Using Your Influence for Cause

I'm pleased to share that I will be speaking at the BarkWorld Expo in Atlanta. By an amazing coincidence, some other matters have brought me to the East coast, which made it possible for me to attend this conference. I've previously attended and been a featured speaker at BarkWorld several times in years past. In particular, back in 2010 I made a presentation with a colleague from Petco about "Making Money in Social Media". 

This year I will be presenting and moderating a panel discussion entitled: 'Using Your Influence for Cause'. The presentation is designed to help digital media professionals and bloggers better understand how to market cause related issues and influence others.

The panel members are from one of my clients at the Lucy Pet Foundation and Lucy Pet Products.  The session will provide a unique glimpse into how and why the founder of a top pet food brand donates his time and millions of his own dollars starting a pet foundation to actively affect pet euthanization numbers at a local and global level. 

Attendees will hear how he is influencing others to support a new cause-driven product company - and how you can use your influence to inspire and champion for cause, too.

Takeaways for attendees in my session will include:

1. Hear why cause marketing is transforming product innovation.
2. Learn how influencing for cause can build your own brand equity.
3. Ask the Vet, Doc Halligan, Chief Veterinary Office at the Lucy Pet Foundation about supporting cause and your pets.

My public speaking engagement calendar has been quite full this year, literally from every corner of the U.S.A. to the U.K. and regularly in Hong Kong. It will be a pleasure to return to BarkWorld once again to see so many familiar faces--and friends that I've known for many years. If you will be attending BarkWorld, I hope to see you during my session, Using Your Influence for Cause.

Pet Food 2.0 Conference: A Sneak Peek

I'm pleased to be one of the presenters at the upcoming Petfood & Animal Nutrition 2.0 Conference. I'll be presenting two sessions during the week;

Launching a New Brand 
Developing a Brand Identity and Strategy

The organizers posted this article below on their website, which I have decide to feature below. I hope to see some familiar faces and new ones too. If you want to attend, there is still time to register.

Conference Speakers Cover All Angles: Education Sneak Peak

October 08, 2015 - Blog

The Petfood & Animal Nutrition 2.0 conference in Chicago is almost here, and our staff couldn’t be more excited. Besides an exhibit hall filled with forward-thinking potential partners, the two-day education lineup includes some of the brightest minds in animal nutrition, such as:

• Bill Bookout founding member and president of the nonprofit National Animal Supplement Council (NASC)

• George C. Fahey Jr., Ph.D., professor emeritus of animal sciences and Kraft Foods endowed professor emeritus of nutritional sciences at the University of Illinois at Urbana-Champaign

• Industry consultant Deena Krestel-Rickert, Ph.D., who worked at companies including Ralston (now Nestlé) Purina, Trouw Nutrition and AFB International

• Dave Ratner, who has more than 40 years’ experience in pet retail, owns his own line of dog and cat foods, and is actively involved with the National Retail Federation (NRF)

We’re also looking forward to the sustainability session featuring Sara Snedeker, project manager, Pet Industry Sustainability Coalition (PISC) and Jim Thomas, Petco’s vice president of sustainability, safety, environment, risk, ethics and compliance. In just a couple short years, PISC has made great strides in arming the pet industry with tangible tools and resources to advance sustainability in businesses of all sizes, no matter how ominous the task may seem. Petco was an early-adopter founding member of PISC, as well as leading the pack of pet retailers by creating an executive position to support sustainability efforts. It will be interesting to hear how the two organizations have made strides collaboratively and as individual entities.

Also of note are the branding sessions led by Rick Rockhill. Managing partner and co-founder of Zarhill Partners Group, a retail, brand and sales consulting company based in Burbank, California, Rockhill has 27 years’ experience in merchandising, innovation, product development, sales and marketing, both in and out of the pet industry, which offers rich perspective.

“Good marketers understand that a well-defined brand strategy is critical to launch a successful brand," he said. “A brand strategy brings your competitive positioning to life, and positions you in the mind of consumers. Think of your brand as a living personality that interacts with consumers. Start by writing a background story about your brand, and incorporate it into your company materials. The expression ‘live your brand’ refers to the need for employees to understand and be able to articulate the brand in everything they do."

Rockhill will discuss the importance of defining the brand’s target customers and channel strategy, the latter of which “is much more than a matter of where your product will be sold," he explained. “It involves an aspect of corporate soul-searching to align your brand with retailers." Through this process, brand holders can identify retailers with the right mix of customers, brand support and opportunities for their unique brand’s growth.

