Bob Ruzicka learned the art of promotion from one of the best: his father.
Ruzicka's father, a small business entrepreneur, used direct mail as his primary marketing tool. When his dad decided his company should handle all of its own printing and mailings, Ruzicka went to work at the in-house print shop as a copywriter and designer. He later managed the small print shop consisting of four employees.
Ruzicka eventually left the printing industry, but he always revisited this decision. "I left printing for a number of years, but always missed the satisfaction that I experienced in the printing and advertising," he said.
Ruzicka got his chance to return to the industry when one of his graphic artist friends told him the owner of St. Louis-based Compton & Sons wanted to sell the company. "My father was living the good life in Florida by this time, but when I told him of the opportunity, he quickly jumped at the chance and we bought Compton," he recalled.
The existing management remained onboard and Ruzicka assumed the role of marketing manager. Throughout the years, he advanced to COO and took over as CEO after his father passed away.
Here, Ruzicka talks more about the print industry.
Print Professional (PP): Tell us about your background—Where did you grow up, what school did you attend, your degree?
Bob Ruzicka (BR): I was born and raised in St. Louis [and I'm] one of 14 children. My father was a small business entrepreneur and growing up I always wanted to be like him. This led me to study business and economics in college where I graduated with a BS in Economics from Regis University, [located in] Denver.
PP: Describe your business style.
BR: I have to say that I learned a lot from my father and inherited much of his collaborative management style. Firm, fair and consistent are his words that are permanently engraved in my psyche. Beyond that, it is hard work, persistence, keeping up with industry trends and knowing your numbers.
PP: What is your greatest business accomplishment and disappointment?
BR: My greatest accomplishment is that I have hired very talented people. My greatest disappointment was having to lay off some good people during protracted industry downturns.
PP: What do you think is the most exciting, cutting-edge thing your company is doing right now?
BR: High-quality printing is a given these days. It is our business model and marketing strategies that set us apart and keep us relevant. We are incorporating e-marketing techniques like broadcast e-mail, maintaining a presence on Facebook and LinkedIn in conjunction with direct mail programs and database marketing to bring in new clients and reinforce relationships with current customers.
PP: What do you think will be the printing industry's biggest challenge in the next few years?
BR: Convincing young decision makers that Internet marketing isn't the only way to advertise and that mixed media (including print) is the best approach. While new technology is exciting and effective, in time, experience usually leads most advertising professionals to realize they need to reach audiences in other ways as well.
PP: What is the best part of your business day?
BR: When we make a new sale or acquire a new customer, I get a rush of adrenaline. What else would a salesman say?
PP: What would people be surprised to learn about you—hobbies, special interests, etc.?
BR: I like the outdoors including biking, sailing and hiking. My wife, Sue, is a retired coronary nurse and our vacations [have] become more like boot camp. She ... keeps me in good shape to face the challenges of a difficult economic environment and a high-stress industry.
- People:
- Bob Ruzicka
Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.