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Agrimarketing : September 2008
“We wanted to re-energize our fall meeting and felt that by focusing on trends in our industry, we could keep the information fresh, interesting and exciting each year.” Kenna Rathai, Kenna B. Rathai Communications, Chair, Trends in Agriculture Committee Sponsorships Get Your Company Recognized— Sign Up Today Rural lifestylersmake up one-fourth of the population in the United States, or an estimated 69 million people representing 27 million households. They are a rapidly growing segment of the U.S. economy, and they’re forcing agri-marketers to change the way they advertise and promote products and services. Trends in Agriculture will give you a comprehensive, in-depth view of this emerging market. Be a part of NAMA’s inaugural Trends in Agriculturemeeting with a sponsorship. Receive recognition as a supporter of cutting-edge industry information and increase visibility for your company or organization. Please call the NAMA office at 913-491- 6500 or e-mail Jenny Pickett at firstname.lastname@example.org to discuss sponsor- ship opportunities. Utilizing Your Brand to Build Loyal Customers When your markets change from traditional ag customers to a new type of customer, it impacts your marketing decisions. Craig Elbert, Marketing StrategyManager, Hallmark Cards, will present an approach to building long-term loyalty through three key elements: knowing your history, building from your product’s usage cycle and holistically defining your go-to- market plan. Learn about the key tools you need, including a consumer care cycle (a model which shows a consumer’s mindset and how it relates to your product/brand) and a brand value star which includes key points such as equity, experience, energy, money, product and communica- tions. Making the Sale Panel— Marketers and Retailers Share Their Experiences in the Changing New Rural Community The rural lifestyle market has been pegged at a composite value of $32 billion—yet this growing segment overlaps established markets in more than just geography. Estab- lishedmarketers and retailers are positioning to attract and influence the new buyers while still serving their traditional producer customers—and at the same time, facing growing competition from entrepreneurialmerchants. This panel will offer a fast-paced “roundtable” discussion of what it’s taking to cater to rural lifestyle needs and expectations. Moderator: Bruce Thomas, Rural Lifestyle Communications Consultant Panelists: Jon Chase, Strategic Marketing Manager/Property Owner Segment, John Deere Brad Mallow, Owner, Carthage Farm Supply & Agricenter Maggie Mell, Owner, Thehaughtyhorse.com TimNix,Marketing Manager, Morton Buildings Preston Shaw, Brand Development Sales Specialist, Cabela’s This is a joint sessionwith NAFB. Attendees registered for either meetingmay attend. September 2008 ¦ AgriMarketing 23
CAMA 2008 Canada