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Agrimarketing : April 2009
Anderson Honored as NAMA Marketer of theYear Jon Anderson, President, OPEN ROADS, has been honored with the NAMA Marketer of the Year award. Anderson received the award during the Second General Session of the 2009 Agri- Marketing Conference, April 16, 2009, in Atlanta, Ga. Jon’s accomplishments as a marketer are outstanding. What makes him truly remarkable though is the incredible impact he’s had on the agricultural industry in his relatively brief tenure as an agri-marketing professional. At a “young” 40 years old, he has distinguished himself as a thought leader and doer, skilled at executing his unique vision. After nine years at Bader Rutter & Associates, Jon embarked on a new path that would flex his entre- preneurial and leadership skills. With two other colleagues, he formed OPEN ROADS, a business growth and development services firm, in 2002. Starting from the ground up, Jon and his associates have grown the business to include 12 clients, with a half dozen consulting associates. Jon is quoted on the OPEN ROADS website as saying, “… to grow your business you need effective and consistent growth communi- cations, both internally and extern- ally, to vividly express vision and mission, clearly convey brand propositions and to target and positively influence the perceptions and opinions of your customers, investors, regulators, media, academia and channel audiences.” Using techniques developed by OPEN ROADS, Jon and his colleagues provide specialized business development, strategic marketing planning, the method- ology of PULSE BrandingTM more. and It’s that vision that has led to a Best of NAMA award, and more recently, the revitalization of the Harvestore brand. Jon was a leader in the launch of Syngenta’s Callisto herbicide, which earned a Best of Show at the NAMA national awards compe- tition for its innovative positioning as a weed control agent derived from natural origins. The active ingredient in Callisto is now the number one selective herbicide active ingredient in the world. Armed with a solid business plan that drew on extensive market research, Jon also led the overhaul and rebranding of ESPC-owned Harvestore. In just 18months, revenues jumped 25%, and new Harvestore structure sales increased more than 200%. After conducting focus groups with dealers, customers and prospects, ESPC quickly learned that they were not effectively communi- cating their story to the market- place. Re-positioning the Harvestore brand was the crucial first step. Harvestore kicked off their revital- ization effort with the new theme April 2009 s AgriMarketing 25 “The New Harvestore—Back on the Horizon.” The theme offered a multi-dimensional aspect that communicated the many facets of the brand and the company’s mission. Not only did this revitalization plan create increased revenues and dealerships, but also renewed interest of the agmedia helped the company reveal the reemergence of Harvestore as an iconic brand. With new advertising in farm publi- cations and radio spots in key geographic markets that included the upper Midwest, New York and Pennsylvania, and refreshed websites, ESPC now excels at telling their story to customers and prospects. In addition to his career in marketing, Jon has been active in alumni activities since graduating from the University of Wisconsin- Madison with a bachelor’s degree and earning amaster’s degree from the University of Wisconsin- Milwaukee. He has served as president of theUWAlumni Club of Waukesha County and the Wisconsin Agricultural and Life Sciences Alumni Association (WALSAA). Jon lends his time to the Badger NAMA Chapter and has chaired the Badger Chapter’s annual golf outing for over 10 years. He also provides counsel for the student marketing competition.
May 2009 Supplement