Speaker Presentations & Materials

Saturday, August 10

Advocacy Clinic Part 1 – Craig Regelbrugge, ANLA
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What’s happening in Washington can have a direct impact on your business and your bottom line, regardless of your size. It’s been a rollercoaster year, and Craig will bring you up to speed on topics ranging from taxes to immigration to healthcare. He, along with a panel of Washington staffers, will also share tips for effective advocacy – at the local, state and national level.

Beyond the Smile: Building a Winning Customer Service Team – Matt Heller, Performance Optimist Consulting
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Download Handout - PDF
In any service business, the way customers are treated has a direct and immediate impact to the bottom line. Navigating the needs of your customers can be challenging, and requires a dedicated and informed team to meet and exceed your customers’ expectations. In this interactive session, Matt will discuss specific strategies for leaders to hire the right people and keep them working toward your customer service goals. He’ll also explore the impact of company culture as well as tactics for handling visitor complaints and concerns.

Christmas Tree Marketing & Branding – Jay Bustard, Jay R. Bustard Advertising
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This topic will explore how to brand your farm and increase profit by producing a unique message. We will explore down to earth ways to define who you are, and how to tell prospective customers. Is your farm market driven or production driven? Find out and why it makes a difference.

Adapting to Market Change – Stan Pohmer, Pohmer Consulting Group
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How are changing consumer demographics and market dynamics affecting your business and the industry? What can you as a small business owner do to adapt to these changes? Join us for this collaborative and interactive session to explore opportunities for innovation.

Keynote Luncheon – Stan Pohmer, Pohmer Consulting Group
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With more than 26 years of experience in retail and consumer products, Stan Pohmer is a respected business consultant for the horticulture, floral and lawn and garden industries. He focuses on working with suppliers and retailers to increase consumer consumption and sell-through, increase operating efficiencies and position and market programs for maximum effectiveness and profit.

Planning for the Future of Your Farm – Andy Branan, The Branan Law Firm
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This session will walk through the practicalities of family communication, the tools, tasks and transactions associated with estate planning and asset transfer, including an update on current estate and gift tax laws. This experienced estate planning lawyer will offer insights from his practice and walk participants through several interactive farm transfer and management scenarios.

Take Your Email Marketing to the Next Level – Gina Watkins, Constant Contact
Download "Engagement Marketing" Presentation - PDF
Download "Supercharge Your Facebook Marketing - part 1" Presentation - PDF
Download "Supercharge Your Facebook Marketing - part 2" Presentation - PDF
Expand the reach of your email promotions and newsletters with these tips and techniques to build your email list and your social media fans/friends/followers. Learn how to make the most of the your hosted email service and combine email with social media for more powerful marketing.

Sunday, August 11

Building a Better Business Plan – Alex White
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Download Goal Worksheet handout - PDF
Download Managing the Farm Transition - Resource Inventory handout - PDF
Download Skeleton Business Plan handout - Word
Does your farm/company have a business plan – and better yet, when is the last time you looked at it? Your business plan should be a living document, giving you the flexibility to respond to challenges and changes in the industry and marketplace. Learn the basics of a successful business plan and what you can do to bring yours up to speed.

Keeping Your Business in Compliance – Chris Schulte, CJ Lake LLC
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In the area of labor regulations and compliance, what you don’t know can truly hurt you – or even destroy your business. Regardless of your business size, it’s important to stay current on the ever-changing employment laws, regulations and forms. This valuable workshop will focus on best employer compliance practices related to employment eligibility, safety and health, wages, recordkeeping, farm labor contractor licensing, housing and healthcare.

Closing Keynote Luncheon – Connecting with Generation Y: Authenticity & Opportunity - Dustin McKissen, NCTA
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Connecting with Generation Y isn’t just about having a Facebook page (but you should definitely have one!). It’s about understanding who this important market segment is, and how the Real Christmas Tree industry has substantial potential to connect with Generation Y. Having grown up surrounded by technology, members of this generation are becoming consumers that now crave authentic experiences. At the same time, Generation Y has a deep interest in the ag industry and the environmental impact of agricultural products (or fake substitutes). Together these trends represent a significant opportunity and should give the Real Christmas Tree industry hope for the future. Hear more about Generation Y’s craving for authentic experiences and how the industry can connect with this important market.

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