Posts Tagged ‘mobile site’


Character is the Key to Sustained Business Success

Posted on: May 24th, 2017 by: Mary Scheibel

Having just completed our 25th year in business, I find myself reflecting on all we’ve accomplished at Trefoil Group and what we’ve learned from both the highs and the lows of this journey. We’ve learned many lessons – some more difficult than others. Thankfully, we’ve been in a position to learn from each one and […]

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Penzeys on Facebook: A Perfect (Social Media) Storm

Posted on: December 2nd, 2016 by: Mary Scheibel

In an increasingly polarized world, even brands are drawing lines in the sand. As a PR Consultant, common sense tells me to advise CEOs to avoid taking political stands that could potentially alienate 50% of the population. So, when Bill Penzey, CEO of Penzeys Spices in Wauwatosa, WI, boldly accused all people who voted for […]

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Turning a Challenger Brand into a Contender: How to Create a Brand Presence

Posted on: August 31st, 2016 by: Vince Halaska

Legendary coach Vince Lombardi once said, “when you get into the end zone, act like you’ve been there before.” Rather than showing off, show your opponents that you expected to score – that you belong in the end zone. To Lombardi, this display, or lack thereof, creates a presence felt by opponents and spectators alike. […]

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Building Blocks of the Marketing Communications Planning Process

Posted on: August 10th, 2016 by: Mary Scheibel

While every plan is customized, a defined process guides its development. A good marketing communications plan is more than simply specifying tactics, budgets and timelines. But in today’s busy environment, the essential building blocks of a strong strategic plan are too often overlooked. This leads to missed opportunities, misguided actions and an overall lack of […]

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Micro-Moments: Big Decisions on Small Screens

Posted on: June 8th, 2016 by: Vince Halaska

Redefining mobile marketing efforts that influence the point of purchase. The incredible rise of mobile devices has led to innumerable “micro-moment” opportunities throughout any given day that lead to purchasing decisions. Since they are happening all the time, you need to make sure your valuable, helpful content is always readily available for potential customers, leaving […]

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You’re On LinkedIn – Now What?

Posted on: May 11th, 2016 by: Allison Kucek

For businesses, LinkedIn is hardly a best kept secret – just ask any one of its 414 million users. With the opportunity to connect with individuals and companies around the world, the importance of LinkedIn as a B2B marketing platform cannot be understated. Yet, some companies still hesitate to see its value. Today, the companies […]

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Find the Missing Link in Your Social Media Strategy

Posted on: March 30th, 2016 by: Allison Kucek

When LinkedIn launched in 2003, its mission was: “connect the world’s professionals to make them more productive and successful.” While this mission still rings true today, the network has expanded to become a strategic marketing tool for companies everywhere. Are you using it to effectively communicate your brand? Today, LinkedIn offers a variety of features […]

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5 Digital Marketing Strategies That Shouldn’t Be Ignored in 2016

Posted on: January 14th, 2016 by: Vince Halaska

As we begin another new year, it’s easy to get excited about the continuing advancements in the realm of digital marketing. After all, with an increasing number of ways to reach target audiences – when and where they want to be reached – the ability to perform effective digital marketing campaigns is continuously evolving. Here […]

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A Culture of Gratitude is Good for Everyone

Posted on: November 25th, 2015 by: John Scheibel

As everyone is busy giving thanks at this wonderful time of year, I wanted to get in on the action. And although there’s always the old adage, “nice guys finish last”, when it comes to running a business, I beg to differ. In fact, I would go so far as to say that creating a culture […]

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The Truth About Work/Life Balance

Posted on: November 5th, 2015 by: Mary Scheibel

Having worked hard throughout my career to manage the complexities associated with juggling a career, family and community involvement, I can tell you with certainty: Work/Life Balance is a myth. The concept itself is flawed. It assumes that, just like the scales of justice, you can put your career on one side and your personal […]

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Get the Most out of Your Content Marketing Strategy

Posted on: October 28th, 2015 by: Dave Neubert

Content marketing takes on many roles. When the primary role is to drive engagement and generate leads, we utilize an integrated approach to cast the widest net to reach the widest audience. For a closer look at how to leverage owned, earned and paid media to maximize your content marketing efforts, review this infographic. Now […]

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Content Marketing Is More than Owned Channels

