OPENING GENERAL SESSION
Wednesday, August 12, 9:00 to 10:30 a.m.
HOW YOUR AG BUSINESS CAN MARKET, SELL AND SERVICE CUSTOMERS TO GROW IN NEW WAYS
In the ag industry, it’s imperative to form a connection with customers and prospects in order to earn and keep their business. Now, more than ever, it’s important to reach new prospects in distinctive ways.
But how do you form a meaningful connection with different types of people? How do you break through barriers to build trust and distinguish yourself from your competition? People spend money on what they care about. Show your customers and prospects how you fit into what they need, recognize people’s differences and adjust your approach to reflect their values – and your business will grow.
SECOND GENERAL SESSION
Wednesday, August 12, 11:00 a.m. to 12:30 p.m.
THE POWER OF CHOICE
Shot down during a combat mission over North Vietnam, Captain Charlie Plumb survived nearly six years as a prisoner of war (POW). He endured extreme hardship and used the experience to transform his life in profound ways in a testament to the strength of the human spirit.
As a farm kid from a small town in Kansas, Plumb dreamt of airplanes and becoming a pilot. In 1964, he graduated from the Naval Academy and the United States Navy gave him the opportunity to live his dream. Plumb made his mark helping develop the Navy Fighter Weapons School, now known as the Strike Fighter Tactics Instructor program (more popularly called TOPGUN).
BONUS GENERAL SESSION
Thursday, August 13, 8:30 a.m. to 9:30 a.m.
THE BRAND FLIP: POSITION YOUR COMPANY FOR THE MEANING ECONOMY
In the 17 years since Marty Neumeier wrote The Brand Gap, the effects of social media have proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” Customers are no longer just consumers, market segments or tiny blips in big data. They’re humans with desires, dreams and goals … and they own your brand. The battle is no longer between companies, but customer tribes. How will you lead yours?
In this Bonus Keynote, Neumeier will show you how to make the leap from a company-driven past to the customer-driven future. Learn how to flip your brand from offering products to offering meaning and from targeting market segments to growing a tribe and empowering customers.
CLOSING GENERAL SESSION
Thursday, August 13, 9:45 to 11:15 a.m.
LAUGH AT FEAR
Learn how to be ready for anything in a unique Closing Keynote. Former America’s Got Talent contestant Frank Miles will use his many abilities – magic, juggling, unicycling, acrobatics, music and even fire eating – to deliver a wildly entertaining and powerful message on overcoming fear, which is often your main obstacle to success.
Juggling stun guns, knives and torches, Miles will make a dramatic point about what they have in common: they all have handles. Just like life, there are parts you can get a grip on and parts you can’t control. Miles will help you address the issues of change, fear and stress by demonstrating how to grab life by the handle and let the other end take care of itself.
Tuesday, August 11, 10:00 a.m. to 2:00 p.m.
Equipping Your Small Marketing Department to Survive and Thrive
Emcee: Curt Blades, Senior Vice President, Ag Services, Association of Equipment Manufacturers
These sessions are targeted to ag retailers, equipment dealers, small manufacturers and other small or in-house marketing departments. This programming is part of the main conference fee, so no extra fee or registration is required.
Media Strategies for (Almost) Every Budget
Pat Reese, Rooster Strategic Solutions
This session will provide tools for media and buying strategies, no matter the size of your budget or market. Key takeaways include:
• How to determine priorities as you begin to put your media plan together
• How to know if you're getting the best deal and how much you should pay
• How to measure the success of your efforts
• Understanding digital – get the basics for success
Marketing Panel Discussion
Moderator: Sara Steever, President, Paulsen
Panelists: Jesse Cler, Marketing & Communications Manager, CHS Inc.; Dave Patterson, Manager, Krone North America; and Jennifer Todd, Marketing Project Manager, Empire Cat
Hear tips and strategies from a panel of experts that understand the unique challenges of small marketing teams or individuals that work without formal marketing training.
You'll learn about:
• Components of an effective marketing plan
• Best use of co-op funds
• Localizing a national brand
• PR – how to earn media coverage
• Overlooked marketing opportunities
How to Step UP and Lead in the Ag Industry in a Crisis: Three Critical Do's and Three Critical Don'ts
Kelly McDonald, Founder/Owner, McDonald Marketing
The ag industry is going through a sea change. Consolidation is creating new, enormous players, there’s a lack of fresh, young talent and technology is changing how business is done and what customers expect. Success is predicated not only on what you sell, but the experience customers have when doing business with you.
Charlie Plumb, Captain, USNR, (Ret.)In a world where downsizing forces us to do more with less, we must empower the team. “Packing parachutes” can mean the difference in your survival. Each of us has assets we often times don’t tap into until we’re challenged. Whether we realize it or not, we all have the inner strength and resources to meet whatever business or personal challenges come our way.
Captain Charlie Plumb survived almost six years as a prisoner of war (POW) after being shot down while flying combat missions over North Vietnam. His incredible career in the United States Navy and heroic tale of enduring the extreme hardship of his POW experience will inspire you to see what you’re capable of achieving and motivate you to look for opportunities in any situation.
Tips and Tricks for Taking Social Media to the Next Level
Kelly McDonald, Founder/Owner, McDonald Marketing
You're blogging, tweeting and posting away, and your fan base and followers are growing accordingly. Now what? What are the next steps in social media? How do you monetize it, track it and keep it growing?
This session will focus on how to use social media to build your brand and elevate your B2B marketing. The social media landscape is changing fast and new tools are entering the picture that make consumer connection, dialogue and purchase influences easier and better than ever. Hear what's new in social media marketing as well as best practices and top tips to try. Along the way, a few social media myths will be shattered.
Powerful Collaboration: Client and Agency Panel
Advertising agencies and agricultural companies rely on each other to promote and support the greater ag industry on top of their defined, collective objectives. But how can they work together in the most effective manner to create the best output? Listen to a panel of agency and client leaders share what each group needs from each other to create a long-lasting, effective partnership.
Moderator: Deron Johnson, FLM Harvest
National Agri-Marketing Association
11020 King Street, Suite 205
Overland Park, KS 66210
Phone: (913) 491-6500
Fax: (913) 491-6502