If WheelhouseTK is truly designed to be a destination ... a collaborative community "Where Expertise Lives," th ... http://p.ost.im/p/eD2x54
November 30, 2011
November 28, 2011
September 21, 2011
Shattered, But Not Broken ... Life in Napa
I watched Bottle Shock. And I was taken by the movie ... even moreso than Sideways because it offered you some insight into the story of Napa and its emergence as a genuine, legitimate wine producing mecca of the world. I loved seeing the perspective of the individual winemakers who more often lived crush to crush for the privilege of making the best wine mother nature would allow that particular year. I appreciate the opportunity to swallow wine education like what bottle shock actually means ... how travel/movmeent can destroy the integrity of the wine. And while I picked up some insight into the wine-making industry while kicked back with a glass of Syrah-Merlot blend (rare) from Arietti, nothing leaves a greater impression than when it comes from the lips of the actual winemaker to your glass. So let's chat about racking the wine, that is, taking it out of the barrel into the tank, back to the barrel and into the tank and back to the barrel. There's a great scene in Bottle Shock where the son, Bo Barrett says to his father, no one in the Valley racks their wine three times. He says, "rack it." At Sloan, probably our greatest treat on this wine journey, we witnessed first hand how they break down each barrel physically (painstaking) to remove the wine (rack it) only to put the barrel back together to refill with the wine.
As you look down a cave as long as a football field and see barrel after barrel, it seems like a daunting task. But winemaker Mary McClellan isn't your "run of the vineyard" winemaker. She's a meticulous, marathon-running, gracious winemaker who elevates the bar higher than anyone we met on this "over the top" wine trip. On our first evening, we had the opportunity to sample a library wine that her husband and Harlan winemaker, Bob Levy and Martha produced several years ago and then proceeded to share with perfectly good strangers (us) (thanks to our friends Stuart Pliner and Barbara Bing for securing). The more than $1,000+ wine was the best of the trip. But the real prize was enjoying it with Bob and Martha, along with a few acceptable wines and an evening of banter than ended with big talk about me joining Martha for one of four scheduled marathons in the coming year, The Great Wall of China Marathon.
By now, you are wondering why did I title the blog, Shattered But Not Broken. Well, in every private winery tour we explored ... Jones Family Vineyards, Quintessa, Turley ... the Shattered theme came up. That is, they all suffered a hard June rain that literally shattered 20-30% of the grapes off the vine. That translates to a loss of some very good wine, for them and all of us. The level of work that goes into tending to the winery for almost a year, only to lose as much as 30 percent of your grapes because mother nature felt the tendency to ball her eyes out in the Northwest ... would have me balling as a winemaker. Not these winemaking vets. Each of them took it in stride ... not only unphased, but excited about the days and weeks of picking that lie ahead. They are the best of their trade, living an always on, 58 degree lifestyle that can be unforgiving and yet, miraculous in its end product.
So we left Napa eager to return to the swaying hillsides of vines, the color of passion fruit and the scent of herbs that lines the Silverado Trail. It was a true treat to experience ... life in Napa from the eyes of real winemakers. Cheers.
September 15, 2011
Social Media Integration Conference 2011 Kicks Off Tomorrow
Trevelino/Keller is thrilled to be participating in the second annual Social Media Integration Conference (SMIATL), September 16 – 17 in metro Atlanta at Kennesaw State University. The conference kicks off tomorrow afternoon and the agenda includes everything from beginner boot camps to interactive sessions to advanced level panels. The speaker lineup includes a wide variety of innovators responsible for successfully implementing integrated social media strategies and tactics in organizations large and small.
Produced by Kennesaw State University’s journalism department, SMIATL offers unique learning and networking opportunities in KSU’s academic setting. In addition to participating in sessions, Trevelino/Keller is a featured sponsor and we have several things planned to welcome and engage SMIATL attendees.
Earlier this year, Trevelino/Keller made the commitment to join a CSA to source local, organic produce for its staff. If every U.S. citizen sourced local food for one meal a week, America's oil consumption would be reduced by 1.1 million barrels each week. The impact of eating local produce is economically monumental too. In Georgia alone, if each household spent $10 a week on local produce, $1.9 billion would flow back into Georgia's economy. In this spirit, we decided to do something unique with our sponsorship by offering attendees the opportunity to win one week of fresh, organic fruits and veggies from our CSA share. To enter, attendees can visit our booth or go online: www.trevelinokeller.com/csagiveaway.
