Geeta Patel-Ral & Jackie Marston - JAM Prints and Marketing
Did you always envisage a career in this industry?
Geeta – No, not really, it wasn’t particularly on my radar. When I part-owned Peace and Loaf and we used JAM’s services I always dealt with the marketing side, so I sort of fell into it, when I decided to sell my shares in the restaurant. Jackie and I were good friends and when I heard she was selling up, I offered to buy in – she accepted and the rest is history, as they say!
Jackie – Mine’s a no too, as I was actually a store manager at McDonald’s and thought I’d eventually buy a franchise, but I got pregnant and after I decided that I needed to change my career, as running a Maccy D’s was going to be too hard, with a baby. McDonald’s then asked me what I wanted to do and made an opening for me in the marketing department to learn the ropes. I was fortunate at the time as Saatchi and Saatchi had the McDonald’s account, so I got to learn my trade from the best in the world!
What has been your career path so far?
Geeta – Santander, started on the phones and worked my way up to area manager. After I had my daughter, Priya, I bought into Peace and Loaf, with my sister and two other partners. I sold my shares to buy into JAM.
Jackie – A variety of jobs like barmaid, factory worker, shop assistant, office worker, but serious jobs were McDonald’s, where I was the youngest female store manager in the country at just 21, then the Arena as marketing manager, to 19 years ago setting up JAM. February 2004, JAM was born!
Who do you most respect in your industry?
Geeta – My business partner, Jackie, as she is very hands-on, knows everybody and spends time ensuring that everything is done right.
Jackie – Well as Geeta has said me, I should say her too! Seriously though, she actually helped me out at a very hard time and was just there for me during a particularly bad time in my career. I also have a lot of respect for the likes of Barbara Hodgson and Coreena Ford from the Chronicle, who are stalwart journalists through and through!
How did you adapt your business during the coronavirus?
Geeta – Well we changed the business to JAM Prints & Marketing to pick up business from everyone needing print. Things like banners, stickers on the windows and doors telling people to keep their distance etc. We had to do what we could to survive as we literally went from 44 clients to four, practically overnight!
Jackie – We also worked free of charge for about 15 long-term customers, as if we hadn’t, they would’ve gone out of business too.
Greatest strength?
Geeta – Resilience I would say, as I will always fight my way out of any situation and stay positive.
Jackie – Tenacity. My husband of 35 years would probably say stubbornness, but I prefer the softer version.
Biggest weakness?
Geeta – Food, even in the middle of a deadline! As a 100% foodie, if lovely scran is on the cards, we’ll always make time for it!
Jackie – My weakness in business though is taking people at face-value and always assuming that they have the same morals and ethics as me. They often don’t and I’m left disappointed.
Future aspirations?
Geeta – Copying Jackie and getting a place by the beach! Jackie is moving to South Shields seafront in June!
Jackie – My career aspirations is to work less. I am 59 years old now and I am ready to slow down.
How do you see your industry evolving in the next 10 years?
Geeta – The whole influencer interest has gone crazy and where I think there is definitely a place for them, it’s not the only marketing that is needed. Traditional marketing methods still work, it’s just that some companies get it so wrong.
Jackie – It’s changed beyond recognition since I started in marketing in 1989. We keep up by sending our staff on the latest courses and are always trying to be one step ahead of our competitors, but it’s not easy. Thankfully, our reputation is second-to-none, and some of our clients have been with us since day one.
How do you unwind?
Geeta – Going out for dinner, walks with our dog, Ellie, a big bag of popcorn and a good movie with family.
Jackie – Spending time with our four grandchildren, walking our Golden Retriever Mia on the beach, and eating out.
