Culture of Good | Sonoma County

“Sonoma County Culture of Good” is a series of videos exploring people using business for a greater good 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: the quality of the food, the local focus, sustainability, humane treatment of farm animals, commitment to community, and using business for social change.

We created this video series to showcase this aspect of our home, Sonoma County, while shining a light on the many great people and companies who strive to achieve something else in their daily work.

Drake Sadler, Traditional Medicinals
Using Business for Social Change
9/8/2018
TraditionalMedicinals.com

 

World Centric
The B Corp Movement in Sonoma County
3/23/2016
WordlCentric.org

 

Jay Coen Gilbert, B Corporation
What is a B Corp
March 21, 2016
Abra had the incredible opportunity to interview Jay Coen Gilbert, one of the founders of B Lab.
bcorporation.net


Bryan Welch, CEO of B the Change Media

What is a B Corporation?
March 3, 2016
As part of our exploration into the B Corp Movement in Sonoma County, we had the great opportunity to interview Bryan Welch.
BtheChange.com


Plum Blossom Farm

Sustainable Farming and the Humane Treatment of Animals
November 28, 2015
plumblossomfarm.com

 

Jennifer Harris, Fermentation Consultant
The Fermentation Movement in Sonoma County
October 2, 2015

 

Green Goose Farm, Petaluma, California
Sustainable Farming
June 15, 2015
Green Goose on Farm Trails

 

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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