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2003 Agri-Marketing Conference track sessions. (keep it fresh).

Marketing Communications Keyote Session

The Marketing Communications professional development area will begin with the keynote session New Tools, New Rules, New Kinds of Schools. David Pearce Snyder, a long-range forecaster with an impressive 30-year track record, will use his million-item database of trends and projections, or "instant pre-plays," to create detailed scenarios of the most probable realities that will unfold as our future. Snyder's scenarios of the reliably forecastable future serve as "reality checks" to distinguish the short-term fads in the business environment from the long-term realities, and to separate conventional thinking from strategic thinking.

This presentation will help identify the best practices and crucial commitments that must be adopted to ride the roller coaster of revolutionary innovation and change.

Snyder has appeared on NIGHTLINE and the TODAY SHOW, and on CNN and MSNBC. He is Principal Partner of The Snyder Family Enterprise, a 30-member virtual consultancy that scans the print media for worldwide trends, developments and forecasts. Snyder has authored and co-authored five books and dozens of articles on the future of institutions and industries, including agriculture. He was the lifestyle editor of "The Futurist" magazine for 20 years.

Marketing Communications Breakout Sessions

The first Marketing Communications Breakout Session is entitled Branding a Commodity: The Rub on Rhubarb. John Lundeen and Buddy Ketchner will show why a vegetable that everyone knew from their family's gardens went out of vogue, when other agricultural crops grew in stature.

This session will teach attendees how the magic of branding can bring a commodity to life by communicating with consumers in a way that makes a product matter.

John Lundeen spent the initial seven years of his career as a senior manager with Accenture, in Denver, Colorado. Later he joined the Sterling Rice Group, an integrated brand development firm in Boulder. In his 15 years with the company, John has worked in virtually all areas of the marketing practice, managing projects in the agricultural/food, high tech and pet industries. Clients have included the Almond Board of California, National Cattlemen's Beef Association, California Strawberry Commission, American Lamb Council, Qwest, Nestle, Ralston-Purina and Hewlett-Packard.

Buddy Ketchner is a 14 year veteran with the Sterling Rice Group. He has special expertise in agribusiness, working on the American Lamb Council, the Almond Board of California, Certified Angus Beef, and the National Pork Producers Council accounts. Additionally, he has developed marketing programs for the Aspen Skiing Company, Celestial Seasonings, Globus & Cosmos, Frontier Airlines and US West Dex.

The second Marketing Communications Breakout Session entitled Guerilla CRM: Quick-win Tactics for the Customer Relationship Battlefield uses a case study model to demonstrate the success potential of various "quick win" CRM tactics--customer satisfaction indexing, segment-based lead generation, customer up-sell/retention programs, sales force automation solutions, for example--and shows how they can be quickly implemented without a large financial investment.

This session will be presented by Michael Smith, Executive Vice President of The Kenna Group, Michael Smith has helped Fortune 1000 companies across North America increase sales, improve customer retention, shorten selling cycles, enhance responsiveness, and deliver higher profits.

Smith's deep knowledge of information systems and infrastructure, combined with extensive technical training and experience in business process automation using client server and internet technologies, makes him an asset to the company's many clients.

Smith spent several years at IBM Canada, and has extensive experience conducting statistical analysis, and in building Data Marts and Warehouses. Through the systematic adoption of industry best practices, he continues to drive The Kenna Group's growing and well-earned reputation within the Customer Relationship Management (CRM) marketplace.

Marketing Communications Track

Wednesday, April 16

11:00 a.m-Noon Keynote Session New Tools, New Rules, New Kinds of Schools David Pearce Snyder

2:30-3:30 p.m. Breakout Session Branding a Commodity John Lundeen, Buddy Ketchner

4:00-5:00 p.m. Breakout Session Guerilla CRM Michael Smith

Product/Species Management Keyote Session

The Product/Species Management professional development area kicks off with the session Avoid the "Black Hole" of Profit. Graham Foster will present this session that will focus on the "Black Hole" in Western business management which if not controlled leads to more restructuring, "Chapter 11's" and business closures than any other management mistake. Eighty percent of most company workforces are unaware of this black hole and contributes actively to it daily. The result is declining profit margins and constant struggle for corporate survival.

