Larry Bauer, Principal

Early Background

Bauer began a career in the graphic arts industry as a sales representative for Cox Lithographing (Warren, Ohio), a commercial printer that purchased the first Harris M-110, 26″ web press ever built. He introduced the new press to the Detroit market and became one of the company’s top sales performers within two years.

That experience marked the beginning of a sales and marketing background that is both broad and unique. Larry Bauer successfully developed and implemented programs for companies ranging in size from a few million dollars in annual sales to billions of dollars. In every instance, his direction produced positive, measurable results with new product and market development as the cornerstones.

In his personal life, Larry Bauer helps in a variety of non-profit fundraising ventures ranging from substance abuse treatment centers to church capital campaigns. Most recently, he successfully directed an annual stewardship drive and capital campaign for the United Methodist Church of Geneva that raised nearly $1.8 million in pledged commitments.

Highlights of Bauer’s corporate experience include:

Industrial Printing Company, Toledo, Ohio
Commercial Sales Manager

Developed spot labels on corrugated cartons as a new product specialty for this combination sheetfed/web printer. At last check, labels accounted for almost half of IPC’s commercial sales.

Strathmore Printing Company, Geneva, Illinois
Vice President of Sales

This web printer of airline timetables reached record sales under Bauer’s direction by applying its core competencies to other segments of the travel and leisure industry. Eventually Bauer helped Strathmore establish even broader market opportunities as a specialist in small format printing.

TCR Graphics, Inc., Streamwood, Illinois
Vice President of Sales and Marketing

Bauer led this fast track, sheetfed printer to average annual growth increases of nearly 20 percent during his involvement with the company. Adding substantial new business by focusing on specific market segments, Printing Industries of America recognized Bauer’s efforts by awarding him the first of three “Peter Drucker Marketing Excellence Awards.”

Solar Communications, Inc., Naperville, Illinois
Chief Marketing Officer

Sales for this direct mail printer and packager rose from $20 million to $42 million in five years under Bauer’s marketing direction. During the same period, Solar’s largest competitor grew from $20 million to $25 million. Printing Industries of America awarded Bauer two more “Peter Drucker Marketing Excellence Awards” for his accomplishments.

Bauer Associates – Recognizing a Market Need

After observing the graphic arts industry for a number of years, Larry Bauer realized that most companies were woefully lacking in marketing direction. The results were all too evident in lackluster sales and financial performance as companies struggled to establish competitive distinctions that would encourage profitable growth.

“Most executives have their hands full managing day-to-day business activities,” says Bauer.” Managers get consumed with meeting job deadlines and reaching quotas. Although the need for marketing is great, there is seldom time for the kind of research and planning that help differentiate an organization and make it less vulnerable to competition.”

Bauer also recognized that most graphic arts companies were smaller and had limited budgets. Only the largest could afford to hire top marketing talent, which helped contribute to the widening performance gap between many large and mid-sized companies.

He also concluded that the problem was symptomatic of many smaller organizations and began to apply his business model to small and mid-market organizations outside the graphic arts field. And while Bauer Associates now serves some very large organizations, the company’s focus continues to be on helping smaller organizations succeed.

In addition, Larry Bauer speaks at industry conferences and frequently writes guest articles for trade publications. He is a  native of Pittsburgh,  graduated from Edinboro University of Pennsylvania and  went on to graduate school at Kent State University.


Contact Info

301 N. Water Street
Batavia, IL 60510
P- 630-406-8595
M- 708-610-9914

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