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John V

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Director

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John Varcoe is a director and brand strategist for an international award-winning design company. He is a regular marketing industry commentator and contributor to the marketing Blog Everything (http://blog.everythingdesign.co.nz/) which aims to help bridge the gap ...

John Varcoe is a director and brand strategist for an international award-winning design company. He is a regular marketing industry commentator and contributor to the marketing Blog Everything (http://blog.everythingdesign.co.nz/) which aims to help bridge the gap between emerging academic marketing knowledge and marketing practice, with a particular emphasis on research that challenges conventional marketing wisdom.

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WEB: http://blog.everythingdesign.co.nz/

April 7, 2011

John V answered this question

In small non-profits, have you had much luck with grassroots efforts, pounding the pavement, etc?

Hi Jennifer, I'm not really answering your question, but can I suggest you have a hunt around this blog: http://www.asmallchange.net/nonprofit-blog-carnival/
Also, you might be interested in the work we've done for the NZ Breast Cancer Foundation: http://www.everythingdesign.co.nz/nzbcf.php
Scroll right on that page and you'll find the public ... more

Non Profit Marketing

Jan. 19, 2011

John V answered this question

Has your company used a brand agency like Landor? Was it money well spent?

Hi Damon, I've been asked to review work by several large brand agencies over the years and the thing that's struck me the most has been the tendency to over-egg the process and at times the very disappointing quality of the creative outcome. It seems ... more

Oct. 31, 2010

John V and 30 other people answered this question

Are the "lines" that separate marketing and sales becoming increasingly blurred?

I'm not fully on board with Rob's assertions.
While there are some instances where products largely sell themselves (so something has happened before someone sells something, and sales is then largely a process of order fulfillment), in most cases marketing and sales are mutually dependent ... more

Oct. 19, 2010

John V and 46 other people answered this question

Small Business Social Media: Does it even work?

Hi Kathleen, there's a shortage of SM success stories in B2B... because there is a shortage of success stories!
B2B marketers can however learn a lot from B2C, but it's probably not so much in the social media space.
Here's a free article on B2B ... more

Small Business Consulting

Oct. 13, 2010

John V and 21 other people answered this question

How should a small business start up go about creating a website?

I think the contributors above all miss a key point, and that is has your friend clearly defined the goals and objectives of the business, and have they determined how the company and its products should be positioned and promoted. If they have not, then ... more

Oct. 9, 2010

John V and 7 other people answered this question

What is the biggest mistake you often see businesses make concerning social media?

I disagree with previous contributors. For most businesses (not all I admit, but currently in SM's evolution, the vast majority), the biggest mistake is thinking it's going to be a better investment of time and money than more traditional marketing channels.
Party pooper I know : ... more

Focus Interactive Summit

Sept. 30, 2010

John V and 1 other person answered this question

What are the most compelling arguments believers in social media can use to persuade skeptics?

Some independent quality research would help a lot, but I suspect you're unlikely to get that from research by WOMMA or on the Association Social Media Wiki (because the participants are likely to have a vested interest in the research outcome and so probably fail ... more

Focus Interactive Summit

Sept. 30, 2010

John V and 2 other people answered this question

Your thoughts on the best strategy for a start-up company to begin their social networking efforts.

Actually, I think the first question any start up needs to ask (once it has a business plan, a brand strategy and adequate resources in place, and you know who your target audience is), is whether or not social media is going to justify the ... more

Sept. 30, 2010

John V and 1 other person answered this question

Is it important that businesses participate in Digg or StumbleUpon?

My suggestion is a little different to Jake's. If you've deemed it worthwhile creating and then publishing the content in the first place, whether or not your business is content or media centric, then presumably you think it has value and merit - in which ... more

Focus Interactive Summit

Sept. 30, 2010

John V and 1 other person answered this question

How often should a small business post/tweet a day?

Well I find it hard to accept Paul's answer. Where does any reputable source actually recommend "at least once a day" for ALL small businesses? The chances that most businesses should be "investing" their time into twitter ahead of more traditional marketing methods is small. ... more

Focus Interactive Summit

Sept. 28, 2010

John V asked a question

What are your favourite marketing Blogs for reliable independent insight?