Graham Foster, business CEO and consultant, will explain how the simple math of profit margin, markup and other measures of profitability are often miscalculated resulting in missed profit targets and lower than expected Return on Investment (ROI). His "MoneyMath" strategies for balancing price changes, cost reductions and sales goals for maximum profit will help attendees manage product range, sales people, staff and customers. Graham's cutting edge and innovative approach has helped Fortune 500 companies avoid the profit "Black Hole" and add to their bottom line.

Foster's business experience includes CEO of three corporations trading up to $1.5 billion in annual sales. One of these companies was an agribusiness company based in Australia with annual sales exceeding $400 million. His management expertise turned that company from a net loss position to a profit in just 18 months. His current company, Pacific Seminars International, consults with clients in over 30 countries on corporate profitability, customer service and value strategies.

Product/Species Management Breakout Sessions

The Product/Species Management Breakout Sessions begin with The TiPSI Model: Matching Sales Resources to Customer Purchasing Tendencies to Strengthen Relationships. The TiPSI Model, which describes the four types of customer accounts sales people must face, provides a process of evolving goals from attaining deeper relationships to achieving the right relationship to maximize sales and profitability.

Presenting this session are Michael Richard and Donald Senechal, both of The Hale Group. Michael Richard brings over ten years consulting experience within the food and agribusiness industries. Richard leads The Hale Group's Enterprise Sourcing practice, which includes target economics, procurement strategy, cost benchmarking and supply chain management. He also leads their technology management practice, assisting organizations with technology-based growth platforms to successfully navigate through the process of commercialization and capture market value.

Donald Senechal, principal of The Hale Group, has provided strategic consulting services to the agribusiness industry for the past twenty-five years. He has led assignments for major participants in virtually all sectors of the supply chain. Senechal is a recognized expert on the operations and attributes of operators of large farms and the distribution systems that serve them.

The second breakout session in this area is entitled Is Word of Mouth Marketing Effective? This presentation will explore the effectiveness of word-of-mouth marketing via facilitated peer-to-peer educational teleconferences. The teleconferences, conducted by BeckAg Com, Inc., involved a moderator facilitating discussion concerning the product's features, benefits and even shortcomings. Recently completed research at Purdue University evaluated the effectiveness of these initiatives. This presentation will highlight the research results and identify implications for marketing approaches of the future.

Presenting this session are Dr. Joan Fulton, Andrew Falwell and John Finegan.

Dr. Joan Fulton, Center for Food and Agricultural Business, Purdue University Agricultural Economics department, is involved in classroom and extension teaching and research in marketing and agribusiness.

Andrew Falwell joined the staff in the Center for Food and Agricultural Business in Purdue University's Agricultural Economics department as a Research Associate in May 2002.

John Finegan brings over 20 years of ag-related sales, marketing, and technical experience gained at Chevron Chemical Company and Valent U.S.A. to Beck Ag Com, Inc.

Product/Species Management Track

Wednesday, April 16

11:00 a.m-Noon Keynote Session Avoid the Black Hole of Profit Graham Foster

2:30-3:30 p.m. Breakout Session The TiPSI Model Michael Richard, Donald Senechal

4:00-5:00 p.m. Breakout Session Is Word of Mouth Marketing Effective?

Dr. Joan Fulton, Andrew Falwell, John Finegan

Public Relations Keyote Session

Corporate Ethics--PR Nightmare or Dream Come True? is the keynote session in the Public Relations Track and will be presented by David Westbrook.

Sometimes a public relations professional's most artful persuasion achieves its greatest impact in the privacy of the executive suite--not when a product crisis looms. In today's post-Enron environment, corporate conduct is being put under the microscope and must exceed the public's standards of corporate ethics. Either real or perceived concerns of corporate ethics are bringing all PR professionals under fire.

This session will teach the "dirty dozen" circumstances that always attract the media when corporate conduct is the issue at hand and why perception has nothing to do with reality when the media, consumer groups, or others decide to set the standards for corporate ethics.

