September's issue of Spotlight on Business Magazine
SEPTEMBER 2020
RIVERWOOD ACOUSTICS HISTORIC. ARTFUL. UNRIVALED.
COLDSTREAM CLEAR DISTILLERY CELEBRATING FIVE YEARS OF FAMILY VALUES, INNOVATIVE FOCUS AND PREMIUM PRODUCTS
DOG ISLAND BREWING IF YOU OWN A BREWERY, YOU SHOULD BE THE ONE BREWING!
North Keg Your Key Partner in Cost Effective Keg Solution
IN THE SPOTLIGHT BRITTANY PICKREM CEO OF BRITTANY PICKREM BRANDING & DESIGN
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spotlight on september I n September Summer of 2020 came to an end, businesses continued to adapt to new business norms, kids headed back to school for the first time since March and govern - ments continued with their plans for economic recovery on both sides of the border. We also saw the first COVID-19 election campaign and voting process in New Bruns - wick with The Progressive Conservative Party of New Brunswick, led by Blaine Higgs, winning a majority government and control of the Legislative Assembly riding a surge in support for their handling of the COVID-19 outbreak and plans for economic recovery. We also continue to see more government restrictions being lifted in attempts to bring our personal and business lives back to a new normal. As you our reader know we at Spotlight on Business are always looking for that new tech - nology or innovative product or brands that are industry changers. If you love music and you are looking for a warm, rich sound experience in a Bluetooth wireless speaker and have an appreciation for artistic design, look no further than Riv - erwood Acoustics. We recently caught up with Ben Seaman, co-founder of Riverwood Acoustics, to see why musicians and consumers are calling their product ‘the perfect speaker’ with a ‘state of awesome tonal quality’ that the founders confidently agree is unrivalled. Coldstream Clear is clearly making an impact in Atlantic Canada’s vibrant distillery industry. We had the pleasure of connecting with Olivia Giffen and she tells us how Co-founder Riley Giffen’s interest in creating distilled spirits was sparked in an organic chemistry classroom in his second year of Dalhousie University’s Chemical Engineering program. As he was distilling essential oils from the zest of an orange peel, he made the connection that the same principles are used to make spirits. We learn how he and his family went from that project to the distillery becoming the success story it is today. Matt Wowchuk was well into writing a business plan for opening a brewery when he discovered the costs and complications of buying kegs upfront for a startup brewery. He and his business partner shifted focus to solve this industry problem and soon North Keg, a keg leasing company, opened with the goal of providing brewers an alternative path to owning the best quality kegs in the industry. Matt Wowchuk, Co-Founder and Managing Partner of North Keg chatted with Spotlight about entrepreneurship and the success of his lease to own keg business. When the Alberta oil fields slowed down in 2013, business partners Ben Fiddler and Chad Paulson put their trades experience to work in a different field, making beer in their hometown of Slave Lake, Alberta. Spotlight on Business sat down to chat with Ben Fiddler, co-owner of Dog Island Brewing in Slave Lake, Alberta, about life as a brewer and making great beer. Brittany Pickrem of Brittany Pickrem Branding & Design is, “in the spotlight” as we sit down with this creative entrepreneur to learn more about the person behind her brand. As Brittany shares where she gets her drive and passion from to how she harvests all her creative powers for her clients. We want to thank all those involved in putting this issue together, as we know there are still difficult roads ahead for small and medium sized businesses. These are extremely demanding times for businesses, but we promise to keep sharing business success and the people behind making it all happen.
MANAGING DIRECTOR Rod Gregg EDITORIAL DIRECTOR Lee Ann Atwater RESEARCH TEAM LEAD Ashley Tanner WEB DESIGN LEAD Sean Bridge
CONTRIBUTING WRITERS Lee Ann Atwater Janice Buckler
Tanya Chedrawy Shannon Ferguson Anita Flowers Calli Gregg Dan Monk Christi Rideout
SOCIAL MEDIA & ADMIN Kate Davis GRAPHIC DESIGN LEADS Matthew Erickson Aaron Jeffrey COMMUNICATIONS LEAD
Calli Gregg PUBLISHER AIDACA Media
We are all in this together. Lee Ann Atwater, Editor
P.O. Box 35007, Halifax, Nova Scotia, Canada B3M 0G3 P: 902 402 3936 E: info@spotlightbizmag.com spotlightonbusinessmagazine.com
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SPOTLIGHT ON BUSINESS MAGAZINE • SEPTEMBER 2020
september
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COLDSTREAM CLEAR DISTILLERY CELEBRATING 5 YEARS OF FAMILY VALUES, INNOVATIVE FOCUS & PREMIUM PRODUCTS
RIVERWOOD ACOUSTICS HISTORIC. ARTFUL. UNRIVALED. Spotlight on Business recently caught up with Ben Seaman, co-founder of Riverwood Acoustics, to see why musicians and consumers are calling their product ‘the perfect speaker’ with a ‘state of awesome tonal quality’ that the founders confidently agree is unrivalled. 80 If you are looking for a warm, rich sound experience in a Bluetooth wireless speaker and have an appre- ciation for artistic design, look no further than Riverwood Acoustics.
