Marketing to the Rural Sector

Snow Update: Running as scheduled

Despite the snow at the moment, this event is going ahead as scheduled.

About

Farmer outlook has risen for the first time in a year and is now at the highest levels since August 2008. Key questions arise out of this positive outlook for the rural sector. Are farmers going to spend and if so is this going to be on or off the farm?

For your organisation to stay competitive you must reassess your marketing strategies so that they are reflective of the mindset of farmers today. What are farmer’s purchasing preferences today? In the highly over-communicated world of Agribusiness products and services, how do farmers want to be marketed to? And how much communication is too much? 

The 11th Annual Marketing to the Rural Sector Conference program brings you updates from the rural sector as well as key learnings from crucial marketing strategies.

Gain valuable insights from industry leaders such as Dr. Scott Champion, CEO, Beef + Lamb New Zealand and Dr. John Carradus, CEO, Grasslanz Technology.

Hear from companies such as TNS New Zealand, DairyNZ, KPMG, Fonterra, HydroTrader, Gen-i, Agribusiness Showcase, Nurve, New Zealand Young Farmers and Federated Farmers.

Agenda

Agenda: Day 1

8.30

Registration & Coffee

9.00

Opening remarks from the Chair

Paul Bell, Managing Director, HOT MUSTARD

9.10

An Economic Look at the Rural Market and its Impact on Communicating to Your Audience

Farmer sentiment has risen for the first time in a year and is now at the highest levels since August 2008. Sheep and beef farmer confidence is at 10-year highs. What are the emerging economic trends?
• How significant is the change in farmer confidence?
• To what extent are farmers expecting their income will improve in the future; will this be sustained?
• How farmers anticipate they will utilize their improved income
• What does this economic outlook mean for those marketing to the agribusiness sector?
• How will income translate into:
- Changing debt; new investment/increased debt vs reducing debt
- To what extent will there be investment in new capital items, maintenance and operating spending
• How are farmers’ buyer decision processes changing, and what is influencing them?
• What impact digital media is having within the buying process

David Mustard, Senior Consultant, TNS NEW ZEALAND LTD

10.20

Case Study: Successfully Gaining Farmers’ Buy-In on the Barrhill Chertsey Irrigation Scheme

The Barrhill Chertsey Irrigation Scheme (BCI) is New Zealand’s newest operating irrigation scheme. The scheme has been both successful in raising capital and share floating to farmers and has just completed its first irrigation season. This session will take us through the successful process of getting farmers buy-in.
· Marketing the BCI value to farmers
· Raising capital in a recessionary environment
· The importance of the personal approach and sustained exposure

Janine Holland, Director, JANINE HOLLAND COMMUNICATIONS

11.00

Morning tea

11.20

Case Study: Gen-i’s RuralZone Spotlighted

Gen-i has created RuralZone to facilitate the capture, storage and sharing of data and information amongst the entire NZ rural industry. This innovation helps farmers, processors, retailers and other rural businesses automatically share and transport data.
• How has gen-i approached the marketing of RuralZone?
• Capitalising on the Rural Broadband Initiative

David Walker, Gen-i Rural Market Manager, GEN-i

12.00

Case Study: How Grasslanz Successfully Takes New Products to Market

Grasslanz establishes alliances with seed companies to commercialise their products. The organisation works with an international network of investors and research organisations to develop innovative products.
• Grasslanz Technology - a commercialising agent of publically and privately funded R&D
• Elements of a successful business model that develops and commercialises innovations
• Interacting with R&D providers and their scientists
• Factors required for successful commercialisation
• Lessons from successfully commercialised innovations – case studies

Dr. John Carradus, CEO, GRASSLANZ TECHNOLOGY

12.40

Lunch

1.40

Making an Impact with your Online Marketing Strategy

The use of the internet in the rural community is quickly catching up to main stream NZ. This is changing the way rural people communicate.
• Increase the effectiveness of your marketing budget to reflect changed media consumption
• Create engagement and response with the online rural audience
• Understanding the role and importance of influence marketing
• Key trends in the use of online technology in rural markets
• Learn new ways to segment your markets/audience

Brent Williams, Digital Director, NURVE

3.30

The Important Practicalities of Relationship Marketing

Comprehensive relationship management is crucial to the success of creating loyalty for repeat purchasing. With more choice out in the market available to the rural sector as well as greater opportunity for research products due to the Internet – how can your organisation make an impact?
• What kinds of strategies are effective with farmers?
• Loyalty versus one off purchases
• The importance of relationship management for the long haul

