The National Agri-Marketing Association

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

2019 Fall Conference



Monday, October 7

Noon to 4:00 p.m.
Gateway NAMA Tour (optional)

Join the Gateway NAMA Chapter as they host the 2019 Fall Conference Ag Tour. 

Click here for the full schedule. The cost for this tour is $60.

 

4:00 to 5:00 p.m.
Board Meeting

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5:00 to 6:30 p.m.
Welcome Reception

Just back from the Ag Tour or newly arrived in town? Pop into the Welcome Reception for a relaxing drink with friends and colleagues before your evening and dinner plans. It’s the perfect way to connect and catch up before the Conference gets in full swing. We’ll see you there! 

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Tuesday, October 8

8:00 to 9:00 a.m.
Continental Breakfast

Sponsored by R&K


9:00 to 10:15 a.m.

General Session

Innovation Through Culture—Stories From a Decade at Google
Steve Lerch


Innovative thinking is changing the modern world faster than at any point in human history. But now more than ever, innovation is not resigned to only the inventors, engineers and scientists. The greatest innovators of our time are men like Steve Jobs—a man who didn’t invent the first Apple computer (Steve Wozniak) nor the iPod or iPhone (Tony Fadell). Instead, he established a culture of innovation that catalyzed and nurtured new ideas and new ways of thinking.

Steve Lerch will share stories from a decade at Google, where he worked with the world’s most innovative brands like GoPro, FitBit and Nest. Dive into the history of some of Google’s most iconic projects like self-driving cars and augmented reality glasses. More importantly, understand the simple, underlying cultural principles that allowed for these innovations.

You’ll hear Steve share tips for innovation that can be mirrored and put to work for any organization, company or team.

Now president of Story Arc Consulting, Steve points others to great digital strategy and how to foster a culture of innovation. Let him show you how to do this so you can more effectively engage partners, clients and consumers.

10:15 to 10:30 a.m.
Break

Sponsored by National Cotton Council

10:30 to 11:30 a.m.
Breakout Sessions (choose one)

Digital Marketing Trends
Steve Lerch

In an era when seemingly unknown YouTube creators reach larger audiences than cultural icons like Game of Thrones, it’s time for all of us to change our perceptions of influence. Businesses need to start accepting the fact that what they did 10 years ago, five years ago, or even one year ago may be outdated. Everything has changed, from how we connect and communicate to how we gather information and make decisions. Consumer preferences for digital content are changing as quickly as the latest food and diet fads, but fortunately for us, it’s all connected. And with every new food trend, fad diet, or consumer behavior shift, marketers and communicators are gifted with new opportunities to define the relevancy of their products. Learn what it takes to recognize, understand, and quickly react to these seemingly unpredictable consumer shifts using simple digital signals.


When Life Gives You Corn Syrup, Make Beer

Neil Caskey, NCGA

The National Corn Growers Association (NCGA) became an unlikely subplot of Super Bowl LIII thanks to an ill-conceived advertisement by Anheuser-Busch InBev. Learn how trust, decisiveness and good old-fashioned luck allowed a small team of nonprofit communicators to put a multi-billion dollar brand on its heels.

Neil joined the NCGA in October 2018 as vice president of communications where he ensures the corn industry’s messages are on point and aligned. Among other things, Neil directed NCGA’s response to the notorious Bud Light Super Bowl advertisement that misled consumers about corn syrup. He also serves on the Missouri Ag Leader of Tomorrow board of directors. Prior to joining NCGA, he led client service at Osborn Barr Paramore and worked for the American Soybean Association as special assistant to the CEO and director, industry and public relations. Neil began his career on Capitol Hill working for a U.S. congressman handling important issues like agriculture, energy and the environment. He offers a wealth of expertise to make sure your marketing will reach target goals.

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11:30 a.m. to 12:30 p.m.
Breakout Sessions (choose one)

Bonus Breakout:
Storytelling Secrets from an Unlikely YouTube Star
Nicole Jolly


Join us for a special breakout session to reboot your approach to storytelling and learn tools to distill complex ideas into incredible stories that earn the trust of your audience.

Nicole Jolly is recognized as a leading voice in agricultural literacy. She is the creator, host and head writer of True Food TV (TFTV), YouTube’s most watched channel dedicated to knowing where our food comes from. TFTV partners with some of the biggest brand names in food such as Campbell’s, Sabra and Ocean Spray. From wading waist-high in cranberry bogs to driving monster-sized combines, Nicole has brought millions of viewers inside the unseen origins of their favorite foods.

Nicole will share her experiences working as a journalist for The New York Times and other publications and offer insights on how to turn detailed information into engaging stories that grab people through authenticity.

Mastering Marketing Analytics and Automation
Matthew Coble, World Wide Technology

Modern marketers are unlocking data and analytics to power market­ing automation and customer loyalty. Come hear stories about how brands are connecting with their customers and learn about the tools and techniques used to drive this success.

Matthew Coble brings 20 years of digital agency experience to his role as Chief Digital Advisor with World Wide Technology. He’s led multi-disciplinary teams through business strategy, branding and marketing, digital strategy, experience design, mobile, and technology programs with a wide variety of clients. A rare talent who speaks the language of today’s CIO and CMO.

