New Member Profile | Jensen Huffman, Icon Time Systems
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"If their employee’s morale drops because of implementation of our products," he said, "our product no longer has value."
Marketing a product to a skeptical audience is just one challenge Huffman has taken on since joining the Beaverton company full-time four months ago. He's also completely revamping Icon's marketing as its primary distributor changes from brick-and-mortar office product dealers to big box retailers such as Costco. Costco began rolling out Icon's time clocks in its office supplies section July 1, displacing one of Icon's competitors.
Targeting Costco shoppers required a completely new way of marketing.
"Costco is an impulse buyer's heaven," Huffman said, adding that he, like most Costco shoppers, enjoys walking the aisles to see what jumps out. The company had to completely revamp its product's packaging to attract attention and sell the time clocks right off the shelf.
Due in large part to the Costco deal, Huffman foresees continued rapid growth for his company, which has been on the Portland Business Journal's list of 100 Fastest Growing Private Companies for three years running. To foster even more growth, he plans to overhaul the company's web site for search engine optimization and better calls-to-action.
Icon Time Systems is rapidly changing, but Huffman is not one to shy away from new experiences. His start was in chemical engineering, with a BS from Oregon State, and he served as an operations manager for James Hardie Building Products, a building products supplier. Eager to learn more about the sales and marketing side of doing business, he entered Portland State University's MBA program. While taking classes, he was consulting for Icon's operations when the company asked him to take a look at its marketing. Four months ago, he accepted the full-time position of marketing manager, putting his MBA plans on hold for what he calls an ideal real-world case study.
"I believe in learning by doing," he said. "I couldn't ask for anything more as far as education as well as experience."
He joined the AMA last month for its networking and educational benefits.
"As a chemical engineer with operations management and production experience, I would be the first to say that I'm not a marketing genius," he said with a laugh, adding that he looks forward to bouncing ideas off fellow members and learning from their successes and failures, as well as getting their recommendations for consultants.

About the writer: Alissa Barron Stranzl is EasyStreet Online Services’ marketing assistant and a freelance writer. She can be reached at AlissaS@easystreet.com.