Wendy Clark, Auckland Provincial President, FEDERATED FARMERS

3.00

Afternoon tea

3.20

The expanding Growth of Iwi Farm Ownership and How to Market Effectively to Them

In the past 20 years major changes have taken place in Maori farming. The recovery of Iwi lands and the growth if Iwi farming assets make Iwi the largest natural grouping of pastoral farmers in New Zealand. This presentation examines the ownership structure of Iwi farms and the implications for rural marketers.
• Large number of shareholders
• The customary nature of the land
• Management structure and decision making process
• Overseas investments and partnerships

Dion Tuuta, General Manager, PARININIHI KI WAITOTARA INCORPORATION

3.55

Case Study: Fonterra’s Product Innovation Process

Fonterra leads the world in dairy innovation and is New Zealand’s largest private sector investor in research and development. This session will showcase innovative product offerings and how they are marketed worldwide.
• How they manage the process of bringing new products to market
• Commercialising innovation into consumer brands
• An inside look at Fonterra’s new products

Andre Roberts, Innovation Manager-FBNZ, FONTERRA
Tim Opie, Marketing Manager-Insights, FONTERRA

4.45

Networking drinks

Agenda: Day 2

9.00

Welcome back from the Chair

Paul Bell, Managing Director, HOT MUSTARD

9.05

Case Study: HydroTrader Getting the Buy-In from the Rural Sector

HydroTrader has been set up to make the trading of water permits possible. HydroTrader’s new offering in the market place means they have had to be quite innovative in their market approach to get the buy in from farmers.
• Proactive strategies to attract the rural market
• How their marketing strategy differs in the rural market
• How to get the buy in from farmers to take on a new system

Dr Anthony Davoren, Managing Director, HYDROSERVICES LTD

9.45

Sustainability in the Agribusiness Sector

This session highlights the importance for New Zealand’s agribusiness sector of understanding the drivers of a sustainable supply chain approach. It provides an overview of the role of regulation and compliance will play in doing so.
• The key role of international drivers
• Sustainability: a business issue
• Managing current resources to assure our ability to meet future demand
• Ensuring New Zealand’s sustainable growth in the agribusiness sector

Jamie Sinclair, Director, KPMG

10.30

Morning tea

10.50

Successful Branding to the Distrustful Farmer

This session through a series of hands on case studies discusses the challenge in delivering successful brands to the practical busy farmers of today. In an over communicated and confusing world of Agribusiness products and services how do farmers decide and favour certain brands.
• The ingredients of a successful brand
• Creating consistency and building brand loyalty
• Product design and communications
• Brand investment and return
• The challenge of distribution relationships
• Advertising and the use of new media techniques
• Selling solutions and outcomes as a opposed to items
• Understanding your brand for the outside in

Brian Richards, Director/Strategist, BRIAN R RICHARDS LTD
Rei Konza, Designer, BRIAN R RICHARDS LTD

Speaker has declined permission for his material to be online

11.50

Achieving Change in the Dairy Sector: DairyNZ Strategy to achieve Change on Farm

• Our approach to managing change
• Improving our knowledge of farmers
• Impact in the regions
• Strategic partnerships
• Laying a foundation for long term change: partnerships in the education sector

Dr Mark Paine, Strategy & Investment Leader – People and Business, DAIRYNZ

12.30

Lunch

1.15

A Look at Beef + Lamb New Zealand’s Refocus

Beef + Lamb New Zealand has four programmes – Farm, Market, People and Information – to deliver innovative tools and services to support informed decision making, and continuous improvement in market access, product positioning and farming systems for New Zealand’s sheep and beef sector. Beef & Lamb New Zealand has recently re-focused as a meat-only organisation and is implementing a range of approaches and channels in order to better support its farmer customers and other stakeholders. These include:
• A greater focus on regions and the regional customisation of programmes and events
• Increased level of farmer engagement in the regions to provide advice to the organisation and to support delivery
• A closer alignment with commercial service providers and agribusiness
• A clearer focus on brand development and recognition

Dr Scott Champion, CEO, BEEF + LAMB NEW ZEALAND

1.55

Young Farmer Panel: Rural New Zealand’s Future

The “young farmer” is the future market for your organisation. Understanding their mindset is crucial in developing your marketing strategies for the future. This panel will discuss what the current needs and interests of farmers.
• What are the current expenditure priorities?
• How much information do they want?
• What is the most effective way of reaching this segment?

Jason Hoyle, National Vice President, NZ YOUNG FARMERS; DAIRY FARMER, South Auckland
Robert Cashmore, SHEEP & BEEF FARMER, South Auckland

2.35

Afternoon tea

4.00

Summary Remarks from the Chair and End of Conference

Sponsors/Partners

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