CONFERENZ.CO.NZ/RURAL

TO THE RURAL SECTOR30-31 August 2017 | Crowne Plaza, Auckland

17th Annual

Marketing

CASE STUDIES FROM: Skellerup Gallagher Blue Pacific Minerals

PLUS ‘Time to meet your market’: Farmers’ Panel

ENGAGING WITH THE MODERN FARMER IN AN EVOLVING AGRIBUSINESS CLIMATE

FEATURING INSIGHTS INTO:

CONNECTING WITH DIVERSE MARKETS • BRAND DIFFERENTIATION

SMART CONTENT STRATEGY • SOCIAL MEDIA SUCCESS

INNOVATIVE WAYS TO ENGAGE

TWO POST-CONFERENCE WORKSHOPS: Integrating video marketing | Omni-channel marketing

3“Farming and agribusiness companies today face ever increasing complexity and compliance in their operations whether it’s food standards, animal welfare, labour laws, traceability, provenance stories or environmental stewardship. Demonstrating a true understanding of these unique dynamics and nuances is key to engaging with and winning the hearts and minds of this often misunderstood and under-valued sector. This year’s conference and range of speakers will arm you with the tools and insights to connect with this sector in a deeper, more effective and profitable way. See you there.”

St John Craner is Managing Director of Agrarian, an independent agribusiness advisory firm who helps rural companies improve their sales and marketing strategies so they can win more business. St John is a well-known and respected rural marketing specialist within the primary sector who over many years has been privileged to work with a range of companies including Vodafone, Bayer, Tatua, DeLaval, TruTest, Overseer, FarmIQ, KPMG, Fletcher Building, Horticulture NZ, Contact Energy and Westpac.

THREE REASONS TO ATTEND IN 2017:1. Update your marketing strategy by focusing on proven

ways to connect with the rural sector

2. Hear case studies from your peers implementing effective campaigns and innovative marketing methods

3. Gain insights into the evolving agribusiness landscape and where marketing is going next

The 17th Marketing the Rural Sector Conference maintains its reputation as the go-to event for marketers engaging with farmers and other key decision makers in agribusinesses today. This year will be looking at diversity and the changing New Zealand landscape in terms of farming demographics, as well as evolving trends in traditional and digital marketing. All your favourite topics will be covered, from effective brand management, the uptake of mobile and social media, and the return of our ‘Farmers’ Panel’ where you will get the opportunity to ask your burning marketing questions directly to your target audience.

COMMENT FROM THE CHAIR

• Connecting with diverse markets• Brand differentiation• SMART CONTENT STRATEGY• Social media success• Innovative ways to engage

FEATURING INSIGHTS INTO:

FEATURING PRESENTATIONS FROM:

KPMG estute+TRACTA Richards Partners Skellerup Dairy Women’s Network GallagherGrass Roots Media Blue Pacific MineralsIpsos New ZealandRural Health Alliance Socialites Ltd

DAY 1: WEDNESDAY 30 AUGUST 2017

8.30 REGISTRATION AND COFFEE

9.00 Opening remarks from the Chair St John Craner, Managing Director, Agrarian

9.10 Opening Keynote: Dealing with diverse marketsContinued globalisation equates to emerging marketing opportunities in rural communities abroad. Additionally, international investors are buying farmland in New Zealand, requiring an innovative marketing approach looking forward.• A spotlight on emerging rural markets and

sectors at home and abroad• Balancing sensitivities to foreign ownership of

land with the needs of these customers• What are the main considerations when delving

into diverse markets?Vanessa O’Neil, Director, KPMG & Director, estute+Patrice Feary, Director, KPMG & Director, estute+

9.50 Better understand your farming customers• Reviewing what makes the rural sector different

to the urban - and what makes it the same• Learn the ins and outs of developing personas

to improve the effectiveness of your rural marketing

• Understanding the cognitive biases that can both undermine or supercharge your rural marketing efforts

Jonathan Dodd, Research Director, Ipsos New ZealandLouisa Wood, Research Director, Ipsos New Zealand

10.30 MORNING BREAK

11.00 Farmers’ Panel: Time to meet your marketNo more hedging your bets on how to engage with the farming community. Your opportunity to ask the burning questions and get some straight answers.• What are the best ways to engage with the rural

consumer?• What digital platforms do you regularly use?• Do you feel there is value in marketing via

traditional media including print, broadcast, direct mail and telephone?

