![](\"https:\/\/www.namablog.org\/images\/schuurmans_franck.jpg\")
Take a look at the schedule of events for the upcoming Trends In Agriculture fall meeting:<\/p>\nTake a look at the schedule of events for the upcoming Trends In Agriculture fall meeting:<\/p>\n
Tuesday, November 11<\/strong> Testing Your Current Strategy 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 tests 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. Most companies pursue fragile strategies that will not easily survive a shift in how the wind is blowing. Many organizations have optimized their strategy for the present, not the future! Inadvertently, they have sacrificed long-term prosperity for short-term gain. He will assess how vulnerable your strategy is to external change, competitive forces and shifts in consumer demand.<\/p><\/blockquote>\n 4:00 – 5:00 p.m. – General Session<\/p>\n Rural Lifestylers: Where Are They Now? Where Are They Headed?<\/em> Dan Duffy will discuss current trends in rural lifestyle marketing. Using case studies, he\u00e2\u20ac\u2122ll give concrete examples of what\u00e2\u20ac\u2122s working when it comes to resonating with this growing market. Find out why people are living in or moving to the country, who are they, what drives them, what motivates them.<\/p><\/blockquote>\n Wednesday, November 12<\/strong><\/p>\n 8:00 – 8:30 a.m. – Continental Breakfast<\/p>\n 8:30 – 10:00 a.m. – Morning Session Connecting With The Rural Lifestyler Gain a deeper understanding of customer touch points including the impact of new media. Information will be based on an attitudinal survey and Rural Lifestylers\u00e2\u20ac\u2122 collection and perception of communications about products, services, and interests related to the Rural Lifestyle.<\/p><\/blockquote>\n 10:00 – 10:30 a.m. – Break<\/p>\n Utilizing Your Brand to Build Loyal Customers When your markets change from traditional ag customers to a new type of customer, it impacts your marketing decisions. Craig Elbert, Marketing Strategy Manager, Hallmark Cards, 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.<\/p>\n Learn about the key tools you need, including a consumer care cycle (a model which shows a consumer’s mindset and how it relates to your product\/brand) and a brand value star which includes key points such as equity, experience, energy, money, product and communications.<\/p><\/blockquote>\n 11:30 a.m. – 1:00 p.m. – Professional Development Awards of Excellence Luncheon<\/p>\n Luncheon sponsored by Truffle Media Networks, Professional Development Awards of Excellence sponsored by Farm Progress Companies.<\/em><\/p>\n Making the Sale: Marketers and Retailers Share Their Experiences in the Changing New Rural Community<\/em> The rural lifestyle market has been pegged at a composite value of $32 billion\u00e2\u20ac\u201dyet 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 \u00e2\u20ac\u0153roundtable\u00e2\u20ac\u009d discussion of what it is taking to cater to rural lifestyle needs and expectations.<\/p><\/blockquote>\n 3:00 – 4:00 p.m. – Meet & Greet with the Speakers Reception<\/p>\n
\n2:00 – 3:30 p.m. – Trends Welcome\/Kick-Off Session<\/p>\n
\n<\/em>Franck Schuurmans, Decision Strategies International<\/p>\nThis session is sponsored by the Cattlemen’s Beef Board<\/em><\/div>\nPodcast sponsored by Truffle Media Networks<\/em><\/div>\n![](\"https:\/\/www.namablog.org\/images\/duffy_dan.jpg\")
3:30 – 4:00 p.m. – Break<\/p>\nCourtesy of the National Cotton Council<\/em><\/div>\n
\nDan Duffy, United Country Real Estate<\/p>\nSession sponsored by Osborn & Barr Communications<\/em><\/div>\n![](\"https:\/\/www.namablog.org\/images\/spaulding_susan.jpg\")
5:30 – 7:30 p.m. – Welcome Reception\/Best of NAMA Entry Viewing\/ABEF Sports Night<\/p>\nSponsored by DTN\/The Progressive Farmer, John Deere & Martin Williams<\/em><\/div>\n![](\"https:\/\/www.namablog.org\/images\/yuskis_courtney.jpg\")
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\n<\/em>Susan Spaulding, Market Directions
\nCourtney Yuskis, Country Living Association<\/p><\/blockquote>\nSponsored by Country Living Association <\/em><\/div>\nCourtesy of CHS, Inc.<\/em><\/div>\n![](\"https:\/\/www.namablog.org\/images\/elbert_craig.jpg\")
10:30 – 11:30 a.m. – General Session<\/p>\n
\n<\/em>Craig Elbert, Hallmark Cards<\/p>\n![](\"https:\/\/www.namablog.org\/images\/thomas_bruce.jpg\")
1:30 – 3:00 p.m. – Joint Meeting with NAFB Attendees<\/p>\n
\n Moderator:<\/strong> Bruce Thomas, Rural Lifestyle Communications Consultant
\n Panelists:<\/strong>
\nJon Chase, John Deere
\nPreston Shaw, Cabela\u00e2\u20ac\u2122s
\nTim Nix, Morton Buildings
\nBrad Mallow, Carthage Farm Supply
\nMaggie Mell, Thehaughtyhorse.com<\/p><\/blockquote>\n