16 - Crossing the Road to Take On the Big Guys: A Custom Merchandise Story
How The Monterey Company Blends Innovation, Technology, and Consistency to Drive B2B Growth
In the latest episode of Bridging Success, host Bo Jakins sits down with Eric Turney, President of The Monterey Company, to explore how a traditional promotional products business transformed into a modern, tech-driven leader in custom branded merchandise. This episode provides actionable insights for B2B leaders, entrepreneurs, and business owners looking to enhance operations, leverage technology, and create a customer-focused growth strategy in a competitive market.
Driving Growth Through Innovation, Technology, and Strategic Focus
Eric Turney explains how The Monterey Company evolved from a small brick-and-mortar shop into a digital-first operation. By embracing AI-powered customer service, cloud-based systems, and workflow automation, the company improved both client and employee experiences. These tools allow for faster response times, accurate order management, and flexibility, while still preserving a personal touch in customer interactions.
Competing with industry giants required a focus on product innovation and adaptability. The Monterey Company adopted Direct-to-Film (DTF) printing and micro batch production to serve clients who need smaller runs of custom merchandise. This approach allows for quick turnarounds and caters to niche markets like startups, nonprofits, and event planners. Keeping an eye on emerging trends, such as patches, durable apparel, and customized hats, has helped the company remain agile and responsive to customer demand.
Data-driven decision-making and consistent strategic focus have been key to scaling growth. Eric emphasizes the importance of tracking metrics across sales, marketing, and product performance to inform decisions. Seasonal campaigns, leadership alignment using the Entrepreneurial Operating System (EOS), and targeted advertising ensure progress toward revenue goals while maintaining operational excellence. His philosophy centers on consistency over perfection—taking daily steps forward and learning from setbacks.
About Eric Turney
Eric Turney is the President of The Monterey Company, a leader in custom branded merchandise. With a background in operational strategy and technology integration, Eric drives innovation across the company’s processes, ensuring clients receive exceptional service while supporting the growth of the business.
About The Monterey Company
Founded in 1989, The Monterey Company specializes in custom pins, coins, keychains, and promotional products for businesses and organizations. By combining technology, trendspotting, and personalized service, the company provides flexible production solutions, including small-batch runs, to meet the diverse needs of its clients.
Links Mentioned in This Episode
Key Episode Highlights
Evolution of The Monterey Company from brick-and-mortar to digital-first operation
Using AI and cloud-based tools to enhance customer experience and operational efficiency
Competing with industry giants through micro batch production and product innovation
Trendspotting for patches, apparel, and custom merchandise to stay ahead of market demand
Consistency over perfection: daily progress and learning from setbacks drives sustainable growth
Conclusion
This episode offers a clear blueprint for B2B leaders seeking to modernize operations, leverage technology, and build a scalable, customer-focused business. Eric Turney’s experience demonstrates that innovation, strategic focus, and consistent execution can help companies thrive—even in competitive industries.
Explore BridgeNet LLC to learn more about driving business growth through innovation and strategic insights. If you’re a business leader or industry expert with valuable insights to share, apply to be a guest on the Bridging Success podcast here.