In addition to sharing our CSA, we will encourage professionals and students to drop by our booth and sign up for our PR community -- PR Starbase. PR Starbase is a community for PR, marcom, creative and social pros to network, share ideas and contacts. Not only is it a great community for students to find career opportunities, advice and feedback regarding their job search, it’s a platform for professionals of all ages and levels that want to share insight, stories and experiences related to the industry.
There are only a few spots left to join hundreds of students and marketing professionals with diverse backgrounds in digital, interactive, public relations, advertising and more. If you haven’t registered yet, visit www.smiatl.com.
Thanks and we hope to see you there!
August 24, 2011
Start-Up’s we want you! Now is the time to submit your application for Start-Up Council, taking place on September 21
Calling all start-up companies located throughout the Southeast, Start-Up Council, a group of industry experts committed to supporting the next generation of emerging companies, is now accepting applications for its next fall Forum taking place on Wednesday, Sept. 21. Application forms can be found here: http://bit.ly/qax7fg.
Created in 2006, the Start-Up Council is a forum providing gratis counsel to entrepreneurs launching new businesses by providing guidance on public relations, social marketing, funding, legal, business development, outsourced manufacturing, marketing and branding. Each quarter, Start-Up Council offers free consulting, in a roundtable setting, with individual start-up companies to answer questions and discuss issues impacting the start-up’s business strategy and launch. Over the past five years Start-Up Council has advised more than 40 companies.
Wall Street Journal just published an article highlighting seven hot hubs for start-ups, unfortunately the reporter failed to mention Atlanta as a huge incubator for start-ups throughout the southeast. Start-Up Council is here to help those start-ups succeed and to help Atlanta get the credit it deserves for this thriving community.
For more information on Start-Up Council, email ccrabill@trevelinokeller.com.
August 16, 2011
The team that gives together…
Entrepreneur defines corporate culture as a blend of the values, beliefs, taboos, symbols, rituals and myths all companies develop over time. Here at T/K, our special blend is heavily comprised of some key ideals important to each of us in our small 15-person collective, including a practice-what-you-preach approach that shapes and guides much of our day-to-day interactions with each other and the outside world.
And this T/K mindset is not something merely discussed in new biz presentations or when chatting up clients; it’s something tangible that can be witnessed on a daily basis throughout our loft – from our composting and recycling to our weekly CSA roasts to our continued professional education program. But none of our initiatives reflect who we are as individuals (and as a team) as much as the causes we support through our quarterly CSR projects, each having specific needs or missions that mirror our agency practices and interests.
We’ve had the pleasure of donating to and serving some very different yet equally in-need causes, most recent supporting some of the following:
Safe Heaven - http://cityofrefugeinc.com
One of the many community programs run by City of Refuge ministries, Safe Haven centers around a hot meal made available to the homeless and needy residents of the local community. Participants are provided access to showers, clothing and information concerning resources available through the organization’s community resource center and its many service partners. As program volunteers, the T/K team spent several mornings working in Safe Heaven’s kitchen and lunchroom alongside program staff to serve meals and spend time building relationships with those served.
Make-A-Wish Foundation® of Georgia & Alabama (Tiffane’s Wish) – www.ga-al.wish.org
In its sixteenth year, the Make-A-Wish Foundation® of Georgia and Alabama operates on a budget of $4.2 million, and 79% of all funds are used for granting wishes to children. The chapter is scheduled to grant 375 wishes in 2010-2011 with the help of hundreds of regional volunteers with over 780 wishes waiting to be granted. In addition to a donation of much needed funds, T/K helped the local chapter with PR support to let the Atlanta-area know about a fundraising event to make a very special wish come true.
Wish recipient, Tiffane, suffers from Hodgkin’s Lymphoma and was given the opportunity to wish for anything through the Make-A-Wish foundation. Her ultimate wish was to pay it forward by hosting a charity event where proceeds benefitted other families in need of a wish. Tiffane’s goal was to raise enough funds to grant three wishes, approximately $21,000.
Save the Children - http://bit.ly/qMZ3WX
When disaster strikes around the world, Save the Children is there to save lives with food, medical care and education; remaining to help communities rebuild through long-term recovery programs. One area of dire need right now is Somalia, where millions of people, most of them children, are at risk of starvation in this drought-stricken region. To combat this crisis, Save the Children has mounted an East Africa Food Crisis fund collection campaign to provide emergency nourishment to save lives. Each donation can potentially prolong and help save the life of child.
