Presentations Available

Written by NAMA on Monday, May 8, 2006 , 11:33 am

Some of the presentations from the Agri-Marketing Conference are available to hear and view. The audio of these presentations are available in an mp3 format and the slides in handout form in a pdf format.

If you were a registered attendee or participant of an event, you were sent the password to access the files. If you do not have the password, contact the NAMA office at

If you did not attend the event, visit and click on “Purchase” at the side of the event to order the file or password.

All That Jazz!

Written by NAMA on Monday, May 8, 2006 , 11:32 am

Best of ShowThe Best of NAMA Awards Ceremony kicked-off this year’s 2006 Agri-Marketing Conference & Trade Show, April 19 in Kansas City.

The Best of NAMA awards competition recognizes excellence in creative agri-marketing communications. Companies and agencies must first qualify through regional competition in order to advance to the national level.

Entries were first judged at one of six regional levels in November and the top two entries were eligible to advance to the national judging which was held in February in Kansas City. Nearly 1,300 entries were submitted at the regional levels and 502 entries were judged at the national level.

This year’s award ceremony was emceed by John Phipps with John Phipps Communications and award presenters were Colleen Parr with Fleishman-Hillard and Jim Haist with Rhea & Kaiser Marketing Communications.

Best of ShowThree Best of Show awards were given in the areas of Advertising, Public Relations and Specialty categories. Below are the Best of Show winners:

Client: New Holland NA, Dawn Fox
Agency: Colle+McVoy, Jamie Moran
Message: New Holland is the machine for the future
Audience: Entrepreneurial livestock producers, row crop producers and rural lifestylers

Public Relations
Client: Syngenta Crop Protection, Kim Dawson
Agency: Gibbs & Soell, Inc., Caryn Caratelli
Message: To educate the media and consumers on Syngenta as leader in technology and soybean rust resources
Audience: Soybean growers and retailers

Client: Pfizer, Inc., Dan Kramer
Agency: Brown+Associates, Sue Brown
Message: Solitude IGR is new, scientifically-advanced technology for dealing with the age-old problem of flies in horse operations
Audience: Horse owners, trainers, breeders and equine veterinarians

Look to the AgriMarketing Magazine web site for a listing of all the winners at

General Session Presenters get Conference attendees all Jazzed up!

Written by NAMA on Monday, May 8, 2006 , 11:32 am

by Randy Happel (North Central NAMA)

Three diverse topics and equally diverse presentation styles, the three professionals who addressed the general sessions of the 2006 NAMA Agri-Marketing Conference certainly provided valuable insights and crucial considerations for the agri-marketers in attendance.

James CantonIn his discussion titled “The Extreme Future: Top Trends that will Reshape Business and Society,” James Canton, PhD, Chairman of the Institute for Global Futures, outlined key changes likely to influence agriculture moving forward. “A new era is emerging that will demand you embrace learning more about the next generation,” said Canton. He sited changing demographics of both consumers and the workforce as a component of this new era, and suggested the importance of collaboration of people in different places in a different manner, including competitors, because doing so will benefit all parties.

“The combination of cross generations (Gen X, Gen Y and Baby Boomers) coupled with innovation will become a key opportunity to be exploited by all industries, but especially agriculture,” Canton stated. “Aging Baby Boomers will transform everything.” Canton believes “functional foods” and the convergence of trends are key opportunities for agriculture, where what we “eat” will predispose what we “treat” as foods with built-in attributes and will soon dictate customized diets.

Canton feels the acceptance of a culturally diverse workforce will be critical to the future success of agriculture-based companies and marketers. “They may not look like you, or act like you, but the future of your company can lie in your acceptance of their ideas and pre-dispositions because they represent the expectations of the future,” Canton said. “Industries and companies will disappear if they don’t change their mindset of the newly emerging workforce.”

The great challenge for agriculture will be to meet the need for increased grain production due to the demands of a growing world population. This will be especially difficult given the presence of certain threats … global warming, pollution, extreme weather conditions, water rights, food bio-terrorism, the end of cheap energy and increased competition.

Canton sees bio-fuels, Ethanol, Hybrid/Hydrogen power and bio-farming as great opportunities for agricultural interests. Nutritional discoveries converging with production agriculture also hold great promise, where nutrients specifically engineered for specific individuals will completely change the way food is produced.

Finally, Canton believes that adoption of changing technology will dictate how people make transactions in the future, and how marketers will interact with customers. “With over five billion cell phones worldwide, all functioning as transaction portals to buy, sell or be influenced in real time, what will be your strategy,” Canton asked.

