February 2015 ibaw magazine

February 9th

FEBRUARY 2015 Special Guest Speaker: Mark King

February 20th

“Fearless Selling with an Outward Focus”

Jerry Jendusa “The Drive Towards Success”

Best Practices

Sales Roundtable

INSIDE THIS ISSUE: KEATING: PRESIDENT OBAMA PUSHES TRADE

HIRSCHFELD: HOW TO MAKE CONNECTIONS IN A FAST-PACED WORLD

ADAMS: CONSTRUCTION GROWING IN 2015: 5 AREAS TO WATCH IN METRO MILWAUKEE

Networking matters

At AT&T, we know that making connections is critical to success. In Wisconsin and across the nation, we link businesses with their customers and the world through our wireless network with access to the nation’s largest Wi-fi network. It’s just another way we help our customers stay connected.

AT&T is proud to support the Independent Business Association of Wisconsin.

© 2014 AT&T Intellectual Property. All rights reserved.

IBAW thanks AT&T for it’s continued sponsorship.

IBAW MEDIA LINK Right to Work

Executive Director Steve Kohlmann

Rep. Scott Allen discusses the Right to Work Issue.

President John Weber Hypneumat Secretary Charles Fry Robert W. Baird & Co., Inc President Elect 2014 Membership / Sponsorship Jim Leef ITU AbsorbTech

Watch by clicking HERE

VP. State & National Programs Jeff Hoffman Boerke Treasurer Casey Malek Sikich

Clarke Before Senate Milwaukee County Sheriff David Clarke testified on Thursday, January 29th before the U.S. Senate Committee on the Judiciary.

The hearing was part of the confirmation process for the next Attorney General of the United States, Loretta Lynch.

Directors Bart Adams Sikich Ann Barry Hanneman Simandl Law Group S.C Heather Baylor Park Bank Richard Blomquist Blomquist Benefits Lisa Mauer Blackhawk Industrial Jason Kuwayama Godfrey & Kahn

Watch by clicking HERE.

Tom Boelkow BSI Design, Build, Furnish Craig Coursin MSI General

IBAW Mission: To advance business prosperity through insightful programming, executive networking and member-driven public policy and advocacy.

Robert Gross Gross Automation Contributing Photographer: Tim Townsend

Business Education Series FIVE STAR Programing

Jerry Jendusa “The Drive Toward Success” Friday, February 20th Location: The Wisconsin Club, 900 W. Wisconsin Ave. Time: 7:00 AM - 9:00 AM Cost: $32.00 IBAW Members $42.00 Guests

Mr. Jendusa co-founded STUCK, LLC to revolutionize the business advisory and investment world. STUCK touches many aspects of business, including planning/strategy, coaching, advisory board support, investing and giving back to the local community. Jerry has a passion for business growth adding much to the equation with a collaborative approach to job creation and

COST: IBAW Members....$32.00 Guests....$42.00 Includes high level networking and plated breakfast!

product/service innovation. He views the process as a journey of continuous learning and growth. His passion is teaching and developing others to achieve great things.

Prior to STUCK, LLC Jerry was the co-founder, CEO and Chairman of the Board for EMTEQ for more than 18 years. During his tenure, the Aerospace company went from a basement start up to an international aerospace business with seven locations in four countries with more than 630 employees and over $100M in sales.

Attire: Business professional.

Send your team!

Registration now open!

Click here.

LOCATION

THE WISCONSIN CLUB 900 W. WISCONSIN AVE. MILWAUKEE

7:00 AM

REGISTRATION & NETWORKING

7:30 AM

BREAKFAST & PROGRAM

9:00 AM

PROGRAM ENDS

Kenosha Casino: No Dice Steve Kohlmann, IBAW Executive Director Well, there isn’t going to be a casino in Kenosha County after all. The much anticipated decision, coming down from Governor Walker on a Friday afternoon, drove the final nail in the coffin. By the way, if you ever want to deliver bad news, Friday afternoon is the time to do it. Nobody pays attention to the news on a Friday. People are concerned about getting off of work, heading home and going out to party at a place like a their favorite restaurant, bar or casino. Oops.

I’m not sure where the beautiful people are going to be able to spend their time and money now. I’m sure you’ve seen those glamorous ones on TV commercials promoting a casino. Young, good looking, skinny and buff people all dressed up, laughing with each other, throwing dice, taking selfies, dancing, drinking champaign and winning big.

I’ve been to casinos several times to attend business events (no, really) and I’ve never seen those people.

The people I’ve seen are in their 60s, 70s, and beyond with canes, walkers, and wheelchairs toting oxygen tanks and smoking cigarettes while dumping money from their lucky cups into their favorite machine. I’ve never been exposed to the hip and trendy glamorous ones, but then again I go to bed at 9:00 p.m. so most likely they come out after I’ve turned in.

I’m not a big gaming guy myself but I don’t have a moral issue with gambling and I won’t try and stop anyone from doing so. After all, it’s their hard earn money (well, in some cases, it isn’t) do with it as you wish.

Personally I prefer to spend my money gambling on used motorcycles and fourteen year old BMW car repairs. If you like to gamble go buy a previously leased BMW with 75,000 miles on it. Now there’s a thrill in gambling.

