Make your mark 2004 Agri-Marketing Conference & Trade Show April 14-16 * Kansas City.Make plans now to attend the 2003 Agri-Marketing Conference and Trade Show, April 14-16 in Kansas City Kansas City, two adjacent cities of the same name, one (1990 pop. 149,767), seat of Wyandotte co., NE Kansas (inc. 1859), the other (1990 pop. 435,146), Clay, Jackson, and Platte counties, NW Mo. (inc. 1850). . Scheduled events include the Best of NAMA/Golden ARC Awards Ceremony, keynote speaker presentations, breakout sessions, the Trade Show, networking receptions, Golf Outing and the Student Marketing Competition. Check out the following pages for details. Opening General Session If I Wanted to Buy What You Sell, Would I Buy It from You? Nido Qubein Nido Qubein is a motivational speaker and president of High Point University. Qubein is an internationally renowned "heads or tails" player. As the president of an international consulting firm and recipient of the highest awards given for professional speakers including the Cavett , Creative Services Creative Services are a subsector of the creative industries, a part of the economy that creates wealth by offering creativity for hire to other businesses. Examples include:
Why should your customers do business with you? The role of marketing and public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most is to answer this question. Nido Qubein is a self-made multimillionaire mul·ti·mil·lion·aire n. One whose financial assets are worth several million dollars. multimillionaire Noun a person who has money or property worth several million pounds, dollars, etc. who combined a practical approach to market positioning with a professional strategy resulting in overwhelming business success in the face of stiff competition. This success earned him the title of "King of Market Positioning" from ENTREPRENEUR magazine Entrepreneur Magazine is a publication that carries news stories about entrepreneurialism, small business management, and business opportunities. This magazine is published monthly, with a total of 12 issues annually. (No special extra issues are published. . Qubein will challenge how attendees communicate with their customers and the effectiveness of that communication. He will peel away all excuses for not being able to communicate better.... like tight budgets, fewer staff and time pressures.... and get to the heart of how to position companies and products for maximum results. Nido Qubein's business success began when he started a bank in 1986. Today he serves on the board and executive committee of a Fortune 500 financial corporation with 90 billion dollars in assets. He is also chairman of a national public relations company and chairman of Great Harvest Bread Company with 200 stores in 38 states. Add to his credits that he is the chairman of the Miss North Carolina/Miss USA program and serves on the boards of 17 universities, companies and community organizations. The author of numerous books and learning programs, Qubein continues to be an active entrepreneur with interests in real estate, advertising and banking. Qubein has been honored with the prestigious Ellis island Medal of Honor The Ellis Island Medal of Honor was established in 1986 to pay tribute to the immigrant experience and individual achievement, and are awarded to U.S. citizens from various ethnic backgrounds. in recognition of his contributions to the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . Second General Sessions One Step Back, Two Steps Forward-Communication Principles That Work Nido Qubein, Creative Services, Inc. Communicating effectively with people, inside a company and beyond, is a minimum-requirement skill in today's business Today's Business is a show on CNBC that aired in the early morning, 5 to 7AM ET timeslot, hosted by Liz Claman and Bob Sellers, and it was replaced by Wake Up Call on Feb 4, 2002. environment. However, sometimes the basic principles of good communication get overlooked. This session will provide an "encore" presentation by the General Session Speaker Nido Qubein. Qubein will help sharpen communications skills required today and teach the keys to being a powerful, effective communicator, Beyond the basics, Qubein will share the finer points of skillful skill·ful adj. 1. Possessing or exercising skill; expert. See Synonyms at proficient. 2. Characterized by, exhibiting, or requiring skill. communications that he has picked up during a long and successful career as an adviser to top executives and successful companies, and as a professional speaker and author. Marketing Isn't Rocket Science rocket science n. 1. Rocketry. 