Laura RiesLaura Ries, President, Ries & Ries, in her presentation titled “The Fall of Advertising and the Rise of PR” suggests it’s publicity that builds brands, not advertising. “It’s not enough to be first, but rather, to get into the mind and establish your brand,” says Ries. “And that can only happen with the credibility that publicity provides.”

Ries contends that the media doesn’t find value in writing about what products are “better” since doing so represents a subjective judgement. The real value in building a brand comes through word of mouth and third party endorsement, not what you are saying about yourself (i.e. advertising). “PR gets you into people’s minds, advertising re-affirms what PR establishes.”

Ries does believe that advertising is necessary, but can only be effective if the idea is already in the mind of consumer. “It’s the credibility factor … what you’re saying about yourself versus what others are saying about you that forms the distinction between advertising and PR. Advertising can only serve to reinforce what is already in the mind.”

Ries used an analogy of advertising and PR to a hammer and nail, where PR is the nail, the sharp object that penetrates the mind, while advertising is the hammer—the blunt force that pounds away but by itself rarely makes the impact. “PR establishes the brand; advertising maintains the brand and accelerates it.”

In order for a brand to be truly successful over the long haul, Ries encourages marketers to seek as much publicity and public relations exposure as possible. Word of mouth and third party spokesperson endorsements are critical, followed by company publicity and PR for your CEO. She contends that product hype is created by talk among customers resulting in media attention and subsequent publicity that reinforces brand credibility.

Ries also cautions that marketers should not use advertising in an attempt to counter negative PR. “You can’t fight adverse publicity with paid advertisements that ‘pound’ into people what you want them to believe,” Ries says. “Again, it all comes back to the issue of credibility.”

Dr. Barrie Richardson, Dean of the Frost School of Business at Centenary College, in his entertaining presentation comprised of parables and magic titled “The Plus 10% Principle—How to Get Extraordinary Results from Ordinary People” provided various concepts to assist managers in getting better performance from their employees.

“God made us all extraordinary, but the immense potential we have is limited,” contends Richardson. “The more competitive things are, the smaller the margin is to be in the winner’s circle. To be extraordinary, all you have to do is pull out of where you are and expect more.”

“If we have all this capacity,” Richardson asks, “why is it that our performance, on balance, is so ordinary?” Richardson cites the resourcefulness of individuals in devising different ways to accomplish things as the key. Opening the mind to accomplishing goals and completing tasks in a different, non-conventional way is what makes ordinary people extraordinary. Getting “stuck” in our groups and finding the deviant person who devises a different way is what makes the difference.

Instead of problem solvers, Richardson suggests looking for opportunity finders. “There exists a lot of different ways to approach and solve problems and tasks, and those who are the most resourceful in their approach are the ones who will be the most successful.”

Richardson shared several practical techniques managers can employ to get workers to voluntarily want to give their best efforts. Begin by creating an environment where workers feel secure and safe. They can’t be made to feel like they are disposable. A very powerful motivator can be to simply ask for help. Asking for help tells a worker that he or she is needed. Richardson suggests that being an empathetic listener is also key, which means truly listening and understanding, without judgement. Additionally, Richardson contends that everyone wants to be needed … so tell them you need them. And lastly, few things can be more effective in motivating extraordinary behavior than a hand-written note for a job well done.

Albeit simple things, it’s the humanly acts we often take for granted that can produce extraordinary results from ordinary people. “Come to the edge and don’t be afraid to fall, but rather, be prepared to fly! For only a person who risks, is truly free.”

Award Recipients

Written by NAMA on Monday, May 8, 2006 , 11:32 am

George ThorntonAgribusiness Leader of the Year Award
George Thornton, President & CEO of Agriliance LLC, was presented with the Agribusiness Leader of the Year Award, NAMA’s highest honor, at the Opening General Session of the 2006 Agri-Marketing Conference & Trade Show in Kansas City on April 20.

This award honors an outstanding leader in agribusiness, education, government service or other related areas.

Thornton is committed to helping dealers strengthen their buying power and improve their local business bottom line through the formation of strategic alliances such as joint ventures or other partnerships. Overall, emphasis on strategic alliances has sparked development of 15 joint ventures, strategic partnerships, crop nutrients hub plants and other innovative business relationships designed to reduce costs and improve distribution efficiencies.

Thornton is past president of Chemical Producers and Distributors Association (CPDA), a trade organization that advocates the interests of the generic crop production industry. As CEO of North America’s largest full line agronomic supply company, he fully supports involvement in industry groups by Agriliance team members. Members of the Agriliance team hold leadership positions in many organizations, including RAPID, CropLife magazine’s PACE dealer advisory panel, The Fertilizer Institute, the American Society of Agronomy (ASA) and multiple state industry associations.

