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The 2009 Agri-Marketing Conference contains breakout sessions that are full of Hot Ideas that will leave you Sizzling with Solutions! Check out what we’ve got in store for you…<\/p>\nThe 2009 Agri-Marketing Conference contains breakout sessions that are full of Hot Ideas that will leave you Sizzling with Solutions! Check out what we’ve got in store for you…<\/p>\n
Note: <\/strong>We are gathering data from members for two of the breakout sessions.\u00c2\u00a0 Scroll down to the Social Media<\/em> and Cause Marketing<\/em> sessions to participate in these surveys.<\/strong><\/p>\n Thursday, April 16 ~ 2:00 – 3:00 p.m.<\/strong><\/p>\n Building Trust – Making Your Audience Part of the Act<\/em><\/strong> Trust is an occupational hazard for a magician. And, without trust, magic tricks are lost on an audience. The same is true for marketers. Trust is pivotal in business relationships. This session reveals the three crucial principles of generating trust in magic: choice, control and preengagement.<\/p>\n No white gloves, top hats or wands. But a demonstration of how to best utilize the principles in business to build long-lasting relationships with customers\u00e2\u20ac\u00a6and how to prevent customer disappearing acts.<\/p>\n Hear business case histories from M&M’s former Google executives and one of the world\u00e2\u20ac\u2122s most recognized brands on how to apply these principles.<\/p>\n Sustainability: Can Agriculture Deliver?<\/strong><\/em> Everyone\u00e2\u20ac\u2122s talking about sustainability. Consumers are demanding it. But does agriculture have a solution? Learn about new findings and tried-and-true best practices within the arena. Clue into an industry expert\u00e2\u20ac\u2122s theories and create some of your own.<\/p>\n Come hear about a new coalition developed to answer key questions about sustainability and learn what other leaders are doing to position themselves for success in this landscape. How can you prepare for a sustainable future? Attend this session, led by Sarah Stokes Alexander, and you\u00e2\u20ac\u2122ll be faced with practical knowledge that can easily be put to use.<\/p>\n Tapping the Power of Innovation to Create Sizzling Solutions<\/em><\/strong> Surveys show that CEOs and top managers of global corporations are convinced that innovation and creativity are critical to the future success of their companies. According to the Council on Competitiveness, innovation will be the single most important factor in determining success in America in the 21st century. But, how can you help drive innovation in your organization? Is there an innovation process?<\/p>\n This session will explore how leading companies approach innovation, identify the future value and provide proven tips and strategies to help you inspire and promote innovation in your organization.<\/p>\n What’s Hot In Media Research<\/strong><\/em> Times are changing – and so is media research. Hear the results from two groundbreaking studies. First, a representative from Forrester Research will explore a study that reveals the impact of digital media on farmers and ranchers. The research assessed Internet usage patterns, including time spent online for farming\/ranching purposes and visitation patterns and frequencies for agriculture-specific web sites.<\/p>\n Then, get the inside story on NAFB\u00e2\u20ac\u2122s National Producer Media-UseWave Study\u00c2\u00a9 research. This study has reset discussions about marketer and agency use of agrimedia-including radio, television and the Internet.<\/p>\n Thursday, April 16 ~ 4:00 – 5:00 p.m.<\/strong><\/p>\n Power Up Your Career<\/em><\/strong> It\u00e2\u20ac\u2122s time to put your career in overdrive – and this session will get you moving! The panel will help you become a more relationship-minded and results focused player on your organization\u00e2\u20ac\u2122s team. Learn how to get noticed for your hard work – and be seen as an essential asset.<\/p>\n Plus, discover:<\/p>\n 1. the qualities and experiences agricultural companies find most valuable After the session, you\u00e2\u20ac\u2122ll walk away armed with the knowledge to keep your career in the fast lane.<\/p>\n Thriving During Times of Uncertainty, Volatility and Change<\/strong> These are best of times! These are the worst of times! The dynamic change and volatility occurring in our industry, and our general economy, is creating extraordinary challenges and enormous opportunities.<\/p>\n Hear industry leaders discuss the trends that are driving change and creating unparalleled uncertainty and opportunity in their respective industry segments. Discover how several leading organizations are managing the complexity and risk associated with volatile and unpredictable market environments. Find out what you can do to help your company and your customers not just survive, but thrive during these unprecedented and uncertain times.