Rejecting the casino is going to be a blow to the Kenosha and Racine area that has been crawling towards a recovery for decades and the casino jobs lost is going to make recovery in that area longer and more difficult. To be sure, that area is turning around with companies like ULine and Amazon building, expanding and infusing the area. But a casino development would have been a kick in the pants to the area’s economy and would have been a welcome addition for jobs and an entertainment destination as well. Thousand of construction jobs for starters and all the staff jobs that go with it - wait staff, cooks, bartenders, cleaners, grounds keepers, security, and all the rest of the workers vital to keep a facility like that going. And, of course, all the ancillary jobs in the community itself that would support a big entertainment facility. Not to mention bands like White Snake, Eddie Money, Blue Oyster Cult and Rick Springfield that could have been employed.

Personally, I would have like to have seen the casino built. The economic impact to the area would have been welcome to an area that still hasn’t really recovered from the glory days of car building. Additionally, having Bear and Cub fans crossing the boarder giving up their hard earned dollars would just be icing on the cake, payback for all those toll roads south of the boarder we sometimes have to navigate.

I’m a believer that there’s always another option - a way to work it out, I would have liked to have seen the Governor and his team work out a solution that would have gotten the casino deal done and further the recovery to that area to jump start growth to a long suffering community.

This issue is long from over. The citizen’s in that area won’t soon forget the Governor’s decision.

That’s a safe bet.

Construction Industry Expected to Grow in 2015 5 Areas to Watch in Metro Milwaukee

By Bart Adams, CPA, Partner at Sikich

After several tough, tough years, the Milwaukee construction industry is poised for continued growth in 2015. A recent American Institute of Architects survey reported that architects in the Midwest experienced five months of solid billing growth between May 2014 and September 2014, which is considered a 9-12 month leading indicator for actual construction.

With manufacturing activity on the rise, a shift in residential choices among millennials, some material shortages and a growing construction labor force shortage, the industry’s landscape will look quite different than it did in 2014.

Based on my conversations with Milwaukee area firms across multiple subsectors, including residential, office, infrastructure and industrial, here are five areas to watch this year:

1. Demand increases for quality industrial space While industrial vacancy rates remain low, there is pent-up demand for quality industrial space. Along with increases in manufacturing activity, we’re seeing more new industrial speculative buildings, industrial parks and add-ons in the works, including HellermannTyton’s 102,000-square-foot addition to its 92,000-square-foot facility in Milwaukee, Uline’s 1,000,000-square-foot warehouse and 200,000-square-foot office in Pleasant Prairie, and the construction of a 100,000square-foot facility in Waukesha to support the continued growth of companies like EmbedTek. Industrial construction shows no sign of stopping in 2015.

2. Rise in multi-family housing The face of the housing market continues to change as millennials along with empty-nesters move more frequently and demand residential flexibility. In the case of millennials, they often live at their parents’ house for a longer period of time until their student loans become more manageable. As a result, multi-family housing should increase briefly in 2015 and then begin to settle down as we approach the end of the year. Single-family home construction will continue to show improvement in 2015 from the depths of the recession but will likely not see pre-recession boom-time construction levels in the near term.

3. Infrastructure remains steady The Zoo Interchange project, an ongoing infrastructure renovation project that will drastically improve critical Milwaukee roadways, is valued at $1.7 billion and currently represents the largest project in the state’s history. The core reconstruction will begin in 2015 and continue until 2017, with the last piece of the project on the north leg scheduled to be completed in 2018. Other significant infrastructure construction includes the continuation of the I-94 North-South project over the next seven years and the upcoming I-94 East-West Corridor project that’s valued at approximately $1 billion. Overall, we will see consistent activity in infrastructure construction, but no major growth or decline.

4. Office space projects continue at a healthy rate Multiple office space construction projects broke ground in the summer of 2014. The 1.1 million-square-foot Northwestern Mutual Tower will be completed in 2017, permanently changing the Milwaukee skyline. The new building should help create 1,900 new jobs by 2030, and Northwestern Mutual plans to invest roughly $450 million for both the design and construction.

The Irgens 833 East Michigan project will result in a 17-story office building with 350,000-square-feet of Class A space that will house tenants such as Godfrey & Kahn, Cresa Milwaukee, Colliers International/Wisconsin and Jason Inc. Occupants should move in by February 2016. Across the board, demand for office space will continue at a steady rate.

5. Shortage of skilled workers poses problems As construction increases, the need for skilled workers increases as well. According to a study by the Associated General Contractors of America, the Milwaukee, Waukesha and West Allis areas saw an increase of approximately 8 percent employment—2,100 construction jobs— between September 2013 and September 2014. However, many local construction firms found it challenging to fill positions. As high schools focus less on applied technical skills and students pursue higher-paying careers outside of the trades, executives in the industry worry about replacing the aging skilled workforce and identifying who will lead the industry forward.

Construction in the Metro Milwaukee area will grow in 2015, but finding qualified talent to complete a variety of specialized projects will become increasingly difficult. As new projects kick off, firms will be more selective in their bidding processes since they need to identify how to complete existing projects with a rapidly diminishing talent pool. This could potentially reduce the number of bidders.

The ongoing infrastructure and office space projects combined with the increase in multi-family housing and industrial construction will create numerous opportunities for business expansion and job growth in the Milwaukee area. To capitalize on this, it’s clear the greatest challenge lies in training the next generation of construction workers. This plays a critical role in accelerating growth in Milwaukee and building a strong, vibrant community for decades to come.

2015 Membership Committee Lyndsay Zwerlein PNC Bank Jim Leef ITU Absorbtech

Charles Fry Robert W. Baird

Lori Highby Keystone Click

Scott Seroka Seroka Branding

Steve Kohlmann IBAW

Steve Van Lieshout K & S Technologies Get involved with IBAW. Consider joining a committee!

