There’s no shortage of social media advice telling brands to be everything to everyone, everywhere, all at once.
But when you try to show up everywhere, you stop standing out anywhere. Your message gets diluted and the people who actually matter miss it.
💡 We've got a different take: you don’t need to reach everyone—instead, you need to mean something to the right ones.
The more time you spend in the work, the clearer things get. We love sharing perspectives from our team that are grounded in what we’re seeing across clients and categories.
From Ashley Fouts, Associate Managing Director of Accounts, who’s spent [20+ years] supporting customers in heavy industry: Heavy industrial customers care about what keeps their machines running. Speed, availability and trust is what builds loyalty 💪
4 things we noticed at CONEXPO and NTEA this year:
1️⃣ People engaged with what they could do. At CONEXPO, that looked like climbing into equipment, exploring cutaways and having real-time conversations with subject matter experts. At NTEA, simpler moments like a pop-a-shot game or a leather stamping station consistently drew lines. Passive elements like large screens were noticed, but didn’t hold attention.
2️⃣ Booths worked better when the space was clearly structured. The most effective setups used defined zones and guided walk-throughs instead of presenting everything at once. At NTEA, the busiest booths had constant movement and clear entry points, while others struggled when layouts felt crowded or unclear.
3️⃣ Clarity drove participation. QR codes were everywhere at CONEXPO, but often lacked clear value. The booths that captured attention made the exchange obvious, whether through a quick scan, a demo or a direct conversation. When people understood what they were getting, they were willing to engage, even if it meant waiting.
4️⃣ Conversations went beyond the product. At NTEA especially, discussions felt like ongoing relationships, with more focus on what’s new and what’s next. At CONEXPO, stronger brands leaned into broader stories around uptime, service networks and long-term performance.
Click the link in our bio to read the full blog post!
Behind every job well done is someone who knows how to actually do it. Skilled trades professionals keep industries moving and we’re proud to work alongside brands that support them where it counts!
Every year, we get fancy around the office with our annual cocktail contest! Melissa, Erin and Abby came out on top this year 🍹⭐️ Here were the top-voted recipes:
🥇 1st place: Spiced Pear Bellini
Pear nectar
Cinnamon
Ground cardamom
Sugar
Prosecco
Garnish with fresh pears and/or grated cinnamon.
🥈 2nd place: Ambrosia Punch
Chilled prosecco
Coconut rum
Pineapple juice
Orange juice
Coconut water
Maraschino cherries to your hearts content
🥉 3rd place: Mexican Candy Shot
Titos vodka
Watermelon Schnapps/Pucker
Chamoy
Tajín seasoning (for the rim)
Cheers to next year!
Meet Olivia Malone — the artist behind Peoria’s newest large-scale mural, 𝘈 𝘗𝘭𝘢𝘤𝘦 𝘵𝘰 𝘐𝘮𝘢𝘨𝘪𝘯𝘦.
Join the public reveal at Bradley’s Harper Hall, where this vibrant new piece welcomes you right at the gateway between campus and community.
Brought to life through the Greater Peoria Leadership Council, Bradley University and Big Picture Peoria — and a great example of what collaboration can create.
📍 Harper Hall
🗓 Thursday, April 30
⏰ 12 PM
Come see it in person — and meet Olivia!
#choosegreaterpeoria #theresmorehere #publicart
20 years is a long time. Huge shoutout to our COO for two decades of leadership and keeping all of us moving in the right direction! 🔥 Congrats, Jillian!
Emails. Meetings. Concepts. A 7-iron that won’t stop calling your name... 😉
We believe in doing great work and knowing when to step away so we can recharge and show up stronger in the work. Shout out to @hamburgeront0ast for a peek into his remote life!
We’re always inspired by how our team cares, both in the work and about the world around them!
From river cleanups, to the slopes, to picking up what’s been left behind, we wanted to take a moment to celebrate them this Earth Day! 🌎
![The more time you spend in the work, the clearer things get. We love sharing perspectives from our team that are grounded in what we’re seeing across clients and categories.From Ashley Fouts, Associate Managing Director of Accounts, who’s spent [20+ years] supporting customers in heavy industry: Heavy industrial customers care about what keeps their machines running. Speed, availability and trust is what builds loyalty](https://sp1.picnob.com/p/pt_6727643819403013501660_0_f9e38ed32e3de2fd68f70ea663c421a4.jpg?o=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&h=92e3f45ed3a7222dba18bd113b276a82)
