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Building Your Brand: Creating Lasting Emotional Bonds With Your Consumers

Written by NAMA on Tuesday, May 3, 2011 , 8:33 am

Join Bill Shelton, of Left Field Creative, as he shares a highly successful approach to creating a comprehensive brand identity, position, and personality for your product or brand on Thursday, June 9, at 1:00 pm central time.

This step-by-step process will give you the tools to start re-branding and re-positioning the moment the session ends.  This highly popular approach recently helped St. Louis-based charity, Our Little Haven, develop a brand position that scored an astounding 99% approval rating with both existing and potential donors — with one supporter commenting, “If you had explained what the organization does in these terms in the past, I would have started giving you money a long time ago.”

To register for the webinar visit the link below or call the NAMA Office at 913-491-6500:

Fascinate: How to Persuade and Influence

Written by NAMA on Tuesday, May 3, 2011 , 8:32 am

How the thing that makes you different will be the very thing you come to love.

Hogshead. With a last name like that, surely Sally Hogshead would have had a terrible time of it. Yet, she uses that distinction to be memorable. Maybe even to poke a little fun at herself.

Sally’s keynote address at the opening session of the NAMA Conference challenged us to stand out in a cluttered business environment – to be memorable. How? “By capturing and holding onto an ever-decreasing attention span,” explains Sally.  “Our biggest problem is that the average attention span used to be 20 minutes. Now, it’s nine – yes nineseconds.” That’s the same attention span of a goldfish.

Using examples from well-known products, advertisers, and even online dating, Hogshead illustrated how Marketing that Fascinates can bring meaning to a meaningless product. For example, ‘Nose Worms’ are simply gummy worms renamed and repackaged at a higher price. Jagermeister, though not especially tasty (in fact, hardly anyone likes the taste) continues an astounding sales growth. This is due to the emotional attachment, a badge of honor for drinking the stuff. And with online dating, it’s simply not enough to grab attention with a simple ‘Hi.’

Sally covered seven response triggers that fascinate and engage: 1) Power – taking command; 2) Passion – attract through emotion; 3) Mystique – building curiosity; 4) Prestige – increasing respect; 5) Alarm – urgent need; 6) Rebellion – change the game; 7) Trust – loyalty to a cause, person.

By using one or more of these fascination advantages, you can harness the first nine seconds of fleeting attention. Then, maybe hold it for a bit longer. Says Hogshead, “Ninety-nine percent of what we are, is the same as everyone else. It’s the one percent that’s truly amazing and memorable.”

Thanks to the American Business Media Agri-Council for sponsoring this very memorable keynote address.

How to Sell to Gen Y So They Love to Buy

Written by NAMA on Tuesday, May 3, 2011 , 8:31 am

Thoughts on a powerful market that’s coming of age.

Jason Ryan Dorsey knows a little bit about Generation ‘Y.’ He is one. And, he’s absolutely passionate about ways to market to them. Using a high-energy presentation, Jason outlined who Gen Y’ers are, and why they are that way.

According to Jason, there are 78.8 million people in the ‘Y’ generation in the U.S. (birth years 1977 through 1995). All think they are special and unique. They often feel entitled. They seek instant gratification and are outcome-oriented. And, although mostly thought of as tech-savvy, they are actually tech-dependent. In other words, they don’t know how it works; they just need technology and can use it.

Gen Y brings a different perspective to the market. According to Dorsey, “Overall, Gen Y is more educated than any previous generation, yet they have less work experience.” How they were parented played a large part. “Boomers tried to make it easier for their children, but in doing so, created a group of ‘Adult-olescents,’” says Jason. “Gen Y wants the freedom of an adult without the responsibility. To Gen Y, you’re an adult when you turn 30.”

Gen Y is also becoming a powerful market. By 2017, this generational group will outspend Boomers. In fact, they’ll have $214 Billion to spend.

How do you tap in to this market? According to Dorsey, use taglines like ‘As unique as you are.’ Visually connect with key life moments such as college graduation, getting married, having children, and taking on the family business. Don’t ask for referrals. Rather, see if you can be of help to their friends. And remember, birthdays – and birth weeks and birth months – are the most important times to remember.

Finally, communicating with Gen Y is simple: Text.

Our thanks to Sygenta for sponsoring this valuable look at Gen Y.

Overcommitted, Overwhelmed and Over It!

Written by NAMA on Tuesday, May 3, 2011 , 8:30 am

Success skills for the blisteringly busy.

Making time for yourself. Daydreaming. Taking time to enjoy the moment.

Sounds like a fantasy, especially with everything we have to accomplish in a day. Our calendars are filled with meetings, to-do lists and appointments. Get everything done and done well, and we’ll surely be happy.