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12:30 to 1:30 p.m.
Networking Luncheon

Sponsored by NAFB

1:30 to 2:30 p.m.
Breakout Sessions (choose one)

InstaBrain: Marketing to a New Generation of Customers
Sarah Weise


Move over Millennials, there’s a new kid in town. Today, Generation Z (ages 13-24) outpaces Millennials by 3 million. As the largest generation, this group represents 40 percent of consumers and $44 billion in direct buying power—imagine what this will be once they get jobs! This generation is wielding its mighty influence on every other generation and in every industry. Yet marketing departments are still caught up in the Millennial whirlwind and are missing the massive potential of Generation Z. This generation of digital natives is an entirely different type of consumer and Sarah can give you insights on how to develop a new marketing strategy to reach them.

Making Live Events Matter in the Digital Age: The Power of Attendee-Centric Experience Design
Arjun Chakravarti

While it’s true that we all live in a digital world, people crave meaningful face-to-face connections more than ever. And that’s where live events thrive. This session will highlight trends and insights across a broad range of tradeshows, conventions and live events—with a particular focus on audience insights and the importance of creating tailored attendee journeys. You’ll discover the secrets show organizers use with exhibitors to make meaningful experiences that drive marketing ROI.

Arjun is senior vice president of analytics and insights solutions at GES. His team uses a data-driven approach to uncover and deliver insights that lead to high-value engagement for customers. A thought leader at the intersection of innovation and analytics, Arjun was previously managing director of Level 100, a Chicagobased strategy consultancy serving major corporate clients in industries as diverse as information technology, media and food. He was also an award-winning business and design school academic having co-founded and overseen marketing analytics and MBA-Design programs at Illinois Tech. Let him guide you through experiences that matter.

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2:30 to 2:45 p.m.
Break

Sponsored by Hoard's Dairyman

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2:45 to 4:15 p.m.
General Session

Fireside Chat with Agency C-Suites
Moderator: Melanie Rice, National Account Executive, Brownfield

Ag News Panelists:
Melissa Galazka, VP Account Service, Paradowski
Suzan Knese, Chief Operating Officer, Osborn Barr Paramore (OBP)
Tina VonderHaar, President & CEO, Brighton Agency 
Alison Berry, Chief Operating Officer, HLK

You’re going to want to pull up a chair and listen as agrimarketing leaders come together to talk shop and share their experiences. From navigating today’s challenging economic landscape to the overall state of the ag industry, they’ll discuss their strategies for success and how you can plan for longevity in your ag career. You’ll get to listen in as they offer their perspectives on rapidly evolving ag marketing trends and how to stay ahead. You’ll also hear solid advice for finding and onboarding passionate, hardworking employees to keep your team moving in a winning direction. You can’t afford to miss this panel!

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4:30 to 6:30 p.m.
Offsite Networking Reception

Sponsored by Brighton Agency
Join fellow attendees at Brighton Agency just a short walk away from the hotel. A great opportunity to network!

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Wednesday, October 9

8:00 to 8:45 a.m.
Breakfast

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8:45 to 10:15 a.m.
General Session & Awards

Knockout Customer Experience: A Service Design Approach
Sarah Weise 


Gain insights for better understanding customer behaviors and drivers, real-world service blueprinting, and bottom-line success stories. Sarah Weise will teach you to deeply understand your customers and their omnichannel experiences in order to create a cohesive customer experience and spot new opportunities to break the mold, experiment and see what happens.

Sarah is the founder and CEO of award-winning market research firm Bixa, and author of the bestselling book InstaBrain: The New Rules of Marketing to Generation Z. She has been at the forefront of historical website launches, has boosted e-commerce sales no one thought possible and been put to the test at a time when tragedy struck and America needed to know. Sarah has leveraged customer research to craft incredible experiences for over 100 major brands including Capital One and PBS.

Sarah is passionate about delivering forward-thinking products that are captivating, magical and radically intuitive. She’ll show you how to turn research into decisions that make your brands and products irresistible.

Professional Development Awards of Excellence Presentation
Join us as we honor the Professional Development Awards of Excellence award winners.
PDA Awards sponsored by Farm Progress

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10:15 to 10:30 a.m.
Break

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10:30 to 11:45 a.m.
Closing General Session

Through the Lens of a Leader
Dr. Jacqueline M. Applegate
President, Global Vegetable Seeds & Environmental Science
Crop Science division of Bayer

End your Fall Conference experience with a view of the major challenges and a forecast for what lies ahead from a local St. Louis marketing executive.

Dr. Jacqueline (Jackie) Applegate serves as President of Global Vegetable Seeds and Environmental Science for the Crop Science division of Bayer. Based in St. Louis, she leads operations, strategic planning and product development for both of these key global business units.

Jackie’s career at Bayer began in 1992, and since, she has held leadership positions all over the world. Most recently, Jackie has served as Bayer’s President of Environmental Science (ES), a position she's held since 2015, and as the Culture and Change Management Lead for the Bayer/Monsanto integration. Immediately before her role leading ES, she served as the Senior Bayer Representative (SBR) for Australia and New Zealand. Her previous positions at Bayer include President of Environmental Science North America, Vice President of Environmental Science Consumer Products, and Head of Global Project Management. Jackie graduated with a bachelor's degree in chemistry from Wright State University, earned her master's degree from Rockhurst College and holds a doctorate degree in organic chemistry from Iowa State University.