Contact Steve Kohlmann for more information.

How to Make Genuine Connections in our Fast-Paced World Scott Hirschfeld, CT Access

In our age of social media, we should be better connected than ever. However, we all know that having 500 Facebook Friends or 1000 LinkedIn followers or even Snap Chatting a picture of every activity we are involved in does not make for true friendship. Isn’t it strange that in our electronically connected world, people seem more disconnected than ever? It seems friendships that are true and deep are less common than ever.

My wife, Vicki, and I have discussed this quite a bit, and one of our goals for 2015 is to cultivate deeper friendships. We want to slow down and pay attention to the people around us. We want to get to know those who come into our lives. We want to value others and form better friendships.

"People will not always remember what you said or what you did, but they will always remember how you made them feel." ~Maya Angelou How do we do this? Well, I don’t have that all figured out, but I have been learning some things from those around me who are good at it.

Here are 12 things I am learning to help make genuine connections and foster friendships with others:

1. Connecting requires purposeful, directed energy.

John Maxwell has a great book called “Everyone Communicates, Few Connect”. This book highlights the need to be purposeful and expend energy to connect. He advocates preparing, learning about people, planning to recognize people, spending time with them, and focusing on creating relationships. Like much of life, being purposeful rather than reactionary is a key to truly connecting.

2. Your motives have to be right.

There is no substitute for being real and for having genuine care and compassion for others. If you are still evaluating everything based on WIIFM, what-is-in-it-for-me, people will see you as a fake. If you don’t have a foundation that includes “love your neighbor as yourself”, and continuous reaffirming of this very lofty goal, you will fall short.

3. Connecting is giving.

True connections don’t happen without giving of yourself. You have to give time, interest, thoughtfulness, and effort. True friendship sets aside its own plans or interests for those of others True friends go beyond asking what they can do to help, and simply find ways to help, to reach out, to encourage.

4. You have to take initiative.

Expecting the other person to reach out never works. You have to take the initiative to connect. I think back to things my kids used to say once in a while, like, “I never get invited”, or “They never even say hi to me in the hallway”. My answer would always be, “Well, did you say hi to them?”

5. You can’t be thin skinned.

People say things they don’t really mean and situations are often misunderstood. You have to let go of the junk and focus on the good!

6. Connecting necessitates sharing of yourself and being vulnerable.

Listening to others, empathizing with their situation, and sharing of your own failure or experience can go a long way beyond a surface relationship. One of my favorite uncles, Uncle Lee, was a busy surgeon. One weekend when he came to visit, my 7th grade history assignment was to learn one Indian tribe for each state in the US, with a big test on Monday. I remember him sitting on the kitchen floor with me for hours teaching me to memorize by association just like he did in medical school.

7. Don’t be afraid to ask.

I worked with a sales coach and friend who once told me that if people mention a situation, it probably means they are looking to talk about it. You have to be careful, but often it means they need someone to care enough to ask. This can be a great door opener.

8. Connect with touch.

We have all heard this before, but a firm handshake, a hug, a hand on the shoulder to encourage or praise, all go a long way.

9. Be positive, enthusiastic, and laugh.

This is just a good rule for living. I know I often get caught up in business, goals and achievement. In my intense focus, I forget to have some fun. Bringing a positive outlook and making others laugh is rare these days, but important. Good friends make us laugh!

10. Ask questions and express interest.

I distinctly remember another uncle, my Uncle Stan as I was growing up. He was a very successful business executive, but he always took time when visiting to show interest in me. Just the several minutes he took to ask about my life made a huge impression on me as a kid. I always came away from talking with him feeling that he valued me as a person and cared. I have a hunch his ability to connect with people this way is also part of what made him successful in business.

11. To connect, we have to remember.

I am continually working at this, and hopefully improving. People feel valued when you remember names, remember family members, and remember situations. And if you can’t remember, it is worth the effort to take notes!

12. Connecting requires appreciation.

Don’t forget to be thankful. Take a few minutes and be purposeful in expressing gratitude. Single out something and express appreciation to the person you are connecting with. Thanks for understanding. Thanks for bringing this up.

Thanks for being here.

"Connection always begins with a commitment to someone else." ~ John Maxwell Creating lasting relationships is not as easy as it seems it should be. I am learning to stretch beyond my own sometimes self-absorbed person and create better friendships. Let’s make 2015 a year filled with friends, family, and truly caring for those around us.

Scott Hirschfeld enjoys helping companies get to the next level with technology. Solving tough technology issues, implementing strategy, IT management and leveraging technology are all in a day's work. He has over 20 years of technology experience and is the President of CTAccess/Computer Technologies of WI, Inc. When he is not working, he enjoys renovation projects and spending time with his family.

Wisconsin Treasurer Fulfills Campaign Pledge by Laying Off Staff Adam Tobias, Wisconsin Reporter

MADISON, Wis. — Newly elected state Treasurer Matt Adamczyk ran on a campaign pledge of cutting 80 percent from a $545,000 annual budget. A few weeks into his first and supposed only term, he has, through lay-offs, already gotten rid of his two-member staff.

Newly-elected state Treasurer Matt Adamczyk has laid off his staff as part of an overall plan to eliminate the state agency. Adamczyk also declined to fill an empty deputy treasurer position that was paying close to $107,000 a year in salary and benefits.

“I’m a big believer that in government it’s not our job just to give people jobs,” Adamczyk told Wisconsin Reporter.

