NAMA Post-Show

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Last week, SIGMA team members Ruth Altpeter, Director of Account Services and Mallory Tabolt, Senior Account Manager attended the National Agri-Marketing Association (NAMA) Conference in Kansas City, MO. The NAMA conference is an opportunity for agri-marketing professionals to network and attend learning sessions highlighting new ideas and strategies specific to the agricultural industry. This year’s conference theme, “Onward and Upward” was displayed through exciting and interactive breakout sessions, networking opportunities and events.

Each year, the NAMA conference provides an important opportunity for our Ag portfolio teams to meet with clients and partners while brushing up the newest and greatest strategies for marketing in the ever-changing agricultural industry. Following this year’s conference, our team shared their takeaways from their time in Kansas City.

Takeaways from the Agri-Marketing Conference:

1. NAMA isn’t just a noun, it’s also a verb

As NAMA’s National President, Sheri Seger stated, “NAMA is also a verb.” As in, “we are going to NAMA the heck out of this conference.” For the agri-marketing industry, NAMA isn’t simply an organization or an event but is also a way to describe attendee actions and attitudes during the week-long conference.

2. Magicians can teach you about agri-marketing

Well, maybe not agri-marketing specifically, but entrepreneur, magician and keynote speaker, Vinh Giang led our team’s favorite session which focused on perception, influence and crafting solutions for “re-imagining and overcoming the impossible” when it comes to strategic marketing.

3. The secret to increasing exhibit booth traffic is puppies

As marketing professionals, we tend to consider ourselves creative individuals but at NAMA, The Sandbox Agency beat us all with their #Sandboxtotherescue campaign, which brought approximately a dozen puppies to their booth from a local shelter. The draw for attendees? Go to the booth and cuddle an adorable puppy while the Sandbox team talked about their services. We call that a win-win.

4. Hackonomy is a real word

According to keynote speaker Bonin Bough, hackonomy is defined as creating value by breaking things. Bough explained how as agencies, we need to break the norms and push through the traditional processes of what has already been done to take our marketing to the next level. Bough shared case studies demonstrating his hackonomy successes based on his experience working for companies such as PepsiCo and Modelez International (formerly Kraft Foods.)

5. Your ‘Top 5’ will define your future

Believe it or not the highlight of our team’s trip wasn’t the KC barbecue or the 80 degree weather, but rather a specific idea that was brought up at the conference. The idea that conference attendees were asked to think about was that professionally, you are a reflection of the top 5 people you spend the most time with. The concept forced our team members to reflect on who they spend most of their professional life with and what other types of individuals they may want to bring into their inner circle in order to meet their professional goals in the future. If you want to improve your public speaking and your top 5 does not include someone who excels in that area, you need find an individual with this quality and make a point to spend more time with them.

Commodity Classic Recap

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Earlier this month, SIGMA team members Gregg Sullivan, COO and Mallory Tabolt, Senior Account Manager traveled to Orlando, FL for Commodity Classic 2019. Commodity Classic is the largest farm-focused trade show in the U.S. and hosts thousands of visitors seeking new technology, equipment and the opportunity to meet with vendors and partners.

Over the three days that our team members attended the show they were able to attend learning sessions at the Commodity Classic Main Stage, meet with clients and partners, attend the American Soybean Association (ASA) Awards Banquet and check out the new innovations that the Ag Industry has in store for the upcoming year.

After sitting at the ASA Awards Banquet on Friday night, Gregg said, “I feel honored to be a part of such a strong community. From presenters, to honorees, to the work that brought us all together, it is clear this is a group of people across hundreds of businesses who all agree that the most important thing to their success is to value and support each other, innovation, and high quality work.”

5 Takeaways from Commodity Classic:

1. Attendees travel from all over the U.S.

Commodity Classic attracts visitors from all over the U.S. including those from SIGMA’s own Rochester, NY. One local Western NY attendee was a panelist during our favorite learning session of the week, “Plugging into the Power of Your Regional Cover Crop Council.” Donn Branton, a farmer from Le Roy, NY and board member on the Northeast Cover Crop Council shared his experience with cover crops and their benefits, giving examples of techniques he has used to help promote soil health and increased yield.

2. It’s a great place for one-on-one conversations with partners

Our client, FMC hosted an after the show happy hour for attendees and partners to promote their new product Lucento™ fungicide. The SIGMA team spent this time meeting with clients and finding out how we can more effectively work together in 2019 to provide valuable data and insights for use in marketing and overall decision-making.

3. It’s not just about the technology and equipment

The educational session that seemed to attract the largest group of attendees wasn’t about technology, innovation or equipment, it was about farming as a family business. Consultant and Farmer Jolene Brown gave a humorous and informative presentation on the valuable lessons she has learned from working with farming families and the difficult decisions that come with running a family business.

4. ASA Awards Banquet

FMC was one of the premier sponsors of the American Soybean Association Awards Banquet where soybean growers, volunteers and leaders throughout the country are recognized.

5. Orlando in the winter is amazing

When you’re used to winter in the Northeast, Orlando is a welcomed break at the end of February. When our team wasn’t at the show, they were able enjoy Orlando’s warm weather and some of the best key lime pie around.