These are just some of the programs that we’ve chosen as a team, because they represent values important to us as professionals and individuals. The best employee volunteering and corporate responsibility programs will positively impact both the communities served as well as the employees it touches. A well executed program that closely aligns with the work of the company as a whole also can nurture a strong corporate culture.
Do your community efforts support your corporate identity and resonate with employees? If the answer is no, perhaps it’s time to reevaluate your company’s current community support strategy.
July 22, 2011
Social Media Research and Analytics
Here at T/K we don’t make vendor choices without due diligence. So, when in search of a social media analytics company we spent a great deal of time researching, participating in demos and testing out various systems at various price levels. The bottom line is…. there is no “one size fits all” solution, but there are several excellent options available for businesses of all shapes and sizes. My recommendation is to make the decision based on quality, ease-of-use, price and customer support. No system is going to do everything you can dream up…not yet anyway…so find the system that works best for your needs and then supplement it with the many free tools that are at your disposal. I’d also suggest testing the system first hand for a few days before entering into a contract. That is the best way to know if you are going to get what the demo shows.
During our search, I used one of the latest social media networks, Quora to assist with research. According to the site, Quora is a continually improving collection of questions and answers created, edited, and organized by everyone who uses it.
When I first stumbled upon Quora a few months back, I thought oh, another Ask.com or Yahoo! Answers. However, I quickly found that the network is more business driven -- made up of tons of credible and often recognizable journalists, experts and analysts. Of course, there are certainly sales representatives (pumping their products), but overall the network provided just what I needed. When I asked about the best social media monitoring tools, I found several articles highlighting products that we had already tested, but I also found new ones that were not in our consideration set.
Have you checked out Quora? What are your thoughts? Are you using it as part of your social media and/or research toolbox?
July 20, 2011
When it’s ok to stop being connected
Photo from David Horsey with Seattle PI
I can’t believe it’s finally here! The vacation I have been looking forward to for months is upon me… Only problem? There is no internet or cell service where I am going. Whether it’s reading my morning papers (or should I say iPhone apps), catching up on Facebook and Twitter (not so much Google+ yet since my news feed is still uninteresting due to limited users) or doing my window shopping on sites like Etsy and Pinterest, I am ALWAYS connected.
I admit it, I can’t put the computer and iPhone down for a second. I am constantly checking emails, always reading Twitter and can’t start my day without perusing my USA Today, New York Times and Wall Street Journal apps. So at this point, I am actually scared to death of vacation… what am I going to do in a foreign country with no access! My husband says that this is exactly what we both need, but admittedly its easier for him to step away. Over the past few months, I’ve been working with a new client called myi, an app-based service that allows families/parents to take back family time from the Internet. It’s funny, because although it is marketed to families, I dream of the day it is launched so that I can use it for my own family, even though we don’t have children. I need an app that puts my internet to sleep, so I can actually get in bed at a decent hour for the first time. I can’t wait to use the Family Time app to get my husband and me off our computers and spending quality time together!
I have decided, while writing this post, that I am going to make this vacation my digital detox. Sure, the first 48 hours or so are going to be difficult, but I think I can do it! And when I come back, I know my new little aid, myi, will be waiting for me. It’s time to take back my personal time from the internet, besides, I really don’t need that vintage Dior bag I’ve stare at every night on Etsy, what I need is more quality time for myself and my relationship!
By Christy Olliff | @colliff
July 15, 2011
The Real Value of Social Media
It is impossible to ignore the influence of social media in today’s culture, but what exactly does this mean for business and how does it impact a company’s brand? Many companies question the value of social media if not directly linked to an increase in sales. However, building brand awareness, increasing social influence and retaining customers are some of the most valuable effects of a well-rounded social media plan.
Large corporations are increasing alliances with social media companies. Foursquare recently announced a nationwide partnership with American Express, offering users special discounts when they pay with AMEX. The startup recently reached 10 million members and also has more than 500,000 merchant accounts. Facebook just announced a partnership with Skype, allowing users to call their friends directly from their Facebook page. Google also has entered the social media arena introducing, Google+, creating a more personal web focused around a consumer’s personal favorites. These partnerships are hard evidence that social media is a worthwhile investment and not an overhyped trend.
Expanding into social platforms such as Facebook, Twitter, Linkedin and Foursquare gives customers the opportunity to engage with your brand. Social media is about having a dialogue and engaging with a community. If a brand knows its community and how to engage that community the exchange of great content and conversation will raise brand awareness and increase sales. The web has democratized social influence although the end goal is still the same-- create buzz, engage an audience and boost sales. Through social media platforms your message can be amplified and reach a target audience. Forming relationships with the right influencers can help a brand's message reach target customers via a trusted source.