The state has transferred most of the treasurer’s duties to other government agencies over the past several years, so Adamcyzk said he sees no need for the workers. The only constitutional responsibility of the state treasurer is to sit on the Board of Commissioners of Public Land. The time Treasurer Matt Adamczyk commitment for serving on that panel, which provides funding to libraries and school districts, is usually two 15-minute phone calls per month, Adamczyk said.

He says he doesn’t think he’ll have a problem performing other tasks, such as promoting the state’s unclaimed property program and answering the phone.

“We don’t really get calls,” Adamczyk said. “The calls that we do receive, typically it’s the wrong number.”

Adamczyk’s ultimately wants to eliminate the Office of the State Treasurer, and he has at least two Republican lawmakers in his corner.

Sen. Richard Gudex, R-Fond du Lac, confirmed to Wisconsin Reporter on Tuesday he and state Rep. Michael Schraa, ROshkosh, have begun circulating a bill for co-sponsorship that would let voters decide, through a binding referendum, whether to abolish the agency.

But history is not on Adamczyk’s side.

His predecessor, Kurt Schuller, campaigned on the same promise but was unable to get the Legislature to pass a resolution, drafted in 2011, to dissolve the department. A similar bill also failed to pass the Senate in the previous legislative session.

Adamczyk is optimistic a shakeup in the Senate after the November election would lead to a different result.

“We’ve got the numbers, I believe, where we need them to be,” Adamczyk said. “And, obviously, the best part about it is it’s ultimately up to the voters because it’s a constitutional amendment.”

If the bill is passed the next two legislative sessions and voters approve the referendum, it would still be 2019 before the office goes away, Gudex said.

Adamczyk has canceled a number of maintenance and service contracts on unused computers and cell phones. One smart phone, which had been receiving service for months, was unassigned and never taken from the original box, Adamczyk said.

“I don’t know anyone in the private world that would even consider doing that.”

Adamczyk said he’s also looking to return 25 percent of his $68,000 salary and partner with the Department of Motor Vehicles to mail information on the unclaimed property program with license plate renewal letters.

“Sometimes we have to cut through stuff, but other times it’s just doing something differently. If we can do things differently and ultimately save money, well let’s go ahead and do it.”

Adamczyk predicts taxpayers will see similar savings if the Legislature approves proposals Gov. Scott Walker made in his State of the State Address calling for the merger of the Wisconsin Economic Development Corp. with the state Housing and Economic Development Authority, and the Wisconsin Department of Financial Institutions with the state Department of Safety and Professional Services.

Laurel Patrick, press secretary for the governor, told Wisconsin Reporter that Walker will outline other possible agency consolidations when he introduces his budget plan Feb. 3.

“I believe that government has grown too big and too intrusive in our lives and we must rein it in, but the government that is left must work … We should demand a government that is more effective, more efficient and more accountable to the public,” Walker said in his State of the State speech.

Some state Democrats, including Assembly Minority Leader Peter Barca, D-Kenosha, and Senate Minority Leader Jennifer Shilling, D-La Crosse, have been reluctant to jump on board.

Shilling has said she is underwhelmed by Walker’s consolidation plan because it would have little impact on state taxpayers and the economy.

“If merging a couple of state agencies is Governor Walker’s road map for the future, it’s going to be a short drive,” Shilling told the Milwaukee Journal Sentinel.

But Gudex argues that public agencies can operate on leaner budgets, if that’s the direction the Legislature wants to take.

“You can make anything work. I mean, private businesses do that every day. Government can do the same thing if we really want to try and make improvements.”

Adam Tobias is an investigative journalist for the Madison-based Wisconsin Reporter. Contact Adam at atobias@watchdog.org and follow him on Twitter @Scoop_Tobias.

• atobias@watchdog.org • 608-257-1382

This article appears in the IBAW magazine with permission from the reporter.

Follow IBAW on Twitter

Follow IBAW on Facebook

Follow IBAW on LinkedIn

Click here.

Click here.

Click here.

President Obama Pushes Trade Ray Keating, Chief Economist, SBE Council, Washington D.C.

International trade is a big deal for the economy, and for small businesses.

Consider that from 2004 to 2013, growth in real exports accounted for 37 percent of real U.S. GDP growth. Factor in growth in imports, and total trade growth (exports plus imports) equaled 58 percent of real economic growth.

As for small business and trade, the International Trade Administration reports that 98 percent of U.S. companies exporting goods are small or medium-sized businesses with less than 500 workers, and 97 percent of importers are small and mediumsized firms as well.

President Barack Obama and his administration are making noise about the U.S. advancing free trade. In fact, the President called upon Congress to give him trade promotion authority (TPA) in his State of the Union address on January 20.

Certain members of the Obama Administration are big on promoting trade. In a recent post on the U.S. Department of Commerce’s blog, it was noted that Commerce Secretary Penny Pritzker “is leading the charge to make exporting a larger part of the DNA of all American businesses. Key to achieving this goal and at the top of the Administration’s trade agenda is passage of Trade Promotion Authority, the Trans-Pacific Partnership (TPP) and the Transatlantic-Trade and Investment Partnership (T-TIP). Once completed, TPP is expected to make it easier to sell American products and services to more than 40 percent of global GDP. T-TIP will cover nations that account for nearly half of the global economy and nearly a third of world trade flows.”

That’s refreshing. So, what’s being heard from Congress?

