit http://www.nama.org/trends/index.htm.

Nominate someone you know for the Professional Development Awards of Excellence. These awards will be presented at the 2008 Trends in Agriculture fall meeting, November 11-12, at the Hyatt Regency Crown Center in Kansas City.

The awards honor NAMA members based on outstanding achievement in each of the Professional Development Areas (PDA): (1) Marketing Communications; (2) Product/Species Management; (3) Public Relations; and (4) Sales. Nominees must be NAMA members. Nominators should target individuals with direct planning and execution responsibilities in the respective Professional Development Area from agribusiness and related companies.

Here’s how to enter:

1. Select a nominee. This nominee should excel in one of the four professional development areas. Consult the eligibility requirements closely.
2. Fill out the application and then address the three Areas of Excellence. Include your contact information, if NAMA has questions regarding the application, the nominator will be contacted.
3. Send the application and narrative to NAMA by September 1, 2008.

Nominees will be judged solely on their write-ups. Please do not send any other appendices, video-tapes, or samples. There are no entry fees.

The deadline for submitting nominations is September 1. If you have any questions regarding these awards, please contact Jenny Pickett at [email protected].

To download the nomination form in an Adobe .PDF format, visit http://www.nama.org/awards/PDAapplication.pdf.

You can also fill out the form on-line at http://www.nama.org/awards/pdaonlineform.htm.

For more information on the awards, visit http://www.nama.org/awards/pdaawards.htm.

Registration is now open for Trends In Agriculture, November 11-12, 2008 at the Hyatt Regency Crown Center in Kansas City.

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

Register now for Trends In Agriculture at http://payment.nama.org/trends.htm.

For more information on Trends In Agriculture speakers and sessions visit http://www.nama.org/trends/index.htm.