Rockhill shares more of his expertise in our November digital issue, “The Science of Launching a New Brand," which goes live Nov. 6. Several of the conference speakers have written or been quoted in recent Petfood & Animal Nutrition 2.0 articles. 

Rick's Roadshow: Vienna, Austria

I have been traveling again here and there. Recently I had a brief business trip to Vienna, Austria. My time was exceptionally limited but in between meetings and such I snapped a few photos along the way, as I always try to do while traveling. Vienna is a delightful European city, and exceeded my expectations during my brief visit.

Vienna has old world charm but is thoroughly modern in what it has to offer to visitors. The architecture alone is amazing, a wide range of influences including Renaissance, Roman, Greek, Gothic and German. With every step I gazed in awe of the details along windows, edifices, doorways and bridges. The cathedrals and small churches are inspirational and inviting.

No visit to this region would be complete without a beer garden, sausages and local Viennese cuisine. At the suggestion of my business colleague, lunch one day was at Plachutta, a well known group of restaurants locally owned. I had the Wiener Schnitzel which is one of their specialties for sure. In general the food in Austria was very good, and the locals are quite friendly. Just next door to the restaurant was Moulin Rouge (see below) but I was too busy to every go in at night.

The Vienna Opera House at night

An example of the architecture I enjoyed so much

Spending time in meetings with business colleagues is important, but it is also good to spend time in the evening relaxing and enjoying the local culture. This was exactly the case one evening when I attended the symphony to hear "The Sound of Vienna" a classical concert of Strauss and Mozart. Held in the magnificent Kursalon, built in 1865 in a Renaissance style, it is a truly splendid setting to hear the music of these celebrated and revered composers.

During the intermission, I ventured outside onto the terrace of the concert hall. It was a foggy night, but I was struck by the beauty of this view. The building was dramatically illuminated, and the dome of a nearby cathedral was just visible through the fog. It was a memorable evening without a doubt.

The concert included several intervals of ballet, as well as several opera performances mixed in. Sitting in the audience, I tried to imagine what it was like to live here in Vienna during the time when Mozart walked these streets, and presented his music of the day. I closed my eyes and gave thanks for the blessings of my life, to have had the opportunity to experience such beauty and culture. Needless to say Vienna made quite an impression on me. I would recommend a visit to this wonderful city should you have the opportunity to visit sometime.

My Fantastic Forties....

Now that I'm well into my early 40's I can honestly say that life is in fact better than my thirties. (Well so far anyway). I feel better than I did then; I try to take care of myself by doing the following: stay out of the sun, get my daily allotment of sleep, keep alcohol to a minimum, avoid too many processed foods, take my barrage of vitamins, and supplements (including fish oil), and eat fresh foods and vegetables. Regular readers know I am an advocate of organic foods, primarily to reduce the amout of pesticides I consume. But more recently, I have been particular about certain types of proteins we eat. For example, I now try to eat wild caught salmon, grass-fed beef, free range eggs and free range organic chicken. I've read that grass-fed beef has as many omega 3's as wild caught salmon and is actually pretty good for you. Who knows for sure. If I had just one piece of advice to someone, I'd say eat less processed foods. Anything pre-made, from a box or fast food. Oh and whatever you do, avoid high fructose corn syrup ("HFCS"). It's bad. I mean really bad. Eat regular sugar before HFCS. Don't get me wrong, from time to time I splurge and eat junk food. But I don't let it be part of my regular routine. Pay attention to what you eat. Read labels. If you can't pronounce it, google it. As the saying goes, your body is a temple. Well now you didn't come here for me to lecture you so I'll stop here. Here's hoping for another 41 years- at least! In fact I hope to live to over 100, like my great grandfather Luigi.
-Rick Rockhill

Adventures of Sheldon: My Birthday Birthday Card

For my birthday, my mom sent me one of those Hallmark cards that plays music when you open it. The front of the card has a theatre with an opera singer on stage. The sentiment of the card says: "It's Your Birthday" (then continues to the inside) "Make a Big Production of It" (She knows me all too well). The music that plays is "The Ride of the Valkyries, by composer Richard Wagner so it is a big, bold, dramatic tune. When I first opened the card I didn't realize it played music and it startled me at first. Much to my surprise, it startled young Sheldon even more than me. The first time he heard the card, his head whipped around toward the sound. He stared at the card, perked his ears up and tilted his head in curiosity. So of course, I made a game of it and kept opening and closing the musical card to watch his reaction to the card. Being the smart poodle that he is, he now has fun reacting to the card. So today I caught his reaction on video, I hope you enjoy this "Adventures of Sheldon" mini episode:

Oh and Happy Birthday to me...today is my 40th! Unfortunately, neither Sheldon, Koshimi or Owen can have any cake, but they will get a treat of their own instead!