2. Informal An endeavor requiring great intelligence or technical ability. ... Or Is It? Explore 'Taguchi' Marketing James Kowalick, Maximized Response Rate (MR2) The Taguchi Method, which is a unique technique for designing experiments that converge on an ideal product solution, was devised in the late 1940's by Dr. Genichi Taguchi Gen'ichi Taguchi (田口 玄一) (born January 1, 1924 in Tokamachi, Japan) is an engineer and statistician. From the 1950s onwards, Taguchi developed a methodology for applying statistics to improve the quality of manufactured goods. . Taguchi is credited with the high quality of Japanese cars. Now just about every car from any manufacturer is designed using this method. James Kowalick, a "rocket scientist Rocket Scientist In the world of finance, these are people with science and math degrees who work in the finance field building highly advanced quantitative finance models. These models help banking, insurance and investment firms to price financial instruments. " (actually, a corporate director of engineering at Aerojet General), first met Dr. Taguchi in 1985. Since then he has taught hundreds of manufacturing companies the Taguchi Method. Kowalick has now turned his attention to Madison Avenue Madison Avenue, celebrated street of Manhattan, borough of New York City. It runs from Madison Square (23d St.) to the Madison Bridge over the Harlem River (138th St.). In the 1940s and 50s, some of the major U.S. . The Taguchi approach scientifically manipulates ad elements such as graphics, colors, and a campaign's sense of humor Noun 1. sense of humor - the trait of appreciating (and being able to express) the humorous; "she didn't appreciate my humor"; "you can't survive in the army without a sense of humor" sense of humour, humor, humour , to attract certain customers. The results have been dramatic, with one client decreasing advertising costs by 84 percent while increasing response rates by 2,233 percent! Shift Your Selling Skills into High Gear-Are You Good Enough to Get Better? Jim Pancero Jim Pancero is a leading authority on sales and sales management Sales Management Role and Goal Importance of sales management is critical for any commercial organization. Expanding business in not possible without increasing sales volumes, and effective sales management goal is to organize sales team work in such a manner that ensures a . This information-intensive session will focus on innovative, cutting-edge selling processes and strategies for the new global marketplace. Pancero has over three decades of sales experience with various consumer and industrial companies. Six of those years were spent selling large computer systems for the IBM (International Business Machines Corporation, Armonk, NY, www.ibm.com) The world's largest computer company. IBM's product lines include the S/390 mainframes (zSeries), AS/400 midrange business systems (iSeries), RS/6000 workstations and servers (pSeries), Intel-based servers (xSeries) Corporation. As a consultant and trainer, Pancero has worked with companies such as ALCOA, NEC (NEC Corporation, Tokyo, www.nec.com, www.necus.com) An electronics conglomerate known in the U.S. for its monitors. In Japan, it had the lion's share of the PC market until the late 1990s (see PC 98). NEC was founded in Tokyo in 1899 as Nippon Electric Company, Ltd. Technologies, Hallmark Cards Hallmark Cards, a privately owned American company based in Kansas City, Missouri, is the largest manufacturer of greeting cards in the United States. Approximately 50% of greeting cards sent in the United States every year are manufactured by Hallmark. , Pharmacia/Upjohn and Eli Lilly Eli Lilly can refer to:
Homeland Security--A Planned Crisis or Crisis Plan--Part One James Moseley, Deputy Sec. of Agriculture (invited) Steve Kopperud, Policy Directions Dr. Marty Vanier, National Agricultural Biosecurity Ctr. This two-part session will explore the readiness of U,S, agriculture to thwart a bioterrorism attempt and what an industry needs to do to be ready to protect its production and its products if such an attempt is ever made. Part One of this session will provide an overview of what has occurred in agricultural production preparedness since the terrorist attacks on September 11, 2001, Part Two-Dairy Industry Case Study This session will explore the approach taken by the American dairy industry to prepare communications plans to address potential bio-security, animal health and/or food safety issues. Representatives from Dairy Management Inc, and the International Dairy Foods Association will review strategies the industry took to safeguard public trust in U.S. dairy products dairy products dairy npl → produits laitier dairy products dairy npl → Milchprodukte pl, Molkereiprodukte pl . Closing General Session Make My Mark?