Print & Promo Marketing’s ongoing feature series, Executive Perspectives, tells the personal entrepreneurial stories of leading professionals in the print and promotional products industry. This month, David Perez, president of Eyes Up Marketing (asi/439056), discusses how his father’s words of advice from his childhood ring true today, and how he relies on sound ethics to be the best partner to his customers and partners.
PPM: How did you get started in this industry?
David Perez: I’ll always be grateful to my oldest brother, Enrique, who brought me into the industry to work at his agency. After over two decades, I decided to go on my own, but knew I couldn’t do it alone. One of the greatest barriers to entry in this industry is the finance side, and I found a home with iPROMOTEu (asi/232119), whose supplier relationships, software and community are second to none. I have a master’s in history and love the research side of this industry, using the variables of each client and market to find the most effective solution. I believe finding these niches has helped me grow.
PPM: How do you set goals for yourself and for your business?
DP: My father always told me to write down my goals and review them every day, and that’s something I do to hit the ground running each morning. I have my three tiers: annual, monthly and daily goals. I’m the face of Eyes Up to my clients – not the suppliers and not UPS. I have their company in my hands and need to perform. Without organization, I can’t help them achieve their goals. I must stay true to these lists because if they have no weight, it’s like writing them in the sand.
PPM: How does the economy continue to affect the industry?
DP: My best friends from university are economists and when I’m asked about the economy, I tell them we’re all in the same boat. I can’t use the economy as an excuse. We’re all playing with the same deck of cards and I have to provide better service, experience and solutions. I started just before the tragedy of 9/11, then came the 2008 recession and, most recently, COVID. We need to affect what we can, stay positive and, as St. Padre Pio said, “Pray, hope and don’t worry.”
PPM: What are some of the biggest changes or challenges the industry will face?
DP: Experiences! Frank Carpenito, the CEO of Gemline (asi/56070), gave a great talk at the iPROMOTEu awards luncheon in Vegas. It had to do with Gen Z and the future decision-makers for our clients in the next few years. The groundwork has to be laid now to be the premier vendor when that person takes the reigns. The talk made me revisit the communication changes brought about by COVID. As much as I would love to meet for a coffee to brainstorm, they want the Amazon experience while still feeling special with bespoke custom ideas. This is where I lean on our suppliers and creative team to create experiences.
PPM: What’s the most exciting, cutting-edge thing your company is doing right now?
DP: I’m excited about the evolution of NFC technology in products like caps and pens. It allows the experience to continue far beyond the event. Since I was young, my father would say, “Don’t be a robot,” and “Don’t zigzag.” I aim to make Eyes Up Marketing a delicate balance of creative and efficient. Logistics is key in meeting these deadlines and budgets. We have kitting projects, overseas production and sales in Mexico City, Bogotá and Miami. We’ve partnered with top industry fulfillment suppliers to keep our overhead low and pass those savings on to our clients. It doesn’t make sense for us to invest in warehousing, insurance, etc., when we can have fully staffed teams with the infrastructure that works seamlessly. This allows us to focus on creativity, supplier relationships, growing new clients and deepening our current client base.
PPM: What would people be surprised to learn about you?
DP: If we talk for two minutes, you’ll learn about my amazing singer/songwriter wife, who inspires me every day. She came up with the name Eyes Up Marketing. I’m a devout Roman Catholic, Knight of Columbus and Order of the Holy Sepulchre of Jerusalem, and I’m addicted to podcasts. Lastly, I love a good trade show! We’re more than our jobs, and the people are the true treasure of this industry.