<\/p>\n Kevin Ochsner will be joined by several executives, including those listed here, to reveal how the ideas presented in the pre-conference session can be effectively applied in forward-thinking organizations.<\/p>\n New Faces, New Decision Makers, New Marketing Ideas: Marketing To Multicultural Customers<\/em><\/strong> You don\u00e2\u20ac\u2122t need to look far to see how the faces of American agriculture are changing – evidence is probably on the nearest farm or ranch. The proportion of agricultural employees and decision makers from other cultures has increased dramatically in the past few years. Many now hold ownership or management positions.<\/p>\n Learning to market effectively to these audiences is not just about learning the language; it\u00e2\u20ac\u2122s about understanding a culture. In this fast-paced, dynamic session, you\u00e2\u20ac\u2122ll learn:<\/p>\n \u00e2\u20ac\u00a2 why traditional marketing doesn\u00e2\u20ac\u2122t work with everyone. Creating Brands People Love<\/em><\/strong> Looking to improve your successful brand or strengthen a more challenged one? In this session, you\u00e2\u20ac\u2122ll get smart about the logistics of branding with Donna Heckler, co-author of The Truth About Creating Brands People Love<\/em>.<\/p>\n As a leading brand expert, she\u00e2\u20ac\u2122ll provide a focus as to how to define brand promises paired with the validity of powerful messaging. With easy-to-use techniques, you\u00e2\u20ac\u2122ll learn how to effectively manage your brand.<\/p>\n She\u00e2\u20ac\u2122ll cover:<\/p>\n \u00e2\u20ac\u00a2 secrets to keeping brands simple and consistent. Vivid case studies and common industry mistakes will help you realize what works, and what doesn\u00e2\u20ac\u2122t\u00e2\u20ac\u00a6and how to promote your brand better. You\u00e2\u20ac\u2122ll take away ideas to maintain a powerful, practical and purposeful brand.<\/p>\n Friday, April 17 ~ 9:00 – 10:00 a.m.<\/strong><\/p>\n The Large Grower’s Perspective<\/em><\/strong> Decisions, Decisions, Decisions\u00e2\u20ac\u00a6we are all trying to guess.What\u00e2\u20ac\u2122s going to make a difference next year, what idea or tactic will drive producers to say \u00e2\u20ac\u0153yes\u00e2\u20ac\u009d to adopt a new product, solution or service? Let\u00e2\u20ac\u2122s find out. A representative from Purdue University\u00e2\u20ac\u2122s Center for Food and Agricultural Business will be joined by three large commercial producers representing different segments of the industry to provide insight on how ever-evolving market conditions and opportunities are changing decisions.<\/p>\n The Purdue representative will review findings from from the 2008 Commercial Producer Study, which highlights grower\u00e2\u20ac\u2122s buying behaviors, where they are getting their information, how they are connecting with their industry and significant factors playing into a producer\u00e2\u20ac\u2122s decision.<\/p>\n Performing Under Pressure<\/em><\/strong> It\u00e2\u20ac\u2122s a challenge we face daily. Project to project, day to day, we struggle to find ways to do more with less. Less time, fewer resources, a lack of patience. How can we produce better work, faster?<\/p>\n This session focuses on the ability to be more creative with less time and fewer resources. David Okerlund, a seasoned stress management instructor and creativity workshop leader, shares the tools to overcome the challenge. His proven theories are effective and simple. He\u00e2\u20ac\u2122ll discuss productivity solutions specific to ag and offer ways to reverse assumptions to prevent stressful situations. What\u00e2\u20ac\u2122s more? You\u00e2\u20ac\u2122ll gain tactics that bring creative ideas to fruition faster\u00e2\u20ac\u00a6with better results.<\/p>\n Social Media DOES Fit in Your Marketing Strategy – Moving Beyond This Decision<\/em><\/strong> Note:<\/strong> Help us collect data for this session. Please take the short Social Networking Survey for the NAMA Convention<\/a><\/p>\n Forums, blogs, podcasts, photos, video, Facebook, YouTube\u00e2\u20ac\u00a6Social media is everywhere these days. It is no longer a question whether social media fits your marketing strategy. Now it\u00e2\u20ac\u2122s a decision of, \u00e2\u20ac\u0153How? Where? What type?\u00e2\u20ac\u009d Learn how to take the first steps in answering these questions and working to complement existing strategies.<\/p>\n The panelists, from both inside and outside of the agriculture industry, will share real-life examples of social media successes and failures. Take their hot ideas and lessons learned to create sizzling solutions that make your organization stand out!<\/p>\n Moving From Win-Win to Win-Win-Win with Cause Marketing<\/em><\/strong>
\nAndy Cohen<\/strong>, Founder, Exposed Brick<\/p>\n
\nSarah Stokes Alexander<\/strong>, Director of Sustainability and Leadership Programs, The Keystone Center
\nJanet Reed<\/strong>, Associate Director of Environmental Research, Cotton, Inc.
