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Agrimarketing : February 2009
BREAKOUT SESSIONS s Thursday, April 16, 2009 | 4:00–5:00 p.m. New Faces, New Decision Makers, New Marketing Ideas Marketing to Multicultural Customers You don’t need to look far to see how the faces of American agriculture are changing —evidence is probably on the nearest farm or ranch. The proportion of agricul- tural employees and decision makers from other cultures has increased dramatically in the past few years. Many now hold ownership or management positions. Learning to market effectively to these audiences is not just about learning the language; it’s about understanding a culture. In this fast-paced, dynamic session, you’ll learn: • why traditional marketing doesn’t work with everyone. • how to determine exactly which cultures are in your market area. • when to use in-language or English copy. • how to avoid cultural missteps and gaffes. Sal Gomez, Progressive Dairy Publishing Richard Hamilton, EthnoConnect™ Brian Rund (Moderator), Nufarm Creating Brands People Love Looking to improve your successful brand or strengthen a more challenged one? In this session, you’ll get smart about the logistics of branding with Donna Heckler, s Friday, April 17, 2009 | 9:00–10:00 a.m. The Large Grower’s Perspective Decisions, Decisions, Decisions … we are all trying to guess. What’s going to make a difference next year, what idea or tactic will drive producers to say “yes” to adopt a new product, solution or service? Let’s find out. Dr. Allan Gray from Purdue University’s Center for Food and Agricultural Business will be joined by three large commercial producers representing different segments of the industry to provide insight on how ever- evolving market conditions and opportunities are changing decisions. Dr. Gray will review findings from the 2008 Commercial Producer Study, which highlights grower’s buying behaviors, where they are getting their information, how they are connecting with their industry and significant factors playing into a producer’s decision. Allan Gray, PhD, Purdue University Stephanie Liska (Moderator), Beck Ag, Inc. Performing Under Pressure It’s a challengewe face daily. Project to project, day to day,we struggle to find ways to domorewith less. Less time, fewer resources, a lack of patience. Howcanwe produce better work, faster? This session focuses on the ability to be more creative with less time and fewer 28 AgriMarketing s January/February 2009 resources. David Okerlund, a seasoned stress management instructor and creativity workshop leader, shares the tools to overcome the challenge. His proven theories are effective and simple. He’ll discuss productivity solutions specific to ag and offer ways to reverse assumptions to prevent stressful situations. What’s more? You’ll gain tactics that bring creative ideas to fruition faster … with better results. David Okerlund, International Speaking Sensation Social Media DOES Fit in Your Marketing Strategy—Moving Beyond This Decision Forums, blogs, podcasts, photos, video, Facebook, YouTube… Social media is everywhere these days. It is no longer a question whether social media fits your marketing strategy. Now it’s a decision of, “How? Where? What type?” Learn how to take the first steps in answering these questions and working to complement existing strategies. The panelists, from both inside and outside of the agriculture industry, will share real-life examples of social media successes and failures. Take their hot ideas and lessons learned to create sizzling solutions that make your organization stand out! Dave Coustan, Edelman Digital Kyle Flaherty, BreakingPoint Systems David Brazeal, Learfield Data Chuck Zimmerman (Moderator), Zimm- Comm New Media Moving FromWin-Win to Win-Win-Win with Cause Marketing Cause marketing involves the cooperative efforts of for-profit businesses and nonprofit organizations for mutual benefit. Research shows that: • 89% of Americans believe corporations and nonprofits should work together to raise money and awareness for causes. • 79% would switch from one brand to another brand (same in price and quality) if the other brand is associated with a good cause. • 85% have a more positive image of a company when it supports a cause they care about. So what does that mean for you? It’s time to discover howto channel the power of cause marketing to excite consumers and employees, develop creative partnerships and gain exposure to new markets. You’ll walk away with ideas and direction for your own cause marketing campaign. Steve Drake, Drake & Company Breakout Sessions sponsored by FMC, Mosaic Company and the National Cotton Council co-author of The Truth About Creating Brands People Love. As a leading brand expert, she’ll provide a focus as to how to define brand promises paired with the validity of powerful messaging.With easy-to-use techniques, you’ll learn how to effectively manage your brand. Vivid case studies and common industry mistakes will help you realize what works, and what doesn’t … and how to promote your brand better. You’ll take away ideas to maintain a powerful, practical and purposeful brand. Donna Heckler, Monsanto
Marketing Services Guide