Tuesday, April 23, 2019

Reason for the Freezin’

There’s a reason for the freezin’ in Tolstoy. They come together in northern South Dakota, every January, to run or walk a county blacktop. Called the Tolstoy Wind Chiller 5K, it appeals to—we must be honest—unabashedly crazy, well-layered folks. They do it for service dogs, and the veterans who need them. They do it in support of  Labs for Liberty.

This non-profit, 100% volunteer organization provides fully trained service dogs to special-ops military veterans. The dogs are gifted, free of charge, to their warriors.

The little 5K had its start over some post-pheasant hunt beers and steak a few years ago. While out for supper, a pair of friends—regular 5K participants—idly wondered if they were up to the challenge of organizing one themselves. They were! After persuading a daughter with amazing graphic skills to join them, the task force was in place. The trio swears the beer that night had nothing to do with designating January as race month.

Naming a fundraising cause was the easiest part. The three have strong love for country and close military ties. Additionally, one of the families was already fostering Labs for Liberty (L4L) dogs.

Positioned at the finish line this year to greet the 2019 5K participants was Oakley, a stocky, brown lab with all-knowing eyes. That’s where the event’s lightheartedness and life-changing sentiment truly collided. Following, is Oakley’s L4L story. 

Oakley and Jonathan

Jonathan Baxter, Oakley’s warrior, will tell you that Oakley is his “spirit animal,” phrasing not commonly used by a former U.S. Army Ranger. But Jonathan was searching for a new normal since serving his country in Iraq, during some of its most lethal years.

Now a biologist for the U.S. Fish and Wildlife Service in Arkansas, Jonathan had researched service dog options for coping with PTSD challenges. When his L4L application was accepted, something unexpected emerged.

“When I found out I was getting a service dog, I got hope again,” he says. “I didn’t exactly know how it would all unfold, there was still so much to absorb. But for the first time in a long time, just that knowledge was the beginning of being able to look forward again.”

L4L also hosts an annual pheasant hunt, with lodges and landowners vying to host some of this country’s finest. Since Jonathan’s pup was being fostered and trained in South Dakota, and Jonathan is an avid hunter, his hunt invitation also included a meet-up with his future service dog.

The scene that morning of the hunt was mass, furry chaos as 6 or 7 happy L4L dogs frolicked in anticipation of the day’s events. One of the younger chocolates emerged and practically bowled over the slight, southern-accented hunter from Arkansas. Oakley had found his Jonathan.

How did he know his new master? It is why movies are made, books are written, and lifelong memories of childhood dogs are indelible. Science will, in fact, tell you there is chemical connection in dog-to-person interaction. L4L will also tell you they have seen this before, the uncanny, near-instant bonding between veteran and dog.

Then in early February, Jonathan and Oakley went through the week-long pairing process at the Labs for Liberty outpost, in Utah. They are “put to the fire,” learning to use their dog in settings that deliberately trigger the warrior master’s worst anxieties. It is not so much Service Dog 101, more like a 24/7 accelerated learning class.

“It was exhilarating, it was exhausting, and it’s more than I ever thought possible, what Oakley has already brought to my life,” says the Army veteran. Safe spaces are created, disconnection becomes more positively channeled, sleep becomes rest-filled and crowds become manageable again. Family life, in essence, is being given back to this beloved father of three. “Oakley is just plain awesome,” says Jonathan. “I’m in awe of him and the massive effort and support behind each of these dogs.”

And that, as the wind blows and the temperatures plummet, is why they happily run and walk on the Tolstoy Trail, every January—the reason for the freezin’.


Labs for Liberty Mission:

To acknowledge, honor, and empower members of United States Special Operations Forces by providing service dogs for PTSD and physical needs.

  • 84 dogs now gifted
  • Veterans served in 22+ states
  • 100+ volunteers in 6 states
  • 100% volunteer organization

It all started July 5, 2014, when Penney was gifted to Sgt. Anthony Norris, U.S. Army. With each pairing, the Labs for Liberty (L4L) family grows. Four years ago, we had no idea the magnitude of change this amazing family would experience. We did not fathom the ripple effects resulting from placing a pup with a veteran: lives saved, marriages healed, and happy children who once again have a mommy or daddy. Extended families were once again made complete, with hope for the future. Veterans who could again return to school and the workforce, who could enjoy aspects of daily life that we take for granted—that they went to war to defend. It is with unbridled anticipation we look forward to the coming years.
—Labs For Liberty


For More Info

Team Wind Chiller and Labs for Liberty represent the extraordinary people and their charitable organizations we meet every day at VistaComm. Visit www.labsforliberty.org and http://sdexcellence.org/Wind_Chiller_5K_Raises_Funds_for_Labs_For_Liberty to learn more about the Wind Chiller 5K, recently named to South Dakota’s Hall of Fame, Champions for Excellence, Acts of Excellence Directory. Thank you, Katie, for sharing your wonderful story with our VistaComm clients.

Post Source Here: Reason for the Freezin’

Wednesday, April 10, 2019

Take a Closer Look at Your Target Audience

...It might be different than you think.

In your grandfather’s era of agri-business, “know your audience” meant being on a first-name basis with every Bob, Jim and Frank in the county. As business evolved through the 1970s, marketers started focusing on “demographics” as a way to know key factors about their target audience such as age and income.

Fast forward to 2019, and it’s a whole new world. While it’s still important to understand the demographics of your target audience, that’s just one small aspect of the big picture. You now need to dig deeper so you can understand details about your customers, such as:

  • What are their most urgent concerns?
  • What key factors influence their buying decisions?
  • Are they dissatisfied with current products or services in your market?

Audience Segmentation: Zeroing in on Specific Targets

Once you gather all of the broad information about your target audience, it quickly becomes clear that there are multiple subsets within that audience. That’s why audience segmentation is so important.

The segmentation process begins with a comprehensive customer analysis to determine everything from brand preferences, to the specific type of farm operation, to the proximity of that operation. Then you can use this information to guide your content marketing strategy. For instance, if a customer only operates a crop production farm, then don’t send him information about feed. Digital marketing gives you the ability to create and deliver content specifically geared to each segment.

Knowing Your Target Audience Means Knowing How They Use Technology

Less than 10 years ago, iPad® and Instagram were brand new ideas. Now, ag producers regularly have iPads and tablets on their tractors or trucks. And they’re interacting with neighbors and influencers on Instagram, Snapchat and other forms of social media.

From an ag marketer’s perspective, it’s important to know how customers use technology to interact with others, access information and make purchases. By tracking this electronic usage, you can get key indicators about their interests, likes and dislikes that you can use to create carefully targeted content. Of course, this requires you to stay nimble—adjusting as each new wave of technology impacts ag business.

If Customers are Online, That's Where You Need to Be

With the next generation of farmers fully embracing technology, traditional ag retailers will need to offer  multiple avenues for farmers to connect with them. This includes everything from online chat, video calls and service scheduling, to e-commerce sites giving producers the ability to purchase products online.2

A Tried and True Principle of Solid Ag Marketing

While the basics of knowing your audience have drastically changed over the years, the essence of the exercise remains the same: Listen. Observe. And feel your customers’ pain…or their enthusiasm. It’s more than just an exercise. It’s a unique opportunity to interact, share experiences and embrace a mutual love for agriculture.

Contact us today

1 www.siia.net/Portals/0/pdf/Connectiv/PDFs/2018AgMediaReport_FINAL.pdf?ver=2018-09-06-162913-653
2 www.cobank.com/corporate/news/ag-retailers-look-to-retool-strategy-for-success

Post Source Here: Take a Closer Look at Your Target Audience