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Agrimarketing : May 2009
54 About Anderson:32 Feature Story 5/13/09 12:31 PM Page 57 operate. Imay be a bit old school but my formula is quite simple: always adhere to basic principles.” Here are his basics: • Define objectives and targets. • Develop strategies to accomplish those objectives. •Nurture brands andmake them living-breathing entities that delivermeaningful and emotiongrabbingmessages. • Followthroughwith consistent and continuous execution given budget—alwaysmaking sure you “Don’t do stuff.” •Measure results and refine for the future. “That’s all a little nuts and bolts to everyone I’msure,”Anderson says, “but in today’s environmentwhen dollars are stretched and everything is at a premium, I believe it is critical to followbasic principles,”Anderson continues. “These formthe foundation for both time-tested tactics and new, innovative ideas.” WHAT’S IN A NAME? 2009NAMAAgri-Marketer of the Year JonAnderson reports, “We named the organization OPENROADS to reflect our philosophies of exploring different pathways, searching out newideas, being flexible and openminded and, of course, the excitement one can get by travelling out on the open road and going to newplaces.” AM However, as theworld gets smaller thanks tomany newmarketing and communication innovations, he believes itmakes adhering to basic principles evenmore important. “They apply to the newest of brands and can rejuvenate the old,” he says. “Wemust engage in amix of media both old and new, and apply creative and out-of-the-box thinking to an ever changingmarketplace,” Anderson says. “Making sure the basics are covered should help ensurewe don’t just apply tactics because they are ‘cool’ or the latest fad.Marketing is truly a puzzle and thosewho succeed, figure out how tomake the best pieces fit.” “As an example, nomatterwhat side of the fence you sit on, last year wewere audience to one of the best textbookmarketing and brand building examples in history—the campaign of President Obama. Inmy mind, itwas trulyMarketing 101 art at its finest.” PULSE BRANDING Aunique process OPENROADS has developed and successfully employed for its clients is the programit has dubbed “PULSE Branding.” In short the process helps to “give brands a pulse and bring them to life.” The PULSE Branding process includes seven key steps. (more on page 58) May 2009 s Agri Marketing 57
May 2009 Supplement