03 SPOTLIGHT ON SEPTEMBER 08 UPCOMING EVENTS – OCTOBER 2020 10 BUILDING BRANDS The Tim Horton’s Drive Thru and Why your Message Needs to be Heard 20 SPOTLIGHT ON INDUSTRY 22 CONTRACTORS CORNER Success in Business is all about Trust 26 DRIVEN AUTOMOTIVE Honesty, Integrity & Quality Work at Fair Prices 33 CUSTOMER CONNECTION PR is not buzz, It’s Your Lifeline (Especially Right Now) 34 SAFE AND HEALTHY TRAVEL Keeping COVID out of your travel plans 36 SPOTLIGHT ON BUSINESS 38 WHAT’S NEW WITH FANSAVES Why Investing in a Digital Footprint for Your Business is Important Post-Covid 50 OLD NICK WILLIAMS COMPANY America’s Most Famous Forgotten Distillery 66 ENGAGING CUSTOMERS There’s Something About Bios 68 SPOTLIGHT ON INNOVATION 78 GOING LIVE Thinking about taking your brand to the masses with Live Video 88 SPOTLIGHT ON HEALTH & WELLNESS 90 HOLISTIC HEALTH Nutrients A to Z - Vitamin Biotin 92 BEER AND YOUR BODY The Benefits of Drinking Beer 94 WORKPLACE HEALTH AND WELLNESS Learning to work together
Coldstream Clear is clearly making an impact in Atlantic Canada’s vibrant distillery industry. Co-founder Riley Giffin’s interest in creating distilled spirits was sparked inanorganic chemistry classroominhis last year of Dalhousie University’s Chemical Engineering program. As he was distilling essential oils from the zest of an orange peel, he made the connection that the same principles are used to make spirits and he was all in. Spotlight on Business had the pleasure of connecting with Olivia Giffen to learn how the distillery became such a success story.
NORTH KEG YOUR KEY PARTNER IN COST EFFECTIVE KEG SOLUTION
BRITTANY PICKREM CEOOF BRITTANY PICKREMBRANDING &DESIGN
IN THE SPOTLIGHT
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DOGISLANDBREWING
IF YOU OWN A BREWERY, YOU SHOULD BE THE ONE BREWING!
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Matt Wowchuk was well into writing a business plan for opening a brewery when he discov- ered the costs and complications of buying a sufficient number of kegs upfront. He and his business partner shifted focus and soon North Keg, a keg leasing company, opened with the goal of providing brewers an alternative path to owning the best quality kegs in the industry. Matt Wowchuk, Co-Founder and Managing Partner of North Keg chatted with Spotlight about entrepreneurship and the success of his lease to own keg business.
Spotlight on Business Magazine sits down with this creative entrepreneur on the beauti- ful Halifax waterfront to learn more about the person behind Brittany Pickrem Branding & Design brand. Brittany shares where she gets her drive and passion from to how she harvests all her creative powers for her clients.
When the Alberta oil fields slowed down in 2013, business partners Ben Fiddler and Chad Paulson put their trades experience to work in a different field – making beer in their hometown of Slave Lake, Alberta. Spotlight on Business sat down to chat with Ben Fiddler, co-owner of Dog Island Brewing in Slave Lake, Alberta about life as a brewer and making great beer.
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B y putting a spotlight on your business, organi - zation or community with effective and interactive media and advertising we will help you capture the interest of business leaders and potential clients, giving you an opportunity to promote your brand and grow market share through mobile, online, print, video and social media support, helping your business connect and stay engaged with your customers.
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September EVENTS
Continuity & Resilience Today October 7th – 8th, 2020 Virtual Conference Continuity & Resilience Today in partnership with the Business Continuity Institute, the Disaster Recovery Institute Canada and the Disaster Recovery Information Exchange, is Canada’s premier business continuity man - agement event, providing a global perspective on current and emerging issues for continuity management practi - tioners. Practical and collaborative. Continuity & Resilience Today provides business continuity/ disaster recovery professionals an environment of shared lessons learned, best practices, takeaways, networking, and professional development to strengthen resilience. For more information on this event go to https://www. crtcon.ca/ 21st Annual Administrative Professionals Conference (APC) October 13th – 16th, 2020 Virtual Conference The Administrative Professionals Conference of Canada will benefit you, your boss and your organization by increasing productivity and effectiveness as a result of your new and upgraded skills learned from the conference that will inspire superior performance and motivating you to set goals that achieve positive results. For more information on this event go to https://www.apc - canada.com/ Canadian Conference on Global Health (CCGH) October 19th – 22nd, 2020 Virtual Conference The Canadian Conference for Global Health warmly welcomes researchers, policy makers, practitioners, students and stakeholders from all sectors for meaning- ful, evidence-based, and informed knowledge exchange to move forward collectively. The CCGH is the premiere must-attend conference in Canada for professionals working in the field of global health and development. For more information on this event go to http://www.csih. org/en/events/canadian-conference-global-health
8th Annual Alberta Power Symposium September 30th - October 1st, 2020 Virtual Conference
The Canadian Institute’s 8th Annual Alberta Power Symposium will spark the conversation on consumer behaviour, competition in the energy market, advances in technology, and how to effectively work within current regulatory policies. Join us as we also address the risk-versus-re - ward dilemma as we all look to the future for opportunities. Don’t miss this opportunity to engage with the people charting the course for Alberta’s power sector! For more information on this event go to https://www.canadianinstitute. com/alberta-power-symposium/
Critical Care Canada Forum (CCCF) October 5th – 7th, 2020 Virtual Conference
The Critical Care Canada Forum is a world-renowned meeting for profession- als involved with the care of critically ill patients. The Forum focuses on lead - ing-edge science through informative and interactive sessions, led by an out - standing global faculty. The scientific program is ultra current and includes plenaries, panel presentations, specialty workshops, hands-on courses, Fellows Day, oral and poster presentations plus exhibits showcasing the latest products and services for the critical care professional. For more information on this event go to https://criticalcarecanada.com/
Canadian Greenhouse Conference (CGC) October 7th – 8th, 2020 Virtual Conference
As Canada’s foremost event for commercial greenhouse flower, vegetable, cannabis, berry and nursery growers, the Canadian Greenhouse Conference is the ultimate connection point for growers, suppliers and research partners. For more information on this event go to https://www.canadiangreenhousec- onference.com/
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BUILDING BRANDS THE TIM HORTON’S DRIVE THRU AND WHY YOUR MESSAGE NEEDS TO BE HEARD by Tanya Chedrawy E arlier in the pandemic I went to the drive thru at Tim Horton’s.