-I CAN DO THAT! Suzie Humphreys Two things are keeping companies, large and small, from reaching full business potential, These factors are not measurable on the balance sheet, but dramatically impact the bottom line. Key management as well as line workers are made powerless by them. And they can Immobilize im·mo·bi·lize v. 1. To render immobile. 2. To fix the position of a joint or fractured limb, as with a splint or cast. im·mo anyone regardless of gender, age or race. What are these forces? Fear and doubt! Fear of the unknown and doubt of our abilities, keeps us from trying, achieving and reaching our true potential. Suzie Humphreys has a way with laughter, poignant stories and jump-start inspiration, of confirming that fear and doubt don't have to be the motivating force that stops us from living life to its fullest. We say we will "one day!" One day comes and goes and we are left regretting that it was not life that passed us by at all, but rather our decision to LIVE IT! From her first secretarial job to reporting traffic from a helicopter for a radio station, to hosting a television talk show, Suzie has learned first hand that change comes not from the outside in, but from the inside out, She has made hundreds of commercials and has been in a musical comedy and motion pictures. Through it all, she has always lived her life with a passion for learning not only how to be better, but to see things differently. Breakout Sessions Love-Hate-Love-Hate: Trends in Client/Agency Relationships Panel Discussion: Jill Greene, The Meyocks Group (Moderator) "In essence, the agency/client marriage is one where implicit contract should be explicit." astonish a·ston·ish tr.v. as·ton·ished, as·ton·ish·ing, as·ton·ish·es To fill with sudden wonder or amazement. See Synonyms at surprise. each other with performance and reward each other with growth." (Brandweek, September, 1994) This session will look at the results of a blind research study conducted among clients and agencies. A panel made up of two agency and two company people will discuss the findings of the research and add their own perspective on the ideal client/agency relationship. Customer Relationship Management -What Are the Trends in Agribusiness? Dr. Gene Brown, University of Missouri-Kansas City Customer Relationship Management (CRM (Customer Relationship Management) An integrated information system that is used to plan, schedule and control the presales and postsales activities in an organization. ) has become a buzzword A term that refers to the latest technology or a term that sounds catchy. If not a flash in the pan, new technologies become mainstream. For example, Java was a hot buzzword in the 1990s, but should remain a major topic for decades. among marketers, IT professionals and database companies. Yet only a handful of companies have been successful in truly leveraging the benefits of CRM to impact marketing and sales. Dr. Gene Brown of the University of Missouri--Kansas City will present the findings of a study across 20 industries on Customer Relationship Management (CRM). He'll look at the trends outside of agribusiness and compare them to what's happening within our industry, To Spend or Not to Spend-Successful Producer Communications Strategies Panel Discussion: Hugh Whaley, Osborn & Barr Communications (Moderator) This session will take a hands-on look at several successful national and state producer/ grower communications plans for commodity check-off programs. Learn what the essential elements are, what to avoid, and how much to spend for an effective, informative producer communications effort. This session will teach the basics of an effective producer/grower communications plan. Hugh Whaley is vice president, director of contact relations for Osborn & Barr Communications. Breakout Session, Marketing to Large Producers-What Does the Data Show? Allan Gray, Purdue University Purdue University (pərdy  `, -d`), main campus at West Lafayette, Ind. This session will take an in-depth look at the recently completed survey of large-scale producers conducted by Purdue University, Beginning in 1993, Purdue University has conducted this study every 5 years to look at what producers want from their input supply companies. Learn about changes in the information channels and systems, in buying expectations, in brand loyalty, and in the use of product information supporting purchasing decisions. Read My Lips!