Brochure - Conferenz

Learn from practitioners with case studies from:
• DairyNZ
• Ravensdown
• Gallagher Group
• Dow AgroSciences
• FMG
• Swazi
• Oomphatic!
New Zealand’s leading business conferences

The rural sector is experiencing a time of flux with the changing
demographic of farmers and the global economic issues they face.
Marketing to this industry requires a unique approach, blending
the rapidly growing digital sphere and traditional face-to-face
channels. Equip yourself with the knowledge to improve your
agri-marketing strategy and capture the attention of your audience
successfully.
Meet key leaders in the industry and network with your peers
from a range of company types:
DAY 1: 28 AUGUST 2012
8.30 Registration and coffee
9.00 Opening remarks from the Chair
Brent Williams, Digital Director, NURVE
9.10 Economic outlook: How are global issues affecting farmers?
In a recent survey, 92% of farmers said they expect to maintain or increase
their level of on-farm investment this year, but farmer confidence has
decreased overall. How does this affect their spend and the way you market
to them?
• Market update and wider impacts on the rural sector
• Looking to invest vs debt reduction
• Effectively marketing products during tight financial times
Jacqueline Rowarth, Professor of Agribusiness, University of Waikato
10.00 Case Study: Fluent in effluent – priming a market for quality
services
Through DairyNZ’s sustainability programme a variety of marketing tools
are being used to increase investment in quality dairy effluent management
services and infrastructure.
• Hear how clarity is being brought to the market on sustainability issues
through the establishment of new industry architecture
• See behind the scenes of some of DairyNZ’s creative executions to drive
market demand
• Leave with information on the size of the market and how to capture
your share
Justin Courtney, Comminications and Marketing – Sustainability, DairyNZ
Dr Theresa Wilson, Development Project Manager – Effluent, DairyNZ
10.50 Morning tea
11.10 Achieving meaningful engagement with farmers
Discover how you can not only connect, but create a worthwhile relationship
with rural sector customers. What is the typical NZ farmer really like, and how
can you engage with them?
• Rural advertising - the good, the bad & the ugly
• The power of market insights
• Developing and executing effective rural marketing strategies
St John Craner, Business Development Director, Tracta
12.00 Case study: Teaching an old brand new tricks
FMG have been re-branding using print and radio advertising to generate
cut through and sales. They also started a YouTube channel which has
had thousands of views and have experienced 8% growth in an economic
downturn.
• How has refreshed advertising changed customer views of our brand?
• YouTube videos and driving customer connection through social media
Glenn Croasdale, Marketing Manager, FMG
12.40 Lunch
1.40 Opportunities to communicate with rural mobile users
40% of New Zealanders own a smart phone and this increasingly includes
the rural sector. In a difficult to reach market, hear how you can get your
message right into the pockets of these farmers.
• Apps as a way to drive farmers to your website
• Advertising through smartphones
• Creating, tracking and ensuring ROI
Brent Williams, Digital Director, NURVE

