‘Don’t Lose Customers’ Is the Best Marketing Plan Ever for a Printer -Carl Gerhardt

By Carl Gerhardt

For the first couple of years I was in business, the company grew a lot by picking up what my competitors “spilled.” Our industry has been notorious for not recognizing the lifetime value of the customer. At least, that was true in the growth years of the 1980s and ’90s. It may not be the case as much today, but it’s still the situation with too many companies.

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Business Management - Marketing/Sales

Carl Gerhardt Author's page Carl Gerhardt is the chairman of Alliance Franchise Brands LLC, the parent company of Allegra Network LLC and Sign & Graphics Operations LCC, and a world leader in marketing, visual and graphics communications, linking more than 600 locations in the United States, Canada and United Kingdom. The company’s Marketing & Print Division, headquartered in Plymouth, MI, is comprised of Allegra, American Speedy Printing, Insty-Prints, Speedy Printing and Zippy Print brands of marketing, printing, mailing and Web services providers. Its Sign & Graphics Division, headquartered in Columbia, MD, is comprised of Image360, Signs By Tomorrow and Signs Now brands of sign and graphics communications providers.

Carl and his wife, Judy, owned and operated their own successful Allegra franchise for nearly 20 years before selling the $2.3 million operation in 2003. He is a PrintImage International/NAQP Honorary Lifetime Member and was inducted into NAPL’s prestigious Soderstrom Society in 2010 in recognition of his contribution to the industry.