I remember saying to the employee at the window, “I came here today just to have some sense of ‘normal’ again.” She stopped dead in her tracks and I could see her eyes getting glossy from fighting back tears. She understood what I meant. Not only is Tim Horton’s quintessentially Canadian and familiar, what I was truly craving was connection. Isolation has been hard, even for an introvert like me! (yes I am, for real) As I drove away that day with my dark roast (black), the aroma and that momentary socially distanced dialogue with a Tim’s staff person made me happy and gave me some sense of relief. Humans are wired for connection and we need to be heard. The pandemic has proven this. Accord - ing to an April New York Times article, “While tra - ditional social media sites have been growing, it seems that we want to do more than just connect through messaging and text-we want to see one another.” (nytimes.com) How will your business be seen and heard as we emerge out of lockdown? How will you ensure that your marketing doesn’t become white noise?
Podcasting. One of the best things I’ve ever done is get into podcasting. Why? • It builds credibility. • It strengthens your brand. • It increases traffic to your website. • It increases unsolicited invitations to com- municate my thought-leadership. • It drives leads through customer engage- ment. • It increases your Return on Investment. Still not sure if you want to host your own podcast then let me know and we will do all the work for you and you show up to host your own podcast. Business has moved online and is showing no signs now that covid-19 restrictions are being lifted as people are staying online, so how will you stand out? We help you determine the right format and stellar content that will continue to build your brand no matter what is happening.
Need more tips or for someone to work with to see if this is the best way to get your business messaging heard as we emerge from lockdown then reach out to me at tanya@tanyamedia.com I would be happy to help you out.
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Photo by Chris Geworsky
IN THE SPOTLIGHT BRITTANY PICKREM – CEO OF BRITTANY PICKREM BRANDING & DESIGN
by Lee Ann Atwater I f you have worked with Brittany Pickrem, then you know she is much more than a Branding and Designer Expert. You know that she is committed to working with her clients one-on- one from concept to completion. That she is there for her clients to help them navigate through the creative process with clarity and ease. You also know that that she has a passion for making her clients look unique, professional, and unforget - table. Spotlight on Business Magazine sits down with this creative entrepreneur on the beauti - ful Halifax waterfront to learn more about the person behind Brittany Pickrem Branding & Design brand. Brittany shares where she gets her drive and passion from to how she harvests all her creative powers for her clients.
Like any good Maritimer Garlic Fingers and Moon Mist ice cream are my very favourite treats. Now let’s learn more about Brittany Pickrem the entrepreneur, when did you know that you wanted to be a brand expert and that you had a knack for creative design? BP: My creative career started in grade four. When I stood at the front of my class and pre - sented my Bristol board poster about sunflow - ers, I noticed that I immediately had everyone’s attention in the room for at least a solid minute. They were all staring at my poster. I had drawn a giant sunflower with big, bright petals and I had painstakingly glued and painted actual sunflower seeds in the center of the flower. To my surprise, not only did I get the students’ attention, my teacher even asked to keep the poster to show other students for inspiration. After creating other presentations with a similar approach, and reaction, I began to realize that I could get attention using my creative thinking, and artistic skills. My enthusiasm for creating stuck with me, and
by the time I was in high school, I knew that I wanted to have a creative career, but there were a few challenges standing in my way.
Photo by Chris Geworsky
SPOTLIGHT: Tell us a little about yourself, your hobbies, what you like to do in your spare time when not working with clients making their brands unforgettable? BP: I was born and raised in Halifax, and I’m the oldest of four kids. My Dad was a carpenter and my Mum was a homemaker. Unlike many entrepreneurs, I had zero influence to become an entrepreneur during my childhood. I like to think that entrepreneurship chose me, because I never dreamed of becoming a business owner and working for myself. In my spare time I love to be in nature, and to be as close to the ocean as possible. Cape Breton, Annapolis Valley, and the South Shore are among my favourite spots in the province to visit for a retreat into nature. Even a quick walk around the Halifax Waterfront is sometimes the best medicine. I also love to travel, and I miss it. What I like most about travelling is that I always come back feeling creatively inspired. Interestingly, the more I travel, the more I realize that Nova Scotia will always be home for me. It has the amenities that are typically found in more populated places, while having the laid-back charm of a small town. “I like to think that entrepreneurship chose me, because I never dreamed of becoming a business owner and working for myself.”
