Company: NetWorld Alliance
Location: Louisville, Ky.
Title: Senior VP-sales and marketing
Big move: Former regional director at Condé Nast and Time Warner joins Web-only, b-to-b publisher
Core responsibilities: Increase profitability as the company revamps its existing Web portals and prepares to launch two new sites
Looks to build programs around Web portals, metrics
Andrew Davis joined NetWorld Alliance in January as senior VP-sales and marketing. His mandate: to increase profitability as the Web-based publisher overhauls its existing portals and prepares to launch two new sites.
“We're going to increase the value of the company and help attract additional vertical markets to the site,” he said. “We continue to invest in our products, and the clients recognize that as a core strength in the marketplace.”
The company, which marks its 10th anniversary this year, serves the self-service, digital signage, retail, food service and church verticals through Web sites, events and associations. This year it plans to add the green residential construction market to that roster, as well as increase its reach into the mobile transaction market.
The company also plans to relaunch all its existing Web properties, which include ATMmarketplace.com and DigitalSignageToday.com
The environment of change was a selling point for Davis, a former Time Warner and Condé Nast executive, who said he enjoyed working on the launches of titles such as The Atlantan and Atlantan Bride. His consumer selling experience translates to the b-to-b market, he said.
“During my 20 years of advertising sales, I have valued a number of best practices that could be adapted to the b-to-b model,” he said. “Most obvious is client-oriented selling and an emphasis on building partnerships with clients.”
The Web-only publishing model at NetWorld Alliance offers an opportunity to develop flexible, metrics-driven programs that can be customized to meet the needs of both large and small advertisers, Davis said.
Davis will be rebuilding sales programs around the relaunch of the company's Web portals, which will feature improved navigation and increased integration of video, blogs and social media.
“[We will be] bundling some programs together, and some of the units are changing in size,” he said. “We're trying to educate our partners on the new opportunities. You have to create fresh ideas and opportunities to give marketers a strong share of voice in what could be a rather cluttered advertising arena.”
The company will continue to emphasize customized programs and expects to see the growth of advertiser interest in both its webinars and face-to-face summits, he said.
Davis also plans to help grow membership and networking at affiliated associations, like the 425-member Digital Signage Association, where he is VP-membership.
NetWorld Alliance increased its profitability in 2009, an achievement that has carried over to the first quarter of this year, Davis said. Maintenance of that trend will require strong client relationships.
“Companies will continue to consolidate their marketing dollars into fewer advertising avenues,” he said. “So we have to constantly demonstrate our value strength throughout our portfolio. That's one of the most important things you can do. The companies that matter will be the ones that survive any economic fluctuations. And we matter.” M