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2005 Agribusiness Forum: November 8-9, 2005: Hyatt Regency Crown Center Kansas City.

Forum Program

Tuesday, November 8

Pre-Forum Session

1:30 p.m. - 2:30 p.m.

What Do Readers Want? ABM Agri-Council Reader Survey (Tentative)

This pre-forum session will present the latest findings of the survey, conducted by Harris Interactive on behalf of the American Business Media Agri Council, on how producers use different ag media, including print, broadcast and internet, as sources to learn about products and their use in the decision making and purchasing process. Come early to the Agribusiness Forum and take advantage of this bonus session.

Agribusiness Forum Kick-off

3:00 p.m. - 5:00 p.m.

The New Game in Town--Challenges in the Era of Customer-Focused Marketing

What are the challenges key groups along the marketing and production chain face today and in the future relative to their customer? Who do they view as their customer? What are they doing to be competitive? How they view their customer, the challenges they face to be competitive, and the ultimate solutions they pursue can have a great impact on all of us involved in the agriculture value chain.

The Agribusiness Forum will kick-off with a report on new research conducted for NAMA on how you, as NAMA members, view your customer. A panel representing key points along the value chain will then provide an insightful perspective of their view of the customer, the challenges they face daily in addressing their customer needs, and what the future will hold for them, and others, to remain competitive. Research Presentation: Gene Brown, UMKC

Welcome Reception

5:00 p.m. - 6:30 p.m. Includes viewing of Best of NAMA entries.

PDA Awards Banquet

7:00 p.m. - 9:30 p.m. Presentation of the four Professional Development Awards of Excellence.

After Dinner Speaker

I'm Your Customer ... Listen to Me!--Revelations from a Farmer.

Hear it straight from the horse's mouth ... a horse with humor that is. Mark Pearson is one of the funniest, insightful agricultural speakers in the country. As the host of Market to Market on Public Television and the daily farm show, The Big Show, Mark brings to life his years of experience as a farmer, small businessman, stockbroker and government official. A former assistant secretary of agriculture for the state of Iowa, Mark's long career in agriculture and the media has earned him a reputation for his agribusiness and rural issues acumen. And when he talks, you'd better listen because Mark and his family raise grain and livestock on his farm in central Iowa. Speaker: Mark Pearson, Farmer and Host of "Market-to-Market"

Wednesday, November 9

General Session

8:00 a.m. - 9:30 a.m.

Ag Distribution--Role, Influences, Challenges

Agricultural industry observers might suggest that ag input product dealers and distributors suffer from an identity crisis. Some might say that this segment of the ag value chain plays an indispensable role in product marketing. Others say that the surge in Internet usage may someday cause this segment to go the way of travel agents. Who's right? Maybe both! Research shows that ag dealers and distributors provide an important product information service built on personal relationships. That same research suggests that producers, especially younger farmers, will increase their reliance on the Internet. This panel of experts, representing key product distribution channels, will explore this evolving role, their influence in marketing, and the emerging challenges in distribution.

9:30 a.m. - 10:00 a.m. Break

10:00 a.m. - 11:00 a.m.

Ding!--Putting 'IT' in the Customer Loyalty Equation

What if you could implement a new marketing tool that would generate $20 million in new revenue in five months and put your company logo on the desktop of your customer's computers? Would you do it? Absolutely! That's exactly what Southwest Airlines did with the new computer desktop tool, "Ding," that notifies customers about fare discounts. The goal was to encourage customers to take a trip they hadn't planned. It worked! Explore how they have integrated electronic communications into their marketing strategy to build customer loyalty, service and profits.


11:30 a.m. - 1:00 p.m.

Hit, Miss, Home Run!--Communications and the Purchase Decision As marketing communications professionals, one of our biggest challenges is to provide persuasive communications to help our customer understand our product and ultimately to purchase it. Understanding the communications process that a person goes through in making a purchase decision is key in crafting the marketing strategies for our products. Get insight into producer decision making.

General Session

1:30 p.m. - 3:00 p.m.

Consumer Food Trends--The Next Big 'Thing'

We all know that the end consumer who buys the food, clothing or other ag-based consumer product ultimately controls the enormous industry that we call agriculture. Understanding what the next big "thing" in consumer purchasing may give you the early advantage in the ag marketplace. This session will feature research conducted by the Food Marketing Institute on consumer patterns and trends with a panel of food industry experts who will relate these trends to their connection point with the consumer.

3:00 p.m. - 4:00 p.m.

Mad Cow, Oil and Fickle Consumers: How Strange Events Shape Agriculture's Future

A number of big things emerging on the agricultural landscape could have significant impact on the competitiveness of commodity producers. Soaring energy costs, food safety concerns and shifts in international trade individually would have dramatic impact on any industry. The Forum's concluding session will explore some broad strategies on how companies and individuals can minimize the adverse affects of these trends while seizing the opportunities. Speaker: Vincent Amanor-Boadu, Kansas State University.
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Publication:Agri Marketing
Article Type:Calendar
Geographic Code:1USA
Date:Sep 1, 2005
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Agribusiness Forum: November 14-15, 2006 * Kansas City * Hyatt Regency Crown Center.

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