Lisa Kendall, Owner, Nurture Farming & 2017 Grand Finalist FMG Young Farmer of the YearOther panelists to be confirmed

11.50 Building a marketing strategy connected to business strategyA sound marketing campaign is aligned to overarching business goals and objectives.• Identifying key stakeholders and target markets• Nailing goals, objectives and meeting budget • Aligning the marketing strategy with company

goals and setting clear KPI’s for measurable results using both traditional and digital media

12.30 LUNCH BREAK

1.30 CASE STUDY: Maintaining and growing a long-established brand We gain insights into how Skellerup maintains and grows its strong brand with continual innovation and a sound marketing plan to back it up.• A brief history - how did we get to where we are now?• What is the Skellerup brand and how do we

pride ourselves?• What are the key marketing channels for

expanding our brand nationally and globally?Deborah Allen, Marketing Communications Manager, Skellerup Industries Ltd

2.10 Differentiatingyourbrandfromthepack• Understanding brand differentiation and why

it’s important in a competitive market• Ways to differentiate your brand without

reinventing the wheel• Galvanising your culture internally• Using positive PR to protect your brand

and reputation Brian Richards, Founding Partner / Strategist, Richards Partners

2.50 Table talks: What are your biggest challenges when connecting and engaging with the rural sector?

3.10 AFTERNOON BREAK

3.40 Formulatingstronginfluencerrelationshipswithin the rural sectorHere we investigate different business models in the rural sector and the influencers making the buying decisions. How do you connect and build on those relationships?• An insight into modern farming business models• How to connect to the key decision makers and

influencers• Pareto’s principle: 80% of the buying power is

held by 20% of the people• Ways to build a strong connection with the

influencersZelda de Villiers, CEO, Dairy Women’s NetworkNicola Pearce, Marketing and Key Account Manager, Dairy Women’s Network

4.20 CASE STUDY: Mobile marketing from a user perspectiveWith broadband rolling into more isolated areas comes the opportunity to connect to the rural sector via mobile devices. How is mobile technology being embraced in the rural sector?• Ways that mobile technology has transformed

the user experience• Creating targeted campaigns through location-

based mobile advertising• Opportunities for engagement via social media

and apps from a user perspective

5.00 Summary remarks from the Chair and Networking Drinks

TOOLS TO BUILD AND MAINTAIN YOUR BRAND

FINDING OPPORTUNITY IN THE RURAL MARKET

‘STEP INTO THEIR GUMBOOTS’

DAY 2 : THURSDAY 31 AUGUST 2017

9.00 Welcome back from the ChairSt John Craner, Managing Director, Agrarian

9.10 Developing a cohesive content marketing strategyFind out why a comprehensive plan is the key to understanding the customer journey and targeting your marketing effort in the right direction. What are the key components of a great content strategy and how do you use it as an ongoing resource?• Documenting your strategy for successful

outcomes• Understanding customer journey mapping• Why compelling copy writing is a key part of

content strategy• Revisiting and revising your strategy, how

and when to do so Jason Tiller, Strategic & Business Development

Director, TRACTA

9.50 The key ingredients for appetising social media contentHere we gain insights into fresh ways to get creative with your online content.• Continual innovation through engaging,

relevant and original content• Appealing to their tastes: understanding

your customer, their needs and interests• Beefing up your blog to provide creative

content the customer wants to consume• Leaving room for more: encouraging your

audience to re-engageChelsea Millar, Owner, Grass Roots Media

10.30 MORNING BREAK

11.00 CASE STUDY: A clear approach using customer-centric marketingSarah Adams offers insights into ways that Gallagher has listened to its customers and adjusted their marketing strategy accordingly.• Understanding our new approach to branding,

marketing and packaging • Developing strategies to meet the similar or

diverse needs of different market segments• How Gallagher best engages with the rural sectorSarah Adams, Brand Manager - Animal Management, Gallagher

11.40 Howthefinancesectorcontinuestoengageand support rural customersInvestigating a sustainable marketing campaign which goes beyond the call of duty by supporting rural customer needs beyond simple banking. • Building an understanding of both banking

requirements and macro issues for the rural sector

• Aligning your marketing plan accordingly• How we put our customer at the centre and use

our marketing to communicate at a personal level

12.20 LUNCH BREAK

1.20 Measuring social media successOne of the key benefits of social media marketing over traditional marketing is that engagement and campaigns can be measured against ROI. • How to create smart campaigns for measuring

success• Closed loop marketing: using analytics to track

the sales funnel• Optimising resources through no more

guessworkWendy Thompson, Managing Director, Socialites Ltd

2.00 CASE STUDY: DigitalinitiativesatBluePacificMineralsWe gain insights into the burgeoning digital marketing campaigns for Blue Pacific Minerals’ range of products including StockRock, Optiguard and Optimate.• Insights into our digital initiatives: How we are

rolling out StockRock and other brands• Utilising sponsorship as a marketing tool• Understanding the role of traditional marketing

methods in the marketing mix at Blue Pacific Minerals

Leonie Johnsen, Marketing Manager, BluePacificMinerals

2.40 AFTERNOON BREAK

3.00 All’s well on the rural frontThe wellbeing of the rural sector continues to be of consideration and all stakeholders must take a role. The Rural Health Alliance has a key objective to develop solutions and influence policy affecting the health and wellbeing of rural communities. We hear about some of the resources and work being done to promote this.• Insights into the Rural Health RoadMap,

launched in March 2017• What can your organisation do to support

and promote health and wellbeing?• Social responsibility: how we can collaborate

and open around difficult topics?Michelle Thompson, Chief Executive, Rural Health Alliance

