Sponsored by FMC Agriculture Products, Mosaic Company & National Cotton Council

New media changes day-by-day, hour-by-hour even! The sessions in this track explore emerging media and share up-to-the-minute strategies that work best. Hear illuminating case studies and interact with the pros who are paving the way in relationship and community building.

The Social Media session will be repeated to give more attendees a chance to benefit!

(Encore Presentation)

How did Monsanto go from reacting to criticism in social media to using the tools to build networks with producers, consumers and other stakeholders? How did the American Farm Bureau Federation involve and engage grassroots members in public policy advocacy? And, how do these innovative
marketers measure the effectiveness of those efforts? Look at these firsthand applications of social media to consider how you might be able to gain similar results.

Mica Veihman, Social Media Team Lead, Monsanto
Mica leads efforts to engage customers, industry partners and stakeholders in online discussions regarding the company’s efforts and agriculture in general. She leads a threeperson team responsible for managing and monitoring Monsanto’s Facebook page, Twitter account and YouTube channels as well as the company’s internal social media council.

 

Mace Thornton, Deputy Director of Public Relations, American Farm Bureau Federation
As Deputy Director of Public Relations for the AFBF in Washington, D.C., Mace is a key contributor to the organization’s overall public relations, media relations, social media strategy and issues management initiatives. He became a member of the nation’s largest agricultural organization in 1990 and currently serves as vice president of the Agricultural Relations Council.

Joel Book, Director of eMarketing Education, ExactTarget
Engagement pathways. Dynamic content. Triggered messaging. Organizations are taking email marketing to the next level with more sophisticated techniques. Find out how leading marketers are cultivating relationships and standing out in the inbox. Joel Book, ExactTarget Director of eMarketing Education, shares some of the more innovative ways email is being used to attract new customers, help customers through a complex decision-making process and drive repeat purchases.

With more than 30 years of experience in database marketing, Joel brings a well-honed perspective on customer development and retention combined with the cutting-edge capabilities of the world’s leading provider of on-demand software for permission-based email and mobile marketing.

Don’t miss this chance to see how you can put these tools to work for you!

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The word “brand” envelops so much more than your company name and its perception. Your interactions with clients and prospects. Your presence at industry events like trade shows and conferences. Join us for interactive breakouts that will expand your perception of brand and show you how to make the most of every opportunity to strengthen it—for your own company and your clients.

Keith Levy, Vice President of Marketing, Anheuser-Busch, Inc.
Anheuser-Busch (AB), InBev’s largest and most profitable subsidiary, encompasses more than 100 beer brands representing 103MM barrels of business that generate $13 billion in annual sales.

How does an organization of this size maintain a consumer-centric approach?

According to Keith Levy, it requires a consistent and well-disciplined brand positioning and portfolio management. As Vice President of Marketing, Keith leads the company’s total marketing efforts: consumer insights, creative development, innovation pipeline development, media, as well as entertainment and sports marketing.

Connecting with consumers through powerful and engaging brand communication is one of the things AB does best. Keith will share some of AB’s strategies for advertising and overall marketing success.

Whether you attend as a fellow marketer—or current or prospective customer—you’re sure to find this fast-paced perspective on strategic marketing direction both enlightening and enjoyable.

Sally Behringer, Public Relations Account Supervisor, Nicholson Kovac
Trade shows are a stellar opportunity to showcase your brand. In this candid session, you’ll learn how successful companies prepare for a winning trade show experience, tips for standing out on the trade show floor and how to close the loop after the trade show ends.

Trade show marketing has been a special focus and passion for Sally Behringer for most of her 20-plus working years. She has provided strategic trade show planning for clients, including major international companies such as Rhone-Poulenc, Aventis, Elanco Animal Health, Schneider Electric and FMC Corporation.

In this jam-packed session, Sally provides tips and tools to help you assess and prioritize the potential ROI of a show, train your staff, measure your
visibility and more.

John Courtney, Consumer Understanding & Insight Manager, Hallmark Cards, Inc.
How does a third generation, family-owned, privately held company become one of the country’s best known and most well-regarded brands? And, how does it extend that brand from the original base of greeting cards to a diverse line of products that ranges from party supplies and gift wrap, to made-for-TV movies and a cable TV channel, to E-Cards and mobile greetings?

Over the past 100 years, Hallmark Cards has grown from two shoeboxes of postcards into a $4.3 billion company. Its products can be found in 100 countries around the world and in more than 41,500 stores in the United States alone.

It’s a fascinating marketing success story, particularly when considered from the consumer perspective. John Courtney, Consumer Understanding & Insight Manager, shares a unique insider’s perspective of this well-known brand’s history, the types of brand research the company conducts and the issues and challenges the brand faces today.

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Whether it’s managing time, crisis situations, staff or your own career, management is always happening. The leaders of these sessions are experienced and prepared to tackle your toughest management challenges. Examine management on both micro and macro levels and take-away tactics you can use immediately.

photo by Glen Stubbe

Glenn Karwoski, Founder/Managing Director, The Business of Ideas
Ideas are the lifeblood of every successful business. To be competitive, organizations need all employees to think creatively and productively...about new ways to improve products and services, about new offerings, about how to work as efficiently as possible.

Now, Glenn Karwoski is sharing his classroom-tested approach to teaching creativity and generating more and better ideas. By taking part in these highly focused, creative exercises, you’ll learn proven ways to tap your own creativity and help colleagues tap theirs.

Glenn is the Founder and Managing Director of The Business of Ideas, an innovation and creativity consultancy based in Minneapolis, Minnesota, and part of the Omnicom network of agencies. He has worked with a variety of organizations to help generate actionable ideas and to develop employee training focusing on innovation in the workplace. Some of his clients include Pfizer Animal Health, Syngenta, Marvin Windows and Doors and Target Corporation.

Eric Spell, President, AgCareers.com
Is the generation gap growing? A recent study by the Pew Research Center indicates it may be and cites a range of issues as evidence, from managing technology to lifestyles and manners.

So, how does this play out in the workplace?

Eric Spell, President of AgCareers.com, draws on his extensive background in training, recruiting and consulting to help illustrate the challenges these differences may cause...and shares the approaches—both good and bad—your colleagues across the country are using to navigate the divide.

From his boyhood on a North Carolina row crop farm to his nearly 20 years spent building the industry’s top online career and recruiting site, Eric has always had a lifelong passion for agriculture.

Cindy Cunningham, Assistant Vice President of Communications, National Pork Board
Whether accurate or erroneous, a reported crisis can have immediate and far-reaching effects on your business.

Is your team ready to respond?

Cindy Cunningham, Assistant Vice President of Communications for the National Pork Board, shares how the Pork Industry’s H1N1 Response Team developed and implemented their emergency response plan.

With her farm background, ag journalism education and more than 20 years of professional communications experience, Cindy was well-prepared to lead this successful effort. By sharing her insights and experience, you’ll be better prepared to develop a strategic response and implement the appropriate tactics should an unexpected crisis hit you.

Paul Adams, President, Paul Adams & Associates
It’s happened to all of us. You’re in an important meeting, across from a client, customer or your co-worker, but you just can’t seem to make a connection. You’re not making progress and you both feel frustrated. Now what?

Paul Adams would have you conduct a quick and simple inventory of social styles that can help you improve your understanding of others’ work and communication styles and to read those tricky nonverbal cues.

Paul began his career in his family’s general store in Southwest City, Missouri, and now, after a 20-year career at Fleming Foods, provides sales and management education and consulting to national and international companies both in and outside the food industry.

Stop hiding behind e-mail. Learn a few easy tips that can help you become a pro at faceto-face communications with anyone...

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