The Briefcase | Sutherland Weston

When people want to know something, they want to know it with haste and clarity. On this episode of The Briefcase, Paul Chadwick, Video Production Manager, and Ian Buck, Podcast and Content Production Coordinator, discuss the big idea and how to guide customers there as conveniently as possible, making sure they don't say "It Feels Like Work". What You'll Learn

• When consumers are looking at a website, they are looking for the major image first and foremost.
• What a viewer looks for is clarity, and a "learn more" button, on it's own, will not give that.
• Messages need to presented shorter, sharper, and stronger than ever before to catch the attention of consumers.

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

Hurry, because it's going fast! Buy now! Subscribe today! It seems that every business is interested in showing you a deal that's going to be gone forever. Why is that? What does the business get out of a short-term deal that a buyer might not know about? On this episode of The Briefcase, Paul Chadwick, Video Production Manager, and Ian Buck, Podcast and Content Production Coordinator, chat about ribs, values, and pumpkin season, before they must turn to face the greatest fear of all... the fear of missing out. What You'll Learn

• The worry of missing out on a moment is baked within all of us, and we want to feel complete.
• In today's online culture, it's no longer a matter of hopping on a bandwagon, it's a matter of choosing which bandwagon to hop on.
• Limited time offers serve to increase the perceived value of a good or service where it otherwise might not seem as remarkable.

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

What makes a habit? What makes a routine? What happens when you sit down at a restaurant, and suddenly you know the staff's names, they know yours, and you already know exactly what you're gonna get? On this episode of The Briefcase, Paul Chadwick, Video Production Manager, and Ian Buck, Podcast and Content Production Coordinator, talk about the return customer, the default choice, and ask themselves: "Wait a minute... am I a regular?" What You'll Learn

• While most marketing is geared towards new customers, the real business is found in returning customers.
• People choose the option that's within reach, that's familiar, and that's trusted.
• The goal does not have to be the best choice out of everyone. The goal is to be the option people choose.

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

Ric Tyler knows a little about music. But he didn't know that he was stocking supermarket shelves, he was subject to the findings of a study done in 1982... and Air Supply. On this episode of The Briefcase, Ric talks about pep in the produce aisle, funk by the freezers, and the music of the market-- and how sometimes, you gotta slow your roll to make the most of the muzak. What You'll Learn

• Many sales environments are curated, and have been for decades.
• Instead of just being susceptible to those environments, you could learn from them and harness them.
• Either set the pace for your customer, or detect the pace at which your customers are comfortable.

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

WGSN, a global trend forecasting firm, has predicted that in the coming few years, consumers will be privy to three brand-new emotions when it comes to businesses. On this episode of The Briefcase, Makalia walks us through the predictions and the definitions of the new emotions of 2027.

What You'll Learn

• How Strategic Joy, or a business' carefully constructed moment of joy, will be accessible to the purchasing consumer.
• How Wither Will, or a longing to be free of noise and responsibility, will loom over the landscape.
• How Suspicious Optimism, a mixture of fear, awe, excitement and disillusionment, is inside of you right now, and shall color the upcoming years.

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

Gary Chapman's The Five Love Languages took the hopeless romantic and turned them into a hopeful romantic. What can this do to a business like yours? Well, you're no romantic, you're a workplace, and you're not looking for love. But, maybe you're looking for people to love you. On this episode of The Briefcase, Ric Tyler is the love guru as we discuss the Five- Oh, yeah, you can't really touch someone if you're a workplace...

FOUR love languages of business!

What You'll Learn

• You cannot fall in love with your clients. But you can show them a little bit of love!
• A congratulations, a great idea, or a simple compliment can mean a lot to your clients, and so can solving a small problem for them.
• A small gift or a small conversation with your client can also show them that you care.

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

A few days ago, Ric Tyler snorted shaving cream up his nose. Why? Because he heard a slogan from six years ago still being thrown around. Don't doubt it: the power of a good catchphrase is that it sticks around, and any good slogan-slinger would be proud to see their work still kicking. But after six years, it's impressive that it's still here. Impressive, absolutely... but it isn't as unheard of as you'd believe!

What You'll Learn:

• Some types of commercials have a shelf life of a few weeks. Some have a shelf life of decades.
• As an advertiser or a brand, you're hearing your slogans and seeing your logos far more often than the general public.
• Before you say a message has served its purpose, think about if it truly has had the time to settle in.

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

L.L. Bean has recently announced their new spokesperson, Drake Maye... and their second new spokesperson, Ann Michael Maye. A husband-wife duo for the outlet is turning more heads than usual, and that's likely the outcome they wanted... but how will it last? On this episode of The Briefcase, Shelly Sund and Paul Chadwick of Team SWMC talk sports, spokepeople, and the age old factor of risk and reward.

What You'll Learn:

• Oftentimes, a risky marketing move will bring eyes to you. A marketing move that is risky without provocation is even better for your image.
• A spokesperson is always a risky move, but it can often lead to solid and memorable marketing.
• Without the risk, you cannot take the biscuit: This is exactly the kind of lesson we should take.

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

Your website is a lot like a storefront window. Not only does it show what you're selling, but it also shows the inside of the store. You might be selling something pretty, but how clean does that store look? If someone is making a considered purchase, they might just be turned away if you don't look reliable. On this episode of The Briefcase, Elizabeth Sutherland, CEO and President of Sutherland Weston, illustrates how some click, some call, and you should try to reach them all.

What You'll Learn:

• Research shows that a majority of Mainers are doing their homework when considering purchases. They're looking at the website to get a look at you.
• A majority will, as well, look to recommendations from their peers, calling friends or family to see if they have experience or insight as well.
• This means your website needs to be your verification, and your online presence is your proof: When building your website, think about how it will shape up to the consumer.

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

On this episode of The Briefcase, Ric Tyler and CEO & Brand Strategy Director Elizabeth Sutherland give us a glimpse inside the real world of public relations through the lense of a fictional murder. Look good, do good, and don't make a show of it: this is one of the lessons from Back Spin.

• Split the Money. If someone else's failure is your gain, don't be greedy. Take some of the reward, and leave a little behind.
• Give it Away. An investment in the community is an investment in your future: goodwill is good to get.
• Don't say a Word. There is a time and a place to celebrate your generosity. Be careful when you farm your karma.