\nDoyle Karr<\/strong>, Director, Pioneer Communications<\/p>\n
\nMargaret Oldham <\/strong>(Moderator), Director, Beck Ag, Inc.
\nAidan Connolly<\/strong>, Vice President, Alltech
\nBarry Nelson<\/strong>, Manager of Media and Channel Relations, John Deere
\nKathie Thomas<\/strong>, Director of Innovation, Fleishman-Hillard<\/p>\n
\nMike Parry<\/strong>, Marketing Consultant, National Association of Farm Broadcasting<\/p>\n
\nErika Brandt<\/strong> (Moderator), Marketing & Comm. Manager, AgCareers.com
\nPhil Johnson<\/strong>, Chief Operating Officer, Colle + McVoy
\nSharon Thomas<\/strong>, Senior Account Manager, Management Recruiters of Iowa City Experience
\nJim Emanuel<\/strong>, Recruiting & Training Manager, Golden Harvest Seeds<\/p>\n
\n2. how to add value to an organization
\n3. the importance of effective networking and how to do it successfully<\/p>\n
\n<\/em>Kevin Ochsner<\/strong> (Moderator), Partner, Adayana Agri Business Group
\nThomas Larson<\/strong>, Executive Vice President and Chief Operating Officer, Business Solutions
\nJulian Garcia<\/strong>, Group Director-Marketing, Pfizer Animal Health<\/p>\n
\nBrian Rund <\/strong>(Moderator), Marketing Services Manager, Nufarm
\nRichard Hamilton<\/strong>, Associate Trainer, EthnoConnect\u00e2\u201e\u00a2
\nSal Gomez<\/strong>, National Accounts Manager and Associate Publisher, Progressive Dairy Publishing<\/p>\n
\n\u00e2\u20ac\u00a2 how to determine exactly which cultures are in your market area.
\n\u00e2\u20ac\u00a2 when to use in-language or English copy.
\n\u00e2\u20ac\u00a2 how to utilize spokespersons and celebrities.
\n\u00e2\u20ac\u00a2 how to avoid cultural missteps and gaffes.<\/p>\n
\nDonna Heckler<\/strong>, Brand Strategy Lead, Monsanto<\/p>\n
\n\u00e2\u20ac\u00a2 the difference between products and brands.
\n\u00e2\u20ac\u00a2 the values of brand loyalty.
\n\u00e2\u20ac\u00a2 maintaining a consistent brand that customers trust.<\/p>\n
\nStephanie Liska <\/strong>(Moderator), CEO, Beck Ag, Inc.<\/p>\n
\nDavid Okerlund<\/strong>, International Speaking Sensation<\/p>\n
\nChuck Zimmerman<\/strong> (Moderator), President, ZimmComm New Media, LLC
\nDave Coustan<\/strong>, Vice President, Digital, Edelman Digital
\nKyle Flaherty<\/strong>, Director of Marketing and Social Media, BreakingPoint Systems
\nDavid Brazeal<\/strong>, General Manager, Learfield Data<\/p>\n
\nSteve Drake<\/strong>, President and Owner, Drake & Company<\/p>\n