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My art teacher had concerns that my drawing skills were lacking, and I had next to no computer skills. To make things more complicated, three months before my grade 12 grad - uation, I was unexpectedly out on my own at 17. It was suddenly my responsibility to figure out how to financially support myself and start a career. I remember feeling terrified yet totally ecstatic. I worked as a cashier at Superstore and I remember telling customers about how I was going to go to college to become a graphic designer. I intuitively knew that Nova Scotia Community College (NSCC) would be the best place for me to quick start my creative career, and my instincts were not wrong. During the next two years I spent at NSCC I gained confidence and skills using a computer, and I learned how to create digital artwork that looked great, while serving a specific communication purpose. I graduated with my diploma in graphic design in 2007, and I was so excited to begin my career. Little did I know my learning about having a creative career was only just beginning. For the first few years after graduating from college I worked as an in-house designer at Uncommon Grounds, a local, family-owned coffee shop, and then the Atlantic Film Festival (now FIN), a local non-for-profit organization. What I loved most about working as the in-house designer for both of these businesses, was seeing the impact I was helping to create from my design efforts. It was thrilling to see my design work out in the world, and I felt so proud to be strengthening their brand awareness. Ultimately, I was doing my part to improve their bottom line through their brand.
What made you want to become an entrepreneur and start your own business? BP: I unexpectedly became an entrepreneur from one of the lowest points in my career. After working for a small business, and a non-for-profit, I was eager to work with bigger brands. I landed a design job at a local agency and I felt like I won the career lottery, I was over the moon excited to see what I would do there. At the time Mad Men, was a popular TV show that was airing about a fictitious advertising agency based in New York City in the 1960s. I had a naive vision about becoming this agency’s Peggy or Joan, by channeling my creative prowess to overcome any challenges, like these characters did in the show. As it turned out, I didn’t win the career lottery from landing this job, but I did become emotionally, and ener - getically bankrupt from it. The brands I was working with were certainly bigger, but they were also far less connected or concerned about the communities they were serving. A sharp contrast to the small business, and non-for-profit I had earlier worked for.
Photo by Chris Geworsky
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The agency’s culture left little room for my creative contributions to be valued, and there was an expectation to often work 18-hour days at any given time for these unappreciative corpo - rate clients. I was certainly no stranger to working long hours, but it made no sense to work so hard for big corporate clients that cared so little. I started to get migraine headaches that would temporarily blind me due to chronic stress from the job. One night after I finished another 18-hour day, I asked myself, ‘What work did you do today that made you feel proud?’ I drew a blank and realized that I could no longer work for unappre- ciative corporate brands that were misaligned with my values. I promised myself that I would exclusively work with businesses that were creating positive change for their community in some way. A few short months after making this promise, I regis- tered my business, and picked up the IWK Foun - dation as my first client, a non-for-profit organiza - tion that does fundraising for the IWK Children’s hospital in Halifax. What was the inspiration behind Brittany Pickrem Branding & Design? BP: My business was inspired by realizing that there is a massive gap of value-driven, female leadership in the creative design and communi - cation industry. In 2013, one year before I opened my business, it was estimated that only 11.5% of Creative Direc - tors in the world were women, despite the fact that women control 73% of the world’s consumer purchasing power. Like many women in my industry, I was not able to break into a creative leadership role in a tra - ditional work setting, so I decided to promote myself into a creative director role by opening my own business.
are running successful six and seven figure busi - nesses. My branding and design support gives them the tools they need to show up and stand out with a memorable, and professional brand image in competitive markets. Tell us about some of the projects that you have worked on. BP: I love celebrating my clients and highlighting the incredible work that they do. I’ve had the pleasure to be part of so many amazing projects over the span of my career, but I’m going to highlight a few of my most recent, local branding projects that I have worked on.
“My business was inspired by realizing that there is a massive gap of value-driv- en, female leadership in the creative design and commu- nication industry.” In 2013, one year before I opened my business, it was estimated that only 11.5% of Creative Direc - tors in the world were women, despite the fact that women control 73% of the world’s consumer purchasing power. Like many women in my industry, I was not able to break into a creative leadership role in a tra - ditional work setting, so I decided to promote myself into a creative director role by opening my own business. I recently celebrated my sixth year in business as the CEO and creative director of my boutique branding business. After being in business for the last six years, I’m more clear than ever on my mission: to provide world-class visual branding services and training, for 6 and 7 figure entre - preneurs and small businesses who are creating important change through their work. Do you have a typical client? If so, tell us about them? Is there something that your clients have in common, what would it be? BP: Something that all of my clients have in common is that they are change makers, even if they may not self-identify that way. I am proud to say that all of my customers are actively engaged in creating important change and transformation in a variety of industries including Social, Financial, Environmental, Health Care, and Arts & Culture sectors. I work with customers across Nova Scotia, Canada, and the world. Another common thread that my clients share is that they are all high-performing superstars who
“I love celebrat- ing my clients and highlighting the incredible work that they do.”
