How to Grow Your Printing Business When Print Demand Slows -Carl Gerhardt

By Carl Gerhardt

Already, throughout the Allegra system, we are seeing that the majority of our marketing clients are smaller and mid-sized businesses that are largely dependent on marketing to drive their businesses. It has been a diverse mix of business-to-consumer, business-to-business and institutional customers who were working with traditional ad agencies and freelance talent or had no previous marketing initiatives. With our initial successes, we have confirmed that this trend provides a large, unmet need for printers to fill.

The recession should have served as a great motivator to diversify a printing business with additional small business marketing services. Not just to ride it out, but to create a new growth engine that can lead a business out of the persistent poor economic climate.

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Categories:
Business Management - Marketing/Sales

Companies:
Allegra Network

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.

How to Grow Your Business When Demand Slows