Convergence Corner: Eric Brooks Talks Providing Print & Promo for an International Retailer
The vice president of sales for BrandCo Marketing delves into that and much more when it comes to having success in the worlds of branded merch and printing.
The key to success in both the print and promo products business? Staying curious and asking questions, says Eric Brooks
“Knowledge is power,” asserts Brooks, vice president of sales for BrandCo Marketing (asi/455385), an affiliate of Counselor Top 40 distributor American Solutions for Business (asi/120075).
In this latest Convergence Corner podcast, Brooks discusses how asking questions of your customers to pinpoint their end goals, as well as of supplier partners to fill in any gaps in knowledge, can make distributors much more comfortable selling both print and promo together. As Brooks details in discussing a high-profile campaign for an international retailer and other initiatives, the approach has certainly worked for him.
An industry veteran of more than two decades, Brooks understands that some distributors or printers might still be hesitant to “cross the aisle,” just due to that lack of knowledge. But that’s easily remedied. “We have so many resources,” he says. “Whether it’s promotional products supplier partners or printers. … Take that sample and go over to the printer and say, ‘Hey, can I spend five minutes with you and you walk me through how you would spec this particular item out?’ Learn from the professionals.”
The important part, he says, is asking questions while you’re in these learning environments, and collaborating with all parties involved to make sure what you deliver is spot on.
Key Takeaways
• Print & Promo Are Inherently Connected: Eric Brooks emphasizes that print, promo and packaging are all forms of promotional communication. He encourages professionals to view them as interconnected rather than separate disciplines, noting that understanding one helps in mastering the others.
• Overcoming Knowledge Barriers Through Curiosity: Brooks advises distributors to overcome fear of the unknown by engaging with suppliers, printers and clients to learn goals, terminology, processes and product specifications.
• Effective Campaigns Start With the End Goal: Brooks shares a case study involving a retail client’s event campaign, where print and promo were used together to drive attendance. He stresses starting with the event’s goal and audience, then building the campaign around that.
• Packaging Enhances the Recipient Experience: Brooks highlights the growing importance of packaging in creating memorable experiences. Whether it’s a new hire kit or a client gift, thoughtful packaging – like branded boxes with personalized messages – can significantly elevate the perceived value of the contents.
• Quality & Functionality Matter: He underscores that promotional items should be functional, high-quality and aligned with the recipient’s needs. A well-chosen item that’s used regularly reinforces brand presence far more effectively than a cheap, disposable one.