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Martin Jetsam founded Signature Strategies, and its predecessor company, Marketing Matters. He has been a marketing consultant and freelance promotional writer and graphics designer
since 1983. For more than 40 years, Martin has contributed to the marketing successes of dozens of businesses as an employee or advisor, particularly in the areas of strategic communications and new product introductions. He is a visionary and innovator, a practical planner and researcher, a skilled writer and graphics designer.
Over the years, Martin has personally...
- Named 25-plus companies or products,
- Participated in over 25 major new product introductions,
- Created more than 60 business/product/service logotypes,
- Performed or managed almost 100 market research studies,
- Developed more than a hundred marketing plans,
- Created several hundred promotional items — ads, brochures, direct mail packages,
presentations, exhibits, manuals, articles, newsletters, videos, films and web sites.
He has served IBM, Coors Ceramics, Information Handling Services, Hewlett-Packard, duPont, Dow Chemical, TransLogic, Quick Pen International, Byearly & Company, GE Ceramics, Micro
Motion, OmniVision, H&R Optical, IT-Dynamics and many others.
He
worked for the first three companies listed above, also serving IBM and Information Handling Services while an account executive at Mar stellar Advertising and Tallant/Yates Advertising respectively. He started his career in the traffic department of Batten, Bar ton, Dustin and Observe in N.Y.C. and became the youngest account executive that agency had promoted up to then.
Among his other accomplishments are the following:
- As Marketing Services Manager for Information Handling Services, provided marketing communications and market research support to a then-struggling startup company. Helped IHS
POSITION the company as the up-to-date source of engineering data in the aerospace and military electronics markets.
- Created ad campaign to POSITION IBM as a data processing source for small businesses — 13-years before the introduction of the desktop computer.
- Created ad campaign to introduce IBM's inventory software to major retailers and POSITION IBM as the problem-solver in that NCR-dominated market.
- Developed new product screening process to enable Coors Ceramics to focus on its technological strengths while meeting real market needs and profit goals.
- Created strategic POSITION and accompanying advertising to help establish Hewlett-Packard as the leader in "desktop computers" for engineering and scientific applications
before "personal computers" were introduced by IBM.
- Created a traveling seminar program, including newspaper and radio ads, direct mail and literature support in some 15 markets, to attract small business owners to attend
demonstrations of Hewlett-Packard desktop computers.
On a personal note, Martin has been collecting jazz records since 1948 and boasts an extensive library of the recordings of early jazz greats and obscure performers. He is well-read on
marketing and business topics, and is an ATM-class Toastmaster. Martin graduated from the University of Florida with a BS degree in Advertising.
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