Below is an article I wrote in 1996 for the company newsletter at Scholin Brothers Printing Company where I worked from 1995-1998. I came across this recently and was impressed with how timely it still is. It is a great reminder that as much as the tools of marketing evolve, the fundamentals remain the same: great marketing begins with a great Product.
Marketing ROI: An Essential Tip
Marketing ROI is a hot marketing topic and regular point of discussion with our clients. Of course the pure definition of all marketing efforts is to drive sales. If the cost of our marketing efforts outstrips all income generated, then what’s the point? That is why Abra’s marketing programs always have a measurement component to track results and return on our client’s marketing investment, as should yours.
Abra Marketing, Santa Rosa Marketing Agency Update
By Kurt Hoffmann, Abra Founder and Creative Director.
I’m excited to announce that I’ve been hired to teach Marketing for the Spring 2018 Semester at Bergin University. A lot of people have not heard of Bergin so I’ll start with that. It’s actually a pretty cool story.
About Bergin University
Bergen University is located in Rohnert Park. Interestingly, Bergin is right around the corner from my first job when I moved to Sonoma County in 1998, working as Marketing Director for an independent record label. Bergin University was founded in 1991 as the Bonnie Bergin Assistance Dog Institute. It has been known as Bergin University of Canine Studies since 2007.
For People Who Run Businesses.
Marketing. It’s one of the primary challenges of running any business.
How much should you spend on marketing? Which social media should we be using? How do we measure marketing ROI? What’s the most effective media mix? Is our branding on point? Should we redesign our website?
All good questions and there are so many more we muscle through every day as a marketing agency. As I think of all the things we’ve helped companies do over the past 17 years, there’s one piece of advice I’d start with for anyone running a business:
Just start 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.
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:
- 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.
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.
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)
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.
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.
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.
“Never underestimate how invisible your business is.” – Kurt Hoffmann
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.