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Agrimarketing : February 2009
Trends in Agriculture Sets Records; Reveals Rural Lifestyle Market Trends in Agriculture represented a new format for NAMA, which previ- ously hosted the Agribusiness Forum in the same time period. This year’s conference highlighted the burgeoning rural lifestyle market and the market opportunities it creates. More than 175 professionals attended the two-day event, up more than 35 percent from last year. Dr. Schuurmans opened the confer- ence with an eye-opening look at creating strategies that weather the test of time. He used case studies to share tactics for developing strate- gies that anticipate changes in consumer demand and competition. Spaulding emphasized that extensive research revealed that rural life- stylers are connected with their communities and engaged with multiple social networks. She also noted rural lifestylers are more tech- nologically savvy than most people realize and receive an enormous amount of marketing messages. Craig Elbert, a Marketing Strategist with Hallmark Cards, explored the concept of winning customers by understanding your brand essence in terms of the “jobs” your product or service performs for them. Tuesday began with a revealing session on the demographics, attitudes, buying habits and other key indicators about the rural lifestyle market from Susan Spaulding, Market Directions, and Courtney Yuskis, Country Living Association. The closing panel, moder- ated by Bruce Thomas, Rural Lifestyle Communications Consultant, explored the “commonalities” and “conflicts” of the two primary segments in today’s agricultural marketplace: the rural lifestyle and farmer markets. Have you participated in a NAMA Webinar? If not, you’re missing out! NAMAWebinars are convenient, cost-effective and cover topics that matter to you. Check outwww.nama.org for upcomingWebinars or download past events at http://payment.nama.org/ playback.htm. 22 AgriMarketing s January/February 2009 NAMAChapter Events Several NAMA Chapters have news to share. Read on for more on memo- rable meetings and how NAMA supports young agri-marketers poised to enter the industry. FROM PISTOLS TO PRESS RELEASES Over 40 MoKan members and guests attended the fall meeting, From Pistols to Press Releases: Communi- cation Lessons from the RealWorld, on Tuesday, October 14, at Starkers Reserve Restaurant on the Plaza in Kansas City, Mo. MoKan hosted FBI Special Agent, Jeff Lanza, who has been a spokesperson during numerous cases, including 9/11, the anthrax scare of 2001 and the Oklahoma City bombing. Lanza presented anecdotes from a career fighting crime that entertained attendees and sent a message on integrity that inspired all who attended.
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