Check out the sessions we have in store for you on the burgeoning rural lifestyle market and the decision makers who define it.

Tuesday, November 11

2:00 – 3:00 p.m. – Opening Keynote 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 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.

4:00 – 5:00 p.m. – Rural Lifestylers: Where Are They Now? Where Are They Headed?
Dan Duffy, United Country Real Estate

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.

Wednesday, November 12

8:30 – 10:00 a.m. – 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 with Spaulding and Yuskis. 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.

10:30 – 11:30 a.m. – 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. Elbert 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.

1:30 – 3:00 p.m. – Making the Sale: Marketers and Retailers Share Their Experiences in the Changing New Rural Community
Panel moderator: Bruce Thomas, Rural Lifestyle Communications Consultant

Panel members include:
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.

This is a joint meeting with NAFB. Attendees registered for either meeting may attend.

Stay after this session for a Meet & Mingle with all of our Trends speakers!