Building the Foundations of Agri-Marketing
A gap often exists between sales and marketing, but the two are closely related, making it critical for them to play on the same team. When these segments work together to create a reputable brand and value proposition that align with customer needs, the company and its customers both win. During this three-day seminar, Scott Downey and Justin Funk will guide you in bridging this gap by learning to think like a marketer, define your role in implementing marketing strategy and communicate more effectively with customers. You’ll also learn to maximize your organization’s marketing strategy, work more closely with key customer segments and dealer channel partners, and better prepare yourself to provide business planning and support.
This program is especially beneficial if you are responsible for, or have responsibilities similar to, managing and implementing sales and marketing activities at the local or regional level. Some examples of job titles include: product/brand manager, territory sales manager, regional account manager, retail location manager and marketing coordinator.
For questions about this program or more information on who should attend, please contact Betty Jones-Bliss at firstname.lastname@example.org or (217) 549-2883.
At this seminar, you will:
- Discover how to make more profitable decisions and how marketing activities affect the bottom line;
- Interpret key financial tools and determine the level of sales where company costs meet incoming revenue;
- Identify and evaluate marketing opportunities using basic market potential and sales forecasting tools;
- Create a framework for analyzing buyer behavior and develop effective product and service strategies;
- Determine the best promotional mix of market communication tools for your agribusiness.
Analyze customers’ buying behavior and buying process and gain a better understanding of who is making purchasing decisions, their role in the decision making process and how these decisions are being made.
Evaluating Market Opportunities
Identify and evaluate market opportunities using customer segmentation and targeting and discover how to apply market research and sales-forecasting tools to pinpoint high-priority customers.
Gain effective product and service strategies that relate to managing your portfolio, better understand how to manage products through the various lifecycle stages, and learn to introduce new products and technologies.
Pricing, Distribution, Promotion
Learn to capture value through effective pricing strategies, deliver value throughout the distribution channel and implement a market communication plan that communicates value to farmer and dealer customers.
*Please note that Indiana is on Eastern Standard Time (EST) during this conference.
*A printable pdf of the agenda can be downloaded here.
Each content session will begin with an introduction to a marketing concept. Participants will then break into small groups to apply concepts learned to real-world case studies and current agricultural marketing scenarios. Sessions will wrap up as a class discussing group decisions and how they relate to making sound marketing decisions for the overall business. Case studies will be provided prior to the program.
Tuesday, February 1
Breakfast on Own
Introductions and Setting the Stage
Marketing Strategy Overview
Financial Foundations & Using Them to Evaluate Market Opportunities
Case Study Preparation – Wild Rose Mutual Insurance
Case Study Debrief – Wild Rose Mutual Insurance
Day 1 Concludes
Wednesday, February 2
Breakfast on Own
Case Study Preparation – Eyckline Farms
Case Study Debrief – Eyckline Farms
Case Study Preparation – Sure Grow Fertilizers
Case Study Debrief – Sure Grow Fertilizers
Pricing, Distribution, Promotion
Day 2 Concludes
Thursday, February 3
Breakfast on Own
Case Study Preparation – Agrochem
Case Study Debrief – Agrochem
Summary of Key Learnings & Program Wrap-Up
Safe Travels Home!
Travel and Information
*Effective Monday, August 2, 2021, Purdue University is requiring all individuals to wear a mask while inside on-campus buildings, regardless of vaccination status. This protocol will be enforced during all Center for Food and Agricultural Business programs until further notice.
West Lafayette, IN 47907
A block of rooms has been reserved at the Hilton Garden Inn West Lafayette for a discounted rate, checking in on Monday, January 31 and checking out on Thursday, February 3. If you have not done so already, please contact the Hilton Garden Inn West Lafayette or visit this link to make your reservation. Be sure to mention you are with the Building the Foundations of Agri-Marketing program to receive the $115 room rate. Check-in is at 3:00 p.m. ET and check-out is at 11:00 a.m. ET.
Please plan to eat breakfast before attending the program. Lunch will be provided on Tuesday, February 1 and Wednesday, February 2. Coffee, soft drinks and refreshments will also be available to you throughout the program.
What to Wear
Attire for the program is business casual. February in Indiana is typically a low of 22 degrees with a high of 39 degrees. Layers are recommended for the classroom.
Materials will be provided for you throughout the program. All of the presentations will also be emailed to you following the program.
Payment for the program is due upon registration. Please refer to our cancellation policy for full details and information.
For more information, contact:
Program Cancellation Policy
If a participant is unable to attend a Purdue University Center for Food and Agricultural Business program, the participant may choose to: 1) transfer their registration fee to another participant within the same company, or 2) choose to receive a credit for the same program or another program that takes place within the 12 months following the originally booked event. However, a request to use a credit must be received no less than 30 days prior to the program start date, otherwise the credit will not be valid. No refunds will be issued regardless of cancellation date.
The Center for Food and Agricultural Business reserves the right to cancel a program due to low enrollment or other circumstances which would make the program non-viable. If a program is cancelled, registrants will be offered a full refund. Should circumstances arise that result in the postponement of a program, the Center for Food and Agricultural Business has the right to either issue a full refund or transfer registration to the same program on the new future date. The Center for Food and Agricultural Business will not be responsible for reimbursement of any participant expenses related to the cancellation or postponement of an event.