The National Agri-Marketing Association

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

Power Up


Sponsored by AgriLife Studios, National Cotton Council of America and WATT Global Media

2:00–3:00 P.M.

Remaining Relevant 
Carey Lohrenz

In a challenging economic environment, remaining relevant to your customers and within your organization is critical to your survival. Those who fail to deliver value to their consumers, shareholders, clients and teammates become extinct. Could that happen to you? In aviation, complacency kills. The same is true in business. If you become complacent and ignore the warning signs (shifts in culture, trends, global demands, budget restrictions), you could be facing extinction. 

In this energizing and empowering presentation, Carey shares the fundamentals that can help your team win in agri-business by learning the importance of remaining relevant, how to accelerate performance, how to stay agile and adaptable, and how high performing teams become excellent.

What Agency Media Buyers Are Looking For 
MODERATOR: Sheri Seger, DTN/The Progressive Farmer

Jackie Minor, Brighton Agency
April Hollander, broadhead.
Allison Saegebrecht, Rhea + Kaiser

With consolidation within the industry, budget cuts and the expansion of channels to communicate with farmers, agency media buyers have a lot of tough decisions to make. In this session, a panel of agency media buyers will provide insight into what they and their clients are looking for from their media partners and share tips for winning more business. 

Ag Technology: Unpacking an Industry Built on Disruption
Teddy Bekele, WinField United

Ag technology is changing at incredible speeds, influencing the way all agriculture professionals do their jobs and the way agri-marketers need to communicate. Teddy Bekele, one of Precision Ag’s 2016 “top 10 people driving precision agriculture adoption forward,” will discuss trends in ag technology, including the latest disruptors. From sensors to modeling tools to ag tech start-ups, this session will lend insight into how recent innovations are shaping the future of our industry. 


4:00–5:00 P.M.

Magnetic: The Art of Attracting Business
Joe Calloway

How do market leaders turn their companies into magnets for new business, new clients and new customers? What you say on social media won’t do it. Just asking for more referrals won’t do it. Advertising alone certainly won’t do it. These are all part of business growth, but they’re not the keys. 

There is, however, one sure strategy that makes it happen: being laser focused on the three things you must get right every time with every customer. The quality of your performance in a handful of core differentiators, and what you do to create a compelling customer experience, are the drivers of the single most powerful influence in business today: what your customers say about you to others. Word of mouth recommendations is the number one driver of purchase decisions. 

This enlightening presentation gives you the clarity, focus and direction to get new customers and increase loyalty from existing customers. 

Know exactly what you want your customers to say about your business. Use a fundamental business attraction strategy throughout the entire organization. Get everyone focused on what matters most to customers. This motivating, thought-provoking exchange of ideas will give you clear direction on exactly where you want to get and how to get there. 

How Hallmark Cards, Inc. Uses Segmentation and Personalization to Connect and Drive Purchase Behavior  
Alyssa Raine, Hallmark Cards, Inc.

Hallmark Cards, Inc. believes that when you care enough, you can change the world. That’s why they are dedicated to creating a more emotionally connected world and making a difference in the lives of others. Headquartered in Kansas City, MO, Hallmark has a diverse portfolio of six businesses. 

But how do they manage all of the different customers connected to these businesses? And how do they target them at the right time with the right message to drive purchase behavior? 

Join Alyssa Raine, Product + Marketing, Segments, to learn how personalization through segmentation and journey mapping provides effective customer engagement and influences purchase behavior for Hallmark. She will discuss their approach to CRM and marketing automation to streamline complex communications and assist a sales team in emotionally connecting directly with customers at the right time, with the right message. You will gain insight into how you too can tailor messaging to your targeted and segmented audiences to grow and develop loyal customers.

Managing a PR Crisis
Steve Manuel, Pennsylvania State University

This presentation will help you become equipped to not only understand but also communicate the risk of operating without a crisis communication plan. Through examples and experiences, we will review the era of crises, stages of crisis management, selling the boss on crisis planning and how to build a crisis response plan that works. 

Steve G. Manuel is a Senior Lecturer of Communications in the College of Communications, The Pennsylvania State University, University Park, PA. 

He earned both his undergraduate and graduate degrees from Penn State University in 1984 and 1992 respectively and has been teaching public relations and crisis communications at Penn State since he retired in October 1996. He also teaches two – first year seminars in War Reporting and the Embedding Process and Crisis Communications.


9:30–10:30 A.M.

Leadership and Script for Your Life
Steve Ford

What makes a great leader? 

History shows that those who have sought service over self-interest in times of indecision, turmoil and crisis are regarded as true leaders. 

On August 9, 1974, Vice President Gerald R. Ford became the 38th President of the United States when President Richard Nixon resigned his office in disgrace because of the Watergate scandal. 

Today, most historians and political observers agree that President Ford’s difficult (and, at the time controversial) decision to pardon Nixon was the right thing to do and was in the country’s best interest. His leadership with character helped heal a nation and restored confidence in the office of the President of the United States. 

President Ford’s son, Steve, talks about what it takes to be a good leader and explores the traits of effective leadership.

The Growing Influence of Farmer Communications on Politics
MODERATOR: Greg Lammert, Rhea + Kaiser

Becky Frankenbach, Missouri Corn Growers Association
Ed Frank, National Cattlemen's Beef Association 

Over the past two years, farmers and U.S agriculture have been a force to reckon with on the political front. If recent EPA and renewable fuel standards battles are any indication, farmers have their act in order and have positioned themselves for future political battles that challenge their livelihood. At this year’s NAMA Agri-Marketing Conference, hear from a pair of experienced ag communicators who have chronicled the recent success farmers have had with their communications efforts to influence the political process. They will also share thoughts on how these farmer-centric communications can help with communications efforts to your farmer-stakeholders.  

Five Key Traits for High Performing Marketing Organizations in Today’s Digital Age 
Mathew Sweezey, Salesforce

The need to be a better marketer is apparent. But what makes you better? Brand new research from 7,000 marketers around the world answers this very question. For the first time, we now know the difference between a high performer and an underperformer. To find out, listen to Mathew Sweezey of Salesforce as he shares the five key traits of high-performing marketing organizations – such as what is a best-in-class budget, what tools are high performers using, and what are their winning tactics. Plus, you’ll discover how to implement them in your organization. 

Mathew is Principal of Marketing Insights for, and regarded as one of the top minds on the future of marketing. A consummate researcher and thinker, Mathew’s work is often cited in leading publications such as Mashable, Forbes, Huffington Post and numerous others. He’s a frequent speaker at conferences around the world and routinely works with the world’s largest and most well respected brands including: NATO, MIT, UPS, Home Depot, NASCAR, Verizon and Dell. Mathew is also author of the books “Marketing Automation for Dummies” and “Context.”