Posted on: September 8th, 2015 by: Chris Kent

In the noisy world of marketing, there’s a lot of talk about content marketing these days. So what exactly is this discipline all about? There are various definitions, but most agree that it involves the creation and sharing of free and valuable content to build relationships with current and potential customers for business purposes.  Of […]

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“Global Entry” – Tips for Successfully Entering New Markets

Posted on: August 7th, 2015 by: Mary Scheibel

Global Entry is the federal program that allows expedited clearance for travelers entering the U.S. For participants the goal is simple – speed through the entry process. And successfully easing entry, the program continues to grow in popularity. Today, there’s a renewed and growing interest among manufacturers in entering the North American market as well. […]

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Breaking Down the Barriers of Global Communications

Posted on: July 16th, 2015 by: John Scheibel

I was recently presented with a piece of the Berlin Wall as a thank you gift for my service as global president of IPREX, a worldwide network of communications agencies. This piece of what was once a barrier between East and West Germany, serves as a symbol of breaking down barriers in global communications. Today, […]

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Aligning Your Brands with Future Growth

Posted on: June 10th, 2015 by: Mary Scheibel

Brands are critically important to the success of every business, and nowhere are they more important than during times of transition. Brands launch conversations – both internally and externally – and provide a way for you to showcase what it is that differentiates you in a meaningful and memorable way. It’s simple – strong brands help you […]

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Mobilegeddon 2015?

Posted on: April 9th, 2015 by: Vince Halaska

Another reason to optimize your website’s mobile user experience sooner rather than later. A MOBILE WORLD It’s not likely going to be the end of the world as we know it, but Google is reportedly making an important update to its mobile search algorithm on April 21st that will impact websites around the globe. How […]

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Getting up Close and Personal without Being Creepy

Posted on: March 13th, 2015 by: Jessica Spooner

Personalize emails for better engagement Although you can’t look a customer in the eye and give a firm handshake over email, the principals of this sort of “digital sales call” remain the same. Despite a vastly different execution, the goal is still to effectively make a connection with your audience. If you don’t, your message […]

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Using Your Brand to Align Your Workforce

Posted on: February 16th, 2015 by: Mary Scheibel

Use your current marketing strategies to build and maintain a high performing culture. As we prepare to speak this Tuesday to BMA Milwaukee on building cultural alignment through internal communications and branding, I’m struck by the importance of branding in your talent acquisition efforts. So often, companies look at what their brand can do to attract […]

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Top 10 Ways to Rev up Your Search Engine Ranking in 2015

Posted on: February 4th, 2015 by: Vince Halaska

Crank up your SEO with the right online content. Google is increasingly rewarding quality, valuable content with better search results. Once you clearly identify the specific market and space you want to live and thrive in, it’s important to make sure your content is developed accordingly. And when it comes to increasing your search rankings, […]

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It’s Good to Be King

Posted on: January 23rd, 2015 by: Vince Halaska

Creating and publishing relevant online content to enhance Google search results. Almost 20 years ago, Bill Gates prophetically remarked on the importance of content on the Internet, coining the phrase, “content is king.” Slightly less prophetic, but nonetheless true, is the Tom Petty song about the universally accepted concept – “It’s Good to Be King.” […]

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Molding Your Company’s Story

Posted on: January 16th, 2015 by: Nick Abadie

Take it back to the basics to help your B2B company shape its story. Let’s face it. Telling a compelling story to the marketplace can be challenging for any B2B company. Many brands struggle with creating stories out of projects and products that are often highly technical. But, no matter how technical your company’s product […]

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5 Ways to Get More from the Tradeshow Floor

Posted on: January 16th, 2015 by: Nick Abadie

Don’t just show up – stand out. Follow these strategic pointers to make a lasting impression. With big tradeshows on the horizon for a few of our clients, we’ve been thinking a lot lately about what it takes to maximize the impact of the tradeshow investment. Walking the floor, you’ll find booth after booth of […]

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Creating Thriller Website Content

Posted on: October 31st, 2014 by: Tom Groff

Rise above the marketplace mayhem with online storytelling Beware the following data of doom: According to a recent study by the Content Marketing Institute, 70% of marketers say they’re creating more content than they did a year ago. It’s enough to send chills down the spine of any B2B marketer. You’re increasingly surrounded by evil […]

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5 Ways to Get More from the Tradeshow Floor

Posted on: September 26th, 2014 by: Tom Groff

Don’t just show up – stand out. Follow these strategic pointers to make a lasting impression. With big tradeshows on the horizon for a few of our clients, we’ve been thinking a lot lately about what it takes to maximize the impact of the tradeshow investment. Walking the floor, you’ll find booth after booth of […]

