Something about Evert Jan Koning

Evert Jan Koning is an accomplished marketing and communications consultant and offers innovative marketingsolutions for brands and organisations. Evert Jan is an experienced strategist, concept and business developer who helps organizations and brands with his thorough knowledge and understanding of social media.

He helps organizations and brands developing in the ever changing landscape of marketing, innovation and social media. His products are strategy, concepts and turn key development of large scale marketingcommunication projects for A-brands and governmental organizations.
Evert Jan is also author, speaker and trendwatcher.

His vision on the increasing social role brands can have is often referred to. He is considered one of the leading experts on social media and trust marketing by the European online marketing pundits.

Why trust marketing?

Because the influence of traditional media is getting less effective. And because the traditional lineair marketing model is due to change because of that. Both have faced a dramatic change.
Both consumption and marketing have changed by means of social media.

What is trust marketing?

The main principle of Trust Marketing is exchanging value between brand and consumer.

The value the consumer has to offer is either time, preference, or both.
Time can be converted to attention, participation, support, insights or other valuable assets that can help a brand in its development. This value can lead to product improvement, sales or brand preference.

The value a brand has offer consumers can be numerous. Think of a guiding role, a practical help, an inspirator or a benchmark. It can lead to trust. And Trust is the next currency online and in social networking.

Social and mobile media wil empower the relation between brand and consumer even more in this priciple of Trust. New Technologies empower smartphones, local points of interest, and public venues to scan offer and direct to online content. In every way advertising and marketing are changing rapidly.

When is trust marketing effective?

Brands that are capable of converting the brand preference of a customer into participation and social reach will have to spend less on advertising, social media expenses and SEO. Part of these savings kan be invested in relevant brand issues directed at personal Trust of the consumer. In return the brand gaines respect, reach and the essential: business. Trusted brands are social brands.

But it's not about online...

Succesfull Trust Marketing is not based on internet alone. Ofcourse not.
But, Trust Marketing will increase the consumers brand preference. It will boast the self estime of the brand (the organisation, the people) and it will boast the internal confidence.

Who is Evert Jan Koning?

Evert Jan Koning (1966) is born in Koog aan de Zaan, an area that could’nt be more Dutch. Windmills, clogs and tulips are all around. That area is called ‘De Zaanstreek’ and used to be the center of retail trade and food production in the 18th century. The most famous grocer ‘Albert Heijn’ was established there, now known as one of the world leading food retailers Ahold. The Zaanstreek may be considered the cradle of retail. This might prove Evert Jan's passion for brands.

Educated in Rotterdam at the Ichtus Hogeschool where he studied communication and design he since then has been working for both bluechip companies, government and non for profit organisations. His contribution to communication and marketing has been strategic and conceptual and in many cases socially relevant.

Some of the brands I worked for are Essent Energy, Rabobank, Airtrade, Postbank, KNVO, Council of Rotterdam, Council of The Hague, Zwijsen Publishers, Eneco Energy, Region Haaglanden, Achmea Insurance Group, Grohe, Ministry of Legal Affairs, Ministry of Foreign Affairs, Ministry of Internal Affairs and Ministry of Economic Affairs. Next to his strategic and conceptual activities Evert Jan is founder of the first and largest Dutch independent communication blog in the Netherlands. His blog had been nominated for various business awards. (here's a link to the old version of VueRoyale)

Previously, before starting as an independent strategist Evert Jan was strategist at BVH Communication Group, senior internetconsultant at Share of Mind, senior communication consultant at Tappan Communication and consultant at Bright Alley. All are online marketing positions.

Currently Evert Jan Koning is a self employed specialist on social media, online creativity and contributive marketing as well as an author and speaker.
He offers strategy, concept and development of complex but challenging marketing and communication projects, and is available for directing or supporting social media campaigns. Often Evert Jan is hired to give advise and support on how to integrate social media effectively in existing marketing programs, and to explain his ideas about contributive brands.