Convergence Corner: Combining Print and Promo for the Hospitality and Gaming Industries

Though Jake Epstein, account executive for SmartSource, Atlanta, Georgia, has only been with the company for a few months, he’s already jumping into major buyer markets right now, such as hospitality and gaming. Within that world, Epstein has been creating promos and campaigns that blend signage, print products, plastic cards, and promotional hard goods.

Epstein is currently working on a project that combines custom packaging with custom printing, using the power of customization to create something that stands out and gives a personal feel to the gift recipients.

Print & Promo Marketing: How long have you been selling print and promotional products together, this has been good for your business?

Jake Epstein: I started working at SmartSource in February, and my role focuses primarily on the gaming industry, among other sectors. Offering a diverse range of products like gifts, promotional items, print services, and other marketing solutions has been transformative, opening up new revenue streams for me.

Many of my clients in the gaming industry also operate hotels, necessitating banners, brochures, hotel key cards, and more — all of which SmartSource routinely provides. I believe that offering clients a variety of solutions makes you their go-to provider, which is the ultimate goal in our industry.

PPM: Can you think of a promotion you’ve worked on in the past that blended print and hard goods that stands out as especially memorable to you?

JE: I’m currently working on a project with a budget of around $1 million. This project includes a variety of gifts and promotional items, along with the possibility of custom packaging and custom printing. The gifts, aimed at rewarding loyal customers, will be retail-oriented and feature custom packaging along with printed brochures. I believe that these elements will make the products more appealing and stand out, which aligns perfectly with our goal of enhancing desirability through effective marketing strategies.

For our client, this project offers significant benefits as it enables them to market themselves in various ways, potentially reaching a global audience. Additionally, this approach ensures the best ROI for them.

PPM: How did you select the products you used for this particular promo?

JE: Selecting the products for this project has been a collaborative effort, involving a dedicated team and extensive sourcing work, which I’m still actively engaged in. We’ve established a remarkable lineup of trusted suppliers, whom I’ve personally reached out to. Furthermore, the client has provided monthly themes and specific categories of interest. My prior experience with similar request for proposals (RFPs) and projects has been immensely beneficial in managing this project.

PPM: What advice would you give distributors looking to do something similar?

JE: The advice I have for a project like this is to make sure that you stay theme-focused with your print, promo, gifts, packaging, etc. Make sure that it all lines up and makes sense together as a unit.