Evans launches marketing consulting firm
By David Perry -- Furniture Today, January 28, 2007
Greensboro, N.C. — Veteran marketer David Evans says many home furnishings companies would benefit from more effective marketing programs. And he has set up a new consulting firm to provide that help.
Evans, formerly vice president of marketing communications at bedding sales leader Sealy, recently left that company after a seven-year career there. At Sealy, he led initiatives in advertising, consumer research, Internet marketing, retail merchandising, direct marketing and public relations.
He says Evmark Partners, his new company, will help mid-size companies develop growth strategies and achieve their sales objectives through increased marketing effectiveness. Opportunities beckon in the home furnishings industry, he believes.
"Looking ahead three to five years," he said, "the winners will be the retailers and manufacturers that develop sound consumer-centric growth strategies and then implement them consistently across all facets of their business."
As he surveys the home furnishings industry, he sees several marketing-related trends that are affecting the marketplace:
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Furniture is increasingly viewed as a commodity product.
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Consumer discontent with the shopping experience.
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The increased difficulty and cost of attracting consumers, given consumers' changing media habits.
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The continuing growth of the Internet, "where furniture lags far behind other categories on all fronts."
Evans believes his background, which includes 20 years in marketing at Sealy, Sara Lee, Gillette and Procter & Gamble, and as a strategy consultant at Mercer Management Consulting, positions him to help companies take a longer-term view of their markets and their growth opportunities.
"Evmark Partners will help corporate clients develop and implement winning growth strategies covering a one- to three-year horizon," said Evans, president. "The firm's specific role will be defined to fit each client's specific needs and existing capabilities. Evmark Partners will help develop or refine the positioning of the client's company and its brands, develop comprehensive marketing plans to support its growth strategies, and help the client align internal and external resources for marketing success."
The needs in the industry are great, in Evans' view.
"Evmark Partners will fill a growing unmet need in the market," he said. "We bring extensive marketing experience to the initiatives and challenges that will have the biggest impact on increasing our clients' sales and profits. We help companies manage and improve their marketing effectiveness by employing an analytic, strategically driven approach that emphasizes results measurement and accountability."
He said his experiences at Sealy, where he was "totally involved in setting the strategic direction and managing the implementation of key programs," gave him a wealth of marketing insights. "The dynamic, highly competitive nature of the bedding market has provided rich perspectives and insights that I'll draw on to assist clients in other markets," Evans said.
He said his firm can help companies meet the challenges of tight budgets, providing as-needed marketing services and freeing them from the expense and risk of increasing their senior marketing staff.
He can be reached at devans@evmarkpartners.com or at (336) 471-3137.
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