-Rick Rockhill

On This Day, January 12 1978

It was exactly thirty years ago today. January 12, 1978 was a cold snowy day in Rhode Island, and I was on my way to school when a photographer from The Observer, a local newspaper stopped to take a picture of a small group of students. I was the youngest of the group, bundled up in my Snoopy hat and scarf. I loved that scarf more than anything. My older brother Joe was standing directly behind me. I remember the photographer instructed us to "look cold". It wasn't difficult to do. The next day we made the cover of the paper, much to the delight of our family. I was thrilled to see my picture in print...

above left: The Observer newspaper cover on January 12, 1978. I was the youngest kid standing in the bottom left with my hat pulled down over my eyes. Above right: a closer photo of me. Gosh I was a cute kid!
-Rick Rockhill

Cozy Fireplaces of Palm Springs

Since many parts of the US are buried in snow at the moment, I thought I'd prepare a post with warm n' cozy theme to it. Winters in Palm Springs are mild compared to most other places in the US. The average daily temperature is somewhere between 65 and 70, but the evenings can drop as low as 45 to 50. These are perfect nights to light the fireplace and settle in with a good book, a glass of wine and a plate of cheese. Both Shimi and Owen like to curl up in front of the fire at my feet and enjoy the warmth as well. Like most homes in Southern California, my fireplaces are gas (not wood burning). While clean easy to light, they just don't have the same effect as a wood fire. I suppose it's the smell of the fireplace, and the crackling sound that I miss, but even a gas fireplace adds warmth and ambience. So today I am posting a few photos of charming fireplaces. Some are mine, others are ones I've enjoyed here. I hope these warm you up! Brrrrrr "...Baby it's cold outside..."

above: I love a massive stone hearth like this

above: this is a photo from last year, enjoying a glass of wine at The Viceroy hotel in Palm Springs

above: A homey touch...

above: relaxing outside by the fire

above: this is actually not a fireplace at all...it's a plasma flatscreen TV. How California huh?

above: Classic Palm Springs Mid-Century Modern style: the fireplace at The Parker Palm Springs lounge.
-Rick Rockhill

Work holds something personal for Palm Springs man

By MATT BAMBERGSpecial to The Press-Enterprise
Imagine Koshimi, a shiba inu dog, and Owen, a Persian cat, being best friends and curling up to sleep together for the night.
That's just the case for the pets of Richard "Rick" James Rockhill, a man who's gone from working in the candy business to merchandising pet products. Pets have always been a big part of Rockhill's life.
"I was raised thinking that dogs and cats are just part of a normal family," Rockhill said. "My parents instilled a love and respect for animals at an early age. Growing up, we always had pets in the house."
Rockhill, who works for Petco, tested a number of fields where he picked up the skills for making his living in the retail industry dealing with pets and pet products. In school, Rockhill enjoyed sociology and history.
"I enjoyed learning about different cultures, how people and societies interact, and the shared history that made us all what we are today."
Rockhill graduated from LaSalle Academy High School in Providence, R.I. During that time, he dabbled in journalism.
Story continues below

