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PRIMARY CONSULTANT / CONTRACTOR: John

AREAS OF EXPERTISE: Direct Marketing (Traditional Direct Mail to all Digital Channels), Strategic Business Development and Partnerships, E-Commerce, Creative Services, Online Advertising (SEO, SEM, SMO, PPC), Brand Development, Design & Management of Product(s), Packaging, Projects, Programs, Productivity + Web Site Mgr. / Google Admin

 

SENIOR EXPERT: Direct Response Marketing and Creative Specialist with Operational Management and Director/Executive "Hands-On" Level Expertise in multiple industries.
STATUS: Short & long-term projects (USA, CANADA & NL / EUROPE). P/T, F/T, Telecommute - Remote / On-site.  HOMEBASE: Greater Seattle and Tacoma Area. 

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"I provide expertise for perpetual testing & delivery
with measurable results and better performance!"
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TYPICAL QUESTIONS
Q 1 - WHAT SHOULD I DO?
TODAY IT IS STILL ABOUT INTEGRATED AND MEASURABLE MARKETING

Contact me for a meeting, so I can get to know you and understand your business pain points.

 

Do you find yourself going in different directions online, while not clearly understanding what it does, or how it contributes to your business? I will take the time to teach, train, and develop your knowledge so that you, as the business owner, will understand the intricate details of what happens online to improve traffic to your web site, or brick-and-mortar store(s)!

I can also audit existing processes, KPIs and marketing programs. Especially, when you are NOT receiving qualitative and quantitative results from what you spend monthly. In the event it becomes clear that you are spending too much every month, a more measurable integrated approach can be developed specifically for your business and industry.

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Q 2 - WHAT IS THE BEST APPROACH TODAY?
ADAPTIVE DYNAMIC SOLUTIONS ARE STILL THE BEST APPROACH IN TODAY'S COMPETITIVE LANDSCAPE

1995 to 2000, was a tumultuous period for learning, understanding, and adapting to the internet, digital marketing and the development of web-based software applications. I worked at Seattle FilmWorks at the time and we were transitioning from designing and developing boxed software programs to web-based applications while applying traditional direct mail marketing practices to a changing competitive landscape.

 

Traditional testing using the US Postal Service, took 12 to 16 weeks before anyone could read and analyze data. By late (August) 2000 this gave way to testing a new hypothesis, or variable, every 24 hours when I left and joined X10. DoubleClick, Google and WebTrends were born, while the (dot)com industry imploded, and X10 Wireless Technologies carpet bombed the internet with pop-under advertising as the number one e-commerce web site on the internet - at the time.

Over two decades later, the speed of emerging technologies has impacted behavioral trends differently by age, education, occupation, income, culture, beliefs, need, proximity to related tools, and the desire to learn, or add, another device. Studies have indicated that every person has on average, at least four different smart devices that provide information at a rate far beyond ones ability to consume and process content.

 

And, that does not include a car with WiFi built in. Plus, new laws that now limit device interaction while driving. So, where do we go from here for your industry?...

Today, I would still do a complete audit of your current practices first and then provide a progressive plan that introduces the right digital changes tailored and suitable for your business, where results can be tracked, measured and tested perpetually.

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"Fear, Guilt, Greed and Exclusivity are still the primary motivational behaviors!"
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Q 3 - HOW CAN YOU HELP US?
THE MAIN OBJECTIVE IS YOUR SUCCESS - BY HELPING YOU NAVIGATE A CHANGING COMPETITIVE LANDSCAPE

With an aging and changing customer base, it can be challenging to stay relevant while you figure out how to adapt your business practices to a fast moving digital world where price comparison is just a click away.

 

It appears to make price the only and most important variable that matters.

 

Not so, and family businesses like Bedrooms and More, in Seattle, have figured that out. They stay firmly focused on providing quality products, exceptional customer service, a lot of education (available every Saturday morning at their store) and a personal touch that is rare to find these days.

They embrace the idea of integrating new digital marketing and sales practices, but are not quick to jump in and adopt anything that hasn't been tried and tested. First, it must not take away from what works, and second, it should enhance what already works in a positive and measurable way. 

