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Mesh, Inc. 
Digital Marketing Strategy
604 309 5700 


Frequently or infrequently, we will share what we are working on, what we are thinking about, and a few things that we find transformative. 


Vancouver Storage Industry to get a shake up

So who thought the Vancouver storage industry could be sexy? We couldn't imagine it at first, but our new client could.

Here's an early read on what's happening with industry disrupter, Rob Buchanan, and his cool tech startup, Alluster.

Alluster is Vancouver’s only personal storage company to offer on-demand pick up and delivery service. What makes Alluster different than older storage companies is that they focus on micro storage solutions for the massive “condo” culture of Vancouver. Rob Buchanan, company founder, came to the idea intuitively by simply tripping over his snowboard (amongst other personal items) due to the lack of storage capacity in his apartment. Rob looked high and low for an affordable storage solution, but all he could find was surprisingly high monthly rental costs, for space that was far beyond his needs. There was no service for smaller, less complicated storage requirements. 

The solution, start a personal storage company that offers class leading customer service. Alluster comes complete with customer-controlled scheduling and valet service for delivery and pick up of personal items. All of it done for a low monthly rate. Here's a great Huffington Post feature covering the full story and here's a sneak peak at development, ...  

We are in the early stages of refining the Alluster brand, but we sure are excited about where it is headed. We are up to our ears in Digital Strategy including SEO, SEM, Display and Social Media Advertising.


Digital Brand Development - Alma Dental Centre

We believe that long-term success for any organization is closely linked to strategic branding amongst both internal and external audiences. If you are 'True Believer', you subscribe to the notion that the better brand wins, always (read War in the Board Room by Al and Laura Ries).

In the world of digital marketing (SEO, SEM, Social, etc) brand development has never been more relevant and tied to ROI. We recently saw Moz founder, Rand Fishkin, at the BCAMA VISION Conference reveal data that on how Google SERPs have evolved significantly to favour well-recognized brands over lesser known entities in the last 2 years.

With that in mind, over the last year we rebranded Alma Dental Centre's visual identity and web experience. The problem: on the Vancouver westside it feels like there is a Kitsilano dentist on every corner with the exact same product offer, all fighting for market share. Most clinics were actively promoting their practice through Adwords and SEO, but none were taking steps to improve their brand.  

Differentiation + Focus

The first goal was to simply differentiate Alma by creating a clean and consistent visual brand - void of cliche - that offered excellent user-experience on all devices (i.e. get patients to the right information, fast). The second goal was committing to a long-term focus for the brand. While Alma offers a breadth of dental services, the company strength is centered on oral health and preventative care. Hence, preventative care is a major theme and on-going conversation found throughtout site content, blog and social media.  

Alma digital brand development collage: Brand Strategy and Brand Redesign, Mobile-First Website Design, Brand Standards, Content Strategy and Development.

Key Project Deliverables: Brand Identity, Brand Standards, Photography, Website Design

Ongoing Services: Brand Development, SEO, SEM, Social Media Management.

View Website: Alma Dental dot ca


Timing your social media posts for greatest effect

This infographic is an excellent reminder that timing your social postings is critical to ensuring maximum effect. Are you business to business focused, or business to consumer? Time your Facebook and Twitter posts to achieve the greatest impact.  » Social Timing Insights Infographic | Argyle Social is on a mission to help marketers drive meaningful business outcomes through social media marketing.  Hundreds of small- and mid-sized businesses rely on our platform to power marketing campaigns on Twitter, Facebook, and LinkedIn.


What is your call to action?

The first question we ask a prospective client when starting a new project is what do they think the purpose of their website is. The second question we ask is to what extent to they feel they have achieved that purpose.

