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VistaComm leader takes down bear in Alaska |
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By Rosemary McCoy
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Tuesday, 19 June 2007 |
The Question and Answer feature helps readers learn more about prominent people in the business community. This issue’s Q&A profiles Troy Long, president and chief operations officer at VistaComm, a marketing firm.
The Long File
Name: Troy Long
Title: President and chief operations
officer at VistaComm
Hometown: Alcester
Age: 36
Background: Graduated with a bachelor’s degree in ag journalism from SDSU; started at Vista Publications in Aberdeen 12 years ago; moved with the business (renamed VistaComm) to Sioux Falls; Leadership Sioux Falls graduate; volunteers with Junior Achievement; serves as a Sioux Falls Area Chamber of Commerce agribusiness
volunteer; serves on various small-business boards
Family: Wife, Sherry; sons, Tyman, 3; and Gabe, 9 months
Q: Tell me about your interests and hobbies:
A: “My hobby as of late has been whatever my son thinks is his next hobby. Beyond that, it’s the standard guy fare of golf, hunting and travel.”
 Troy Long, president and chief operations officer at VistaComm, recently oversaw the launch of an initiative to help clients create better relationships with their customers. (Inertia/for the SFBJ)
A: “I’ve always had a passion for the art of communication and the science of marketing, and I’m a huge technology buff.”
Q: What do you enjoy most about your job?
A: “The people part of it. I have a world-class team of associates I get to work with and a solid list of appreciative clients I get to work for.”
Q: Which project has given you the greatest sense of accomplishment?
A: “We recently launched a new initiative that is changing the way companies think about their customers. Every successful business knows the importance of owning their customer relationships, and we’ve developed a systematic marketing and communication approach that makes it easy to accomplish.”
Q: What’s a common marketing mistake small businesses make?
A: “They communicate with the many to persuade the few. It’s important to understand who you want to attract as customers and then tailor your communication and marketing strategy to that segment. Too many small businesses use a shotgun approach to marketing, which leads to a waste of money and resources and the wrong roster of clients.”
Q: What’s the biggest challenge facing your industry?
A: Technology is changing the game, overnight. Communication is now delivered in so many forms and so many mediums, it’s become a huge challenge to have an integrated, streamlined approach and stay sane. In the end, it gets back to understanding what type of customer you want and then asking them how they prefer to be communicated with. That way, you can identify effective marketing mediums, select the right distribution channels, ensure your message is relevant, and track the results.”
Q: How do you find time to balance your job and your family?
A: “I’ve given up all hope on finding a ‘perfect’ balance. Life is really a routine in prioritization. I’ve learned you have to continuously set expectations, inform others of those expectations and then make darn well sure you meet them.”
Q: What’s your favorite getaway?
A: “I recently had the opportunity to travel to Petersburg, Alaska, where I bagged my first bear, fished for halibut and king salmon, and tried my luck at crabbing. I can see that trip becoming an annual event.”
Q: Do you have a charity or organization that’s especially close to your heart?
A: “Children’s Miracle Network. My youngest son, Gabe, had open-heart surgery at 2 days old to correct a congenital heart defect. You really don’t know how valuable an organization like CMN is until you get to experience their generosity and support first-hand.”
Q: What kind of music is in your car or what do you listen to on the radio?
A: “I really am an unbiased listener of music as long as there is some semblance of a tune. Most of the time, my dial is tuned to talk radio.”
Q: If you could have dinner with two or three people, alive or dead, who would you choose and why?
A: “Jesus Christ – the ultimate Q&A session! Thomas Jefferson – an amazing scholar and achiever. Colin Cowherd, ESPN Radio host – I appreciate his tell-it-like-it-is mentality.”
Q: What are the best and worst things about living in Sioux Falls?
A: “The best – this energetic city has so much potential. The worst – sometimes Sioux Falls suffers from an inferiority complex, which continues to detract from its potential.” |