Well, unfortunately, the President’s own party and key allies are, once again, trying to stop free trade from advancing (but Republicans will have some defections too). As reported by The New York Times on January 8: “President Obama is facing opposition from fellow Democrats to one of his top priorities: winning the power to negotiate international trade agreements and speed them through Congress. As Mr. Obama’s team works privately to line up support for the so-called trade promotion authority, a coalition of Democratic lawmakers and activists from organized labor, environmental, religious and civil rights groups is stepping up efforts to stop him.”

So, President Obama will have to turn to congressional Republicans, and it looks like many in the GOP are willing to advance a pro-growth, pro-small business trade agenda featuring TPA (or fast track authority), the Trans-Pacific Partnership, and the Transatlantic-Trade and Investment Partnership with the European Union.

A January 13, 2015, Reuters report noted, “Paul Ryan, the head of the House of Representatives committee responsible for trade, said fast track authority would help get a better deal from trading partners and Congress would push ahead with legislation ‘first thing.’”

Meanwhile, over in the Senate, Republicans are sending positive signals on trade. As noted by TheHill.com on January 7, Senate Majority Leader Mitch McConnell declared his intention to work with the White House on trade, wryly adding, “I am happy the president has now become a born-again free trader.” In addition, it was pointed out, “Sen. Orrin Hatch (R-Utah), who is now chairman of the Senate Finance Committee, has said that fast-track is a top priority for him and he wants to get it done early this year.”

Free trade clearly should be a Republican issue if they are serious about reducing governmental policies that limit opportunity and growth. And it’s good to see that President Obama is moving farther away from the protectionist stances he took prior to gaining the White House. But Mr. Obama will have to work hard to get enough members of his own party onboard so that TPA, and the Trans-Pacific and European Union trade deals can become realities.

Save The Date: Friday, March 20th Location: The Wisconsin Club, 900 W. Wisconsin Ave. Time: 7:00 AM - 9:00 AM Cost: $32.00 IBAW Members $42.00 Guests

“Transportation & Construction Update”

WisDOT Secretary Mark Gottlieb, P.E.

Register at IBAW.com

BUSINESS DAY IN MADISON March 4, 2015 Monona Terrace Community & Convention Center, Madison

Attend the premier event that brings business and politics together!

John Stossel

Gov. Scott Walker

KT McFarland

Ed Goeas

Host of “Stossel” on Fox Business Network

(invited)

FOX News’ National Security Analyst and Former Nixon, Ford, Reagan Staffer

The Tarrance Group

Register online at www.businessdayinmadison.com • Questions? Contact WMC at 608.258.3400

A program presented in partnership with the WMC Foundation, Inc. BUSINESS DAY IN MADISON • 501 E. Washington Ave., Madison, WI, 53703 • 608.258.3400 • www.businessdayinmadison.com •

@BizDayinMadison

January Meeting Wrap Up: The BIG Event The BIG Event began with a presentation by Col. Ernie Litynski of US Army Reserve and Tim Flatley, Employer Support for the Guard and Reserve to the IBAW with a statement of support certificate for the ESGR. Meeting sponsor, Bart Adams, of Sikich, introduced Wisconsin Lt. Gov. Rebecca Kleefisch who spoke on the growing impact Wisconsin business is having on a national level.

Read the Business Journal article and view additional photos of the event.

Link to the Business Journal story here.

Special thanks to our event sponsor Sikich and our media sponsor, The Business Journal.

A panel discussion moderated by Mark Sabljak, of the Business Journal included Jay Schauer, CFO of Allen Edmonds Corp.; Mary Isbister, president of GenMet Corp.; Jon Krohn, president of Jet Intermodal; and Ted Balistreri, owner of Sendik's Food Market.

Photography courtesy of Tim Townsend

Four Objectives for Creating a Powerful Brand Tagline Scott Seroka, Seroka Branding When a company embarks on the process of creating a new tagline, the marketing department or the agency is usually challenged by the CEO to come up with one that is clever, catchy and cool. After all, Apple had Think Different, GE uses Imagination at work, and Nike is famous for Just do it.

These are unquestionably very clever and memorable tag-lines nearly all of us recognize.

For these and other high-profile companies, the clever/catchy/cool approach works very well because they share the following traits – they are very large, well-established and well-recognized B to C brands. Mention the word “Apple” to someone or a group of people and most will associate the name with iMacs, iPhones and iPads before they think of the fruit.

Mention GE and most consumers will think of home appliances, technology, energy and any number of products adorning its logo. And, when we see or hear the name Nike, we all know Nike is one of the leading manufacturers of athletic shoes and apparel. Large, well-established, and well-recognized consumer brands can adopt tag-lines that are more charismatic and inspirational because everyone inherently knows what these companies do.

Let’s switch gears and talk about small-to-medium size companies – those that typically don’t enjoy the same level of recognition as Apple, GE, Nike or other high-profile global brands. Those companies that are focused on growing metrics such as awareness, recognition, uniqueness, consideration, and new customer acquisition. Those companies that don’t have eight-, or nine-figure marketing budgets that enable them to relentlessly expose consumers to ads, direct response, and endless promotions. If this describes your company, you would be better served and will have more success with a tagline that meets the following four objectives:

1) It defines the business you are in, especially if the type of business isn’t already a part of your brand name (i.e.

Andersen vs. Andersen Windows and Doors). This strategy will come in very handy when entering new markets and expanding your product and service offerings. Key advice: don’t make consumers wonder what you do – you will be operating at a disadvantage.