I’ve had the pleasure to be part of so many amazing projects over the span of my career, but I’m going to highlight a few of my most recent, local branding projects that I have worked on. CLIENT SPOTLIGHT: The Halifax Jazz Festival Over the past four years I’ve partnered with the Halifax Jazz Festival to creative direct and design their main image for their hallmark summer event which attracts an audience of 65,000 people. Bringing together both local and international artists, the festival delivers epic live music entertainment in the
Photo by Chris Geworsky
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heart of downtown Halifax. This year was the first time the event took place virtually during July and August. Because the festival draws such diverse festival goers and music lovers, it’s always been import - ant that the main image design reflect the inclusiveness, energy, and excitement that the Jazz Festival brings to Downtown Halifax each Summer. CLIENT SPOTLIGHT: Nova Scotia College of Social Workers Over the past three years I’ve partnered with the Nova Scotia College of Social workers to help creative direct and design a quarterly magazine called Connection. Connection magazine offers a perspective into often overlooked and under-discussed social injustices that certain Nova Scotians face. It also takes a look at the crucial work that Social Workers are engaged in across the province to actively improve these social inequalities for Nova Scotians. The theme for the upcoming Fall issue of Con- nection is Black Lives Matter. This issue will provide a local perspective from Nova Scotia’s Black Community about the Black Lives Matter movement. I encourage everyone to take time to check out this upcoming issue that will be pub- lished in October. CLIENT SPOTLIGHT: Ecology Action Centre I’ve recently partnered with the Ecology Action Centre on a project to help raise public aware- ness about Nova Scotia’s Marine Protected Areas (MPAs). These are designated marine areas around Nova Scotia that are protect - ed against any harmful fishing practices and resource extraction. Canada’s Atlantic Ocean is considered to be one of the most productive marine environments in the world. Protecting and preserving the marine ecosystems that surround Nova Scotia is some - thing that we all need to take responsibility for.
It’s an honour to be using my design talents to help raise awareness about this important cause that will help to preserve Nova Scotia’s marine environment for generations to come. What branding and design services do you offer? BP: My core service offers are visual brand strategy, brand styling, and graphic design. I help my customers to create a competitive brand presence by pairing brand strategy, with brand style. When working on a brand design project, I first help my customer to determine their brand position (vision, values, voice etc.), then I design a visual brand image (logo design, colours, fonts etc.) that is in alignment with their brand position. I also provide graphic design services. These are typically smaller-scale projects than brand design projects. Over the 13 years that I’ve been a graphic designer, I’ve designed everything from business cards to billboards, and more.
“I help my customers to create a competitive brand presence by pairing brand strategy, with brand style.”
“Small businesses must learn to leverage online branding opportunities now more than ever, oth- erwise it will block their ability to effectively sell their products or services.”
What motivated you to want to help entrepre - neurs and small business owners take their brands to the next level? BP: Countless times when I’ve met brilliant business owners in person, I’d feel disappointed following up with them online. Their online brand totally fizzled and fell flat compared to how they presented in person. More often than not, small business owners who are doing important, changemaking work, do not have an online brand that is an accurate rep - resentation of the value they offer or the experi - ence they have. This is a HUGE disadvantage. Given that we currently live in an era of social dis - tancing, we have far less opportunities to phys - ically get in front of customers like we used to. Because in-person opportunities to connect with customers have gotten much more limited, it’s time to play a bigger, bolder game with your online brand strategy and style.
Small businesses must learn to leverage online branding opportunities now more than ever, oth - erwise it will block their ability to effectively sell their products or services. Where do you see yourself and your business five years from today? BP: In five years from today I see myself having a much bigger impact by scaling my business through a series of online brand education programs. By that time, I will have trained 1000s of small business owners about proven brand strategy and processes that I use for my clients. I’m currently designing my first brand training program that will be designed to teach entrepre- neurs about elevating their online brand, and I will be releasing it before the end of this year. As a small business owner, Brittany understands the power of a great brand and how it can trans- form your business into a recognized and well- loved service or product so give her a call and let her take your brand from Bland to Grand.
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Spotlight on Industry Headlines
AMAZON’S LAUNCH INTO LUXURY FASHION
A QUARTER OF AMERICA’S MALLS WILL CLOSE OVER THE NEXT FIVE YEARS A recent report by Coresight Research estimates 25 percent of America’s roughly 1,000 malls will close over the next three to five years, with the pandemic accelerating a demise that was already un - derway before COVID-19 the new virus emerged. So, what is going to happen to America’s malls? Well that is a million-dollar question plaguing retailers and real estate developers. The consensus seems to be that these old retail spaces could be converted into new warehouses for large in - ternet-based companies like Amazon. However, even though it might seem like a logical solution, it might not be so easy to make the transformation even as demand for logistics buildings is skyrocketing as e-commerce sales balloon. The problems lie in the need to have properties re - zoned, which could be met with pushback from local municipalities and government regulators. A irline CEOs and labor unions are pushing for billions in additional federal aid as a ban on in- dustry job cuts is set to expire soon and a re - covery in travel demand hasn’t materialized, nor does it look like it will any time soon. Several airline executives plan to meet with White House chief of staff Mark Meadows to discuss the sit - uation with the industry looking for another $25 bil - lion that would preserve sector jobs through the end of next March. AIRLINES STILL HIT HARD BY
KRAFT HEINZ IS CUTTING THE CHEESE, SO TO SPEAK N ews that Amazon is getting into the luxury fash - ion sector as the latest blow this year to North American department stores, which have been hit especially hard by the coronavirus and reduced foot traffic in their stores on both sides of the border. Amazon announced the launch of a section on its mo- bile app called Luxury Stores, kicking off with items from designer Oscar de la Renta’s pre-fall and fall-win- ter 2020 collections. It said additional luxe fashion brands will be added to the app in the coming weeks. According to Amazon, for now only their Amazon Prime members will initially be able to shop this sec - tion by invitation however, invitations will be extend - ed to more customers over time. Amazon’s Luxury Stores will include interactive fea - tures like 360-degree viewing, which allows shoppers to see items on different body types and various skin tones. K raft Heinz announced it is selling part of its cheese business to Lactalis, which is the largest dairy products group in the world, and is the second largest food products group in France, behind Danone, in a $3.2 billion deal. Breakstone’s, Polly-O, Athenos, Hoffman’s, Knudsen and Cracker Barrel are included in the deal, accounting for $1.8 billion in net sales over the last twelve months. Additionally, Lactalis will be licensing the Kraft cheese brand. The deal is expected to close in the first half of next year and is subject to regulatory approval. It is said that Kraft Heinz will use the proceeds of the deal to pay down its debt.
