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Savour the moment with Jackson Triggs

Wine, Music, Vintage, Classy, Fun, Whimsical, Entertainment, Relaxing, Welcoming,  Niagara

These are words that come to mind after visiting the online ‘face’ of Jackson Triggs Winery.  Whether it is their official Website or presence on other social media sites; such as Facebook, Twitter, Pinterest, and YouTube, they have a similar message to it’s viewers.

After watching their most recent television commercial, I couldn’t resist learning more about this company.

Intrigued?  Then watch, and read on…

Jackson-Triggs was established as a winery in 1993.  Their name is a blend of their founders’  – Allan Jackson and Don Triggs.  The main winery is located in Niagara-On-The-Lake, and a second in the Okanagan – Oliver, British Columbia.  Four beautiful vineyards support these wineries:  2 in Niagara (Niagara Estate, Delaine Vineyard) and 2 in the Okanagan (Okanagan Estate, SunRock Vineyard).  The architecture of the buildings, the manicured grounds of the estates, the beautiful pungent smells of the grapes fermenting on the vines in the summer months are all part of the atmosphere at Jackson Triggs.

Behind their product and services, they continue to offer  “unwavering dedication to quality, value and tradition” to their customers.  This is obvious through their Internationally award winning wines that are cultivated to ‘perfection’ by a team of experienced wine makers.  Their services reach beyond their wines, which offers their customers an extended experience. Their outdoor amphitheatre offers an eclectic assortment of music with various artists performing during the summer.  This unique investment attracts award winning artists and substantial media recognition.  Also offered are  special events, dining, tours, and wine tasting on the patio.  Stimulating all the senses with the hope that their customers will remember well, and want to return again and again.

Who are their customers?  

“Glocalization” , is a niche marketing word that they embody: A business catering to a local market as well as a global one.  Global tourism is strong in Niagara.  With Niagara-On-The-Lake only minutes from the world renowned Niagara Falls, it has the added benefit of those visiting the Falls to extend their visit to the winery.  Significant challenges for Niagara tourism:  Canadian dollar is almost at par which means our American neighbours don’t have the same incentive to come north. As well, a depressed economic situation means less disposable income.

On a happier note, Canadian wineries can now celebrate the passing of bill C-311.  C-311 is law, passed this month,  that allows wineries to sell their wine between provinces: Either purchasing wine from a winery and then travelling home to another province, or through online purchases.

Company needs to give back to it’s community

And I don’t mean just through engagement with it’s online community (upcoming blog, stay tuned) but give back through CSR (Corporate Social Responsibility) projects.  Jackson Triggs’  auctioned off best-seat tickets to their Summer Concert Series on eBay.  All proceeds went to support War Child’s work with children whose lives have been devastated by war.  (Pretty great, don’t you think?)

As for their social business? Are customers talking about them?  Are they sharing this excitement?

Social Business Blog Series:

Note:  This series is for a “Social Media for Public Relations” course at McMaster University.  I am not an expert on wineries, but definitely enjoy my wine.  I live in Niagara and have a passion for health, wellness & community.  To read more about my experience, please read my about section.  All references and images in this blog are from the Jackson Triggs Winery website or otherwise noted.

KLOUT – Topic of Discussion

KLOUT – Good or Bad – is the topic that was discussed in our Social Media class last night at McMaster University (Hamilton, Ontario) #SMRTCCE.

What is KLOUT?

KLOUT is a tool to measure someone’s online influence.  “We measure your influence based on your ability to drive action in social networks. We process this data on a daily basis to give you an updated Klout Score each morning.”  – says KLOUT   “Retweets, Likes, comments and other interactions on the social web are all signals of influence. However, just looking at the count of these actions does not tell the whole story of a person’s influence. It’s important to look at how much content a person creates compared to the amount of engagement they generate.”

Is it an effective Tool?

  • There are flaws in it’s calculations (i.e. showed one person having influence about cats and yet never mentioned cats online).
  • The system can be ‘gamed’ which means that the scores for these individuals will be higher than they should be.
  • It is pulling data from a limited number of social media platforms excluding valuable data about someone’s influence on the excluded sites.