Special to The Press-Enterprise
Richard James Rockhill began his retail career at Macy's while still in college in 1986. "I have never left retail since," says Rockhill.
"I was editor-in-chief of our yearbook," he said. "I learned a lot about managing people and working against deadlines."
While Rockhill attended Stony Brook University in New York, he worked for the governor of Rhode Island as an intern drafting public policy positions.
"In my sophomore year I interned at the Department of Purchasing for the State of Rhode Island, where I learned how government really works," he said.
In 1986, while Rockhill was in college, he started a career in retail working for Macy's store in New York.
"I first realized I had a passion for retail," he said. "I have never left retail since."
In 1992, after graduating Stony Brook, Rockhill earned a master's degree from Johnson & Wales University in Providence.
Rockhill went to work in the confectionary industry for several years.
"I worked for the venerable Fanny Farmer and Fannie May Candy Shops," he said. "I learned the candy business from the ground up, and as a district manager, ran the New England area stores and, later, several high-volume Chicago area markets."
Rockhill said that "working in the confectionary industry was a lot of fun. I enjoyed the highly seasonal nature of the business, with all sorts of novelty items such as chocolate witches, marshmallow pumpkins to Valentine's hearts and jelly beans."
By the time Rockhill entered the pet industry, working with Petco, he learned "that the most important ingredient to a successful retail organization is having the right people and taking care of them," he said.
In 2000, Rockhill decided to move to Palm Springs.
"I moved to Palm Springs in 2000 when my partner and I visited some friends who had just bought a home here," he said. "We fell in love with the tranquility and beauty of the desert and three weeks later we bought a house."
Since Rockhill's work is based in San Diego, he spends some of his time there. He also works from home in Palm Springs.
"We have a condo in San Diego for when I am working at the Petco offices, but Palm Springs is my primary residence and where my heart is."
Today, as a director and merchandise manager for premium, specialty and natural dog foods at Petco, Rockhill buys and manages the brands of food that Petco carries in more than 900 stores across the U.S.
"I'm responsible for the selection of products, promotions and strategies of the brands we carry. I've been with Petco for over 10 years in a variety of capacities during my tenure."
In his spare time, Rockwell blogs, recording his musings about life in Palm Springs in a personal diary that's accessible by anyone on the Internet. His first interest in blogging came when he stumbled on a blog about pets.
"It was by a woman who volunteers at an animal shelter to find homes for pets," Rockwell said. "Her 'hobby' made an impression on me; I found myself going back to her blog regularly to see how many other animals she helped save that week."
Rockhill said, "I have two regular weekly features: 'Wisdom Wednesdays,' an advice column penned under the name 'Dr Wang,' who is fantasy psychic betta fish (a Siamese fighting fish many people keep as pets) and 'The Saturday Seven,' seven related things to a central theme that's different each week."
In the future, Rockhill hopes to reach out to the community by serving on the board of directors of a local organization.
"I want to own a business in Palm Springs, too," he said.

Panama Cruise, Day 13: Day at Sea

Luxury at Sea

Since last night I was out quite late, I decided to sleep in until 7:00. I had room service delivered a little later than usual, but I splurged with a few extras this morning. The poor ships crew...I'm always taking photos of them. As I sat in my Egyptian cotton Princess bathrobe on my balcony, I savored every moment. Early mornings on the ocean are so pleasant, a chance for peace and quiet and a time for reflection.

Apparently we made progress overnight in our journey. After the ship cleared the “Bahia de Acapulco” last night, we set sail along the Mexican Riviera coast. As I was enjoying my breakfast we passed Punta San Telmo, although we still had a full day of travel ahead of us at sea.

I decided that today I would finish the book, “Sammy’s Hill” I had started at the beginning of the cruise. During the past 10 days I’ve been busy with so many activities and excursions that I barely had time enough to read. I made my way to the Riviera deck and found a chair by one of the more isolated pools and began reading, but at the same time I monitored the sound of the steel drum band playing nearby. This was my view of the world, from a deck chair, barefoot by the pool…as real as I wanted things to be.

The steel drum band was pretty good, their rhythm and melodies were relaxing and made me think about some of the great entertainment on board that I’ve enjoyed. The Wheelhouse Lounge has a terrific live jazz band nightly, the Atrium lounge always has a pianist playing the American Standards, The Vista Lounge has comedians, musicians and vocalists nightly, and the Princess Theatre has a variety of production stage shows, musical reviews and other performers nightly.

Fabulous Evening Entertainment too

This evening I went to see comedian Scott Wiley, whose act was billed as having “over 250 punch lines”. I laughed non-stop for his entire act. A few nights ago I stumbled on an odd act of sorts, a chap who was a harmonica virtuoso. In my wildest imagination I would have never thought I’d be watching some guy playing harmonica on stage. However, when he played “Romanian Rhapsody” I realized he did have talent, but what, couldn’t he afford to learn violin?

The All Important Dessert Update
One of the things I enjoy about having dinner in the formal dining room is the fine selection of desserts on the menu. Having a sweet tooth, I cannot resist sampling the goodies. To give you an idea of the quality of delectable delights on the cruise, I’ve provided another gallery of scrumptious desserts:

Above left: Chocolate Mousse with Grand Marnier in Merangue, right: Puff Pastry with fresh fruit in vanilla custard.

Above left: Tiramisu, right: chocolate layered cake with three kinds of mousse

Hello to Judi, who faithfully reads this ridiculous blog every day. By the way, tell Steve it WAS a lamb cake on the buffet yesterday, but made with cauliflower!

Tomorrow we arrive in Cabo San Lucas.
-Rick Rockhill
Welcome CruiseCritic.com members!