Speaking on topics ranging from what makes a successful multi-media campaign to how to make native advertising work for your brand, this years speakers should help you to ensure you are on the cutting edge of marketing techniques in the agricultural industry.
Karl Schneider is editor of Farmers Weekly and editorial director of Proagrica, the global agriculture media, software, data and connectivity business.
Karl has been a business journalist for 30 years, working closely with the Farmers Weekly team for more than a decade and before that holding senior roles on some of the UK’s biggest titles including New Scientist and Computer Weekly.
Before he became a journalist Karl was a research physicist, working on nuclear fusion at the UK Atomic Energy Authority’s Culham Laboratory in Oxfordshire.
Born and raised in a small town just south of Cambridge, Scott Manning has had the best of both country and town life; although had never considered working in agriculture as a future career path. Not one to take the conventional route, Scott dropped out of the University of Birmingham where he studied History to become Assistant Manager of a bar in his home town where he happily stayed for two and a half years. He then returned to University at 21 to undertake a Business degree from the University of Nottingham where his interest in marketing as a career took hold.
Scott joined KWS UK in July 2012 and has experience across many functions in the company. He is responsible for the marketing department, focusing on ensuring the varietal and corporate messages are best delivered to both farmers and business customers. His focus has been to drive the growth of digital marketing within the UK business, as well as maintaining traditional channels and events.
He has a personal dislike for the default strategy of ‘doing it because it’s what we have always done.’ He likes to act as the devil'[s advocate and challenge the team and himself to question what they are doing and why. This allows him to play his part in improvements in their offering to the industry.
Marketing & Communications Manager
KWS UK LTD
As the External Affairs Manager at the DMA, Zach focuses on supporting and promoting the one-to-one marketing industry to government, politicians, regulators and other interested stakeholders. He was heavily involved in lobbying in Westminster and in Brussels to achieve a General Data Protection Regulation that strikes the right balance between the interests of business and the privacy rights of individuals. Zach is now beginning to lobby on the new ePrivacy Regulation.
External Affairs Manager
Peter Gill’s background starts on the family farm, where he gained invaluable arable and livestock experience for a career that includes, so far, agricultural college lecturing, agriculture broadcasting and agriculture marketing. He launched Social:Farmers in 2013 in order to provide those marketing in the farming space with an agency uniquely specialising in providing clients with the most efficient and effective use of social media.
When he is not designing social media strategies for agricultural clients, Peter likes to relax with his four daughters, is a published humorous author and reader of Farmers Weekly.
With a passion for agriculture ignited at Newcastle University where she studies for her Animal Science BSC Hons degree, Alice went on to join the RASE events team in 2003 and has remained at Stoneleigh ever since. Having started her events career in the marketing team and then moved on to whole event management, Alice has a wide range of experience on both consumer and trade shows including the British Pig & Poultry Fair, Grassland & Muck event, Cereals, Royal Show and Horse of the Year Show. Alice has also developed and delivered new events and conferences so has a real appreciation of what it takes to make successful event work.
Since 2007 Alice has been responsible for the British Pig & Poultry Fair and Grassland & Muck event, leading developments and improvements of both products over the last 10 years. As someone who knows the sectors and events well and has worked with a wide range of exhibitors, Alice will share her experiences of how exhibitors can really make the most out of live events.
Head of Technical Events
Grandstand Stoneleigh Events
Angus owns and runs RDP, an integrated communications business specialising in the food, farming and agri-business sector. Following its purchase in 2005, the business has grown significantly and now delivers strategic marketing and communications solutions for many of the largest corporate businesses within the sector. Following a degree from Seale Hayne and with a career in finance, marketing and business consultancy with Grant Thornton LLP and latterly ADAS, Angus has a deep understanding of business, agriculture and the wider food chain. Alongside the rdp team and a wide network of contacts he delivers respected, dynamic and perceptive advice to clients. He has been company secretary to the Oxford Farming Conference and currently acts as the communication advisor to The Henry Plumb Foundation. Running a smallholding in Gloucestershire alongside his wife and 3 children keeps him grounded and feeds his enjoyment of the outdoors.
RDP Advertising & Marketing
Edwin Vlems writes books and articles on content marketing and presents his ‘inbound’ approach regularly across the globe. Edwin is Marketing Manager of a large materials supplier (600+ employees). His employer MCB supplies metals to the agrifood sector such as steel tubes for greenhouses, stainless plates for food processing and more.
Edwin will show how Dutch companies like his use knowledge to attract customers as well as employees. He will also present the cases of other companies in the agrifood sector. He is regularly asked to consult companies on how to use knowledge as a magnet and he is currently working on a book about sales people that stopped cold calling and started to write blogs to attract customers.
With a background in both events and agriculture Jimmy offers an insight into the world of face-to-face marketing from a unique perspective. Originally from the South West, he attended agricultural college in Berkshire before a number of years working on mixed farms.
Four years in the machinery trade followed, including experience of exhibiting at many shows before a move to the RASE to work on the Royal Show and their technical events particularly Cereals. During the RASE’s joint venture with Haymarket Exhibitions Jimmy had responsibility for the Royal Show and was part of the management team for the technical portfolio.
He subsequently spent two years with marketing & PR agencies before setting up Jimmy Birchmore Events in 2009. The company delivers a wide range of event management services for many leading organisations across its agricultural specialism and other key sectors, including exhibition stand design & build, product launches and corporate events.
Jimmy Birchmore Events