In a recent research survey by Visibli, Audi had the most engaged fans on Facebook, more so than Justin Bieber or Lady Gaga. For each post, the study evaluated the number of likes per 100,000 fans. Audi received over 255 likes per 100,000 fans surpassing the most popular music artists. Audi also hired social media measurement company, Klout, to find some of the most influential opinion leaders online and asked them to tweet about Audi’s #Progressis trend campaign. The Audi followers tweeted more than 12,000 times about the hashtag, creating a chain of online Audi-related chatter. Will this fan and follower engagement result in an increase in the number of Audis sold? Not necessarily, but word-of-mouth validation is typically the most powerful and cost-effective marketing method available.
In addition to using social media as a sales tool, or to acquire new customers, brands can also use it as a customer retention tool. If someone likes or follows your business, it's because they're interested in hearing from you on some regular basis. Therefore, it is important that you have a routine schedule for your blogs, tweets, and postings. Keeping your fans and followers up-to-date on what's new and happening with your business or industry keeps them engaged and your brand in mind.
Measuring the effects of social media is a difficult science. Ideally what we should be looking at are the effects of social influence: whether someone has actually taken an action they typically would not, changed their mind about an issue or brand, or has been influenced otherwise. There is real value in social media, so start using it to expand your brand awareness, social influence and your bottom line.
By: Stephanie Silvera | @Steph_Silvera
June 27, 2011
Happy Holidays
What’s on your holiday wish list this year?
I know what you’re thinking, this is another ploy by retailers to extend the holiday season even longer, but actually holiday planning is in full swing for the magazine publishing industry. Yes, Christmas is six months away but finding the top gifts for the holiday season is top of mind for editors and staff at publications around the country. National and local magazines alike are scouring through thousands packages full of the latest products from companies from around the world searching for the must-haves for the 2011 holiday shopping season.
With many print publications working on a six month lead, deadlines for holiday issues are quickly approaching. This is a critical time to get your products in print, because consumers are not only looking to their favorite magazines for gift suggestions, but this is one time of year that they’re also ready to shop.
The challenge is getting into these issues. Magazine editors are inundated with products year-round and even more so this time a year when they’re immersed in gift guide planning. We put together the below tips to help you break through the noise and secure a spot in a holiday issue.
Do your research
Before you invest time and products into large amounts of packages to ship out to every print magazine you know, make sure you do your homework. Find out what publications have holiday gift features and what kinds of products are included.
Determine the right publications for your products:
Now that you’re certain your product is perfect for the season, identify the publications that are best suited for not only your products but also make sure their readership aligns with your target customer.
Find the right contacts
This may be the trickiest part, with editorial staffs dwindling many of these sections are outsourced to freelance writers, or are being handled by reporters from different beat based on who has the time. The best way to find the correct writer for a story is to call the publication directly, period. However, if your short staffed or looking for an easy tool, Gift List Media, http://giftlistmedia.com, has holiday gift guide media lists available for purchase that covers print and broadcast as well as Web and blogs.
Draft the perfect pitch
Just as any pitch you draft, you need to tailor these letters for the specific publication and writer that you’re sending it to. The pitch should be designed to give editors an overview of your products and a reason why they should feature them in their publication. When drafting the pitch, make sure to lead with an introductory sentence that catches their attention. Also include details on what your products are, who uses them and why they would be a fit for the specific publication.
Putting together the total package
Once you have the correct publications and contacts, and the stellar pitch is drafted, the next step is to put together a package that is worthy of them taking the time to open it and check out what’s inside. Remember, these publications are receiving thousands of packages; you need to give them a reason to open yours. Make sure your packaging is safe and secure and will protect your items inside. Don’t be afraid to use tissue paper and ribbon to make the inside of the package look nice as well, however you don’t want it to be too difficult for the recipient to find your products under layers of flare.
Ship it and Follow up
Once you’ve shipped the package wait a few days and follow up. Most likely, you’ll receive a vague response, but it’s always worth making the effort to call and confirm they’ve received it. This is a great opportunity to find out when they are planning on making their final selections and to ask any additional questions that you may have.
If your products are not selected, make sure to still pick up copies of the issues to see what products they selected to help you determine what to submit for next year.
Do you have any additional holiday gift guide pitching tips to share? If so, please feel free to post in the comment section.
Good luck and happy holiday pitching!
Trevelino Keller
Southeast's Most Reputable Public Relations Firm
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