Tom DavisNAMA Marketer of the Year
Tom Davis, Group Publisher of Meredith Corporation’s Men’s Brands, was presented with the NAMA Marketer of the Year Award during the Second General Session at the 2006 Agri-Marketing Conference & Trade Show on April 20 in Kansas City.

This award is the most prestigious honor awarded to an active member of the association and honors outstanding accomplishments in the field of agri-marketing. Nominees are solicited from agribusiness and related companies with overall marketing and/or sales responsibilities.

Tom Davis had the foresight to envision the major shifts taking place in the way information is distributed and consumed by readers. Not only has he continued to reinvest in Successful Farming magazine with a major redesign underway, but he has also been alert to the power of the internet by viewing Agriculture Online (Successful Farming’s online presence) as a profit center of its own, capable of a presence both supportive and supporting of print, but also able to function at another level entirely.

In 2002, Davis also oversaw the launch of Living the Country Life, a magazine conceived and developed to target the affluent rural/suburban acreage audience.

Davis served as President of NAMA from 1997-98. He received NAMA’s R.C. Ferguson Award for Distinguished Service in 1991. He is a past president of the American Business Media-Agri Council, is one of the founders of the Agricultural Media Summit and has received its prestigious “Vision” award. He currently serves as vice president for the Agri-Business Educational Foundation (ABEF), and is the vice grand president for the Alpha Gamma Rho Fraternity. Davis is also a member of the FFA Foundation Sponsors.

For more information on these awards and the winners visit,

Leader Awards Announced

Written by NAMA on Monday, May 8, 2006 , 11:32 am

Passing the GavelNAMA would like to thank Tom Smull, Associations, Inc., and NAMA’s 2005-2006 National President, for his dedication and hard work over the past year. Smull was given an award in honor of his year as the national president and “passed the gavel” to Stephanie Gable, Bayer CropScience and NAMA’s 2006-2007 National President during the closing session brunch sponsored by Elanco Animal Health and the Cattlemen’s Beef Board.

NAMA named the organization’s national leadership award recipients during the Best of NAMA awards ceremony on April 19.

The President’s Award was given to Stephanie Gable, Bayer CropScience; Russ Parker, J.L. Farmakis received the R.C. Ferguson Award; The Workhorse of the Year Award was given to Ken Dean, High Plains Journal; Laurie Christen, Colle+McVoy, received the Outstanding Chair Award; and four meritorious achievement awards were given to the Carolinas/Virginia Chapter (President, Frank Timberlake, R F Timberlake), MoKan NAMA (President Steve Tomac, John Deere), Lori Strum, StrategicAmerica and to Myrna Krueger, Colle+McVoy.

For more information on the leader award winners visit,

KSU Wins Marketing Competition

Written by NAMA on Monday, May 8, 2006 , 11:31 am

K-StateA team of students from Kansas State University took first place at this year’s Student Marketing Competition. The competition was held April 19-20 in Kansas City, MO.

The Kansas State University team had 7 students involved with this year’s project to market “CalFruit Cooperative – Vibe.” The team spent the last several months doing market research, writing the marketing plan and developing a presentation.

The top six marketing teams this year were: First place, Kansas State University; Second place, University of Wisconsin – Madison; Third place, Michigan State University. Other finalists included: University of Florida, Virginia Tech and Iowa State University.

Students decide on a project and develop a plan to successfully bring the product or service to the marketplace. In developing their marketing plan, students follow the same practices and principles used by today’s marketing professionals. Teams submit a written plan summary prior to the competition and then make a formal presentation of their marketing plan to a panel of judges at the competition. The judges’ panel consists of marketing and agribusiness professionals.

Overall, 26 student NAMA chapters participated in the marketing competition. The competition is part of the annual Agri-Marketing Conference & Trade Show. Over 350 student members attended the conference.

For a complete list of all Student Awards and Scholarship Winners visit,

ABEF Activities

Written by NAMA on Monday, May 8, 2006 , 11:31 am

The ABEF hosted its annual Golf Outing during the 2006 Agri-Marketing Conference & Trade Show to raise money for the Student NAMA Careers Program.

The ABEF Golf Outing took place on Tuesday, April 18 at the WinterStone Golf Course in Independence, MO.

