Breakout Sessions

Written by NAMA on Tuesday, January 31, 2006 , 7:47 am

Breakout sessions occur on Thursday, April 20 from 2:00 – 3:30 p.m. and on Friday, April 21 from 9:00 – 10:00 a.m. These sessions will not be repeated.

Ethics in Advertising-When is an Ad an Ad?
Thursday, April 20 ~ 2:00 – 3:30 p.m.

Don RanlyThis session, presented by Dr. Don Ranly, professor emeritus, Missouri School of Journalism, will take a candid look at ethics in advertising. He will draw on more than 30 years of experience in journalism and media to help clarify the boundaries, give examples and help us put all this in perspective. A representative of the American Agricultural Editors Association will also be on hand to discuss AAEA’s latest standards of integrity.

In addition to teaching writing, editing and publishing, Dr. Ranly specializes in principles and ethics of journalism. He has worked as a newspaper reporter, a magazine editor, a weekly columnist, a radio host and a television producer, director and host. An author of articles and books on writing and editing, he has conducted more than 950 seminars worldwide.

Market Oriented, Cost Conscious, Technology Savvy-Understanding the Next Generation of Producers
Thursday, April 20 ~ 2:00 – 3:30 p.m.

Barry FlinchbaughTwo-thirds of the roughly 300,000 commercial farm operators in the United States, who contribute 85 percent of all farm product sales, are over 45 years old. However, the number of producers age 45 or younger is increasing rapidly and they have a much different approach to business, farming operation and use of technology. Find out the key features of this younger set and hear firsthand from a panel of progressive young farmers as they discuss key factors that go into their business and purchasing decisions.

Dr. Barry Flinchbaugh is a professor of Agricultural Economics at Kansas State University. He also worked as the Cooperative Extension Service state leader prior to his retirement from that position recently. Dr. Flinchbaugh regularly meets with a group of the “Next Generation” of producers under the auspices of the Kansas Wheat Symposium.


Your Gut is Still Not Smarter Than Your Head: Three Things You Can Do Today to Improve Your Marketing Performance Tomorrow
Thursday, April 20 ~ 2:00 – 3:30 p.m.

Kevin ClancyCompanies are understandably obsessed with measuring marketing performance. CEOs and CFOs want “accountability,” and all eyes are on marketers to produce a return on investment. Unfortunately, over-reliance on seat-of-the-pants approaches and unscientific tools to make critical marketing decisions is the cause of disappointing marketing performance and not metrics that are lacking. Dr. Clancy will describe three best practices for developing financially-optimal marketing strategies that marketers can use to dramatically improve marketing ROI.

Kevin Clancy is the co-founder, chairman and CEO of Copernicus Marketing Consulting. He has coauthored six books, including two business best-sellers. The American Marketing Association Foundation named his book, Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense, one of the top five books in marketing in the past five years.

Take Your Mind Out for a Jog-Exercise Your Creative Thinking
Thursday, April 20 ~ 2:00 – 3:30 p.m.

Abe GoldstienCreativity is no more than stretching our minds, viewing situations from different perspectives, having a healthy attitude about your ability to generate ideas, and having a problem solving philosophy that “anything is possible, anything can be!” This interactive session is the Richard Simmons workout program of mental aerobics.

Abe Goldstien is the director of creative services for Trilix Marketing Group. Goldstien is a wealth of information on a wide variety of subjects and is known for his collection of neon lights, jazz recordings, PEZ dispensers, kaleidoscopes and out-of-tune accordion playing. Dubbed as the “conductor of creative thought,” Goldstien brings a fun, fresh and fascinating perspective to creative thinking.

Consumer Trends Affecting Agri-Food
Friday, April 21 ~ 9:00 – 10:00 a.m.

Randy WestgrenYou may have heard the old saying, “you are what you eat.” At no time in history has this statement been more true. Consumer concerns about what they eat, where it comes from and how it has been produced has never been higher. Dr. Randy Westgren, University of Illinois, will discuss current lifestyle and demographic trends and how they affect consumers’ food choices-and the challenges facing marketers as they address these trends.

Dr. Randall Westgren is a professor of food and agribusiness management and agri-food strategic development at the University of Illinois. His research focuses on strategic management within and between firms in the food and agriculture sector including the formation and governance of cooperatives, strategic alliances, supply chains and complex horizontal-vertical structures.

Niche Marketing To Rural Lifestylers-The Quarter Horse Industry Success Story
Friday, April 21 ~ 9:00 – 10:00 a.m.

Don TreadwayThe rapid emergence of the rural lifestyle producer has commanded the attention of most agricultural input companies and service providers. Marketers are searching for information to understand this evolving audience and communicate with them meaningfully. Gain an insightful look at the success of the pleasure horse industry in capturing lifestyler attention and influencing their purchase decisions.

Don Treadway, executive director, Marketing and Member Services of the American Quarter Horse Association (AQHA), will discuss demographics, lifestyle and overall characteristics of horse owners. He will give examples to help define this market and suggestions for overall marketing and promotion. AQHA members are an important segment of the rural lifestyle market, and Treadway will help us saddle up with useful information on how to market to this group.