-Producers Talk Back Panel Discussion: Max Armstrong, WGN WGN Wellington WGN White Gaussian Noise WGN World's Greatest Newspaper (Chicago, IL, USA) WGN World Gastroenterology News WGN We Got Nomar WGN World's Greatest Network WGN Wireless Network Gateway WGN Wagon Radio/U.S Farm Report (Moderator) A panel of significant producers, representing the soybean soybean, soya bean, or soy pea, leguminous plant (Glycine max, G. soja, or Soja max) of the family Leguminosae (pulse family), native to tropical and warm temperate regions of Asia, where it has been , cattle, cotton, dairy and specialty crop industries, want the industry to understand the role marketing communications Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales plays in their businesses. Learn how these producers consume media-and whether the message is getting through the clutter. The panel will also reveal the true space that technology occupies in their dally routine. Find out if those HTML e-mail An e-mail message formatted as a Web page (HTML document). Like a Web page, it can include different fonts and graphics, which regular text e-mail does not support. It enables the publishing of fancy newsletters and reports as well as elaborate advertising, all of which is sent as an campaigns, pop-up or pop-under ads, or Web banners make a difference. The "Golden Rule" Re-Written -Building Stronger Business Relationships Diane O'Byrne, Competitive Resources In searching for excellence, businesses work hard to develop relationships to maintain your competitive edge. It's time It's Time was a successful political campaign run by the Australian Labor Party (ALP) under Gough Whitlam at the 1972 election in Australia. Campaigning on the perceived need for change after 23 years of conservative (Liberal Party of Australia) government, Labor put forward a for a paradigm shift A dramatic change in methodology or practice. It often refers to a major change in thinking and planning, which ultimately changes the way projects are implemented. For example, accessing applications and data from the Web instead of from local servers is a paradigm shift. See paradigm. on the Golden Rule. This session will explain why and how to get "buy-in" from people within organizations as they interact with clients. Learn principles and practices that will make a difference. As a bonus, hear tips on business etiquette sure to sharpen competitive edge. Biotechnology and the Consumer: Research Results and Implications Dr. David Doerfert, Dr. Chad Davis Chad Davis (b. 1981) is an American hacker (or cracker) from Green Bay, Wisconsin, who operated under the alias of Mindphasr. He was the subject of one of the most high-profile prosecutions of cybercriminals of the late 20th century. , Dr. Cindy Akers, Dr. Mark Kistler, Texas Tech University Garnering public support for agriculture is a difficult task that agricultural communicators face every day with people all over the world continuing to question the safety of their food supply. Concerns about food safety lead to an increase in perceived risk. Communicators must understand the public's tolerance for food safety risks to be able to develop effective educational programs and media messages, This panel presentation provides a combination of what we know about consumer acceptance of biotechnology, and discusses potential next steps for future communications. Other Conference Activities The Best of NAMA/Golden ARC Awards The Best of NAMA/Golden ARC Awards Program acknowledges creativity and excellence in agricultural communications. Client companies and agencies submit their work through their local chapters. Work is then judged on a regional level. Qualified entries advance to the national competition. It is these national awards that kick off the Agri-Marketing Conference and Trade Show. The Agribusiness Leader of the Year is NAMA's highest award which honors an outstanding leader in agribusiness, education, government service or other agribusiness related fields, This award is presented during the Opening General Session. The NAMA Na·ma n. pl. Nama or Na·mas 1. A member of a people of southwest Africa. 