Marketing ROI – Who Cares? Printing Companies Should Care for Their Clients -Carl Gerhardt

By Carl Gerhardt

Recently, there was an article shared by Printing Impressions that may have been a bit shocking to those entering the marketing services/cross-media arena. The article was from Advertising Age with the headline “Study Finds Marketers Don't Practice ROI They Preach.” A study of 243 CMOs found that the large majority don’t establish their budgets with the intent to use ROI as a key metric.

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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.