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Agrimarketing : January February 2008
Why do we recall Aesop's Fables after 2,500 years yet barely remember anything from the PowerPoint presentation we saw yesterday? Why do some ideas thrive and others die? What tools can we use to improve the sticking power of worthy ideas and messages? Dan Heath will answer these questions and reveal the six proven principles that explain why some ideas succeed and others fail. More importantly, he'll show you how you can use these principles to make your own messages stick. You'll learn: • the anatomy of ideas that stick and how to make existing ideas "stickier" • how to use the Velcro Theory of Memory • why creating "curiosity gaps" works to beat the Curse of Knowledge • why Systematic Creativity works better than breaking the rules Dan will help you transform the way you communicate ideas using a fast- paced tour of success stories and case studies. Get ready to make your marketing efforts a whole lot "stickier!" Dan Heath is the co- author of the New York Times and The Wall Street Journal best- selling business book Made to Stick: Why Some Ideas Survive and Others Die. He also writes a column for Fast Company magazine and serves as a Consultant to the Policy Programs at the Aspen Institute. Dan has taught and consulted on the topic of "making ideas stick" with many organizations, including Microsoft, Macy's, Nestle and the American Heart Association. Prior to joining the Aspen Institute, Dan conducted research for Harvard Business School, where he co-authored 10 case studies on entrepreneurial ventures. Opening General Session Made to Stick: Why Some Ideas Survive and Others Die Dan Heath Mark Twain once observed, "A lie can get halfway around the world before the truth can even get its boots on." His observation rings true: urban legends, conspiracy theories and bogus public-health scares circulate effortlessly. Meanwhile, hardworking marketers can spend millions trying to create word of mouth "buzz" that never takes hold. Thursday, April 17, 2008, 9:00--10:30 a.m. Wednesday, April 16, 2008, 1:00--3:00 p.m. Sponsored by American Business Media Agri-Council It's a constant tug of war. Your clients want awards and measurable returns on stagnant, even shrinking budgets. Consumers are increasingly wary of advertising, and only the most rele- vant, compelling messages catch their attention in the sea of thousands of images they're bombarded with every day. So, how do you deliver standout creative that hits the mark every time? Top NAMA creative strategists and directors have the answers! Join your fellow agri-marketers for an interactive panel discussion of the current state of ag advertising. Award- winning NAMA creative directors reveal the secrets behind their respec- tive campaigns. You'll get the inside scoop on concepting, strategic devel- opment, media options and client participation. There will also be lots of great work on display and lots of time to get your specific design and implementation questions answered by the experts. Tim Naylor (Moderator), Chief Creative Officer, Yamamoto Moss Mackenzie Tim Naylor leads creative efforts for Yamamoto Moss Mackenzie, a Minneapolis branding agency. He has spent three decades doing broad- cast, print and interactive for Keebler, Kellogg, Kleenex, Kraft, All-Tempera- ture Cheer, Green Giant, Piper Jaffray, Thermo King, Sub-Zero, Transamerica, Ameriprise and Farm Plan. Ag Advertising: How the Best Was Won Pre-Conference Workshop January/February 2008 AgriMarketing 29
2008 Marketing Services Guide
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