“The trouble is, as a society, we’re not very happy,” says Juliet Funt who presented at the closing session. As daughter of Allen Funt who created the Candid Camera TV show, Juliet spent a lifetime observing the hidden truths beneath our social selves.

“We need to create ‘white space’ on our calendars,” Juliet states. “White space that allows us time to daydream, to take advantage of life’s simple moments.” Research has shown that daydreaming or allowing the mind to wander actually helps us be more creative, more productive.

So how do we create calendar ‘white space?’ By blocking off time just for us. And to do this, we’ll need to either do fewer things, or do some things less well. Juliet admits this may be difficult for most people, especially since we’ve been programmed to do more and more, better and better. Yet, there are certain projects that, frankly, no one will really notice how well they’re done. Or if they get done at all.

Juliet’s presentation pulled from a wealth of stories – both personal and gathered from friends, family and business relationships. Entertaining as well as informative, Juliet Funt capped off a great NAMA Conference.

Many thanks to the Beef Checkoff Program and Elanco Animal Health for their sponsorship.

NAMA Leader Awards

Written by NAMA on Tuesday, May 3, 2011 , 8:29 am

NAMA has named the organization’s national leadership award recipients. Awards were presented at the Best of NAMA, April 13 in Kansas City.

Presidents Award

Curt Blades, Successful Farming
This award is given to an individual who most closely supports the President’s key objectives.  Curt’s focus on Careers and involvement with National Ag Day has earned him this distinction.  He possesses a never-ending commitment to NAMA, demonstrated through his leadership on all levels of the organization.

R.C. Ferguson Award

Kyle Bauer, KFRM Radio
The RC Ferguson Award recognizes a long tenure of service and diligent and dependable performance.  Kyle has become part of the backbone of NAMA. His dedication over the years has never wavered.  Even after serving a full term on the Executive Committee, Kyle stepped up to be the chair of the membership committee. Membership numbers are up to the highest since 2003.

Dilworth Award for Innovation

Gary Cooper, Southeast AgNet/Citrus Industry Magazine
This award honors true originality in volunteer efforts by an individual or chapter. Gary Cooper has led a resurgence in the Florida chapter and organized an Ag Tour in conjunction with the ARC meeting in February.

Workhorse of the Year

Lori Wohletz, Colle+McVoy
The Workhorse of the Year Award recognizes individuals who fulfill a major assignment and inspire others to work harder, better and smarter.  Lori  was chair of the 2011 Agri-Marketing Conference Committee and led a team that accomplished high sponsorship participation and increased attendance.

Outstanding Chair

Lacy Carroll, Colle+McVoy
This award honors acceptance of responsibility and effective management of programs.  Lacy served as the 2010 Trends in Ag chair and spearheaded the program during its move out of Kansas City to Minneapolis.

Horizon Award Recipients
Horizon Awards recognize achievements by up-and-coming members of the organization on local, regional and national levels.

Kim Maloney, Freebairn & Co.
Kim is the president of the Southeastern Chapter.  She has been responsible for trying to resurrect the chapter and spearheaded the Southeastern Chapter Best of NAMA Ceremony.

Luann Pisarik, J.L. Farmakis
Luann has been an institution in the Cornbelt Chapter having served as the secretary/treasurer for several years. She is also the vice chair of the Chapter Services committee which is charged with planning the leadership workshops at the Agri-Marketing Conference and Trends in Ag.

Josh Krenz, Land O’Lakes
Josh is a past president of the North Central Chapter and has been instrumental in planning programs and events in that area.

Mindy Hempler, Syngenta
Mindy has served on the Boot Camp Committee for two years and has been responsible for planning the Ag Tour that is held in conjunction with that meeting.  During her tenure, the Ag Tour has been a huge success and continues to enjoy high ratings from attendees.

Cal Poly-San Luis Obispo Wins Top Honors as Student Marketing Competition Champions

Written by NAMA on Tuesday, May 3, 2011 , 8:28 am

Students from Cal Poly-San Luis Obispo took first place at the Student Marketing Competition sponsored by Monsanto. The competition was held April 13-15 in Kansas City, MO.

The Cal Poly marketing team had 15 students involved with this year’s project to market seedless lemons. 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, Cal Poly-San Luis Obispo; Second place, Purdue University; Third place, Kansas State University; finalists include: The Ohio State University; Texas A&M University – College Station; and Michigan 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, 30 student NAMA chapters participated in the marketing competition. The competition is part of the annual Agri-Marketing Conference. Over 300 student members attended the conference.

For a list of the Student Marketing Competition Winners/Finalists and to view their Executive Summaries visit

For a list of the Scholarship Recipients visit

For a list of the winners of the Outstanding Student Chapter Competition visit

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