Colliding Generations-Understanding, Resolving, Collaborating
Friday, April 21 ~ 9:00 – 10:00 a.m.
Rob Hannam, AdFarm (moderator)
Duane Ross, High Plains Journal
Jean Custer, CNH America
Jamie Moran, Colle+McVoy
Kelly Smyth, Rhea & Kaiser

Rob HannamWith the trend towards men and women living and working longer, U.S. employers now count four distinct generations on their payrolls. The leading edge of Generation X hits 40 this year, and they have issues with Generation Y. Boomers have to start taking Gen X-ers seriously. And they all need to figure out how to work with their elders-the Traditionalists.

Generational diversity is rapidly becoming the biggest workplace issue. Join a panel of seasoned and emerging agri-marketing professionals, moderated by Rob Hannam, vice president of Performance Management for AdFarm, as they explore their differences in life and work styles. Learn how these generations work together…or not…and what it takes to foster a productive office environment for everyone.

Special thanks to FMC Corporation and Mosaic Company for sponsoring the Breakout Sessions.

Trend Sessions

Written by NAMA on Tuesday, January 31, 2006 , 7:46 am

The following Trend Sessions will take place Thursday, April 20 from 4:00 – 5:00 p.m.

Seeing Ahead: Underpinnings for What’s Next for the Media Industry
Tom TrolandThe media industry is facing its most severe challenge since the 1950s. Consumers exercise more control over how, when and where they interact with brands and product information than ever before. This has caused an erosion of the traditional media model-and media usage patterns have changed dramatically. Advertisers are looking for new strategies, and media is constantly being challenged to demonstrate direct value through ROI.

Tom Troland, Meredith Corporation, will explore the “underpinnings” of tomorrow’s marketplace: new consumer, shifts in media usage, shopping patterns and the “value battleground” of the future.

Troland is the senior market analyst for Meredith Corporation in New York, where he focuses on business intelligence, trend analysis for market positioning and new product development, especially in the areas of demographic and consumer trends. Previously he was the director of market development for Meredith Integrated Marketing. Troland has been a regular participant in trend clinics for major companies such as Kraft Foods and Toyota.

The Crossroads of Agriculture – Which Way to Go?
Barry FlinchbaughIn this session, Dr. Barry Flinchbaugh, Kansas State University, will explore three key forces that will influence the direction of the 2007 Farm Bill-the Federal budget, the WTO and Congressional and Ag Industry leadership. He predicts that market forces will be a driving factor in the design of new legislation, but will they be strong enough to move U.S. agriculture away from historical farm programs? Learn key insights to help you position your products and services with producers in the years ahead.

Dr. Barry Flinchbaugh is a professor of Agricultural Economics at Kansas State University. A co-author of Agricultural and Food Policy, Dr. Flinchbaugh is a top advisor to the USDA, and served as chairman of the Commission on 21st Century Production Agriculture.

Special thanks to Syngenta for sponsoring this session.


The Plus 10% Principle

Written by NAMA on Tuesday, January 31, 2006 , 7:45 am

The Plus 10% Principle: How to Get Extraordinary Results from Ordinary People
April 21 ~ 10:30 a.m. – 12:00 Noon

Barry RichardsonSometimes it seems like magic when certain managers get better performance from employees than everyone else. People respond to their requests and follow their lead. Colleagues prefer to work with them on teams and they seem to get more done. The closing session speaker, Dr. Barrie Richardson, will look at what makes some individuals and organizations stand out from the rest.

Dr. Richardson presents simple but powerful concepts that can help anyone boost the performance of their organization. Enjoy this entertaining presentation filled with parables, anecdotes and mind-baffling magical demonstrations.

Dr. Richardson is a longtime Dean of the Frost School of Business at Centenary College, where he is a professor of management. He has conducted seminars for many leading companies and organizations in the U.S., England and Europe. An author of several books written for magicians, he is considered one of the finest magician/mentalists in the business today. Join us on April 21 from 10:30 a.m. – Noon for the closing brunch and Dr. Richardson.

Special thanks to the Cattlemen’s Beef Board and Elanco Animal Health for sponsoring this session.


Written by NAMA on Tuesday, January 31, 2006 , 7:43 am

Jazzed about winning a national Best of NAMA award? Kick-off this year’s conference by attending the Best of NAMA Ceremony on Wednesday, April 19 at 5:30 p.m. to see if you or someone you know won an award.

The Best of NAMA awards program honors the best work in agricultural communications. This competition truly honors the best of the best in our industry, since companies/agencies first qualified through a regional competition in order to advance to the national competition. This year 1,283 entries were judged in six regions across the country. During the national awards ceremony, three Best of NAMA Best of Show awards will be presented in the areas of Advertising, Public Relations and Specialty.

Did you win a first place or merit award at the regional level? For a list of the Regional Best of NAMA winners visit,

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