2) It communicates the leading benefit of doing business with you – a benefit you can promise to consistently deliver.

Think in terms of the one thing that is relevant to your ideal customers that you can, and will, do better than any of your competitors.

3) It speaks with enough conviction to cause prospective customers to pause and want to learn more about your company. Be confident and stake your claim. Have a tagline that inspires people to take some sort of action. Owning a tagline that doubles as a call-to-action is a nice bonus.

4) It is easy to understand, makes logical sense, and is easy to remember. Some brands try to be really clever, adopting tag-lines believed to be profound or philosophical. This approach often leads to brand confusion or, worse, brand misunderstanding because not everyone understands its “inside” meaning. (I would cite a few examples, but I do not want to insult any brands. However, when you see a tagline that makes no sense, or one that makes you stop and wonder what the company was thinking, you’ll understand where I’m coming from.)

Of course, if your brand tagline meets these requirements and also happens to be clever, catchy and cool, that’s another nice bonus.

If you manage a portfolio of one or more sub-brands under your parent brand, the tagline strategy for your parent brand will be slightly different based on your brand architecture model. Parent brands are typically classified as holding companies or conglomerates and some have no tagline at all, as they may not be front-facing, rendering the need for one to be unnecessary.

If you’re curious about how your tagline is perceived and whether it is understood by your customers and strategic business partners, consider asking a small group of them what they think. In our brand development process, we refer to this as validation – giving our clients the assurance that comes from knowing their tagline resonates as desired, and that it is not confusing or misleading to the very people they wish to attract to their brand.

Meet the newest IBAW Members!

Jerry Wick, Sales & President Custom Data Too Mail W165 N5731 Ridgewood Drive #130 Menomonee Falls, WI 53051 262-894-5250 Mobile jerry.wick@customdatatoomail.com

We handle data analysis to complex relational database designs, our data team can help you mine deeper and more accurately. Whether it’s millions of merge purge records or simple NCOA, we do it well. Our state of the art digital presses provide for high quality and flexibility. Our projects are over 92% variable print…text and / or graphics. We print statements, reorder letters, confirmation notices, and postcards. And of course we provide mail service too.

Mary P. Stark, J.D., CLTC Waddell & Reed Financial Advisors W233 N2080 Ridgeview Pkwy, Suite 200 Waukesha, WI 53188 mstark@wradvisors.com Office: 262-521-9492 ext. 107 Mobile: 414-350-8213

I have enjoyed a professional career life devoted to law and the insurance/financial services field since obtaining my law degree from the University of Illinois and joining the Milwaukee community in 1987. I have a passion for helping others navigate the daunting and inter-related complexities of financial planning, insurance, and employee benefits. I also enjoy developing solutions for employers who want to enlighten and empower their employees to take more responsibility and control of their personal financial situation.

I joined the IBAW because I support and believe in the power of small business in this community; I also respect and appreciate the hard work that goes into creating, growing and maintaining a successful small business in today’s world.

On the personal side, I was born and raised in Iowa, and attended Grinnell College for my BA in Economics and Russian Studies. I support the efforts of animal rescue organizations and share my home with two joyful shelter dogs; I also practice yoga and savor vegetarian cooking.

SALES: Best Practices ROUNDTABLE

Special Guest Speaker: Mark King “Fearless Selling with an Outward Focus” Monday, February 9th 7:15 AM - 9:00 AM.

Even if you're seasoned in sales, learn what other professionals are doing and some new techniques and skills you might be missing.

This roundtable is open to anyone in a business development role at an IBAW member company who would like to share their real world challenges and most successful strategies for growing business.

This Roundtable is meant to serve as a confidential means to learn from your peers in other industries and to help others learn from your experience – good and bad.

Location: Cost: Free - A benefit of IBAW membership.

CTaccess Conference Room (Registration is required) 740 Pilgrim Parkway, Suite L3 Elm Grove Registration is open!

Coffee provided by CTaccess, bakery provided by IBAW.

Click here!

GOOD FOR YOUR BUSINESS. GOOD FOR YOUR COMMUNITY. Hire National Guard and Reserve Members: • • • • •

Proven and experienced leaders Committed to team and company success Adept at using advanced technologies Globally minded Adaptable and effective under pressure

Department of Defense Partnership of Programs

Supporting Reserve Component Members, Families and Employers

GET STARTED! POST YOUR JOBS NOW.

ESGR is a Department of Defense office, established in 1972, to promote cooperation and understanding between National Guard and Reserve service members and their civilian employers.

@ESGR

Facebook.com/GoESGR

Legislative Fix Moving Ahead for Wisconsin’s New Manufacturing & Agricultural Credit Jim Brandenburg, CPA, MST - Sikich LLP

In IBAW meetings and publications in recent years we have introduced you to Wisconsin’s new tax incentive - the Wisconsin Manufacturing and Agriculture Credit (referred to as the “MAC”). The MAC came about in 2011 to provide an incentive for Wisconsin manufacturers and agricultural companies to remain and grow here, and also perhaps to have out-of-state companies move here. It was scheduled to begin in 2013, and when fully phased-in by 2016 it would essentially exempt any Wisconsin manufacturing and agricultural income from Wisconsin income tax. The MAC was championed by Representative Dale Kooyenga and Senator Glenn Grothman in the legislature.

Magazine Content Needed Consider Submitting an Article!