A more recent experience, in another industry, with product price points from $2,500 to over $10,000 per unit, demonstrated that a small retail business can still benefit from simply staying very active online in order to drive traffic to its web site and then their retail store.

 

Within 60 days September posted an increase in sale of over 150%, the following month in October, sales increased over 445% for the month. But, not all customer outcomes are desirable. They can fail for various reasons from Google Ad Campaign rules to unrealistic product pricing and a simple failure to follow recommendations in a timely manner.

These days, "Urgency" is the standard, not the exception. Additional results include:


2018 - Commercial Finance, Strategic Marketing, Web Design, Development, Management & IT Admin
2018 - RV Industry, Forensic Digital Agency Audit and Optimize Google Ads
2018 - Operations PM / Retail Environments - CHANEL Beauty & Fragrance at Bloomingdale NYC

2017 - Light Electric Transpo (eBikes) - 150%+ increase in sales in 90 days, 445%+ in 120 days.
2016 - Astavita, Manufactured 2 products for ecommerce via Amazon and Shopify to market in 6 months
2015 - Bedrooms & More, 262% Increase in e-Commerce sales in 13 months!
2010 - TriVita Nutraceuticals, $65 to $225+ Million over 4 years, plus 517% increase in productivity

2005 - Publicis Healthcare Practice, Account Supervisor, GDWG.com, Marketing and Business Strategies by Channel

2004 - Kitsap Sports, eCommerce Manager & Store / Staff Manager, Soccer, Sportswear, Shoes, Outdoor + More

2003 - Mobile Workforce Software Solutions, Web-based inventory solutions - Medical Devices, Program Director

2002 - JMTek USB Drive and Mobile Technologies, Marketing Director, Events & Trade Shows, CES & CeBit, Germany

2002 - South Africa / Offshore Gaming Web Site Strategy

2001 - 

  • Summit Marketing, Senior Creative Director

  • Sprint eCommerce (Partner with USAA) - Designed and built website selling virtual products in 9 months

  • Applebee's - Designed a strategy test and solution for units to increase lunch and dinner sales.

  • Sonics (Burgers), Salvation Army, Real Estate Expeditions

2001 - X10 Wireless Technologies, $65K to $245K per day in 6 months. $89+ Million Annually
2000 - Seattle FilmWorks to PhotoWorks brand change, $80 Million to $124+ Million in 5 years.

 

Today, there is more at stake and that is why more and more businesses are outsourcing different needs and requirements like Accounting & Medical Billing, Payroll, Admin, Formulation, Manufacturing and the specialized services offered by me. Why? Highly qualified expertise can outperform, with a sense of urgency, in order to achieve the competitive edge required to survive and thrive.

The point here is that all small to medium-sized business, or large teams and departments, can benefit from expertise, a progressive mindset and modernization with measurable database marketing at any speed, and budget, that is right for them. Some may benefit from adding a few social media platforms, but not all of them. Others, should integrate all social platforms and focus on video content. I can help you take the necessary steps while you learn and understand your options. The objective is to help your business continue to grow and thrive with an integrated approach in order to achieve your goals.

 

Contact me to discuss your needs!

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"What is critical now, is creating seamless brand communications across ALL channels for both prospects, customers... and staff!"


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Q 4 - HOW CAN YOU HELP NOW?
WITH EXPERTISE AND COLLABORATION AS A PARTNER TO DEVELOP A CLEAR BUSINESS PLAN

Processes, programs and related systems are designed to fit into the organizational architecture of your brand, Everything is structured so that it always provides the optimal blend of industry data to inform senior management I provide insights based on my areas of expertise, complimented by the most proficient hybrid program managers - should I need to build an expert high-performance team. I am always backed-up and supported by the best network and brightest creative talent, producers, engineers, and data specialists who utilize emerging technologies to help you advance your competitive edge - perpetually!

As part of your team, I will test your brand and business into the right media channels while optimizing your existing methods of marketing, advertising and your web presence. I blend traditional direct mail with digital PPC campaigns, while pushing quality content to drive SEO and produce product stories and video content to help engage a wide range of customers.

Everyone has an emotional trigger that evokes a specific behavior and the desired action. I help you learn more about your best and most valuable customers in order to help you find more just like them by telling your brand story and sharing your product, or service benefits, across multiple channels.