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Leveraging LinkedIn as Part of the Sales Process

Posted on: August 15th, 2014 by: Brittany Dorfner

Today, more than 300 million people use LinkedIn. And when used effectively, it can be a valuable tool not only for talent acquisition, but lead generation, too. LinkedIn provides a real-time forum to share expertise, provide value and ultimately, build your own thought leadership reputation among your network. So how can you offer advice, consultation […]

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Attention B2B Marketers: ‘We’re Not in Kansas Anymore’

Posted on: July 18th, 2014 by: Mary Scheibel

Taking on the Lions and Tigers and Bears of the New Marketplace With the forces of technology and globalization swirling all around, B2B marketers sometimes might feel like Dorothy, jolted as she lands in the Technicolor wonderland of Oz. But it’s probably a good thing if we feel a bit out of sorts, because it […]

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To Weave a Great Workforce, First You Have to Spin a Good Yarn

Posted on: June 30th, 2014 by: Mary Scheibel

Storytelling is essential to attracting, retaining and aligning the talent you need. Here’s a simple little secret to winning the talent game: Great people want to work for great companies. The good news is that many manufacturers today really are pretty great. They have the right blend of technology and innovation to inspire the highly […]

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3 World Cup Worthy Marketing Communications Strategies

Posted on: June 18th, 2014 by: Tom Groff

These days, it takes more than superior soccer skills to stand out on a global platform With the World Cup playing on televisions across the globe (about 3.2 billion, to be exact), we’ve been thinking about what this global gathering means to us in the marketing world. While it might seem countries only come together […]

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How to Maximize the Impact of the New LinkedIn Showcase Pages

Posted on: May 23rd, 2014 by: Brittany Dorfner

Delivering fresh content via social media helps connect with key audience segments In a recent post, I explored the importance of building an audience by continuously producing compelling content and delivering it across the right platforms, at the right time and in the right away. But, there’s another key idea to consider: delivering across platforms […]

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Best Laid, Well Played? Turning Your M&A Plans into Success

Posted on: May 9th, 2014 by: Mary Scheibel

The Comcast-Time Warner merger saga is a reminder of the need to communicate a strong story. The leaders of two unloved cable companies sure have had their work cut out for them, communications-wise, since announcing merger plans in February. While the news has focused on details of the deal and whether it will pass muster, […]

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How to Build Your ‘Brand Newsroom’ – and Build an Audience of Potential Customers

Posted on: April 17th, 2014 by: Brittany Dorfner

Digital marketing doesn’t work without content. Content doesn’t work without an audience. But what does it take to effectively build your audience?  You’ve probably heard people say that there are three ways you can capture an audience for your business and your brand. You can buy your audience in the form of paid media (advertising). […]

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Strong Brewed Rebranding

Posted on: March 28th, 2014 by: Tom Groff

Eight months after a bold move to a new name, Colectivo Coffee shows it’s not your average joe brand. It was one of Milwaukee’s most beloved brand names: a humble, hometown operation built over two decades, proudly serving eco-friendly coffees and locally sourced café fare. Then, about eight months ago, the owners created quite the […]

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Talking Loud and Saying Something

Posted on: March 14th, 2014 by: Justin Smith

Follow this thought leader’s example, and assert a valuable point of view. As a follow-up to our last post, let’s peek for a moment inside the thought leadership playbook. The most successful thought leaders – the ones who effectively sway the marketplace toward their perspective – share several key attributes. Challenging norms. They stick their […]

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The Big Idea of Thought Leadership

Posted on: March 7th, 2014 by: Justin Smith

It’s about advancing your unique approach to solving customers’ biggest problems. What’s the purpose of your marketing messages and content? Do you seek to attract and nurture leads … or challenge and inspire an entire industry? The latter approach is thought leadership, which was the focus of a fascinating luncheon hosted recently by BMA-Milwaukee. “Content […]

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Creative Branding Counts at the Tradeshow

Posted on: February 20th, 2014 by: Andy Narrai

They may come for the products. But they remember the personality. Rows upon rows packed with product displays. Bright fluorescents and LCD screens. Banners bursting with bullets about capabilities, technologies and specs. Sooner or later, it all starts to blend together on the tradeshow floor. Don’t let that happen to you – not when you’re […]

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