With these factors alone, KLOUT cannot be used as exact numbers to define someone’s online influence.  However,  it has some relevance.  I personally use it as a secondary reference check against my other engagement measurement tools.  I also use KLOUT in my arsenal of marketing research tools to see who is talking about what, but it is still a very secondary source.

Today my KLOUT score is 46, tomorrow it will be something different…maybe.  One absolute in all of this, is that I won’t lose any sleep over my KLOUT score.

References:

Image above is borrowed from Salon – Blog  Klout is bad for your Soul – by Bonnie Stewart

Magic words of Motivation

“I believe” :  the strongest two words that motivate all of us.  What made crowds appear in Washington on a hot summer’s day to listen to Martin Luther King speak about civil rights?  ” I believe “.  And not what HE necessarily believed, but what they believed as well.  What made the Wright Brothers push through their challenges to invent a flying machine?  Because they believed in that what they were doing would positively change life forever.

Simon Sinek speaks here about the motivation behind WHY people do what they do.  What changes people’s behavior?  The ‘golden circle’ is a visual showing us that we act from the inside out.  The WHY or what we believe in is truly what motivates all of us.

Once we realize this, we will be able to achieve what we want to achieve.

  • Career  – because we will want to get up every day for work knowing the WHY you are doing it.  Your vision will be clear.
  • Hiring – you will know who to hire, because now you know what to look for in those that will be your team mates.  They will believe in what you are doing more than just wanting to be there for a paycheck, which is the ‘what’.
  • Customers – your customers will buy from you because they know the WHY behind why you are offering this product / service ( Simon uses the example of APPLE )

What is really incredible is that this circle, and all of what it means, is rooted in biology – the design of our brain.  Science tells us that WHY is what motivates us, not WHAT.

Trouble viewing the TED talk video?I Go to your TED talks app  and search on Simon Sinek.

Related articles:

The Golden Circle

Following your passion – Easier said than done – Jeremy Floyd

Sales, Marketing and Public Relations – Convergence means success

ImageEvery organization has objectives. Even if they are not clearly written, they are there.  Every part of that organization is working to meet those objective.  Even if they are not guided, or have clear information on what those objectives are, they are hired for a purpose.

So let’s talk success and team work.  Is it not common sense that we should all work as a team to achieve what we set out to do?  Is not a chain stronger when they are all linked together?  Now there is no excuse.  We have the technology to make this happen, but unfortunately the ‘old way’ of doing things is getting in the way.

Sales, Marketing & Public Relations have been acting like oil and water.  It is time for change.  It is time to shake things up a little and start being exceptional.  Let’s start thinking and acting ‘outside of the box’.  It does not mean that we throw everything out the window that we have been doing over the years, but stepping away and looking at your processes and cultural ways with fresh eyes will give you rejuvenated perspective.  Conversations across various departments will give you skills and talent that you perhaps didn’t even realize you had.

Tips below on how and why sales and marketing should converge.

  1. Culturally increase cross conversations between Marketing & Sales so that it is more ‘our’ thing rather than yours or my thing.
  2. Pay your staff to perform as a team.
  3. Look at the details (i.e. make sure your team can articulate your story) – no one person is going to close deals.
  4. Single objective – everyone doing their job to achieve this objective
  5. You have to be extreme (outside the norm of what you have always done) – you are ALL in the mission to sell, ALL in the same team.  Get rid of org chart and build a team.”

The 5 tips above are from Todd & Dan’s video segment: Marketing vs. Sales, or Breaking Down the Silos in 2012: From SalesChaosTV Video Discussion . Great reference for forward thinking tips on how sales and marketing should be done now and moving forward.

Related Resources:

Lee Odden Digital Convergency: Marketing & Public Relations

Clay Shirk’s Book – Here Comes Everybody

Arbinger Group – Leadership and Self Deception:  Getting out of the box