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TELL THE TRUTH
Always tell the truth, especially when it is the hardest. Truth is the most basic element of any trusting relationship. You may be wondering – does this mean you have to tell everyone everything? Certainly not but when you are providing people with information, it must be truthful. The nice thing about the truth is that communication is always consistent and believable. “If you tell the truth, you won’t have to remember anything” – Mark Twain; I use this little gem of knowledge regularly.
COMMUNICATION IS KEY
Nobody wants to be surprised or kept in the dark. This is the reason why newsletters, blogs, annual reports, and account statements are sent to clients on a regular basis; to keep everyone on the same page by providing relevant details. When dealing with clients, staff, suppliers and sub-trades, it is equally important to communicate in order to build and maintain trust.
ACTIONS
“Actions always speak louder than words.” If you say you will do something, do it without excuses. If there is a valid reason for not being able to complete a task, it is imperative to provide ample notice. Simple things such as show up on time, follow up to ensure tasks are completed, and ensure nothing stands between you and your commitments. People trust more when you stick to your word and follow through with your promises.
CONTRACTOR’S SUCCESS IN BUSINESS IS ALL ABOUT TRUST by Dan Monk
I f you look up the definition of “trust” by Mer - riam-Webster online, it will say, ‘firm belief in the character, strength, or truth of someone or something.’ Merriam-Webster also defines “trust” as ‘a person or thing in which confidence is placed.’ Trust is an enormous topic and critical for any person or business to be successful regardless of the industry that you are in. Trust is very simple, you either have it or you don’t. It is so important that companies spend millions each year on marketing to convince clients to trust them with their time and money. Trust is also critical between the employer and its employ - ees; if this relationship lacks trust, the company is doomed. Here are four simple and effective ways to gain and maintain trust:
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SEPTEMBER 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • SEPTEMBER 2020
HAVE A PLAN “If you fail to plan, you are planning to fail” – Benjamin Franklin. By creating a plan, we must acknowl - edge the potential risks of a situation which makes it easier to identify a course of action if problems arise. Little things like leaving early to avoid being late, making a prioritized check list to ensure everything gets done, maintain realistic expectations, set reminders for important items, and the list goes on. Having a plan for success is another way to gain and maintain trust. Just one more thing to add, I heard a phrase many years ago that struck me as a critical element to building a great team and mutual respect – “trust, but verify.” There is nothing wrong with having a process of delegating responsibility, it will often increase efficiency and profitability, but verifying that tasks are completed to the required standard is necessary. Verification is not a sign of distrust but rather a method of quality control. All entrepreneurs know that they are ultimately responsible, therefore establishing a trusting relationship with employees, suppliers, and sub-trades is critical and verifying that a task will be completed, or materials delivered is simply due diligence. We should understand that trust is something most people want in their relationships; we desire to trust and be trusted. Trust is a feeling, not a fact or a number, and it is often this feeling of trust that is so powerful that will reward you with a client’s business, an employee’s loyalty, and truly long-term friendships and relationships. Work hard to establish trust and work even harder to protect it because once trust is lost it is extremely difficult, if not impossible, to regain. I hope this article gave a few nuggets of knowledge that can help you as you move forward with your passion.
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SEPTEMBER 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • SEPTEMBER 2020
DRIVEN AUTOMOTIVE HONESTY, INTEGRITY & QUALITY WORK AT FAIR PRICES by Lee Ann Atwater W hen Spotlight on Business sat down with Jamanda Doyle, the owner and general manager of Driven Automo - tive in Hammonds Plains, Nova Scotia, we were so impressed with the company that we became customers.
We also have access to all manufacturers’ service manuals, maintenance schedules, and even safety recall notices and service bulletins. This makes it easy for multiple car households to feel comfort - able in taking their new or old car to us.” “There are many new technologies being intro - duced every year and it’s exciting to see all the innovative features of new vehicles and how they are serviced and repaired,” says Doyle. With six automotive repair bays and a staff with over 50 years of combined experience, Driven Automo - tive has the expertise to service and repair a wide arrange of vehicles whether they are imports or domestic. Basically, they can work on all passen - ger cars and light trucks and can perform auto- motive repair and regular maintenance from oil and filter changes to full blown engine removal/ replacements or rebuilds, no pun intended. There isn’t a task that they can’t do when it comes to automotive repair. They are well equipped with the latest diagnostic tools, computer scanners, tire changers, alignment machines and offer spe- cialty antique/classic vehicle tuning and repair.
