Marketing Communications Track
Keynote Session
Breakout Seminar I
Breakout Seminar II
Breakout Seminar III
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Development Tracks
2001 AMC Home
Thursday,
April 12, 11am-Noon
Keynote Session
Sponsored by
Peer Influence Marketing - Twenty Years of Progress
Charlie Beck, Beck Communications
In today’s challenging marketing
environment, it’s difficult to convince a farmer or rancher to try a new product, or
to switch products after years of satisfaction. Advertising copy alone will not provide
the persuasive element for change. In many cases, farmers rely on the recommendation of
their peers and decision influencers when making changes. Explore how peer selling can be
a tool in your marketing toolbag.
Peer selling uses the power of
word-of-mouth to overcome a prospect’s typical resistance to change. Third
party-delivered peer selling programs have been used extensively in the U.S.
pharmaceutical industry for 20 plus years and have demonstrated returns on investment as
much as 1000 percent. This presentation will provide a review of the history of peer
selling, the mechanism used, state-of-the-art techniques including teleconference and
Internet applications. In particular, Beck will illustrate how this approach is currently
being used by agri-marketers.
Charlie Beck
has enjoyed a career as a sales and marketing professional in the U.S. pharmaceutical
industry for 25 years. He founded C. Beck & Associates, a marketing services agency
specializing in peer selling programs. His agency has provided programs for clients in the
top 25 pharmaceutical companies. Beck brings a perspective of peer selling as both a
client and from his agency. He recently sold his agency and now devotes his time to
consulting and lecturing.
Thursday,
April 12, 2:30-3:30 pm
Breakout Seminar I
A Wireless World & Agribusiness
Paul Iagnocco, Biggs/Gilmore
Communications
Jon Suarez-Davis, Biggs/Gilmore Communications
The Web is a driving force that will enable the
realization of a wireless world. By 2004, the wireless Web is expected to be a $200
billion-a-year industry. It is expected that over the next decade, the general public will
increasingly rely on the wireless Web for information, purchases and customer support. How
will this new technology impact Agribusiness in the future? This session will take a
glimpse at the wireless technology as it exists today, and offer some ideas on the use of
these devices in agri-marketing in the years to come.
 Paul Iagnocco is a
digital strategist with Biggs/Gilmore Communications headquartered in Kalamazoo, Michigan.
He works on delivering business-changing ideas for clients in the agricultural and
healthcare industries. For the past year, Iagnocco has focused on the wireless industry
and the opportunities to use this technology in new business-to-business and
business-to-consumer marketing strategies.
 Jon Suarez-Davis is
the director of strategy for Biggs/Gilmore Communications. He is the team leader to help
clients develop long-term e-business strategies using new technology, including wireless
communications. His clients include Fortune 500 members Brunswick Corp., Pharmacia and
DuPont.
Thursday, April 12, 4:00-5:00
pm
Breakout Seminar II
 Web Based Marketing
Initiative – Fires of Hope Story
Mark Ritchie, Institute for
Agriculture and Trade Policy
E-commerce has emerged as a key marketing tool for
all sizes of food and farming businesses. This presentation will explore, in-depth, one of
the most innovative new Web marketing approaches developed by Fires of Hope, a W.K.
Kellogg Foundation funded project aimed to improve the economic, environmental and social
conditions for family farmers and rural communities. This new Web site, created in the
fall of 2000, links value-based consumers with producers, processors, and on-line
retailers.
Mark Ritchie
is president of the Institute for Agriculture and Trade Policy and brings 25 years of wide
ranging experience in the sustainable farming and organic food industry, ranging from
poultry and fresh produce production, wholesaling and retailing, to policy analysis and
public education. During the last decade Mark has focused on linking leaders in the
farming community here in the United States with their counterparts in other countries.
Friday, April 13, 10:30-11:30 am
Breakout Seminar III
Agribusiness
Internet Advertising Standards – Progress & Plans
Irene Hindman, Agribusiness Internet Advertising
Council, Bader Rutter & Assoc.
Miller Hogan, Bader Rutter & Associates
During the 2000 Agri-Marketing Conference in Kansas
City, a breakout session was held on Internet advertising. The discussion during this
session led to two informal meetings among agribusiness advertisers, account executives,
media planners/buyers, and media sales representatives last summer. The result was to
identify a need to develop standards of terminology, metrics, methodology and education
for Internet advertising in agribusiness. The Agribusiness Internet Advertising Council
(AIAC) was formally recognized as a council within NAMA in September, 2000. This session
will provide an update on the activities of the council and outline future plans.
Irene Hindman
was selected as the president of the Agribusiness Internet Advertising Council. She is
vice president/media director for Bader Rutter & Associates where she directs overall
media flow.
 Miller Hogan
is senior vice president, marketing services director at Bader Rutter & Associates,
where he supervises market research and planning, media, direct marketing and new business
departments.
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