The MAC, however, had some problems for individual taxpayers when it was drafted and this glitch was recently identified. Here is the issue in a nutshell: the MAC would reduce a taxpayer’s Wisconsin individual income tax, but then would trigger a Wisconsin minimum tax for nearly the same amount. Thus, there may be little, if any, net savings for the MAC in 2013 (a “MAC Attack?”). The legislature is trying to remedy this situation now so that taxpayers can realize the proper tax savings with the MAC on their 2013 Wisconsin individual tax returns.

The IBAW magazine is in need of content, we rely on our members and sponsors to supply us informative information.

The digital magazine is sent out to over 650 contacts statewide and the magazine is parked on the web where, on average, it gets over 1100 views.

Legislative Update: It seems that all key legislative leaders are now on board to correct this issue. It was approved by the legislature’s Joint Finance Committee last week. The Senate and Assembly will be in session in March and voting on final passage for several bills, one of which is this tax bill with the MAC correction. It looks like the legislative timetable will have the bill passed near the middle of the March, before going to the Governor.

Thus, a best guess now is that the bill would be enacted into law somewhere in the latter half of March, 2014.

MAC Attack Options: For any of our individual taxpayers taking advantage of the MAC, this may present some filings logistics. Here are the possibilities:

1. Best case scenario - in some cases the taxpayer’s share of the MAC for 2013 will be used and not result in a Wisconsin Minimum Tax. A taxpayer in this situation could go ahead and claim the MAC and file their 2013 Wisconsin individual return. There would be no need to wait for the legislation to pass.

Consider writing an article on a timely business related topic to your particular field of business. This is an outstanding opportunity for you and your company to gain exposure and increase your brand awareness to a statewide audience. There is no cost to submitting an article.

2. Next, a taxpayer has generated a MAC for 2013, but it will trigger a Wisconsin Minimum Tax. The taxpayer in this case could wait until the law is changed (and then wait a little for the WDR to update its computer processing systems) and then file their Wisconsin tax return and claim the MAC, and not incur the Wisconsin Minimum Tax. This could present a tight timeline for the April 15 deadline, and you may need to file for an extension.

3. Similar case as #2, but this taxpayer could file their Wisconsin individual return with the MAC, but also incur and pay a Wisconsin Minimum Tax for 2013. Then, once the corrective law is enacted go back and file an amended 2013 Wisconsin tax return to obtain the proper tax benefit of the MAC. You would not need extend, but you would need to amend.

We’ll keep you posted as this legislation moves forward.

If you have any questions, please contact Jim Brandenburg or Brian Kelley at Sikich, LLP in Brookfield (262)754-9400.

Contact Steve Kohlmann for details.

Articles submitted by our members & sponsors.

Welcome New IBAW Members!

Meeting Recaps 2014 Wisconsin Manufacturing Knowledge Summit

Power Test

On June 20, 2014 the IBAW partnered with the Tool, Die & Machining Association of Wisconsin (TDMAW) to offer Wisconsin manufacturers and their suppliers a unique look at trends within the industry and to also report on some of the challenges the industry faces in the next 5 years.

Power Test, Inc. is an industry leader in the design, manufacture and implementation of dynamometers and control systems.

Special thanks to the event sponsor, First Business Bank for their efforts in helping organize this event.

For more than 37 years, Power Test has provided specialized test equipment to manufacturers, rebuilding facilities and distributors globally. Our products can be found in use at these facilities in nearly 100 countries on six continents.

Chris Halaska

2 3

1

Our headquarters and manufacturing operations are located in Sussex, WI with sales representatives worldwide. Our unparalleled customer service is well known throughout the industry.

Power Test employs a dedicated staff of talented machinists, fabricators, electronic technicians, assemblers, designers, engineers, software developers, and administrative and customer service personnel.

Our exceptional product life and excellent customer service is well known throughout the industry and has made us one of the industryleading dynamometer manufacturers. Our dedication to the customer and to the advances in powertrain component testing keep us there.

Power Test N60 W22700 Silver Spring Drive Sussex, WI 53089 Phone: 262-252-4301

4 Advanced Waste Services Advanced Waste Services is an environmental services company that provides wastewater recycling and other waste and risk elimination services to manufacturers in all industries. Each day, AWS helps hundreds of businesses, both large and small, meet their community and environmental obligations. Annually, we collect, treat and recycle more than 50 million gallons of contaminated wastewater into clean, reusable water and other valuable resources like fuel, steam and electricity.

AWS is constantly helping our clients manage, reinvent and improve their sustainability successes. For example, we recently partnered with Forest County Advanced Waste Services Potawatomi Community to help Wisconsin food and beverage manufacturers convert 1126 South 76th Street food waste into clean, green renewable energy.

Suite N408B

West Allis, WI 53214 Founded in 1993, AWS employs 55 people in the Milwaukee area and a total of 150

people companywide in 5 states.

414-847-7100

Photo Key 1: A full house in the main ballroom of the Wisconsin Club as IBAW & TDMAW members prepare to hear about the state of manufacturing and the challenges the industry faces in the workforce.

5

2: David Vetta of First Business Bank delivers opening remarks and highlights the importance of a strong relationship between banking and manufacturing working together for success.

3: New IBAW President, John Weber of Hypneumat addresses the change in IBAW Bylaws and calls for voting in new board officers.

4: Kent Lorenz of Acieta gives the main presentation on “Manufacturing Matters” pointing out the trends on manufacturing now and what to expect in the future.

5: Outgoing IBAW President, Steve Van Lieshout receives his award for his efforts as 2013 - 2014.

