Executive Q&A: Denise Wieand, Co-Owner, Allegra, Marmora, NJ

PN: Tell us a little about your company, the segment of the market it serves, and what you consider to be your “core” users/customers.

Wieand: The right timing, location, and opportunity converged in March of 2010 when my husband and I took ownership of an independent print shop, OCS Printing, which had been in existence for more than 25 years. We immediately transformed the company to Allegra Marketing, Print and Mail of Marmora with the vision of being the leading value-added marketing communications provider to businesses within our southern Jersey Shore geographic area. Allegra is part of a larger franchise organization, Alliance Franchise Brands, out of Plymouth, MI. Our plan continues with maintaining the core printing and bindery services that have been offered for more than 30 years and to also invest in new technologies that present more sophisticated marketing services. Some of our expanded services have included things like strategic and targeted marketing campaigns, graphic design, digital marketing, websites, promotional products, wide-format printing services, list sourcing, and direct mail management that will allow area businesses to reach new customers they might not understand how to reach or even know exist. Our clients range from many small seasonal and non-seasonal businesses, real estate companies, non-profit organizations, large professional firms, and contractors to healthcare facilities. Changes in the marketplace and seeing the expansion of the seasonal business community at the South Jersey Shore have made more sophisticated marketing strategies a necessity for companies of all sizes. For some smaller organizations, accessing the talent and tools that they need can be cost-prohibitive. We are able to pass along numerous efficiencies in time savings and dollars by having full-service printing technologies and access to other services that reduce costs. We thank the Lord for this opportunity and pray that this will be a long term adventure!

PN: How did you get involved with the company? What is your background before that?

Wieand: I bring a wide range of professional experience and expertise mostly gained through business consulting in the area of business processes associated to print and marketing. I was in the US Army for several years and then worked as a director, specializing in marketing and merchandising solutions for several North American consulting firms providing expertise to many national and global retailers with helping them to improve their business processes, technology, organizational structures, strategic marketing, and merchandising. I was burnt out from spending an average of 60 hours or more working and traveling, mostly by plane, every week and wanted to reduce my time away from home and be more involved with my family on a day to day basis. I was seeking the right business opportunity that would let me be more in control of my schedule, self-worth, financial gain, and future. Since I had experience within marketing and found a franchise solution that provided additional support for growth and fit what I was looking for, I made the move to business ownership a reality.

PN: What do you consider your greatest achievement in this market to be?

Wieand: I feel that our greatest achievement has been our ability to always be open to seeking a solution for our clients and seeking new services to offer that make sense based on the changing environment.

PN: If there as anything you could change, either about your career in regards to the print industry, your company, or the market as a whole, what would it be and why?

Wieand: It’s become evident to me that to be successful in the marketplace, the typical brand awareness tactics from the past are no longer enough.  I’d like to educate and help businesses understand their market and audience; current and potential customers and then be strategic about where to spend their time and money when trying to gain attention to their products or services. With this, multi-channel marketing is a must which can include print but cannot stand by itself. I am hopeful that we can continue gaining the confidence of prospects and convey that we are the right choice to help them get noticed and grow.

PN: What do you consider the greatest challenge to be for the industry right now? Why?

Wieand: Things are moving so rapidly with technology these days! There is so much to know, learn, and it's always changing, making it difficult to be on the cutting edge or be aware of all that you need to know to best represent your company’s talents and service your customers.

PN: What do you consider the greatest asset to be for the industry right now? Why?

Wieand: The greatest asset is our updated technology and equipment, our team of people, and our ongoing ability of identifying how to be as efficient as possible! We strive to provide our customers with the right solution and if we don’t find one, we reach out to our resources for help. We don’t give up!

PN: In your opinion, what have been the biggest changes to the way we communicate with one another in the past few years? How would you recommend this industry take advantage of that?

Wieand: We often hear about the digital age; email, texting, and social media being just some of the primary ways we communicate today, but we must not forget that understanding your target market and the variety of ways they receive information is key. Much of our audience is still tuned into printed media or other traditional touchpoints. Even large companies with huge budgets still use direct mail, print, and other traditional media as they are aware and understand the importance of many different vehicles that appear throughout our daily activities and routine interactions. I’d recommend keeping focused on how to use a variety of media for a consistent message so that all audiences are reached.

PN: Looking ahead, what major innovations or technologies do you believe will shape the future of the industry? Why?

Wieand: As we continue to be more driven by solutions that reduce time, enhance speed, and streamline output, we are likely to see more advanced systems that provide less interaction with people and that provide more automation. The digital age continues to enhance these offerings and fine tune results to ensure speed and accuracy are obtained.

PN: What is the biggest piece of advice you would give to printers and others involved in this industry?

Wieand: Print is not dead but who are we kidding, we all know that times are changing and we need to change with the times. Seek additional services that you can offer, expand your knowledge, don’t hesitate to be a solution provider. You might stumble through it, but get back up and try again until you find what works for you and your business.

PN: Is there anything else you would like to share with our readers?

Wieand: I have met some wonderful and smart people from all backgrounds in this industry, I’m never bored. If I am not working in the business, I am working on the business. No regrets and it sure feels good when you are successful in helping a business meet their goals and grow.