David H. Westbrook is the founder, president and CEO of Corporate Communications, Inc. His company consults corporations, non-profit agencies and foundations on corporate public relations, communications and credibility issues. His client list includes Hallmark Cards, Sprint, Yellow Freight, Metropolitan Life Insurance, the Mayo Clinic, and the American Medical Association.

Public Relations Breakout Sessions

Oregon's Ballot Measure 27--Bio-Food Labeling is the title for the first Public Relations Breakout Session. Attendees will learn from the vote to label genetically-engineered foods. This session will focus on how many factors influence a person's decision to accept or reject biotechnology: their understanding of and emotions toward the technology, the stigma the technology may possess, the information sources they access how much they desire government intervention, and to what level they accept other health-related risks.

This session will be presented by Dr. David Doerfert, Dr. Jacqui Haygood, Dr. Cindy Akers & Dr. Mark Kistler. Dr. David Doerfert, Dr. Jacqui Haygood and Dr. Cindy Akers comprise the Agricultural Communications faculty at Texas Tech University, conducting research and providing instruction to 130 undergraduate and graduate students in agricultural communications. For this study, they were joined by Dr. Mark Kistler, Assistant Professor in Agricultural Education.

The second breakout session in the Public Relations area is entitled GAP II--Is The Gap Wider or Narrower? In 1999, the Philip Morris' "Shared Solutions" agricultural initiative and the American Farm Bureau Federation jointly sponsored the "Gap Research." It compared consumer and farmer perceptions about agricultural and food production practices, and issues shaping public policy. Since then, new issues have surfaced bringing about Gap II--which addresses current policy topics and tracks trends based on benchmarks established in the original Roper study. Presenters will share results from Gap II, released January 2003.

Presenting this session are Katherine Trent and Bob Giblin. Katherine Trent was appointed director of agricultural relations in June of 2002. She has been on the Philip Morris team since 1991, when she became administrative manager of the Washington Relations office. She held that position until 1998 when she was named manager, agricultural relations. Before joining Philip Morris, Katherine served as administrator for a Washington (D.C.) law firm.

Bob Giblin provides secondary research and background information to Morgan&Myers clients. He manages primary research projects and is called upon to speak on agricultural and public relations trends. Before assuming the research position, he worked on biotechnology product introductions and issues management.

Public Relations Track

Wednesday, April 16

11:00 a.m-Noon Keynote Session Corporate Ethics-PR Nightmare or Dream Come True? David Westbrook

2:30-3:30 p.m. Breakout Session Oregon's Ballot Measure 27-Bio-Food Labeling Dr. David Doerfert, Dr. Jacqui Haygood, Dr. Cindy Akers & Dr. Mark Kistler

4:00-5:00 p.m. Breakout Session Gap II--Is the Gap Wider or Narrower? Katherine Trent, Bob Giblin

Sales Keyote Session

Kicking off the Sales Professional Development Area is the session 40 Mistakes Sales Professionals Make, presented by Lorna Riley. The art of sales requires knowledge, skills and in many cases ... not making mistakes. Attendees will learn the most common mistakes made by sales professionals and how to avoid making them during your sales calls.

This session will demonstrate how to enter into new situations, quickly determine what activities produce the greatest results, and consistently out-produce the competition, while avoiding the most common mistakes made by sales professionals.

Founder and President of the American Training Association, and creator of over 60 skill development programs, Lorna Riley is considered one of the elite sales and productivity speakers in the country. She draws upon her diverse career background in sales, teaching, and management to provide practical, innovative ways to increase sales and improve productivity. Author of four books, three audio albums, featured in national magazines, radio and TV, her PowerPak success philosophy has increased productivity and sales by as much as 600%.

Sales Breakout Sessions

The first Sales Breakout Session, Targeting Specialty Markets, will be a panel discussion featuring specialty crop farmers.

The current downturn in the mainstream crop sector has caused many ag input suppliers to eye specialty crop markets. While these markets are certainly not new, many marketers are unfamiliar with the unique production practices, producer characteristics and factors influencing purchasing decisions. Marketing communications designed for major crops are not necessarily interchangeable with these markets, and may even create a negative impression among specialty crop producers.

This panel will show how specialty crop producers differ from soybean and corn producers, the unique features of their production systems, the marketing pressures they encounter, and where they turn for product information.

