In some ways, it may not seem like Lunch Ann Arbor Marketing - better known as LA2M - would need much help building audience.

The weekly LA2M meetings average have grown since 2008 to about 80 attendees who “talk about all things related to marketing,” according to the group’s website.

With podcasts available after each meeting, expanding the reach of each speaker’s message, LA2M is well on the way toward founder Derek Mehraban’s goal of turning the local discussions into a global source of marketing information.

But a new partnership - LA2M’s first - is offering a larger audience base for its ever-expanding pool of people seeking first-hand information on ways that new media can build business.

LA2M and the Ann Arbor Area Chamber of Commerce will now co-market each other, with the chamber taking on the role of sponsoring LA2M, while also promoting that group’s events to its own members.

The exchange exposes the chamber’s 1,200 members to information on the fast-growing and free events organized by LA2M, while potentially adding to LA2M’s audience.

The physical capacity for the LA2M meetings means it can’t go over 100 attendees - that’s all the room at Conor O’Neill's pub holds - but Mehreban said the quality of the speakers and the value of their messages still have reach beyond the event.

“One of my goals is to teach all of these businesses in Ann Arbor … if you watch some of our videos, you can do some of this yourself,” said Mehraban, CEO of Ingenix Marketing in Ann Arbor.

The affiliation with the chamber evolved as each group positions itself for the future.
Mehraban is seeking nonprofit status for LA2M, and is aiming for a major speaker event by spring.

The chamber is seeking a new president, and at the same time considering what kind of role it is playing and should play in local business, officials have said.

Megan Crosbie, membership sales and marketing coordinator for the chamber, has been active in LA2M, and Mehraban said she was the catalyst after many people suggested the collaboration.

“Everyone’s looking for a place to connect,” Mehraban said. “We’re putting out really good content and bringing in good speakers from around Southeast Michigan.

“…It’s a low-cost way for people to get out and learn and make good connections at lunch.”