2.9.2024: I’ve truncated the ZENECIST™ tag line, and have deleted the “Low-Keyed.” phrase feeling it was an unnecessary element that adds no value to the brand’s strategic position, and probably dilutes its intent. What’s more, it reduced the visibility of the communication within the geometry, thus compromising its function, which is a defining requirement of design.
The “zen sailboat” logo mark design element is also a little smaller, though we can use the uncluttered logo mark at any size. Less is more for this minimalist brand owner; I revel in the elegance of simplicity.
This is all part of the early stage formation of a brand. Sometimes you just have to see a design or core element within its environment to fully understand its meaning and impact. It requires “think time.”
To me, this is cleaner. Given a brand is a direct reflection of its owners, I am satisfied. Done.
Cha-Cha-Cha Changes! It’s said all good things come to an end, and so it is with our 5-year contract with New England Hydroponics, and its new parent company, Hydrobuilder Holdings, to whom my principal, Ethan Holmes, sold the business and brand in January. I’ve been informed they will take the work in-house and will let our contract expire at the end of August … even as our work continues to over-perform, as evidenced in our email Open Rate report below – the category average is 17% (Springbot ESP).
Frankly, this is exactly how most mergers go, and we’re not terribly surprised. Even if it’s a bit of a jolt to the system. Hey, we’re human. But it happened when 3 Thermo Electron business units with whom we had worked for 15 years merged with Fisher Scientific and the agency of record took over. They rightly compensated us for our copyright & imaging, and were very honorable during the transition.
Fact is it’s been a great 5 years (almost), and we’ve accomplished our mission: to create salable brand equity for Ethan for when it became his time to sell the business. When I started with him in 2017, he’d been doing all his own marketing and no longer had any time for it. He’d built the business to 3 stores, one of which we moved into a space 4 times the size within the year. Then we added stores in Seekonk (6000 sf), and recently in Sanford, Maine (13,000 sf) bringing the total to 5, all while building the online business at neHydro.com into what is now 4500+ products. We worked well together, and I’m proud of the good work we did, and of the friendships I’ve enjoyed with store GMs and Supervisors. These are good folks.
But it’s time for what’s next.
If you have a business and a vision, give me, Tom Lanen, at (508) 951-0130 and let’s chat a bit on my nickel.
The Difference Is You.™ I can help you present your business and brand well, and drive near-term sales & revenue …. and fully prepare your brand as a line item in your endgame that could be closer than you think. T-
It’s been a busy Fall and early winter at Thomas Marketing, aka: ThomasBoston. Here’s just a few of the tactics I executed, moving at the speed (and budgets) of retail, for my principal client, New England Hydroponics in support of its 5 brick & mortar stores and online shop of nearly 4000 products. I wrote all copy and created all art.
Want to start the New Year with the promise of building more customer engagement and increased near-term revenue? How about brand equity that will make a difference to your end-game? I can show you proven results, for less an investment than you might imagine.
Call me, Tom Lanen, at (508) 951-0130 and let’s chat a bit on my nickel.
A last minute end-of-year blowout sale. I also updated all products on neHydro.com to enable purchase from the information included.One of several social media images for Instagram and Facebook.I write and produce permission-based email campaigns for monthly specials and sales events. The industry average Opens Rate is 17% (Source: Mailchimp)Making a positive first impression at the point of sale – in-store and online. I also created the FloraGear brand logo and tagline, its website and all packaging.Billboard and web header along with print and online ads.A few of the graphics I created for use on our social media streams.
And that gives you a little taste of our Fall. Call me if I can help you drive demand and momentum for your brand and its products. (508) 951-0130 or drop me an email at [email protected]. You’re always welcome.
Feed the brand well and mindfully, and it will grow.
(27 August 2020) Here are a few of the projects Thomas Marketing Services Corporation created and fielded during August for New England Hydroponics. The numbers prove we’re building revenue and brand momentum.
8. Overall website product updating & maintenance on Big Commerce platform.
And that’s most of it. Call me at 508 951-0130 or email me, Tom Lanen, if you could use a hand. I’m easy to work with and get things done fast — at the right cost! (And you can get on with what you do best!)
