Taylor Swift knows it. Pink Floyd knows it. And so does Alton Buzzell, Director of Marketing at Hollywood Casino Bangor. On this special episode of The Briefcase, success can come through many avenues, but if you want to be successful, you have to be fearless. What You'll Learn

• Every great idea starts as someone else's bad idea. Trying out new ideas is the only way to grow your business!
• Don't fear failure. Sometimes a business decision doesn't work out, but that's just another step towards progress.
• Be fearless, not foolish. Review the data you've collected and choose your direction from there.

Want to hear more from Alton? Check out Lights, Slots, Action!, a Hollywood Casino podcast by Sutherland Weston! Got a question for the Sutherland Weston team? Connect with us at https://sutherlandweston.com/

The measure of a business is measurable results— and how you measure those is half the battle. On this episode of The Briefcase, Alton Buzzell, Director of Marketing at Hollywood Casino Bangor, talks to Ric about some cold, hard numbers—and how to use them correctly. If you're not operating with good, clean numbers, you won't know where you're going, but when you're working with good data, your map is as clear as day.

What You'll Learn

• Data is king: it lets you see what kinds of payoffs your efforts are giving you back- the good and the bad, what works and what needs to be changed.
• The way you find your measurable results might not be set in stone, so make sure you use the right tools for the right times.
• You have to have enough data to make sure your information is correct— a low sample size can mean an awful lot of things, but for certain, it means that you're not getting the whole story.

Want to hear more from Alton? Check out Lights, Slots, Action!, a Hollywood Casino podcast by Sutherland Weston!

Got a question for the Sutherland Weston team? Connect with us at https://sutherlandweston.com/

February is the best time of the year for Sutherland Weston's Podcast & Content Production Coordinator, Ian Buck. But not because of the big game: he's tuning in for the ads! Every year, companies put out their best ads for the time slots where they know everyone will be watching. Some take big swings, some play it safe. Some reach the stars, and some fall on their face. On this episode of Sutherland Weston's The Briefcase, Ian and Ric take you through the good, the bad, and the ugly of the Super Bowl... ad breaks!

What You'll Learn

• Good ads look good: a bold visual style sets your advertisement apart from the rest!
• Good ads tell stories: don't just say 'buy my product'! Show what your product does, and why someone would need it.
• Good ads are clever: funny, witty, smart, or just wise to what you're selling, ads that know what they're doing are one step closer to success.

Got a question for the Sutherland Weston team? Connect with us at https://sutherlandweston.com/

This episode of The Briefcase brings in a special guest, Kristen Oliver, former Senior Account Manager at Sutherland Weston, who shares the story that changed how the United Way of Eastern Maine operated forever. It isn't about asking someone what to do, it isn't about telling someone what to do: it's about inspiring them. (So, you can dance if you want to!)

What You'll Learn

• Humans look to connect, and there are many ways we can, but the tried and true method is through dance!
• There's a crucial variable to the start of a rally: the very first follower is what makes a movement move.
• Inspiration is not a waste; it's a more powerful tool, and more contagious, than you think.

Got a question for the Sutherland Weston team? Connect with us at https://sutherlandweston.com/

This episode of The Briefcase brings in a special guest, Jessica Ward, Vice President of Philanthropy of Heart of Maine United Way, former Senior Account Manager of Sutherland Weston, and former teacher, who walks us through the thread of all the jobs she's held: relationships. Relationships are the pillar that upholds not only a business, but a person themselves: Jess understands this well, and shares some tips on how to make these relationships blossom.

What You'll Learn

• By establishing trust between yourself and another, you also establish yourself as trustworthy— and that idea can spread around!
• Putting relationships first means that you're first and foremost there to help other people, and that means a lot in the eyes of others.
• With trust and curiosity already out in the open, it's all the easier to help other people dive in to work, to find solutions together.

Got a question for the Sutherland Weston team? Connect with us at https://sutherlandweston.com/

This episode of The Briefcase brings in a special guest, Jessica Ward, Vice President of Philanthropy of Heart of Maine United Way former Senior Account Manager of Sutherland Weston, to talk about their favorite project in their history of working in the field. Her story is one with a lesson, and it connects to both the past and the present of the industry: with clients and peers, trust the process.

What You'll Learn

• There is a process to making good marketing, and that process requires both the firm and the client to work together.
• Marketing is a conversation between the firm, the client, and the consumer. In all three instances, the most important factor is trust.
• By establishing a rapport between the client and the agency, the results that are produced will be worth it.

Got a question for the Sutherland Weston team? Connect with us at https://sutherlandweston.com/

On this episode of The Briefcase, Paul Chadwick, video production specialist at Sutherland Weston and San Francisco 49ers fan, gives us a little bit of wisdom found in the field. The NFL, one of America's biggest institutions, is spreading out to Mexico and Britain before our very eyes— but aren't they big enough? Paul teaches the difference between moving the goal posts and expanding your borders. What You'll Learn

• Any business wants to get bigger, because getting bigger gets you more money.
• Growth is growth, no matter the size you start at. Even bringing your business down the lane is improvement.
• It's good to branch out into new things, but don't let your ads become your product: it's football, not a fashion show.

Got a question for the Sutherland Weston team? Connect with us at https://sutherlandweston.com/

On his trip to Louisville, Kentucky, Ric Tyler of Sutherland Weston saw an intriguing line of billboards, which brought him to this episode of The Briefcase to talk about marketing that connects, rather than marketing that competes. Is there merit to making your ads not about your product, but about your customer's well-being? What You'll Learn

• It pays to think about the well-being of your clients.
• Sometimes, connection is more critical than product features.
• The message that you want to deliver, first and foremost, is that of care.

Gotta question for the Sutherland Weston team? Connect with us at https://sutherlandweston.com/

A good line is memorable, but a great line is memorized, and sometimes "simple" gets a lot more done than "snappy". On this episode of The Briefcase, Ric Tyler talks us through some of Sutherland Weston's marketing miracles, and talks about the qualities of a solid catchphrase.

What you'll learn:

• Not everyone will sing your jingle, but with a catchphrase or slogan, you have a bigger audience you could reach.

• A line could be- and should be- tweaked to be more memorable if the opportunity arises. "Don't forget your rope" can be said a lot easier than "grommets"!

• A good line on paper will often be outshined by a great line in practice: even if something reads weak, it might turn out very strong when used.

Quick! This episode of Sutherland Weston's The Briefcase is about catching attention in the business sphere! You need to cut right to the chase to make sure you've got your customers' attention in this busy world, especially as it gets busier and busier.

What you'll learn:

• 1976 was a very different time, and among the many things that have changed is the general attention span: nobody wants to wait over two minutes to get to the good stuff.
• Attention is a currency that we spend scrupulously in this world: you need to make sure your material is worth it.
• Lead with the best information you have— what can you save and simplify for people? What can you do for them that's worth their time?