Elizabeth Sutherland, Dan Cashman, and Shelley Sund of Sutherland Weston Marketing Communications tackle the economic uncertainty many business owners face today. Drawing on lessons from past experiences, they offer grounded, strategic advice on recalibrating marketing efforts without retreating—focusing on customer retention, message relevance, and brand empathy. With real-world examples like Ford’s COVID-era messaging pivot, the team illustrates how to stay visible and smart, not silent and scared. They also invite listeners to a free Lunch & Learn on April 15th to explore tailored strategies for marketing during economic turbulence.

Takeaways:

[00:01:00] “How you show up now shapes what happens next.” — Shelley Sund reminds listeners that business presence during uncertainty sets the stage for future success.

[00:02:30] “Marketing is not a light switch you turn off—it’s a dimmer.” — Dan Cashman emphasizes the need for strategic scaling, not shutdowns, during downturns.

[00:03:15] “Retention is cheaper than acquisition.” — Shelley suggests investing in loyalty programs and personal outreach to strengthen current customer relationships.

[00:05:45] “They didn’t act like nothing was happening.” — Dan highlights how Ford’s early COVID messaging pivot balanced empathy with brand consistency.

[00:08:10] “Now is the time to develop your plan, not the plan.” Elizabeth urges businesses to avoid one-size-fits-all solutions and tailor strategies to their needs instead.

You'll Learn:

Marketing During Economic Uncertainty – How to remain visible and valuable without overextending.

Customer Retention Strategies – Practical ways to double down on your existing relationships.

Message Relevance and Emotional Intelligence – Adjusting tone and messaging to reflect the moment.