3.30 Closing remarks from the Chair and end of conference

FRESH MARKETING APPROACHES

DIGITAL MARKETING TECHNIQUES

SOCIAL RESPONSIBILITY

CONFERENZ.CO.NZ/RURAL

WORKSHOP 1: 9.00AM -12.30PM

Integrating video marketing for maximum impact

The rise of video content in recent years is undeniable and incorporating it into today’s marketing strategy is becoming essential to stay ahead. In this workshop, you will discoverthe what, why and how of a successful video marketing campaign and its place in the marketing strategy to the rural customer.

Workshop will include:

• When video is not appropriate for your marketing spend and effort

• How innovators are using video to connect with and inform their audiences

• What video content to use at different stages of your customer’s buying cycle

• Creating a successful video marketing strategy in the rural sector

• How you can optimise your video marketing and save thousands in the rural sector

• ROI: what are the most cost effective media platforms?

• Where to place your video content when media consumption habits are so dispersed

• Creative ways to stay engaged with the rural customer

• Psychographic analysis of your customer for effective video messaging in the rural sector

Brad Visser, Client Partner and Strategist, Camistry

Brad is a Client Partner and Strategist at Camistry, where he helps marketers leverage video marketing to drive real business results. Brad has been involved in Sales and Marketing for the past 12 years in various capacities. From marketing large scale land development at Colliers International to selling and marketing sports equipment in his

own business at Fitshop, Brad has loved the challenge of finding his customers and then influencing them to buy. Always putting strategy and business objectives first, Brad has helped Marketing Managers from a variety of different industries. Camistry is a nimble Video Marketing Agency that has earned a growing client list with their relentless focus on delivering real results through strategic video marketing. Camistry’s clients include ASB Bank, Healtheries, Carpet Court, Valspar Paint and HRV to name a few.

WORKSHOP 2: 1.30PM - 5.00PM

Combining traditional and digital platforms for seamless omni-channel marketing

Omni-channel marketing is an approach which aims to create a seamless experience for the customer whether they are shopping online, in a retail outlet or using a brochure or via telephone. For the rural market, there is still a place for many traditional marketing methods such as print media (newspapers, direct mail, newsletters), billboards, and targeted radio and TV campaigns. The rise of digital marketing means there is opportunity for more diverse methods of engagement. How can marketers successfully create a consistent experience using omni-channel marketing?

• Understanding the omni-channel approach to marketing

• Designing a strategy to connect with every customer over every platform at any time

• Understanding different rural customers and their individual needs

• Developing adaptive content and context appropriate content

• Breaking down internal barriers to the omni-channel approach through information sharing and collaboration

• Measuring the customer journey for optimisation

Tom Reidy, Head of Social Media and Digital Innovation, Tag The Agency

Tom advocates for innovative thinking and cultivating the freedom of a brand to adapt and move with the fast-paced, ever-changing world of modern marketing and advertising. ‘No longer can we rely on interrupting consumers with advertising and marketing messages! Now, it is about inspiring them to act upon stories told

through digital channels. Brands aren’t people, so it’s not about content, but story telling’. At TAG The Agency, Tom has led the development of the VR Studio. He focuses on platforms over content and has worked with the team to develop an iOS based app to showcase the production work, at the same time as building a platform to allow clients to launch their own unique and high quality VR experience.

WORKSHOPS - 1 SEPTEMBERSeparately Bookable

CONFERENZ.CO.NZ/RURAL

TO THE RURAL SECTORMarketing

ENGAGING WITH THE MODERN FARMER IN AN EVOLVING AGRIBUSINESS CLIMATE

FEATURING INSIGHTS INTO:

CONNECTING WITH DIVERSE MARKETS • BRAND DIFFERENTIATION

SMART CONTENT STRATEGY • SOCIAL MEDIA SUCCESS

INNOVATIVE WAYS TO ENGAGE

BOOKING OPTIONSSUPER SAVER

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CONFERENCE: Marketers to The Rural Sector

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to the Rural Sector$2,299 + GST

SAVE $400$2,499 + GST

SAVE $200$2,699 + GST

WORKSHOP (Each half day)

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$699 + GSTSAVE $100

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