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Agrimarketing : January-Febuary 2010
BREAKOUT SESSIONS Leveraging Brand Power The word "brand" envelops so much more than your company name and its perception. Your interactions with clients and prospects. Your presence at industry events like trade shows and conferences. Join us for interactive break- outs that will expand your perception of brand and show you how to make the most of every opportunity to strengthen it---for your own company and your clients. direction both enlightening and enjoyable. Keith Levy Vice President of Marketing Anheuser-Busch, Inc. Innovations in Trade Show Marketing Trade shows are a stellar opportunity to showcase your brand. In this candid session, you'll learn how successful companies prepare for a winning trade show experience, tips for standing out on the trade show floor and how to close the loop after the trade show ends. Trade show marketing has been a special focus and passion for Sally Behringer for most of her 20-plus working years. She has provided strategic trade show planning for clients, including major international companies such as Rhone-Poulenc, Aventis, Elanco Animal Health, Schneider Electric and FMC Corporation. In this jam-packed session, Sally provides tips and tools to help you assess and prioritize the potential ROI of a show, train your staff, measure your visibility and more. Sally Behringer Public Relations Account Supervisor Nicholson Kovac Branding the Hallmark Way How does a third generation, family- owned, privately held company become one of the country's best known and most well-regarded brands? And, how does it extend that brand from the original base of greeting cards to a diverse line of products that ranges from party supplies and gift wrap, to made-for- TV movies and a cable TV channel, to E-Cards and mobile greetings? Over the past 100 years, Hallmark Cards has grown from two shoeboxes of postcards into a $4.3 billion company. Its products can be found in 100 countries around the world and in more than 41,500 stores in the United States alone. It's a fascinating marketing success story, particularly when considered from the consumer perspective. John Courtney, Consumer Understanding & Insight Manager, shares a unique insider's perspective of this well- known brand's history, the types of brand research the company conducts and the issues and challenges the brand faces today. John Courtney Consumer Understanding & Insight Manager Hallmark Cards, Inc. A Toast to Strategy and Brand Communication Anheuser-Busch (AB), InBev's largest and most profitable subsidiary, encompasses more than 100 beer brands representing 103MM barrels of business that generate $13 billion in annual sales. How does an organization of this size maintain a consumer-centric approach? According to Keith Levy, it requires a consistent and well-disciplined brand positioning and portfolio management. As Vice President of Marketing, Keith leads the company's total marketing efforts: consumer insights, creative development, innovation pipeline development, media, as well as entertainment and sports marketing. Connecting with consumers through powerful and engaging brand communication is one of the things AB does best. Keith will share some of AB's strategies for advertising and overall marketing success. Whether you attend as a fellow marketer---or current or prospective customer--- you're sure to find this fast-paced perspective on strategic marketing Sponsored by FMC Agricultural Products, Mosaic and National Cotton Council 42 Agri Marketing January/February 2010
World Ag Congress