Moderating the panel is Patrick Cavanaugh, editor for Malcolm Media--Ag Publishing, is an award winning agricultural writer and former vineyard manager. He has a BS degree in production agriculture from the University of Florida, representing only a handful of ag editors throughout the nation with an agriculture degree. Since 1985, Cavanaugh has interviewed scores of growers and written nearly 1,000 stories. His editorial responsibilities include American Vineyard, California Dairy, Central Valley Farmer, Pacific Nut Producer, and Vegetables West.

Selling Solutions--Identifying Hot Buttons is the title for the second Sales Breakout Session. This interactive workshop teach attendees how to identify hot buttons. It's as simple as asking the right questions, listening, and then knowing how to creatively connect a product as a solution. The session will help identify techniques and provide tools to apply immediately.

Session presenter, Michele Payn-Knoper empowers organizations to develop solutions for a changing marketplace. Her unique blend of professional experience in the association, agriculture, sales, international marketing, and technology sectors led her to begin her own speaking and consulting business in 2001. She uses this business to give a voice to the people who feed the world, encourage audiences to adopt innovative sales techniques, and help organizations foster community relations. Clients have included Royster-Clark, American Farm Bureau Federation, and World Ag Expo. Prior to her consulting business, she was on the staff of the National FFA Foundation.

Sales Track

Wednesday, April 16

11:00 a.m-Noon Keynote Session 40 Mistakes Sales Professionals Make Lorna Riley

2:30-3:30 p.m. Breakout Session Targeting Specialty Markets Patrick Cavanaugh

4:00-5:00 p.m. Breakout Session Selling Solutions--Identifying Hot Buttons Michele Payn-Knoper

In addition to professional development, there are many other reasons to be in San Diego for the 2003 Agri-Marketing Conference & Trade Show.

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. This year 1,155 entries were judged in six regions across the country. Three Best of NAMA/Golden ARC Best of Show awards will also be presented in the areas of Advertising, Public Relations and Specialty. This competition truly honors the best of the best in our industry. This year's ceremony will be held at 6:00 p.m. on Tuesday, April 15. Winning entries will be on display.

Agribusiness Leader of the Year Award

The Agribusiness Leader of the Year is NAMA's highest award and is designed to honor an outstanding leader in agribusiness, education, government service or other agribusiness related field. Nominees are solicited from senior level position holders in private, public or academic services and have exemplified excellence in agribusiness by their significant contributions to the industry.

NAMA Marketer of the Year

The NAMA Marketer of the Year is the most prestigious honor awarded to an active member of the association and is designed to recognize outstanding accomplishments in the field of marketing directly to ag producers. Nominees are solicited from agribusiness and related companies with overall marketing and/or sales responsibilities.

The Trade Show

The Trade Show will feature the best products and services supporting the agri-marketing industry. Over 60 booths will offer attendees a chance to see these products and services while networking with other agri-marketing professionals. In addition, many booths will feature giveaways and drawings. Be sure to attend the networking receptions and lunch in the trade show.

Connection Point

The Connection Point features freelancers, outsource providers, contract workers and independents who will be available to showcase their work and answer questions.

The ABEF Silent Auction

During Trade Show hours, attendees can bid on items at the Agri-BusinessEducational Foundation Silent Auction booth. 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 Advertising/Marketing (402) 441-4708 or Eldon White (913) 491-6500.

2003 Agri-Marketing Conference & Trade Show Sponsors

Platinum Level Sponsors ($7,500 to $9,999) ABM Agri Media Council Agri Marketing Magazine John Deere Agricultural Marketing Center

Gold Level Sponsors ($5,000-$7,499) Farm Journal Electronic Media Farm Progress Companies High Plains Journal Osborn & Barr Comm., Inc. Successful Farming

Silver Level Sponsors ($2,000-$4,999) DTN/Farm Dayta Elanco Animal Health Feedstuffs Iowa Farmer Today Natl. Assn. of Farm Broadcasters Pioneer Hi-Bred Intl., Inc. Primedia Business