Sept. 28, 2010

John V asked a question

Would a separate social marketing community on Focus be more useful to marketers?

Sept. 13, 2010

John V answered this question

What's the most effective way to sell strategic consulting services?

There’s no doubt business to business marketers and sales people (including those marketing professional services) have it harder than those engaged in business to consumer marketing and sales. In B2B it’s not about shifting products off shelves, but more about shifting people’s perceptions, building relationships ... more

General Management

Sept. 13, 2010

John V and 13 other people answered this question

As a small business start-up, how much should I expect to pay for a website?

Hi Karen, I'm afraid you need to pay what it's worth.
As a starting point in your evaluation of that worth you need to clearly define the goals and objectives of the business, and then determine how the company and its products should be positioned ... more

Small Business Websites

June 21, 2010

John V and 1 other person answered this question

From a marketer's perspective, what are your recommendations and tips for approaching sales?

Copy of article as promised:
Marketing and Sales, they share the same big picture, but never seem to see the same view. Is this a good thing or bad? Is the tension healthy or should it be eliminated? New research may well provide the answer.
I’ll admit ... more

June 8, 2010

John V and 2 other people commented on a brief

Social CRM – Explained!

The one problem I can see Harish is that marketing can only influence loyalty to a small degree, and so I'd caution businesses to seriously consider the ROI of CRM (of any kind) and social media marketing.
Some businesses/products will never be suited to social ... more

Information Technology

June 8, 2010

John V commented on a brief

8 Mistakes to Avoid with Your Customer Loyalty Program

I think anyone considering investing in a new or updated customer loyalty program should read this free article on customer loyalty programs first, it could save them a lot of time and money:
http://blog.everythingdesign.co.nz/crm-customer-loyalty/ more

Customer Loyalty

Loyalty Incentives

June 8, 2010

John V and 3 other people answered this question

How do you ensure customer service loyalty?

You might also be interested in this article on how to grow a brand:
http://blog.everythingdesign.co.nz/double-jeopardy/

Customer Service

Information Technology

Loyalty Program

Servers and Storage

May 30, 2010

Damir Lukic selected a best answer for

How to name a new company that has a great potential on global market?

I am planning to start a company together with a friend of mine. We are currently in a process of product development that should be every sales and presales persons' necessity. The product should be sold worldwide via internet, and right now I am thinking ... more

Information Technology

Capital Letters

May 27, 2010

John V answered this question

85% of B2B decision makers use social media for decision making. Do you?

Hi Trevor, I've not viewed/participated in the FR webinar, but I SERIOUSLY doubt the validity of that statistic if it relates to business decision making.
If you've got any further info on the quality and methodology of the research behind that stat I'd love you to ... more

Decision Making Process

May 27, 2010

John V answered this question

For B2B challenges we are facing in 2010, What is a good approach to social marketing?

Hi Sarah
I'd encourage you to make a decision about the relevance of social media to your product/service and target audience, and what you're hoping to achieve before you do as Parker suggests.
Social media is certainly far from free or low cost as many marketers seem ... more

Marketing Automation

May 27, 2010

John V and 2 other people answered this question

If you were addressing key Senate staffers on cybersecurity what would you say?

Sorry Richard, I've not read your submission, but speaking more generally about the Act I'd be concerned about the focus on developing software solutions and if there's going to be a reliance on IPS when the real answer lies in a combination of IPS and ... more

May 27, 2010

John V recommends this answer by Johnny R. Fatheree

How can I help my agents improve their customer service skills?

These answers are too complicated and way too much BS for me. This is simple. 1) Behavours are very difficult to change. 2) Looks to me like you got square pegs in round holes. Many times you have a really good employee, but not in ... more

Customer Service

Call Center Agents

Contact Centers

May 27, 2010

John V and 1 other person answered this question

Can companies really create a brand image that they aspire to or must image equal reality?

Hi Howie and Marc
Nice reply Marc, can't argue with much there (particularly your point about the brand being owned in the minds of consumers), altho there's often a lot more to do to stave of disaster than the two key steps you identify I suggest!!
I ... more

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