During that first conversation with Doyle, we asked her why her brand is synonymous with honesty and integrity, her answer was spot on and we couldn’t agree more after having our fleet services with her team over the past several years, “They work hard for their customer’s best interest.” Starting a business is hard, but the motivation was easy. Doyle explained. “My partner, Rob Newell and I were both working for a local deal- ership, on a commission-based pay structure. We both agreed that working hard for someone else wasn’t ideal. Both of us believed that If we were going to work this hard pleasing and retaining our own customers within the dealership, why not do it for ourselves and the idea for Driven Automotive begun. While at the dealership, where Doyle at the time was a salesperson and her partner, Newell, was a Red Seal automotive technician. Both Doyle and Newell had a loyal customer following and decided that it would be worth the change and take the jump of faith and become entrepreneurs and the story of Driven Automotive begins when they opened their doors in 2012. 2. How have they built their business well Doyle is happy to tell you, “We cater to many vehicle owners as our team of technicians have diverse experience with multiple car manufacturers,” she goes on to say, “We have specialized service, tools and parts for all makes and models.
“We cater to many vehicle owners as our team of technicians have diverse experience with multiple car manufacturers,”
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SEPTEMBER 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • SEPTEMBER 2020
Doyle explained that maintaining a well-round - ed staff and keeping them happy is a challenge for any business, but that it’s much harder main - taining licensed automotive technicians. “There is a shortage of automotive mechanics and the main population of mechanics are aging. There aren’t as many young people pursuing the trade, I would say due to costs, wages, and the lack of benefits they receive in the workplace. Here at Driven, we hold a high standard of work quality. The technicians can be proud of their work, they get to discuss their work directly with the customer, and they get compensated properly for their thorough job. We have attained very highly trained and skilled technicians by offering a welcoming workplace and an environment that feels like family. All of our technicians were the best of the best at their previous places of work, now we have them all here under Driven’s roof.” Doyle is the technician of the technicians. Her official in-shop designation is Service Advisor, but she’s much more. “My favorite part of the business is learning new things and being able to pass that along to the customers,” says Doyle. She even produces brief preventative maintenance and FAQs videos for customers on Driven Automo- tive’s Facebook page.
“My favorite part of the business is learning new things and being able to pass that along to the cus- tomers,”
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SEPTEMBER 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • SEPTEMBER 2020
When we asked her what the reaction is like when Driven Automotive customers first learn that the business is female-owned and operated, her answer perfectly captured the experience of a happy irony. “I wouldn’t say that they’re shocked, but I would say they’re pleasantly surprised,” she laughed. “Most household finances are managed by women – they’re the financial decision makers. People, husbands too, really enjoy having a woman on this end to explain to them what is required and where the costs come from. It’s a real trust factor for them. Even in 2020, we do work harder as women in the trade to prove our knowledge and competence. That’s OK though – we have been doing a good job of it,” she said. Doyle operates her business a bit differently than what people typically expect from an auto - motive repair shop. We can all say that we get a bad feeling in our stomach when we hear a noise coming from our vehicle and know that we need to take it in to get looked at. Historically auto - motive repair shops have gotten a bad rap in the past for overcharging customers for replacement of parts or for service that the customer didn’t need. All you have to do is look on Driven Auto - motive’s Facebook reviews to see that they have well-earned their customers trust by making sure they understand what is needed, what is recom - mend and why. Plus, before any service is com - pleted customers are encouraged to review the repairs required with their technician to make sure they understand what is needed. The repair is always completed with trained services tech - nicians offering quality work at fair prices. This puts them in a very good place in the market as they continue to build strong relationships with their customers. As Doyle says, “We offer all repairs and maintenance and honest service – why would people go anywhere else?” and she is right. Driven Automotive also offers a Loyalty Card program to reward repeat customers. “We want customers to know we appreciate them. We offer a $50 discount on their next invoice by seeing us for five oil change services. This can be applied to any parts or service. It’s a nice treat that everyone appreciates,” Doyle said.
Rob Newell Co-Owner Automotive Technician - Manager
Jamanda Doyle Co-Owner Manager
“We want customers to know we appreciate them.”