Bronze Level Sponsors (Less than $2,000) AdFarm Agri Business Group, Inc. C&P Press, Inc. Case IH/New Holland Colle+McVoy D.F.Bryant & Co. Direct Contact, Inc. Dow AgroSciences Farm World Newspaper H&P Co., Inc. Heartland Communications Group, Inc. Hoard's Dairyman Magazine KATZ Media Martin/Williams Adv. McCormick Company Morgan&Myers/The Barkin Group Premium Standard Farms, Inc. Syngenta Crop Protection Vance Publishing
Professional Schedule

Monday, April 14, 2003
11:30-6:00 p.m. ABEF Golf Outing

Tuesday, April 15, 2003
8:00 a.m.-Noon Chapter President's Workshop
1:00-4:00 p.m. Board of Directors' Meeting
3:00-5:30 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/Golden ARC

Awards Ceremony
7:30-9:00 p.m. Trade Show Reception

Wednesday, April 16, 2003
7:30-8:30 a.m. Continental Breakfast
9:00-10:30 a.m. Kick-off Session
11:00 a.m.-Noon PDA Keynote Sessions
Noon-2:30 p.m. Trade Show Luncheon
2:30-3:30 p.m. PDA Breakout Sessions
1:30-4:30 p.m. Student Competition Finals
4:00-5:00 p.m. PDA Breakout Sessions
5:00-7:00 p.m. Trade Show Closing/ABEF Silent

Thursday, April 17, 2003
7:30-8:30 a.m. Continental Breakfast
8:30-10:00 a.m. Ag Industry Executive Forum
10:30 a.m.-Noon Closing Session Brunch

Student Schedule

Monday, April 14, 2003
1:00-5:00 p.m. Student Practice
5:00-6:30 p.m. Student Orientation
6:30-7:30 p.m. Judges' Dinner/Orientation

Tuesday, April 15, 2003
8:00-11:30 a.m. Student Competition Preliminary
11:30-12:30 p.m. Student Luncheon
1:00-3:00 p.m. Student Competition Semi-Finals
3:00-4:00 p.m. Student Critiques

Wednesday, April 16, 2003
Noon-2:30 p.m. Trade Show Luncheon
1:30-4:30 p.m. Student Competition Finals
5:00-6:00 p.m. Student Awards
6:00-7:00 p.m. Finalist Critiques
8:00-11:00 p.m. Student Party

Thursday, April 17, 2003
7:00-8:00 a.m. Student Advisor Meeting
8:00-9:00 a.m. Student President's Meeting

Hotel Information

Please keep in mind when making your hotel reservations that in recognition of the Easter Holiday weekend April 19-20, the 2003 Agri-Marketing Conference & Trade Show will begin on Tuesday, April 15 and will end on Thursday, April 17, one day earlier than typical.

The Sheraton San Diego Hotel & Marina is the main hotel for the 2003 Agri-Marketing Conference & Trade Show. There are two (2) towers to the Sheraton, the East Tower and the West Tower. All events will be held at the East Tower. Please specify which tower you would like to be in when making your hotel reservations. The Hotel cut-off date for making reservations is March 14, 2003.A deposit equal to one (1) night's stay is required to hold a reservation. Twenty-four hour cancellation notice to the hotel is required for a refund of the deposit. Check-in time is 3 p.m. The hotel is a five (5) minute drive from the San Diego airport. Transportation to and from the airport is free.

Sheraton San Diego Hotel & Marina 1380 Harbor Island Dr. San Diego, California 92101 PH: 619-692-2200 FX: 619-692-2363

Room Rates $179.00 single $199.00 double $219.00 triple $239.00 quadruple

The Agri-Business Educational Foundation (ABEF) will be hosting a Golf Outing on Monday, April 14. Gather your foursome and enjoy a relaxing day of golf before the 2003 Agri-Marketing Conference & Trade Show begins!

A chartered bus will leave the hotel at 11:30 a.m. to take everyone to the Eastlake Country Club, tee time is 1:00 p.m. A golf awards ceremony will follow the outing. Proceeds from the Golf Outing will benefit the Student NAMA Careers Program.

Registration fee is $125 per person. To register or for more information visit
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Publication:Agri Marketing
Date:Feb 1, 2003
Previous Article:2003 Agri-Marketing Conference. (keep it fresh).
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