Website Designer In Santa Rosa

What Makes A Successful Marketing Project?

Website Designer In Santa Rosa

Marketing is when a graphic design project is guided by strategy, not just aesthetics.

What Is Marketing?

More and more I see people and companies who portray themselves as providing “marketing” services. Often their offerings are graphic design or video production or social media or building websites, etc. And yes, these tools can be used to market a company. But if the person driving that project does not have an understanding of how that effort will drive sales for the company, they are not truly marketing.

Purpose Driven Design

I had this “a hah” moment in the first months of starting Abra Marketing. In the beginning I wanted to be a graphic design shop. But having working in marketing for over 7 years (I started in marketing for 5 years, started over to become a graphic designer, then returned to marketing before starting the agency), I would be working on projects and realizing the headline was wrong, the copy was wrong, or the entire strategy was wrong. Hell, doing this print ad was wrong – this money would be better spent on direct mail (or another medium).

From the beginning, I understood that our projects MUST work. They must have a purpose to drive dollars and they must be guided by a solid strategy.

I have always loved great design, great creative and will always strive for that, but the greatness of a creative campaign must be how well it moves us in the direction of growing the client’s business.

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Integrated Marketing In Santa Rosa

Growing With Clients Through Lasting Relationships

Integrated Marketing

At Abra, we pride ourselves on the way that we approach marketing. Being a full-service marketing agency allows us to meet a variety of needs for clients, it allows us to create a consistent message throughout, and it allows us to help all of a client’s marketing efforts work together and compound results. But in addition to those benefits, having an integrated marketing approach allows us to build long-lasting relationships with clients, and that long term involvement with a client becomes another benefit in the way we approach their marketing.

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Digital Marketing Agency In Santa Rosa

Digital Marketing Agency vs. Advertising Agency

What Is A Digital Marketing Agency?

Digital Marketing is the number one buzzword for anyone trying to promote their business these days. But what is digital marketing and how do you select a digital marketing agency?

Digital Marketing covers the range of online efforts you can use to drive sales for your business:

  • Website
  • Blog
  • Social Media
  • Online Video (this kind of falls under social media as well, but I like to separate it)
  • SEO (Search Engine Optimization)
  • Online Presence Management
  • Email Marketing
  • Inbound Marketing
  • Marketing Automation

A Digital Marketing agency can provide any of these services, with some providing just one or a few and some providing all.

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Santa Rosa Digital Marketing Agency

Your Local Digital Marketing Agency

Digital Marketing In Santa Rosa

Santa Rosa digital marketing agency, Abra Marketing is proud to be locally focused in Sonoma County. Abra was founded in Santa Rosa in 1999. Founder Kurt Hoffmann had worked in marketing since 1989 before starting the agency. Our initial services focused on website design/website development and graphic design, however having worked in marketing for 10 years prior, we quickly found that the value we brought to our clients was not just in providing great website or graphic design projects, but the strategic marketing insight we brought to the table.

We helped clarify the purpose of the project and how it should be executed to help drive business for the client. To this end, we’ve never just built websites produced ads, but always have viewed projects as part of our work to help the client drive sales.

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Sonoma West Medical Center branding developed by Abra Marketing.

Sonoma West Medical Center Branding

In December 2014, Abra Marketing developed the branding for Sonoma West Medical Center in Sebastopol, California.

The Sonoma West Medical Center branding development was a particularly interesting project because it was part of the effort to reopen a closed hospital, something that is rarely successfully done.

Sonoma County Branding Agency

The Sonoma West Medical Center rebranding presented an opportunity to connect to the extensive history of Palm Drive Hospital while communicating the new beginning that included important changes in the organization.

The very brief background of Sonoma West Medical Center is that it opened as Palm Drive Hospital in 1939. It served the West County community for many years before financial challenges led to its closing in 2014 after a 2nd bankruptcy.

Rebranding can be an important part of taking a company in a new direction. And in this case, rebranding was a critical part of the strategy needed to overcome the enormous challenges of reopening a hospital.

Starting with the existing Palm Drive Hospital brand, we had the strengths of a long history and connection to many in the community. However, given the years of financial difficulties, there was a lot of negative connection as well. This included a great deal of opposition to reopening efforts.

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Social Media Marketing In Santa Rosa

Social Media Marketing ROI

Social Media Marketing

Abra Marketing has managed many social media marketing programs as part of our online marketing services. Abra has been managing social media marketing programs since 2009 (the first page we set up is still active for Nor-Cal Think Pink, now with over 4,000 followers). Back then it was a tough sell for most of our clients to try this new medium.