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SEPTEMBER 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • SEPTEMBER 2020
PR is not buzz, It’s Your Lifeline (Especially Right Now) CUSTOMER CONNECTION I have seen a lot of misunderstanding about the meaning and relevance of public relations. by Tanya Chedrawy
Everyone also appreciates the Pick-Up, Drop-Off Service at Driven Automotive, especially during the current pandemic Driven Automotive also offers on all services that take longer than an hour and half, to drive customers to and from their home or workplace in the Hammonds Plains-Bedford and Larry Uteck areas however, in saying that they must follow the Health Nova Scotia protocol to ensure the safety of their workers and customers. In just 8 short years in operation, Driven Auto - motive’s growth has been substantial. “We have doubled the size of our building and we have quadrupled our sales in comparison to year one,” Doyle said. “The market here required a high-quality aftermarket repair shop – and we continue to fill that need. Nova Scotia can be tough on cars and vehicle owners in our area appreciate quality work, but they want a good experience, too. We just give them what they want. I think what stands out to me the most is how our customers appreciate us every visit, not just that one occasion. Everyday we get to be on the receiving end of appreciation due to our positive attitudes, our honesty, and our hard work. You don’t know how grateful we are every day for our customers.” Doyle is also about inspiring the next genera - tion of women entrepreneurs as her daughter can be found many days over the summer in her snack shop located in the customer waiting area offering home baked treats and lemonade. As Doyle will tell you, “It is never too early to learn about business.” So, if you are in the HRM area and need to get some services completed on your vehicle check out Driven Automotive’s website at Driven-Au - to.com and use their easy-to-use contact form or you can call (902) 406-3332 or text (902) 718-7107 as Doyle and her team would be more than happy to set up an appointment for you.
“The market here required a high-quality aftermarket repair shop – and we continue to fill that need. ”
PR is not a buzz word, it’s a lifeline for your business—especially during COVID-19. PR gets a bad reputation, but I’m here to tell you that the function is vital for your organization. Public relations is about building relationships. Connection and consistent communication is how to build your brand and credibility. PR is different than marketing. Marketing is ulti - mately about selling. PR is about relationship management. That is, the relationship between you and your internal/external audiences: (poten - tial) clients; stakeholders; investors and the media. Are you communicating with your audiences during COVID-19? PR professionals have a suite of tactical tools in their arsenal, but you can be doing your own subtle PR right now. HERE’S WHAT YOU CAN BE DOING: • Reach out to your clients to see how they’re coping. • Ask howCOVID-19 is impacting them. Perhaps you can adjust your service offer or provide a discount to help. • Extend a thank you to your customers and let them know that you value their loyalty and business. • Communicate consistently to let stakehold - ers know how you and your organization are dealing with this crisis. Social media has blurred the line between mar-
keting and PR but the fundamental theories behind each function remain the same. This is a tricky dance and a topic for another article for an upcoming issue. Need more tips on doing your own PR or looking for someone to work with to get the most out of your PR budget then reach out to me at tanya@ tanyamedia.com I would be happy to help you out.
“You don’t know how grateful we are every day for our customers.”
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SEPTEMBER 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • SEPTEMBER 2020
So, keep these things in mind when you get to your hotel room and it might even be a good idea to pack some disinfectant wipes in your suitcase. I know that I do not travel anywhere without them. Did you know that although the sheets are changed daily, that bedspreads are not usually changed between guests, now this may have changed with COVID-19 protocol, but some industry experts claim the bedspreads may only get washed and changed about four times a year. So, take that bed spread off the bed immediately. Once that is done, get out the disinfectant wipes in your suitcase or purse and give the TV remote control a good going over. Everyone touches this thing, so it’s no wonder it’s full of germs. In fact, many studies have shown that the remote control is the dirtiest thing in a hotel room so, wipe that thing down before picking it up and using it! This is also the same for the hotel phone in the room, and the hotel information and menu folder as many guests use these so, make sure that you give it a wipe down also. Looking to have a glass of water or a drink of wine, well reach for the plastic sealed drinking cups. They may look cheap, but they offer more germ protection than the fancy glasses. So, if you see fancy glasses when you get to your room, go to the front desk and swap those fancy glasses for some cups wrapped in plastic. I know that most are not traveling much right now, but if you are I hope that these tips help you stay safe and healthy when you hit the road for business or pleasure.
Keeping COVID out of your travel plans by Calli Gregg SAFE AND HEALTHY TRAVEL A nyone that knows me, knows that I am a self confessed germophobe so, now that we are currently in a pandemic and have If travelling by air, you want to be aware of some of the areas and items that tend to have the
highest presence of viruses: • Seating area armrests. • Escalator and stair handrails. • Luggage trolley handles.
cold and flu season approaching us I thought that I would give some tips other than wearing a mask and washing your hands that all travellers can benefit from to protect yourself from germs and viruses. Well we all know when travelling or just running around the city it is virtually impossible to stay away from germs and crowded spaces, especially if you must travel by bus, subway or your travel requires you to get on a on a plane. Whatever your travel plans whether it is a stay - cation or business travel, there are some simple tips to help prevent the passing of viruses, colds and flus: • Masking up when social distancing is not possible or even when it is. • Washing your hands (for more than 20 seconds) often. • Keep your hands away from you face. • Cough or sneeze into a handkerchief, tissue or sleeve, but especially in public places and even if you are wearing a mask. All of these will help to limit the possible spread of germs to you and others.
• Personal item trays at the security checkpoint. These are in addition to, of course: toilet lids, locks and flushing buttons in the washrooms both in the airport and the plane itself so keep that hand sanitizer handy and use often. Once you make it through the airport and get on your plane, arrive at your destination, take the taxi to your hotel and make it up to your room and get your mask off, your job is still not finished, it is actually just beginning. Most hotels do a decent job with housekeeping, especially under the current pandemic restric - tions. However, certain spots in a room collect more germs than others just from frequent use. Housekeepers get busy and sometimes things can get overlooked, so better to be safe than sorry.
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SEPTEMBER 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • SEPTEMBER 2020
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