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"I Apply a Conceptually ProActive  approach!"

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Q 5 - WHEN CAN YOU BE AVAILABLE?
ON-DEMAND WHEN AVAILABLE, TO HELP MAKE YOUR TEAM HIGHLY COMPETITIVE

I take a unique and very forensic approach to analyzing your needs and requirements as a professional coach, mentor, and expert in human development for high-performance.  If I build a team, every person on the team contributes to his, or her, role and each has deep knowledge and experience in understanding how to train, teach, motivate others and develop internal resources.

My Conceptually ProActive TM approach includes a process for re-engineering how you capture, process, and apply information to improve how you do business, as well as how you develop talent to adapt to the practices that can be introduced. Adaptive Solutions TM applies the level of knowledge about human behavior, crafting stories, and brand messaging that evokes the desired action. As I learn about your business I will help you realize how to continue the conversation digitally, with your brand voice, tonality, and characteristics in mind.

I help you create. design and produce everything from printed catalogs and health journals to e-commerce web sites and promotional materials, marketing reports and even SF330 submittals, with Section H, to win government contracts. I can even build brand teams for special events and trade shows with a strategic plan to make a big splash on a budget.

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"I blend the art of data-science with technology solutions and measurable marketing practices!"

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Q 6 - DESCRIBE HOW I CAN BEST UTILIZE YOU?

INTEGRATED MARKETING, RESEARCH, ECOMMERCE, BRANDING, CREATIVE, COMMUNICATIONS AND TECHNOLOGY

I am utilized and available as an integrated outsource, very much like a CRO (*Clinical Research Organization) serving pharmaceutical, biotechnology, generic drug, OTC/consumer healthcare and medical device companies. I work on short and long-term projects as an affordable, effective and efficient alternative to hiring the necessary professionals in-house.

I service the same markets as an integrated marketing, research, e-commerce, communications and technology firm with the strategic, management, creative and technical consultant/contractor to support and drive complex digital projects to global expansion initiatives. As a high-performance and experienced outsource I am hired to drive objectives from inception through completion, across various teams within the organization. And, I can work seamlessly with the chosen vendors, and strategic partners on your behalf.

With deep vertical expertise I also work closely with all internal stakeholders across different departments, within the organization, from operations and manufacturing to legal and accounting, to ensure that projects are successfully planned, managed, reported on, and delivered to provide the desired business value and results.

 

Similarly, I also service related industries like dietary supplements / nutraceuticals, physical therapists, chiropractors, long-term care centers, continued care retirement communities, senior housing, performance training, professional sports, nutritional drinks, sports apparel and hard goods. I also get involved as a strategic marketing and sales partner to introduce European and Asian brands to North America and Brazil.

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Q 7 - WHAT CAN BE DONE ABOUT TEAM PRODUCTIVITY?

 

COACHING, MENTORING, PERFORMANCE TRAINING, TEAM DEVELOPMENT AND TEAM BUILDING EXPERTISE

I also provides coaching, training and team development to transform team, staff and groups, into high-performance resources who improve the output quantity, quality and complexity of their work. And, as a result help to increase productivity and profits.

I have 4 decades of progressive expertise and a wealth of knowledge in multiple industries. This, includes deep thought leadership and problem solving capabilities that can drive a high-performance organization in a very strategic and adaptive manner. I will continuously explore better methods for applying emerging technologies to a changing competitive landscape using a practical and scientific approach.

 

I can also build and form the most suitable "Success Teams" for your needs and requirements. Selecting and hiring candidates who are ideally suited to deliver the best results for the market segment(s) you need to target. These teams can be comprised of Part-time Advisers, Senior Consultants, Directors , Managers, Junior Executives, Success Leads, Coordinators and paid Interns.

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Q 8 - CAN YOU PROVIDE ALL THE EXPERIENCE AND SKILL SETS WE NEED? - YES!

INGREDIENT SOURCING, PRODUCT DEVELOPMENT, MANUFACTURING, DISTRIBUTION AND FULFILLMENT

From dietary supplements and technology development to mobile and web applications, I

 can help introduce brands to North America and help you sell products, or services.

