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Agrimarketing : May 2009
54 About Anderson:32 Feature Story 5/13/09 12:30 PM Page 56 2009 NAMA AGRI-MARKETER OF THE YEAR/continued frompage 54 One specific example of OPEN ROADS’ activities and the resulting success for its clients is thework it has done for ESPC.Armedwith a solid revitalization business plan based on extensivemarket research, he led an enthusiastic newowner of ESPC to aggressively reintroduce the Harvestore brand to theNorth American agriculturalmarket. For those newto the agmarket,Harvestores are those dark blue vertical feed storage structures risingmajestically over the rural landscape. Their principlemarkets are dairy and other livestock producers. Anderson kicked off the process by assessing themarket environment and conducting researchwith dealers, customers and prospectswhere, “We quickly learnedwewere not communicating the product’s story and the benefits to themarketplace. We needed to offer valuable solutions to the challenges our customers were facing.” His next stepwas to re-position Jon Anderson (center)with his OPEN ROADS partners Steve King (l) and Dean Potratz. The business growth and development firmis located just south of downtownMilwaukee in its revitalized ThirdWard neighborhood. theHarvestore brand. For 15 years, the company had been virtually silent in themarketplace, allowing the industry and its competitors to dictate its position. Themarket assessment revealed that therewas still a fit in operations forHarvestore Systems and they offered a valuable solution to the feed quality challengesmany producerswere facing. “So,we introduced the theme “TheNewHarvestore – Back on the Horizon,”Anderson explains. “The theme offered amulti-dimensional aspect and communicated themany facets of the brand and the company’smission. The revitalization programwas launched at the 2005 Wisconsin FarmTechnology Days.” The programfeatured image JON on being selected NAMA’s 2009 Marketer of the Year! from your friends at and 56 Agri Marketing s May 2009 advertising in key geographic farm media that included the upper Midwest, NewYork and Pennsylvania, and refreshedWeb sites. Public relations was also a primary strategy to generate buzz about the revitalization efforts and get feature stories placed.Messages were brutally honest about the past but emphasized a promising vision for the future. In just 18months, revenues jumped 25%, newHarvestore structure sales increasedmore than 200%, pre-owned structure saleswere climbing and five newdealerships were added. The interest and regrowth ofHarvestore Systems continues todaywith newinnovation and automated systems that fit today’s progressive commodity systemneeds. THE BASICS Anderson says, “I believewe all have our own unique formula bywhichwe Congratulations
May 2009 Supplement