Golfers not only enjoyed a beautiful day of golf at WinterStone, but also raised over $4,000 for the ABEF. Several contests were held during the golf outing, the results of those are as follows:

Longest Drive (holes 5 & 16): Marvin Kokes, Natl. Cattlemen’s Beef Assn. & Tom Apple, Stephens & Associates Adv., Inc.
Straightest Drive (closest to the line-hole 1): Don Dauterive, Iowa Farm Bureau Spokesman.
Closest to the Pin (holes 2 & 12): Lyle Orwig, Charleston Orwig & Troy Schroeder, Broadhead + Co.
Longest Putt-Female (holes 7 & 15): Mindy Oberly, McCormick Company & Leigh Ann Cleaver, Blasdel Cleaver Schwalbe Communications.
Longest Putt-Male (holes 7 & 15): Jim Panousis, IMS/Agridata & Kerry Lubchenko, The Western Producer.

Taking third place in the golf outing was Bob Brunker, J.L. Farmakis, Dan Jamison, Pioneer Hi-Bred Intl., Inc. , Don Dauterive, Iowa Farm Bureau Spokesman and Melinda Oberly, McCormick Company; Second place went to Matt Herman, Farm Journal, Jim Gresham, Adculture Group, Inc., Tony Behr, Farm Journal and Bill Pool, Adculture Group, Inc. First place winners were Gary Vorpahl, Hoard’s Dairyman, Todd Bonnin, Hoard’s Dairyman, Kevin Spouse, IMMVAC and Jeff Ferguson, IMMVAC.

Special thanks also to the sponsors of the ABEF Golf Outing: IMS/Agridata, Farm Journal, Ayres Kahler, John Deere, Iowa Farmer Today, Pioneer Hi-Bred Intl., Bock & Associates, Charleston/Orwig, Helena Chemical Company, LEE Agri-MEDIA, Osborn & Barr, Quarry Integrated Communications, California Farmer, J.L. Farmakis, National Pork Board, The Mosaic Company, and DTN. We look forward to another successful Golf Outing next year in Dallas!

The ABEF Century Club, which was launched at the 2004 Agri-Marketing Conference in Kansas City, raised $6,000 at the 2006 Agri-Marketing Conference & Trade Show. Investing in the club provides the opportunity to step forward and help advance the future of agribusiness. Today’s youth are tomorrow’s leaders and the Century Club support is totally dedicated for investing in scholarships for tomorrow’s leaders.

The Century Club’s goal is to have today’s agribusiness leaders contribute $100 for today’s youth. You can be a part of this select group of individuals committed to enhancing the opportunity for tomorrow’s leaders. The list below contains professionals who joined the Century Club by the end of the 2006 conference. Don’t be left out, sign yourself up now! Visit

Carol Anderson Ken Anderson
Charlie Arnot Allen Barkve
Kyle Bauer Cliff Becker
Beth Burgy Leigh Ann Cleaver
Kathy Cornett Jean Custer
Steve Custer Evan Davies
Tom Davis Stephen DeWitt
Lee Dueringer Jim Emanuel
Dennis Erpelding John Finegan
Kendal Frazier Stephanie Gable
Randy Groff Mike Gustafson
Lia Guthrie Lynn Henderson
Vicki Henrickson Teresa Hinrichs
Bill Howard Jim Irwin
Phil Johnson Bret Kealy
Mike King Dave Knau
Stan Koenigsfeld Gene Kronberg
Maggie Martin Stephen May
Jim McGough Steve Mercer
Bob Moraczewski Doug Newman
Lorie North Lyle Orwig
Russ Parker John Redd
Monte Reese Roger Reierson
John Riley Duane Ross
Gary Schulz Mick Sibbel
Tom Smull Tom Taylor
George Thornton Don Tourte
John Volk Gary Vorpahl
Marjory Walker Eldon White
Chris Whitehead Richard Wright

The ABEF Silent Auction was once again held in the Trade Show during the 2006 Agri-Marketing Trade Show. Items in the auctions ranged from framed prints to media packages to hotel stays at the Hyatt of your choice. Together the auctions, including the on-line media package auction raised more than $46,000 for the Student Careers Program!

Attendees had a chance to win a Dell 37″ High Def LCD TV, courtesy of Prism Business Media. NAMA Student chapters sold tickets in advance as well as at the conference for a chance to win the TV. Tim Steinbeck, Modern Litho Printing, was this year’s winner of the TV.

Over $8,500 was raised from the Student Raffle and schools received $5.00 for each ticket sold, meaning $4,270 of that money will be returned to the student chapters to help cover expenses to next year’s conference. The school that sold the most raffle tickets receives $100 and the second place school receives $75. In addition, the student who sold the most tickets will receive an additional cash prize of $100. This year’s top selling school was Texas A&M and second place honors go to Virginia Tech. The student selling the most raffle tickets was Jess Stinnett with Texas A&M.

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