2.30 Measuring campaign success and delivering ROI through
analytics
Measuring the results of marketing campaigns can be difficult, especially if
results are intangible. But it is vital to ensure that campaigns are proven to be
effective to provide a platform for future ventures.
• Tips and tricks to reduce campaign costs
• Developing analytics relevant to your organisation
• Measuring retail or brand success: can you achieve both?
Nicky Bowden, Marketing Manager, GEA
3.10 Afternoon tea
3.30 Case Study: Exhibition showcase – attracting people to your
booth
One of the most common ways of marketing to the rural sector is through
regular exhibitions. But is it really effective? Why do some booths seem to
attract more visitors than others? Hear how Gallaghers got a jump in sales
through their booth.
• Creativity as a problem solver and how we came up with our attraction
• Managing on-the-day: getting the most from your ‘pitch’
• Follow-up and conversion: sustaining contact and relationships
Matt Macfie, Marketing Manager NZ, Gallaghers
4.20 Roundtables: pick a topic and join the conversation
Creating strong marketing plans with measureable outcomes:
Challenges and solutions
Good marketing comes with a good plan, and plans can become lost in the
midst of campaigns. Discuss how you can simplify and strengthen your plans
in order to achieve goals and finish campaigns well, with measured results
and proven ROI.
Nicky Bowden, Marketing Manager, GEA
Face-to-face marketing and exhibition brainstorming
Discuss ways of having positive interactions with farmers through exhibitions.
Dissect past exhibition strategy and talk about new ways to attract people to
your area. What can you do that’s cost and sales effective?
Matt Macfie, Marketing Manager NZ, Gallagher
5.00 Networking drinks
DAY 2: 29 AUGUST 2012
9.00 Welcome back from the Chair
Brent Williams, Digital Director, NURVE
9.05 Strike while the iron is hot: Branding that lasts
Create a strong brand that resonates with the rural sector by delivering on
emotional connections they associate with your brand. Fire up your brand and
improve market perception of the product you provide.
• What do farmers look for in a brand? What do they value?
• Differentiating your product through unavoidable brand identity
• Marketing your brand better: competitions, vehicle branding,
giveaways…what can you do to get your brand name out there?
Brian Richards, Director/Strategist, Brian R Richards Ltd
9.50 Case study: Lifecycle management and reviving products
Many products have been in the market for a long time, so how do you get
people interested in mature brands?
• Leveraging your brand equity
• Reinventing yourself through branding strategy
• Creating new leads and customers
Hugh McDonald, Group Marketing Manager, Ravensdown
10.30 Morning tea
10.50 Farmers’ Panel: Digging into the minds of farmers’
Taking a wider perspective, this panel will focus on farmers’ views overall
and discuss their likes and dislikes when it comes to marketing. Bring your
questions and get an insight into what farmers want.
• Brands we like and why
• Social media and how we use it
• Communication styles: how we want to be spoken to
Pamela Storey, Dairy Farm Owner
Barbara Kuriger, Dairy Farm Owner and Agricultural Industry Director
11.30 Case study: Corporate branding – why it’s important to be a
branded company, not just a company of brands
In a market where the number of competitors is rapidly increasing and many
product offerings are similar, it’s important to connect customers to your
brand story.
• What does the brand mean to your customer?
• Maintaining consistent brand identity
Glen Surgenor, NZ Marketing Manager, Dow AgroSciences
12.10 Lunch
1.10 Mini-workshop: Boost your creativity
Capturing your audience’s attention means coming up with novel ways to
attract it. Creativity is key in producing work which is fresh and interesting,
so increase your creative spark in this mini-workshop which will give you
practical tips to help you think outside the box.
• Balance new ideas with the traditional tastes of farmers
• Practicalities in the office: giving yourself space to think and create, and
methods for getting into a creative flow
• Gleaning ideas and inspiration from the everyday
Brian Richards, Director/Strategist, Brian R Richards Ltd
2.10 Case study: Building loyalty for your brand
Having a solid customer base takes time and constant improvement to your
brand. Swazi has strong customer loyalty through keeping core values in
place while updating and modernising itself.
• Who really owns your brand?
• Giving your customers a positive and memorable experience
• Keeping in touch with your customers without turning them off
Taygen Hughes, Marketing Manager, Swazi
2.50 Afternoon tea
3.10 Case study: Relationship management and the benefits of
good PR
Customer satisfaction and retention need to be kept high through good
relationship management. PR is a useful tool in this space, and can deliver
strong positive associations with your organisation. Learn the benefits of:
• Using stakeholders and influencers in your PR strategy
• Blending PR and social media strategy as part of the marketing mix
• Discover what people expect from a relationship with you
• Finding the right PR company, getting value for money and achieving
goals
Jillian O’Neill, Director, Oomphatic!
3.50 Closing remarks from the Chair and end of conference
Check the back page for post-conference workshop details

Digital and social media for rural marketers
30 AUGUST 2012 | 9.00AM – 12.30PM
The aging population of farmers make digital and social marketing solutions a tricky
path to navigate. The next generation of farmers are web savvy and soon will be making
financial decisions. Develop your online presence now to effectively build a meaningful
relationship with these young farmers and create customer loyalty. This workshop will
help you identify why the rural sector access the internet and social media, in order to
create your own web presence that is an effective marketing tool.
• The online behaviours of farmers and how they interact with peers
• Building an effective online presence for your brand that appeals and is useful to
farmers
• How do your social media profiles communicate brand values? Keeping messages
streamlined and targeted.
• Managing multiple sites, profiles and feedback: efficient management and quick
responses for greater connectivity with potential customers.
Auditing your marketing plans for greater certainty of ROI
30 AUGUST 2012 | 1.30PM – 5.00PM
Spending your marketing dollar wisely mean using it in the right places. Auditing your
marketing plans gives you the ability to know where spend has worked in the past, and
where it can work best in the future. This workshop will give you tools to efficiently audit
your marketing plans and put measures in place to improve best practice.
• Resource management and getting the most out of people, money and time.
• Avoid spend on lost customers by improving your Customer Relationship Management
• Writing effective marketing plans to clearly identify funds needed at each stage
• Reviewing distribution channels for your market – social media is hot, but is it
effective for farmers?
• Buyer needs, values, decision processes and behaviour: do we really understand our
customers?
• Measures for reviewing the success of campaigns and calculating ROI in terms of
Retail and Brand
Both workshops presented by Chris Barker, Managing Director, Jumprope
EXHIBIT AT OR SPONSOR THIS EVENT
Sponsorship is now recognised as a highly effective marketing medium - make sure you gain
competitive advantage in your market by sponsoring this event.
To discuss the range of opportunities available, contact:
sponsorship@conferenz.co.nz or call our team on (09) 912 3616
CF046: A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Conferenz Ltd, Freepost 83430, PO Box 31 506, Auckland 0741
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WHAT HAPPENS IF I HAVE TO CANCEL?
You have several options:
• Send a substitute delegate in your place
• Confirm your cancellation in writing (letter, fax or email) at least ten
working days prior to the event and receive a refund less a $300+GST
service charge per registrant. Regrettably, no refunds can be made for
cancellations received after this date.
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amendments that we may deem to be in the best interest
of the conference.
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www.conferenz.co.nz/rural