19th Annual Marketing to the Rural Sector Conference

Adapting and thriving in the changing rural environment

28 - 29 Aug 2019Crowne Plaza, Auckland
Event Details
separately bookable workshops
Measuring the effectiveness of websites and marketing campaigns in the rural sector
30 August 2019 | 9:00am - 12:30pm

With an overwhelming choice of traditional and digital media channels and a sometimes underwhelming budget, tracking success is paramount. Rachel Alexander shares insights derived from managing hundreds of campaigns and building dozens of websites. Learn how to reach your agricultural customers more effectively and improve engagement without spending a fortune. 

  • Guide to high-return agricultural marketing channels 
  • Techniques for measuring and rebalancing digital vs traditional 
  • The one vital element that dictates 70% of your success in Graphic design + storytelling
  • How to extract more from your website without spending an extra dollar on advertising – conversion optimization
  • Advances in search: how to know if your site is optimized - and if your SEO is current or last century
  • Reducing cost per acquisition - Google Ads and Google Shopping for e-commerce
  • Benchmarks to assess your website performance 

Rachel Alexander


Alexanders Digital Marketing

As one of Christchurch’s leading marketing consultants, Rachel has completed projects for PGG Wrightson, Agriseeds, VetEnt, Allied Petroleum, Ravensdown, ATS, MG Marketing, Gough, Transdiesel and Dunstan Hills. She will share insights gained from managing hundreds of digital and traditional campaigns and building dozen of websites for clients have included seed groups, rural merchants, vets, power companies, bulk fuel delivery, farmers and farm equipment suppliers. Passionate about multiplying results, during the week Rachel manages a team of seven at Alexanders Digital Marketing. In the weekends she hangs out at her partner’s sheep, beef and deer farm in North Canterbury, and enjoys playing recreational polo.

Using storytelling in content marketing
30 August 2019 | 1:30pm - 5:00pm

Learn how to create content that will help your brand to stand out in a competitive environment and create the right image of your business.

  • What is a story, and why are stories so powerful?
  • Overcoming content shock and the curse of “me too” content 
  • Defining and refining your core story and content strategy
  • How to place your audience at the heart of your story
  • Why your brand story and content marketing needs a villain
  • Transportation, scene setting and sensory language
  • How to pair your stories with artefacts for memorability
  • Using keyword research to maximise organic search results
  • The best ways to broadcast your story to the market
  • Measuring results and refining your approach 

Steve Ballantyne

Managing Director

Story IQ

Steve has been working in B2B marketing in Australasia for 25 years as a strategic advisor to companies like OfficeMax, Canon, Speedy Signs, Westfield, Unitec, Lockwood, Wrightson, Ballance, and Lumley. During that time, he founded and ran leading B2B marketing agency, BallantyneTaylor and in recent times Story IQ - a strategic content marketing agency that helps brands elevate their content through strategic storytelling. Steve is also a director and shareholder in a group of recruitment and digital marketing businesses that have over 2500 customers, so he does get to practice what he preaches in the real world. Steve is passionate about helping brands build stronger engagement with their stakeholders by harnessing the powerful principles of strategic storytelling. He has learnt these principles from both coal face experience and studying the world’s leading experts on narrative science and story structure, and has formulated them into a story-driven marketing system that works.


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