The attention span of your online audience is typically very short. People are busy, they have learned to expect rapid responses from search engines and when arriving at your website expect to access information at the same speed. It's important that you minimize the amount of scrolling, or the number of clicks required for visitors to find the information they are looking for. Presenting a clear call-to-action, such as "call us for a free consultation" or "download our brochure today", on the homepage can make the difference between an engaged visitor who takes a step towards your business, and a frustrated or disinterested visitor who leaves your site and goes to a competitor.

Use these three quick questions to help you reflect on your website today:


  1. What one action do I want a visitor on my site to complete?
  2. What is the core message that I want a visitor to take away about my company? 
  3. How well does the information that's presented above-the-fold* on my homepage appeal to these aims? 


*Above-the-fold simply refers to the area of your website that is immediately visiible to a visitor without the need to scroll down the page. Good website design ensures that your key message and call-to-action is visible in this space.


Social Media Explained

I saw this image this morning online and I thought it struck a great balance of mocking social media enthuiasts, as well as helping to give a few helpful tips on how you can use different social channels to communicate about your business.

I'm sure the names of each sound familiar: twitter, facebook, foursquare, instagram, youtube, linkedin, pinterest, lastfm, google+; but do you know what they are, and how to use them? Here's a short post on each: - twitter is an amazing tool for connecting to others and sharing links and throughts. For some it's a stream of consious, many of their posts have a personal component, but are written with the knowledge that it's an open, public forum. Posts could inlclude "I'm eating a donut", "just nailed my first double-black run", "picked up my new Nike trainers today". Hashtags, literally the# symbol before a word, are used to add your tweet to part of a conversation, or to start one. I often add #northvancouver to my tweets if I'm talking about a locally relevant topic, or #canucks if I'm talking about a game. You can also send a direct message to someone who is following you by typing: d theirtwitterusername your message. And can add someone to a public message by typing: @stumullan really like your new shoes. - Facebook is a more personal and semi-private tool. You create a personal account, connect with your friends, and then share messages of a more personal nature, or share photos. You can set your privacy settings so that your posts are only viewable by your friends, or friends-of-friends, and users typically share at a sligthly deeper level than twitter - such as "my Gran just died, keep me in your thoughts", or "seriously, I'm considering handing my kids back". For business use, Facebook is best understood as a place to share and link to posts, photos, topics and news that is relevant to your customers, but broader than just your product. People want to be in conversation, and appreciate your curation of interesting and relevant information. They don't want to feel 'sold' to. - a location-based tool where users can check-in to a location, such as a shop or entertainment venue. There are 'gaming' elements such as becoming the mayor of the venue if you have the most check-ins, or winning a badge. Some businesses have offered discount insentives to regular customers on Foursquare, but it's userbase in Vancouver seems fairly small.

Instagram - one of the best social photo sharing tools. You take a photo with your phone, edit it, and then post to Instagram (and twitter & facebook if you wish). You can connect with other instagram users, and can like their photos. Instagram is a great social tool, but it's business purpose is less clear, although they do have a guide for brands on their website.. - needs little explanation. You upload videos to youtube which are viewable online, and which you can embed in your website. It's a great place to publish instructional videos about your product or service, or how-to guides. It's also an excellent source of distration when you're low on energy in the afternoon! - a social network for business. Some people use Linkedin as their online resume. It's certainly a good place to connect with business colleagues, and some users try to promote their skills and services on the site by posting status updates or seeking recommendations.

Pinterest - an online pinboard where users can highlight ideas, photos or themes. It's very new and by invitation only. I'll comment more once I've tried it out.

Last FM - an online radio service where you can connect with your friends and share what you're listening to.

Google+ - Google's new social network that is designed to challenge Facebook and Twitter. Google+ integrates with your Google's Mail, Calendar and Documents services through a new Google Toolbar which appears at the top of your screen. Google+ is definitely a place where businesses should be represented as there is evidence that + posts are being preferred in Google search results. For now you can visit to create an account. You can create a page for your business once you're logged in as a personal Google+ user by going to

This is just an overview of the services shown in the photo. I will write more about how to use then when I'm next inspired.