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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Sonoma County Marketing Agency

Marketing Concepts: Blazing Mental Paths

“Never underestimate how invisible your business is.” – Kurt Hoffmann

Sonoma County Marketing Agency

Santa Rosa California based Abra Marketing explores the marketing concept of blazing mental paths.

Just speaking from personal experience, it’s amazing to me how I will drive a certain road for years before finally noticing a business I drove by every day. It can be the most random incident that finally makes me take notice, but suddenly I’m a regular customer.

What a failure of marketing that a business that 1) I fully appreciate and makes my life better and 2) is conveniently located somehow stayed off my radar for all that time. What is the cost of that to that business?

So here is the opportunity for businesses: do whatever you can to get people into your business.

Next time you’re out hiking, take a moment to ponder the path. That space was once uniform wilderness and obstacles. Someone forged a path and now, people can’t help but follow it, further establishing the flow it has created it.

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Jongsanan Woodenman from a scene in the muay thai documentary "Win. Lose. Forgive."

‘Win. Lose. Forgive.’ – Abra Marketing’s Muay Thai Documentary now Online

In December 2012, Abra Marketing embarked on a very special project that says a lot about us as an agency. We were approached by Ben Brown, owner of PHAS3 Martial Arts to help with a press release. He had achieved the honor of being the first coach in North America to be certified by muay thai coach Jongsanan “Woodenman.”

The Significance of Jongsanan “Woodenman”
Jongsanan “Woodenman” (previously known as Jongsanan Fairtex) is one of the most legendary fighters and coaches of the sport of muay thai, the national sport of Thailand. He was one of the most prolific champions during what many consider muay thai’s golden era of the 1990s. One of his fights – known as “The Elbow Fight” is considered one of the greatest fights of all time. Since retiring as a fighter he has become famous as a coach. He has coached many champions including Gilbert Melendez with whom – as of this writing – he is appearing on the current season (Season 20) of Fox Sports’ The Ultimate Fighter.

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California Instagram Marketing

Abra Marketing Is On Instagram

Bay Area Instagram Marketing

Abra Marketing is now on Instagram. We’re excited to be adding to the ways we can share the work we’re doing to help promote our clients and the incredible things happening in Sonoma County.

At Abra Marketing, it’s not just “do as we say”, it’s “do as we do”. If there is a marketing tool we believe can work for your business, we’re most likely using it as a tool for our own marketing. Now that Instagram has started taking over the world, it was time for us to get our own account going. We’ll be sharing photos from our clients, and giving you a look into the life of Abra by sharing photos from our own adventures.

If you are a Northern California business in search of creative marketing that keeps you in touch with the most current marketing trends, contact us to see if Abra Marketing is the right agency to represent you.

 

Using Photos In Marketing

The Power Of The Photo – Part 1

Using Photos In Marketing

What you have to say with your marketing message is incredibly important, but the quality of your message wont matter if no one is listening. In the age of Instagram and photo blogging, great photographs have become even more of an essential part of marketing. Chances are, if there isn’t an eye-catching image, you wont be catching any eyes.

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Organic Search Engine Optimization

A Truly Organic Approach To SEO

Organic & Integrative SEO

Abra’s Integrative Approach To SEO

There are thousands of SEO service specific companies, and they boast the premise of their success as coming from the complete focus on SEO only. While there is definitely value in strengthening your expertise in a service by focusing on it, at Abra, we believe that the most successful approach to SEO is to continuously integrate it with all of your marketing efforts. Being a full-service marketing firm, we have created the perfect environment to carry out that SEO philosophy.

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Bay Area Design Production

Marketing from the Ground Up – Appreciating the Finer Points of Design Production

Bay Area Design Firm

I’ve logged many hours doing this

A bit of Abra Marketing history, founder Kurt Hoffmann learned graphic design at a St. Louis printing institution, Scholin Brothers Printing.

This experience was an important part of Abra’s foundation.

At Scholin I was fortunate to experience a fascinating time in the printing industry when things were shifting from years of traditional film-oriented production to digital (remember SyQuest disks, anyone?). Those were the days when you’d make a change in Photoshop and then leave to get coffee while you waited for it to process.

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