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Agrimarketing : February 2009
s Thursday, April 16, 2009 | 11:00 a.m.–12:30 p.m. SECOND GENERAL SESSION Innovation in Marketing: Challenge Assumptions Andy Cohen Right now, there are dozens of companies producing the same services and products that you are—only better, faster, cheaper. The only way to maintain a competitive advantage is by thinking differently and generating innovative solutions. Andy Cohen can show you how. Debunking long-held notions about customers and industry models, he shows us how tomarket more effectively by emotionally connecting with consumers, how to explore and develop ideas, and even how to reframe a market segment. Using sleight of hand and other illusions, he teaches us how to be more creative, explore our ability to innovate and leverage our strengths for a true competitive advantage. Using case studies from major brands and corporations such as Coca-Cola, OnStar and ING, he will get your creative juices flowing. You’ll leave with action steps you can put to work immediately. As a best-selling author and practitioner, Andy has developed keen insights into what drives high- performing companies and what distinguishes their approaches to customers, employees and leadership. A respected marketing guru, Andy has worked with some of the biggest names in business, including American Express, AOL, Charles Schwab, L’Oreal, Novartis, HSBC, Club Med, Merrill Lynch, P&G and Clorox. He has produced award- winning work, even picking up a coveted EFFIE award fromthe AmericanMarketing Association for the highest excellence in combining creativity with results. Prior to his role as an innovation speaker, he founded Exposed Brick, an award-winning advertising agency that pioneers relationship marketing through electronic and digital media. Sponsored by Syngenta sThursday, April 16, 2009 | 2:00–3:00 p.m. SENIOR MANAGEMENT WORKSHOP What Customers ReallyWant Scott McKain In today’s marketplace, a quality product/service is no longer enough to grab the customer’s attention or guarantee repeat business. Customers expect to be amazed and astounded or they do business elsewhere! Join this session— designed exclusively for senior management—to learn a three-step plan for success: 1. Create a high concept to sharpen focus on your unique strengths. 2. Use the power of story to create an emotional connection between your organization and customers/ employees. 3. Design the ultimate customer experience that thrills clients and employees. Plus, discover how to get your teamto execute this new, innovative vision. 26 AgriMarketing s January/February 2009 Scott McKain is author of The Collapse of Distinction and What Customers ReallyWant, as well as Vice Chairman of Obsidian Enterprises. NOTE: Participantsmust be registered for the full Agri-Marketing Conference. Separate registration is required, but there is no additional registration fee. Registration is limited to the first 100 attendees who sign-up.
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