Executive Q&A: AlphaGraphics' New President, Aaron Grohs

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

AG: AlphaGraphics, Inc. is a strong and growing 45-year-old franchise brand with a network of over 250 independently owned and operated print and marketing communications businesses across the U.S. We also have approximately 30 centers internationally, including Brazil, China, Hong Kong, the United Kingdom, and Saudi Arabia. Our centers typically serve businesses in their communities by delivering solutions in print, marketing services, e-commerce, and signage. Our local service model, combined with a focus in digital print and marketing services, allows franchisees to help businesses deliver comprehensive marketing solutions to promote their brands. Our headquarters in Salt Lake City provides the systems and standards, business development initiatives, marketing resources, technology expertise, and training to support new and existing franchisees as they grow their businesses.

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

AG: I spent more than 15 years with Consolidated Graphics, Inc. in a number of different capacities, including sales, local company president, group vice president, and executive vice president of sales and marketing. I was attracted to the AlphaGraphics brand and opportunity because I felt that my diverse background in the commercial print, technology, and marketing services business complemented the AlphaGraphics vision to expand its leadership in these areas.

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

AG: I was proud to be a part of the leadership team at Consolidated Graphics that transitioned the business from a commercial printing company into a leading digital print, technology, and marketing solutions provider. To support this transition, we were successful in building a world-class leadership development program that focused on recruiting college graduates, training them in all aspects of the business, and creating career opportunities. I believe that these experiences will prove beneficial as we address the challenges and opportunities that AlphaGraphics' franchisees face each and every day.

PN: If there was 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?

AG: I would like to change the mindset that technology has replaced the need for printing. Certainly, technology has impacted certain aspects of the printing industry. Research, however,  supports the need for print to remain an integral part of an overall marketing strategy. AlphaGraphics is positioned to take advantage of these ongoing trends by investing in the latest technologies and expertise to deliver innovative digital print and marketing solutions. 

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

AG: The industry is energized by new technologies, new innovations, and new ideas. The challenge for business owners is to sift through all of these advancements and determine the right mix of equipment, products, and services that can help streamline workflows while at the same time delivering solutions that can help increase sales and improve the bottom line.

One of the advantages of being a franchisee at AlphaGraphics is that you can lean on the proven systems and standards provided by the franchisor along with the resources and expertise of a network of over 250 entrepreneurs. 

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

AG: The convergence of digital print, e-commerce, and automated workflow solutions is creating new opportunities to drive both top- and bottom-line growth. Files are sent seamlessly over the Internet to digital presses, and automation technology streamlines workflows to reduce costs and time to market. It’s an incredibly exciting time to be in the print and marketing services industry.

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?

AG: The Internet, social media, and wireless technology have dramatically changed the way people access information and communicate with one another. This technology revolution, combined with advancements in digital print, have created opportunities for the industry to help marketers cut through the marketing clutter by delivering more personalized, more relevant, and more targeted communications.

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

AG: There are two major areas for growth and innovation in our industry, the first being faster and larger-format digital print capabilities. This will allow marketers to deliver solutions that are not possible or economical in the traditional offset environment.

The second area is utilizing technology to integrate and automate the process from initial consumer request through delivery. Printers are looking for a competitive edge by offering marketers solutions that deliver timely and relevant communications to their audiences. AlphaGraphics is committed to maintaining our leadership position in these two areas.

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

AG: Technology is creating a whole new world of opportunities, and printers will struggle to survive by selling printing alone. We are in the business of helping marketers communicate the right message to the right audience in the right way. This requires us to deliver comprehensive marketing solutions that involve not just print but may also include other forms of technology and media such as video, social media, mobile, e-commerce, and the Internet.

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

AG: I’m proud to be part of the AlphaGraphics team and I’m energized about the future. We have successfully transformed the business into a leading digital print, technology, signage and marketing services provider. 

In today’s complex and technology-driven industry it’s more difficult than ever to “go it alone.”

Businesses who associate with the AlphaGraphics franchise brand -- with its proven systems and standards, marketing resources, training programs, lead generation support, group purchasing power and a network of 250 entrepreneurs -- have a significant advantage.