2. The Khoikhoin language of the Nama. Marketer of the Year The NAMA Marketer of the Year is the most prestigious honor awarded to an active member of the association. This award recognizes outstanding accomplishments in the field of marketing directly to ag producers. This award is presented during the Best of NAMA ceremony. The ABEF ABEF Australian Business Excellence Framework (horticulture; Australia) Silent Auction During Trade Show hours, attendees can bid on items at the Agri-Business Educational Foundation Silent Auction. Items donated range from prints suitable for framing to corporate logo items. All proceeds from the auction benefit NAMA's Student Careers Program. To donate something to the auction, contact Mick Sibbel, Ayers Kahler (402) 441-4708 or Eldon White (913) 491-6500. Conference Mentor Luncheon During the Trade Show luncheon there will be mentoring opportunities where students and professionals can meet in an informal setting to facilitate networking and job hunting. The objective is to provide students with an avenue to gain information from professionals about careers and job opportunities. The ABEF Raffle Buy a chance to win a 32-inch thin screen television with a retail value of over $2,500. Students will be selling tickets in the trade show area. All funds will be donated to the Agri-Business Educational Foundation. Hotel Information The Hyatt Regency Crown Center is the main hotel for the 2004 Agri-Marketing Conference & Trade Show. The Hotel cut-off date for making reservations is March 19, 2004. Reservations made after this date are subject to higher rates and potential unavailability. Make sure you mention "NAMA" when making your reservations! Hyatt Regency Crown Center 2345 McGee Street Kansas City, MO 64108 PH: 816-421-1234 FX: 816-435-4190 Room Rates $149.00 single/double * $174.00 triple * $199.00 quadruple AGRI-MARKETING PROFESSIONALS HOTEL BLOCK: If you are an agri-marketing professional wanting to make hotel reservations on-line please visit, http:/ Icrowncenter.hyatt.com/groupbooking/nam4 STUDENT/ADVISOR HOTEL BLOCK: If you are a student or an advisor wanting to make hotel reservations on-line please visit, http:// crowncenter.hyatt.com/groupbooking/nast 2004 Agri-Marketing Conference & Trade Show Sponsors Platinum Level Sponsors ($7,500-$9,999) American Business Media American Business Media is an association of business information providers that was founded in 1906. Currently, the association has more than 300 member companies and delivers business intelligence to industry, Madison Avenue, Wall Street and the Beltway, representing almost 5,000 Doane/Agri Marketing Gold Level Sponsors ($5,000-7,499) Ag Speakers Network DTN See disruption-tolerant network and delay-tolerant network. Farm Journal Media Farm Progress Companies High Plains Journal John Deere Agricultural Marketing Center Successful Farming Syngenta Crop Protection Silver Level Sponsors ($2,000-$4,999) Elanco Animal Health Iowa Farmer Today Publications Natl. Assn. of Farm Broadcasters Osborn & Barr Comm., Inc. Pioneer Hi-Bred Intl., Inc., a DuPont Company Primedia Business Vance Publishing, Food Systems Group Bronze Level Sponsors (less than $2,000) AdFarm Agri Business Group, Inc. Brownfield Network C&P Press, Inc, Case IH Charleston/Orwig, Inc. Colle+McVoy D.F. Bryant & Co. Direct Contact, Inc, Dow AgroSciences Farm World Newspaper Fastline Publications H&P Co., Inc. Hoard's Dairyman Magazine John Deere Credit KFRM Radio Martin Williams McCormick Company Metro Iowa Plus Newspapers Morgan&Myers New Holland North America, Inc, Potato Grower/Sugar Producer/ Mtn. West Turf Premium Standard Farms, Inc. Woodruff Communications
Professional Schedule
Tuesday, April 13, 2004
11:30-6:00 p.m. ABEF Golf Outing
6:50-8:00 p.m. Golf Reception
Wednesday, April 14,2004
8:00 a.m.-Noon Chapter Presidents' Workshop
1:00-4:00 p.m. Board of Directors' Meeting
3:00-5:50 p.m. Trade Show Welcome Lounge
4:00-5:00 p.m. First-Timer/Leader Reception
5:00-6:00 p.m. Best of NAMA/Golden ARC
Finalist's Reception
6:00-7:30 p.m. Best of NAMA Awards
Ceremony
7:30-9:00 p.m. DTN Trade Show Reception
Thursday, April 15, 2004
7:30-8:30 a.m. Continental Breakfast
9:00-10:30 a.m. Opening General Session
11:00 a.m.-Noon Second Session Keynote
Speakers
Noon-2:30 p.m. Trade Show Luncheon
2:30-3:30 p.m. Second Session Keynote
Speakers
1:30-4:30 p.m. Student Competition Finals
4:00-5:00 p.m. Breakout Sessions
5:00-7:00 p.m. Trade Show Closing/ABEF Silent
Auction
7:30-8:30 a.m. Continental Breakfast
9:00-10:00 a.m. Breakout Sessions
10:30 a.m.-Noon Closing Session Brunch
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