We had early successes that helped reinforce the ROI benefits of the new social media marketing.

How did we achieve ROI from Social Media Marketing?

Most of all we stuck to the fundamental principles of marketing. We’ve been in marketing for a long time and every time something new comes along (the web, Web 2.0, social media, etc.) there’s this delusion that it’s going to be a magic marketing pill. Just put up a website and the customers will come flocking.

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Sonoma County Ad Agency

And then there were 10. Introducing the P’s of Marketing X

How many P’s of Marketing are there?

Way back in Marketing 101, I was taught the 5 P’s of Marketing. As I’ve worked in marketing since 1989 (over 25 years now), I’ve refined the list and am now updating it to include 10 P’s.

The 10 Ps of Marketing (a.k.a. P’s of Marketing X)
1. Product
2. Price
3. Placement
4. Promotion
5. People
6. Positioning
7. Packaging
8. Persistence
9. Parasitism
X. Partnership

The purpose of the P’s of marketing is to help us analyze areas of our marketing efforts to determine what is or isn’t working.

An interesting aspect of the 10 Ps is that a company does not have to perform well in all P’s to be successful. They might have achieved success through just one or a few of the Ps. Likewise, a company might be doing well in most of the P’s, but fail because of an insurmountable problem with one of the P’s.

The Ps – and more effectively, this full list of 10 P’s – provide a complete framework to assess our marketing programs.

More details on the 10 Ps coming soon.

Marketing Ground Zero is the marketing blog of Abra Marketing, a full-service ad agency based in Santa Rosa, Sonoma County, California.

Culture of Good | Sonoma County

“Sonoma County Culture of Good” is a series of articles and videos exploring people and companies aspiring to a higher quality of work and life in Sonoma County, California.

Abra Marketing was started in November 1999 in a home office on Burnside Road in Sebastopol, California. For family reasons, the agency moved to Redding in 2000. When we returned in 2010, we were particularly excited to be part of a community where there is a heightened set of values on so many levels: the quality of food, the local focus, sustainability, humane treatment of farm animals, commitment to community, and the list goes on.

 

We are honored by this opportunity to showcase this aspect of our home, Sonoma County, while drawing additional light to the many great people and companies who strive to achieve something else in their daily work.

Please feel free to contact us with suggestions and ideas of other people and organizations to showcase.

Here is the first video in the “Sonoma County Culture of Good” Series featuring Green Goose Farm:

Series Updates
Below is a log of videos produced for the series with the most recent added at the bottom.

10/2/2015 Our 2nd video in the series highlighted The Fermentation Movement in Sonoma County.
11/28/2015 The 3rd video in the series highlighted Plum Blossom Farm in Cloverdale, California.

The B Corp Movement in Sonoma County
A sub-series in our Sonoma County Culture of Good videos focuses on the B Corp Movement in Sonoma County:
3/3/2016 – What is a B Corporation? Bryan Welch, CEO of B the Change Media, explains what a B Corp is.
3/21/2016 – What is a B Corp? Jay Coen Gilbert, one of the founders of B Lab, explains what a B Corporation is.
3/23/2016 – The B Corp Movement in Sonoma County: World Centric #1 with Janae Lloyd

Marketing Video Production In Sonoma County

Marketing Concepts: Successful Non-viral Videos

Can a Video be Successful without Going Viral?

Marketing Case Study: Muay Thai Documentary Win. Lose. Forgive.

When it comes to marketing videos – or any online videos for that matter – one of the questions likely on everyone’s mind is “Will it go viral?”

I have a simple point to make today and it’s this: a marketing video does not have to go viral to be a success.

The attraction of viral videos obviously is the reach – all those eyes on your video. But it’s more important to understand the quality of those eyes.

A lot of viral videos are like a car wreck – people can’t help but look. But is there really quality content there that they are connecting with? Will there be a useful relationship established? Will the view generate a result that supports marketing strategy?

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Higher Marketing

Higher Marketing – Introducing the Abra Marketing Ethics Spectrum

Is Advertising Good Or Is Advertising Bad?

The simple answer is that advertising can be both good and bad. Like anything, it really depends on how it’s being used.

Higher Marketing

Click the graphic to view larger

This question led me to the concept of Higher Marketing.

There is marketing for good and there is marketing for evil and to help assess marketing activities, I’ve created the Abra Marketing Ethics Spectrum.

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