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Agrimarketing : January February 2012
PANELISTS Three producers representing different generations, TBA Session 1 examines why marketers need to reexamine their communication approach to today's farmers. Session 2 will focus on tactics and strategies for effective marketing in light of this knowledge. Consumer Influences on Ag Communications This session planned in partnership with the Agricultural Relations Council. Changes in consumer attitudes and our food system have altered the landscape. With foodie culture, food choice, sustainability, local food and social media taking the stage, the strategies, tactics and messages of the agricultural system have evolved. Organizations, marketers and in- dividual farmers and ranchers are constantly looking for the best ways to communicate with credibility and trust. During this session, you'll learn about research and projects from the Center for Food Integrity and a case study from Illinois Farm Families about building and retaining agriculture's share of voice in the conversation regarding our nation's food supply. Charlie Arnot, CEO, Center for Food Integrity Lori Laughlin, Illinois Farm Families THURSDAY, APRIL 19 2:00--3:00 P.M. How Do Different Generations of Farmers Use Media? (Session 1 of 2) PANEL SESSION While the average age of farmers is still middle 50s, there is an influx of young farmers making their way back to the family farm. Many are college graduates and have new ideas not only about farming, but how they want to receive information necessary for their operation. Technology adoption---smartphones, iPads, social media, etc.---is on the rise in agriculture and the younger generation is leading the way. The challenge for agri-marketers is how to effectively reach not only farmers in their 40s and 50s who may be the primary decision makers, but also reach the emerging decision makers in their 20s and 30s as the media landscape starts to shift. The first step in finding a solution is to understand how different age groups use and experience new technology and emerging media. In this session you'll hear the latest research on media usage as well as new technology adoption, and then hear directly from farmers of different generations who are using (or not using) these tools and vehicles. MODERATOR David Parker, Vice President, Instructional Services, Adayana Sponsored by FMC, MoKan NAMA, Mosaic Company and National Co on Council of America SESSIONS Creating a Creative Environment: The Awesome Art, Power and Discipline of Jamming! Unfortunately, too many managers today adopt a lackluster attitude toward teaching creativity skills to their people. They believe if it's not an inherent part of your mental make up, you're just going to have to struggle along without it. How wrong they are! We've gone from the gentle evolution of change into a hurricane of unrelenting change and chaos. The new millennium MANDATES an ability to reinvent oneself at the drop of a hat, embrace thinking out of the box, and to become comfortable . . . feeling uncomfortable. To some, this can be a daunting task. But for others, it's a way of thinking and working that brings new life into tired souls. If you prefer the latter, you're going to love this workshop. You'll learn... sessions creativity creative growth your staff intuitive techniques of creativity work environment Among the most requested speakers for repeat appearances, Dave Okerlund's sessions are highly January/February 2012 Agri Marketing 51
Marketing Services Guide 2012