I am a professional Marketing Project Manager and Program Director with many years of optimization, regulation of some sort (FDA or SEC) and measurable success managing people, projects, programs, processes, productivity and products. This includes a wide range of direct marketing programs, web and e commerce projects, plus UX and CX related work for selling software, products, services and consumables to different market segments.
 

My experience with social media platforms as it relates to different brands, by industry, comes from learning and understanding how relevance and optimization plays a critical role in its use. Based on purpose and expected role as part of a business strategy and the integrated marketing mix, it can add a critical role to brand and business development. Market segment age. generational relevance, digital device usage, it all matters for creating awareness and improving KPIs (key performance indicators) in real-time.

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PROFESSIONAL VALUE-ADD IS DYNAMIC DIVERSITY, PLUS A WEALTH
OF EXPERIENCE, SKILLS AND KNOWLEDGE

The difference is that I bring a much wider and deeper experience base and understanding to the table. One that overlaps multiple generations and industries. And, thereby can contribute relevant perspectives that understands not only generational points-of-view, but device usage, technology implications, and how best to weave and integrate different brand messaging and value-added brand benefits. From all the various social platforms, the most common ones I engage with are Facebook, LinkedIn, Instagram and Twitter. I also enjoy developing applications for web and mobile devices for creating brand specific communities to encourage brand and lifestyle development around products and services.

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Doing this can promote network sales, business affiliate development, revenue and help improve the impact of viral email marketing, traffic, relevance, plus all KPIs that can be tracked through Google Ads and other CMS tools and web analytics.

Lately this has also included Operations, Technology, Implementation, Optimization, based on Research, Testing, Security, Quality Control, Performance and Results.  It relates to Crypto currencies, Blockchain, Digital Marketing / Advertising, Automation, AR / VR, Robotics, AI and other emerging digital considerations for e-commerce, online UX and CX. Plus, how it integrates with brick-and-mortar changes likes the Amazon GO Shops.

 

My entire career has been about progression. And as a professional USSF coach I also build, train and develop teams, processes and systems. But, you would have to understand my background in sports and how I have adapted those experiences to corporate, retail, e commerce and agency environments.
 

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Q 9 - A FEW MORE SHORT QUESTIONS

HOW MUCH WOULD THIS COST?

Approximately half of what it would cost to hire a big agency. We provide support services that can be very broad and general, or are deeply focused on a specific industry like the AEC (Architectural, Engineering and Construction) industry with an emphasis on commercial/industrial B2B and B2GOV. This can be helping AEC firms find and pursue Government contracts through the SF330 process. Here are other industries I have worked in.

 

Or, build a team that is focused purely on Sports and Performance based products and services.

 

DO YOU HAVE DIRECT MAIL PRINT AND PRODUCTION EXPERIENCE?

Yes, this began decades ago with many years of optimization, regulation of some sort (FDA or SEC) and measurable success managing people, projects, programs, processes, productivity and products.

 
After completing 3 different restaurant management training programs, I began my career as Graphics Design and Production Manager in a new field called direct marketing for a San Francisco Bay Area securities firm. McNeil Securities sold public and private limited partnership funds in excess of $120 Million per fund. We closed 4 to 6 funds per year and purchased shopping centers, office buildings and apartment complexes. 
www.linkedin.com/in/metselaar
Three years later I moved from California to Seattle, WA and joined a database marketing agency called Manus Direct Response Marketing. I was a DM Creative Specialist for Thousand Trails, a lifetime membership program and perfected their direct mail campaigns to drive prospects to become members all across America. After one year, their main competitor, All Season's Resorts, approached me to create, develop, produce and mail all their marketing and communications programs. Traditional creative work examples can be found here.
Direct mail marketing became less and less of the integrated marketing mix after 2010, when the budget for digital marketing increased dramatically. Marketing services can be found here.

CAN YOU SHARE SOME OF YOUR STRATEGIC EXPERIENCE?

Strategy is about the expertise you bring to the table, knowing the industry and market segments, understanding the competitive landscape, and having good grasp on how to evaluate and improve existing communications, marcom materials and direct marketing practices. It is also about knowing how to adjust the mix of channels, modify messaging if necessary, and how product / service offerings line up with consumer, or business needs and requirements.

