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

By Carl Gerhardt

The first step is to cover the basics of “blocking and tackling” to keep your current customers loyal. Legendary Green Bay Packers Coach Vince Lombardi put it best. When meeting his team for the first time after taking the assignment as head coach Lombardi reportedly said, “Gentlemen, this is a football!”

The message was that they would get down to basics and not “spill” yardage or points to the competition before working out more complicated plays. Good advice!

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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.