Jay Deutsch and Eric Bensussen have a good thing going. As co-owners of BDA Inc., a Promo Marketing Top 50 Distributor with annual sales totaling $286.4 million, Deutsch and Bensussen continue to cement the relationships between people and brands. And to think, an interest in sports marketing made it all possible.
BDA's story begins in the early ʼ80s when the two childhood friends bought, sold and traded collectibles such as sports trading cards and hydroplane buttons. Where most saw a hobby, Deutsch and Bensussen recognized unlimited potential. They started to look at the bigger picture and, in 1984, co-founded Sports Marketing Inc. Instead of providing isolated merchandise needs, Deutsch and Bensussen focused on creating integrated programs.
The partners eventually outgrew their original vision of working in a single market. So, they tweaked their business model to include promotional branding across all industries. The changes didn't stop there. To reflect their diversified client base, Deutsch and Bensussen renamed the company Bensussen Deutsch and Associates (BDA) in 1989.
Approximately nine years later, BDA held the grand opening of its current corporate headquarters in Woodinville, Wash. The company has been growing ever since.
Here, BDA Inc. CEO and Co-founder Jay Deutsch shares his thoughts on the industry and opens up about himself.
Print+Promo (P+P): How do you set goals for yourself? For your business?
Jay Deutsch (JD): Each year, my business partner Eric Bensussen and I conduct our annual founders retreat. We head to Arizona, where we separate ourselves from everyday responsibilities to reflect on the previous year, analyze the market and set benchmarks for the next year. We then present our goals to the senior leadership team to gather feedback and define strategies and tactics. It's important we share our road map with the entire company to make sure we're all aligned on our big-picture objectives for the year.
P+P: How does the economy continue to affect the industry?
JD: Despite the recent economic downturn, BDA maintained steady growth. We continue to deliver on the promise to provide the highest-quality products and maintain great service for our clients. As a company, we've also focused on expanding our capabilities in key industry verticals, including consumer electronics, sports and entertainment, and consumer packaged goods.
P+P: What do you expect to be some of the biggest changes/challenges the industry will face?
JD: Over the last few years, we've seen a shift in how advertisers approach campaigns. Clients are engaging us much earlier and we are working in tandem with other agency partners to create campaigns that span print, digital and three-dimensional merchandise. The biggest opportunity I see is the movement toward digital and the ability to extend promotions online. Social media will continue to play an increasingly important role allowing us to execute even more comprehensive and measurable campaigns.
P+P: What keeps you up at night?
JD: I'm constantly thinking about ways to evolve our agency even after 30 years of business. I want to make sure BDA is the best place our employees will ever work and that they have the opportunity to grow their careers with us. Speaking to our industry, my primary focus is helping to improve quality, safety and compliance throughout the entire supply chain.
P+P: What do you think is the most exciting, cutting-edge thing your company is doing right now? Why?
JD: One of the most interesting, exciting and challenging projects we're working on today is creating merchandise for Team USA sponsors to distribute leading up to and during the 2014 Winter Olympics. It's truly an honor to create products that will be used by U.S. Olympians as well as official partners and fans. It's a great feeling to help promote the patriotism that surrounds the Games.
P+P: What would people be surprised to learn about you—hobbies, special interests, etc.?
JD: I'm an avid sports fan. I've attended almost every major sporting event in the U.S., including the Super Bowl, World Series, Daytona 500, Final Four and the Masters. I've also traveled to several Olympics and plan to be in Sochi this winter. Still on my list? The World Cup, Tour de France and running with the bulls in Pamplona. Recently, I had the opportunity to play on a flag football team coached by Jerry Rice—an experience I'll never forget.
- People:
- Eric Bensussen
- Jay Deutsch
- Places:
- Woodinville, Wash.