It’s OK to Give It Away
I am getting a little tired of hearing apologies for “giving away” what we used to call prepress or typesetting and, now with the advent of becoming marketing service providers, using marketing plans and campaigns as a sales tool falls into the same category. We complain that printers never charge what they should for everything, from designing marketing materials to fixing files. Moreover, they often give “it” away as a tool to attract new business just to get the printing (which has become a commodity.
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.