6 Photos courtesy of Tim Townsend.

6: IBAW Executive Director, Steve Kohlmann (Left) presents David Drumel with an award for his service on the IBAW board.

Spotlight on new members

2015 IBAW Legislative Priorities Now Online!

State Legislative Priorities - Tax Reform - WI DOT Funding and Strategic Visioning - Establishing RIGHT TO WORK in Wisconsin - Joining the Lawsuit against the EPA - Advancing WI Education & Workforce Development Reform

National Legislative Priorities Click here to view.

- Pro Growth - A National Energy Policy Capitalizing on our Strengths - Limitations on Executive Action and Administrative Regulations - Sustainable Healthcare Reform - Supporting a Free Market Internet

Get Connected. Get Inspired. Get Informed.

THANK YOU TO OUR SPONSORS.

Click on their name to visit their website.

AT&T ITU AbsorbTech Park Bank Blomquist Benefits Advantage + Bank Mutual Sikich Godfrey & Kahn Lauber CFO’s RW Baird von Briesen HRS Associated Bank Vrakas / Blum Advanced Waste Services Simandl Law Group, S.C.

Boerke Co. Hansen Reynolds Dickinson Crueger BSI - Design, Build, Furnish Letterhead Press Consolidated Construction MSI General Contractors BMO Harris Powertest Judson Commercial Real Estate Reinhart, Boerner, Van Deuren, S.C. Hypneumat Mfg Cultivate Communications Staff Electric Sponsor support helps IBAW continue to bring insightful programming to small business owners.

Ask about becoming a sponsor today!

Thank you to our Corporate Sponsors who make your IBAW programing possible.

Click on their logo to visit their website.

Senior Sponsors XXXX XXXX XXX XXXX

Benefactor Sponsors XXXXXXXXXXX XXXXXXXXXXXXXXXXX

XXXXXXXXXXXXXX

BLOMQUIST BENEFITS

XXXXXXXXXXX XXXXXXXXXXXXXXX Defender of Business Sponsors

XxXXXXXXXXXX

XXXXXXXXXX

XXXXX XXXXXX

XXXXXX XXXXXXX XXXXXXX XXXXXXXX

XXXXXXXXXXX XXXX X

xxxxxxx

XXXXXXX XXXXXXXXXXXX XXXXXXXXXX

xxxxx

xxxxxxxxxx

XXXXXXXXXXX

Small Business Champions XXXXXXXXXX XXXXXXXXXX Xx XXXXX XXX

XXXXXX

XXXXXX XXXXX

XXXXXXXXXX

XXXXX XXXXXXXX

XXXXXX XXXXX

We can’t be responsible how you feel after attending our meetings.

IBAW’s Business Presentation Series offers high level speakers on timely business topics keeping you informed and exhilarated.

Quality programming every month.

That’s IBAW.

“As a result of listening to the speakers today I was able to find and lookup the WI Lean Govt. working group and booked appointments with three departments so far this afternoon.”

- Mark Truesdell, CTaccess / Computer Technologies of Wisconsin, Inc.

“...I am much better informed and educated on a plethora of topics.”

- Todd Poston

FIVE STAR Programing Political Advocacy • Education • Networking www.ibaw.com / 262-844-0333 / IBAWOffice@gmail.com

! !

IBAW& 960!Timber!Pass!

Brookfield,!WI!53045! !

Office:!262Y844Y0333!

WWW.IBAW.COM!!

Membership Application

! !!

!

Name____________________________________________________________________________________!

Company_________________________________________________________________________________!

Type!of!Business___________________________________________________________________________!

Address__________________________________________________________________________________!

City,!State,!Zip_____________________________________________________________________________!

Phone____________________________________Email___________________________________________!

Website______________________________________________________________! !

PLEASE&CHOOSE&THE&APPROPRATE&CATEGORY&FOR&YOUR&INVESTMENT& IN&THE&GROWTH&AND&STABILITY&OF&SMALL&BUSINESS&

AMOUNT&

&&&&&&&&&&&&&NUMBER&OF&EMPLOYEES&IN&COMPANY&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&ANNUAL&DUES&

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1!–!16!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!$300!

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!16!–!25!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!$400!

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!26!–!49!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!$500!

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!50!or!more!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!$600!

!

!!

!

Consider!becoming!an!IBAW!sponsor!!Sponsorship!includes!membership!with!advertising!options!!!

Sponsorship!opportunities!start!for!as!little!as!$750!

!

Special!)–)Pre)pay)breakfast)meetings)–)Get)12)for)the)price)of)10)))))))))))))))))))))))$320)

!

&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&ENCLOSED&AMOUNT:&

!

PAYING&BY&CHECK!?!!!!!!Make!checks!payable!to!IBAW!–!and!mail!to:!IBA!960!Timber!Pass!Brookfield,!WI!53045! !

WANT&TO&PAY&ONLINE?!!!You!can!also!pay!by!MasterCard!!/!Visa!at!the!IBAW!Membership!page.!www.ibaw.com!

! ________________________________________________________________________! !

The Independent Business Association of Wisconsin is a not-for-profit entity filed with the IRS under 501(c)(6) of the Internal Revenue Code.

As a not-for-profit association, the members of The Independent Business Association, Inc. are allowed to deduct a percentage of dues that are not used for lobbying purposes. For the year 2013 based on the total income of the association and the lobbying expenses as reported on the Wisconsin State Ethics Board Lobbying reports for 2011 the percent of dues that were used for lobbing purposes is 10%. Therefore, the percent of dues that would be tax deductible is 90%.

!