However, my approach has always been influenced by my competitive playing and coaching in soccer that requires formulating solutions in real-time. Once I learn and evaluate the situation I go to work to develop the processes, programs and systems required to produce the KPIs (data) that tests and validates ideas. Once the controls are established, perpetual testing will help guide the direction for building solutions. Integrating new technologies just becomes part of the progression.

HOW DO YOU DEVELOP AND INTRODUCE NEW INITIATIVES?

Simple, I usually gather the supporting data after drawing a conclusion. Run a series of tests. Validate and back-test results. Then, present findings and suggestions.
 

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"I provide a broad and deep range of expertise from technology to consumer products and services!"...


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Q 10 - EXPERTISE IS EXTENSIVE! WHAT INDUSTRIES HAVE YOU WORKED IN?


HEALTH & WELLNESS, HEALTHCARE & MEDICAL DEVICES
Briotech & Acionna. Precor, Chec Medical, Publicis Healthcare Practice, Mobile Workforce, TriVita Nutraceuticals, Seattle SuperSonics, Kitsap Sports, Tacoma General Hospital, Seattle Microsurgical Eyecare Center, Mary Bridge Childrens Hospital, Living Well Lady.


FINANCIAL & BENEFITS
Hawkins & Wilson Commercial Real Estate Finance, The Bank of Hawaii, First Interstate Bank, Pemco Insurance, CIGNA, Old National Bank, GNA, Pacific First Federal, Pacific First Mortgage, First Security Bank, Prudential Bank FSB, ONB Old National Bank, Rainier Bank, Sooner Federal, Puget Sound National Bank, Peoples Bank, Washington Mutual, Pacific Land, Gibraltar Savings and WM Life Insurance Co.

COMMERCIAL REAL ESTATE, RETAIL INDUSTRY & AEC INDUSTRY

Blue Sky Woodworks, INNOVA Architects, Engineering and Design, ORB Architects, Richard James Realtors, The Robert A. McNeil Corporation, McNeil Securities, Pacific Plan Mortgage

NON-PROFITS
United Way, The Woodland Park Zoological Society, The Seattle Aquarium, Special Olympics, South Kitsap SC

WINERIES
Columbia Winery and Paul Thomas Winery.

CRUISE LINE, TRAVEL & TIME-SHARE MEMBERSHIP RESORTS, RV INDUSTRY
Clear Creek RV, Holland America Lines/Westours, Alaska Airlines, All Seasons Resorts, Venture Out Resorts, Thousand Trails Resorts, Lake Chelan Shores, Lake Tapps, Tapps Island, Airborne Delivery, National Car Rental, Northern Air Freight, Doug Fox Travel, US Travel, Society Expeditions, Leisure Time, Washington Mutual Travel, American Adventure, Plan-It Travel, Coast-to-Coast Resorts.

TECHNOLOGY, TELECOM & ENERGY
Microsoft, Washington Energy Services (WESCO), Sprint, IQ Technologies, ICOM, Fluke Manufacturing, Washington Natural Gas, Washington Security Systems, RANN Corporation, JMTek/USB Drive, Sage Systems Inc., COPICO Inc., Pacific Northwest Bell, Broadreach, Boeing, Lockheed, Lee Engineering, Leading Design and Synaptix (Last two were software training companies).

OTHER & HOSPITALITY
Elle&Alix, Grand National Rodeo San Francisco, Advanced Personnel, Auto Sox/Windtech, Carpet Supply Inc., Marrowstone Ventures, Inc., IHOP, Love's Wood BBQ Pit, Lyon's Restaurants, Zulberti Inc., Statler Paralegal Services, The Main Attraction, The Regrade Bistro, Northwest Building Corporation, McDonald's, Mobach Wholesale Imports.

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What is your greatest achievement to date?...     

There have been a few professional achievements (visit LinkedIn for details), but ultimately, 21 years later and the 9 month preparation for bringing another life into this crazy world has been the most rewarding accomplishment.

I had my own direct marketing agency for over 10 years, led Seattle FilmWorks for 5 years, rebranding the company to PhotoWorks. And then, moved to Scottsdale, Arizona to turn a dietary supplement company around. I helped them double revenue to exceed $225 million over a period of 4 years. But, nothing has taken the care, attention, or time, to develop a young man who is now establishing himself as a worthy team contributor and competitive opponent in a sport I, as a licensed USSF Coach, had not anticipated.

