The National Agri-Marketing Association

The nation's largest association for professionals in marketing and agribusiness

2020 Agri-Marketing Conference

2020 KEYNOTE SESSIONS

OPENING GENERAL SESSION
Thursday, April 16
9:00 to 10:30 a.m.

HOW YOUR AG BUSINESS CAN MARKET, SELL AND SERVICE CUSTOMERS TO GROW IN NEW WAYS

Kelly McDonald

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.

In this Opening Keynote, Kelly McDonald, an expert in marketing, customer service and consumer trends, will give you:

• Five ways to grow your business with new customers and increase customer satisfaction and retention
• Do’s and don’ts of marketing to diverse customer segments and their values
• Major trends that affect your business – and all of us – and how to leverage them for growth and customer satisfaction
• How to communicate in a relevant manner to stand out from your competition

McDonald is the founder of McDonald Marketing which has twice been named one of the top advertising agencies in the United States by Advertising Age magazine. Her client experience includes Toyota, Subaru, Kimberly-Clark, Nike, Harley-Davidson, MillerCoors and Sherwin-Williams. McDonald is the author of three bestselling books, an indemand speaker and she has been featured in a wide array of publications including Forbes, Bloomberg BusinessWeek and Fast Company. Let her help you chart your course to success through effective customer engagement. 

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SECOND GENERAL SESSION
Thursday, April 16
11:00 a.m. to 12:30 p.m.

THE POWER OF CHOICE

Charlie Plumb

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).

During the Vietnam War, Plumb flew 74 successful combat missions. On his 75th mission – just five days before the end of his tour – he was shot down over Hanoi, taken prisoner, starved, tortured and held for 2,103 days as a POW. Plumb distinguished himself among his fellow prisoners as a professional in underground communications, and served for two years as the chaplain in his camp.

With sincerity and humor, Plumb will captivate you as he draws parallels between his POW experience and the challenges of everyday life. His insights on how to cope with difficulties will show you how to navigate hard times and turn them into assets in today’s marketplace. Plumb embodies how to be positive and will guide you to new opportunities. Prepare to be inspired by an American hero during this General Session.

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BONUS BREAKOUT
Friday, April 17
8:30 a.m. to 9:30 a.m.

THE BRAND FLIP: POSITION YOUR COMPANY FOR THE MEANING ECONOMY

Marty Neumeier

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.

Neumeier is a best-selling author and Director of CEO Branding for Liquid Agency in Silicon Valley. He teaches brand mastery through his startup, Level C, and is a coveted speaker on brand, design and innovation. He will put wind in your sails as you discover how you and your company can be agile, strategic pioneers on a journey to the top.

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CLOSING GENERAL SESSION
Friday, April 17
9:45 to 11:15 a.m.

LAUGH AT FEAR

Frank Miles

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.

Miles has shown audiences from Walmart and Exxon to Caterpillar, Northrop Grumman and Merrill Lynch how to move forward and achieve goals. Don’t miss this hilarious, interactive session with tips for conquering fear and reaching your ultimate destination.

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