Written by NAMA on Monday, October 31, 2005 , 1:41 pm

Agribusiness Forum

Join us November 8-9 in Kansas City for the 2005 Agribusiness Forum hosted by the National Agri-Marketing Association (NAMA). Once again, the Agribusiness Forum will be at the Hyatt Regency Crown Center (near the NAFB convention hotel.)

Below is a brief schedule of this year’s Forum.

Tuesday from 3-9:30 p.m.

Pre-Forum Session (1:30-2:30 p.m.)
What Do Readers Want?
ABM Agri-Council Reader Survey
This pre-forum session will present the latest findings from the survey conducted by Harris Interactive on behalf of the American Business Media Agri Council on how producers use different ag media.

Michelle Salomon, Harris Interactive

The New Game in Town-Challenges in the Era of Customer-Focused Marketing
The Agribusiness Forum will kick off with a report on new research conducted for NAMA on how NAMA members view their customers. The panel will provide insightful perspectives on customers, the challenges they face daily in addressing customer needs.

Research Presentation: Gene Brown, UMKC
Panel Discussion:
Charlie Arnot, CMA Consulting (moderator)
Wendell Knehans, Monsanto
Don Borgman, John Deere

I’m Your Customer…Listen To Me! Revelations from a Farmer
Hear it straight from the horse’s mouth…a horse with humor. As host of “Market-to-Market” on public television and the daily farm show, “The Big Show,” Mark Pearson brings to life his years of experience as a farmer, small businessman, stockbroker and government official.

Mark Pearson, host of "Market-to-Market"

Wednesday 8 a.m.-4:00 p.m.
Ag Distribution – Role, Influences, Challenges
Research shows that ag dealers and distributors provide an important product information service built on personal relationships. The research suggests that producers, especially younger farmers, will increase their reliance on the Internet for product information. A panel of experts will explore this evolving role, their influence in marketing and the emerging challenges in ag distribution.

Panel: Kevin Ochsner, Agri Business Group (moderator)
Steve Koep, Case IH
Rod Schroeder, Agriliance
Jeff Stroburg, West Central Cooperative

Ding! Putting "IT" in the Customer Loyalty Equation
During this session, Jill Howard-Allen from Southwest Airlines will explore how the company has integrated electronic communications into its marketing strategy to build customer loyalty, service and profits.

Jill Howard-Allen, Southwest Airlines

Hit, Miss, Home Run! Communications and the Purchase Decision
John Phipps will present new research on how people make decisions, coupled with his hands- on farming experience, to explore the decision- making process from a producer’s perspective.

John Phipps, host & managing editor of "U.S. Farm Report"

Consumer Food Trends – The Next Big "Thing"
Understanding what the next big “thing” is in consumer purchasing may give you the early advantage in the ag marketplace. John Block, with the Food Marketing Institute (FMI), will review research conducted by FMI on consumer patterns and trends. He will also moderate a panel of food industry experts who will relate these trends.

Presentation & Panel: John Block, FMI (Moderator)
Ellen Kreimendahl, Balls Foods
Charlie Bradbury, Nolan Ryan Tender Aged Beef

Mad Cow, Oil and Fickle Customers: How Strange Events Shape Agriculture’s Future
The Forum’s concluding session will explore broad strategies to help companies and individuals minimize the adverse affects of trends while seizing the opportunities.

Dr. Vincent Amanor-Boadu, Ag Innovation Center, Kansas State Univ.

To register for the Agribusiness Forum now visit, https://nama.org/forum/register.htm. Day and half-day rates are available. Contact the NAMA office for details at 913-491-6500.

For a complete schedule of the Agribusiness Forum visit, http://www.nama.org/forum.

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