 

Now, I am finding other meaningful ways to give back through coaching. Mostly, just sharing precious time with family and friends, to live a life with purpose and maintain a realistic perspective

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TM

LASTLY! - ARE YOU CURRENTLY BUSY?

 

ABSOLUTELY... ALWAYS!

Retail Environments for Chanel in Bloomingdale, NYC  -  Electric Bikes, Working Trikes, Scooters and Boards  -  RV Coaches and Camper Trailers  -  Semi-Professional Football  -  Commercial Finance / Lending. Services rendered differ client by client. 

ECHO Award
Bank of Hawaii
Home Equity
Credit Line

2018 PROJECTS - PRODUCTION STAGE (Not LIVE)

Recent web & operational project integrating Smartsheet while managing the Chanel Retail Environment design-build manufacturing process for Chanel that was built for Bloomingdale, NYC, 59th Street.

Most Recent - RETAIL ENVIRONMENTS FOR CHANEL AT BLOOMINGDALE ON 59TH NYC
I integrated SMARTSHEET PROJECT MANAGEMENT SOFTWARE into their operation so that the different departments could communicate, collaborate and prepare / update the daily schedules more efficiently. This also aided in foreseeing scheduling and production problems on the manufacturing floor, as well as coordinating incoming products, custom constructed materials, staging, shipping and onsite construction. The goal was to automate all functions and systems via an API and optimize internal communications and time spent on redundant processes. I also redesigned their web site using a better URL www.blueskywoodworksinc.com 
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For a comprehensive overview covering W2 roles and 1099 projects visit my LinkedIn profile. 15+ professional recommendations from C-Level executives and business owners are posted here.
Project and Program Management
I streamline, automate and always look for opportunities to enhance the customer experience, while improving the bottom-line/profit margins without any loss in quality. But, this does include embracing technologies to streamline communications, improve work flow, collaborate, plus organize and distribute information in real-time to help identify and address conflicts quickly. I also look for ways to prepare for future growth, brand re-positioning strategies and markets your business can migrate towards - before the critical tipping point.
Coaching, Mentoring and Development
I can help develop your team, its dynamic development, and making sure everyone is in the right position at all times. Over four decades as a competitive USSF Coach (US Soccer Federation) and applying similar training methodologies, in corporate and agency environments, has enabled me to build high-performance teams with individual contributors who can perform at their best - while under pressure, through practice, mental focus, emotional discipline and better time-management.
I can manage creative, digital marketing and organizational initiatives
www.linkedin.com/in/metselaar
APPLICATION PROFICIENCY
On all projects I always work with both Microsoft Office 365 and Adobe Creative Suite applications for web and print. In addition to those two families I use a wide array of other applications for automating email campaigns and web analytics to CRM, ERP and POS. The most recent ones used in the past 24-36 months for operational and organizational applications in manufacturing, retail, project, program and team management, are Lightspeed POS, Fishbowl Mobile Inventory, INFOR ERP Visual Premier / Jobshop and Smartsheet. I have also used MS Project and SharePoint and running into Autodesk Autocad, Revit, Blue Beam and Sketchup a lot. But, I still use Excel the most! And learning Vuforia engine, studio and chalk because the future in successful customer experiences and branding will include both augmented and virtual reality. Developer kits are still free!!

Page 6
For the entire brochure

read the PDF online.

2012 - USING RESEARCH TO DEVELOP AN INTEGRATED STRATEGY 
John Metselaar is the Chief Integrated Marketing, Creative and Brand Strategist at K&H ISG (Integrated Solutions Group). John has excelled at Integrated (Traditional to Online) Direct Response Marketing, Branding, Creative Services, and eCommerce since 1995. He pioneered online marketing and advertising in 2000 by creating a perpetual testing environment supported with real-time tracking technology for measuring performance. 

KEY TAKEAWAYS: Demographic profiling and geographic targeting have been very successful strategies to create best practices to reach audiences. Imagery and messages must target region and audience appropriately and content must be compelling. Traditional media and distribution (e.g. door hangers, direct mail) often trumped new media.  
 

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