Branding | ZENECIST

July 14, 2022July 14, 2022

Taking Ad-vantage of the Great Outdoors for New England Hydroponics

Final Art for Conversion to Billboard Large Format Printing

(July 2022) When Thomas Marketing Services client New England Hydroponics opened its 5th location in Sanford, Maine, its 3rd since we became NEH’s marketing firm in 2017, and 1st outside Massachusetts, it faced a dilemma: outdoor/billboards were outlawed in Maine years ago. So one of the most proven effective media for the category was not an option.

While I had advocated for the larger format bulletin format, which are typically stand-alone boards offering greater visibility and better leadership positioning (“the only”), when this small format billboard became available at one-third the cost, Hydrobuilder Holdings’ (NEH parent company) media buyer decided the repetitions/branding dynamic made most sense give the limited co-op budget we had – and I could not disagree. The one take-away lesson: know who the board beside you will be so it doesn’t erode your position, in this case a political issue we will not have on our website.

But as we like to say: there is always an answer. So we started exploring board avails in MA and southern NH, finally settling on an illuminated board located on a secondary, but highly travelled route going toward Sanford from NH.

While it’s always hard to track results of out-of-home advertising, within a day of its posting, an older couple came into the store telling us they “saw the billboard in Somerset” and made a small purchase, but promised “we’ll be back – we run a hydroponics farm in NH and are thrilled to know you’re here.”

By any measure that’s good start. Tom Lanen, TMSC principal and Creative Director wrote and created imaging and art for the billboard; he also wrote the bad ‘dad pun’ headline for this post. Hydrobuilder Holdings Marketing placed the media. It will run 6 months.

April 2, 2022April 8, 2022

All In A Week’s Work. Give Or Take.

I’ve had a productive, albeit challenging and single-minded week creating and fielding a new multi-faceted & branded Everyday Deals promotion initiative for client New England Hydroponics (a Hydrobuilder Holdings unit). Everything in the visual, along with website product posting, was created in 6 business days – moving at the speed of retail!

Nothing like the adrenaline of creating a new branded promotion! (Click the image to expand your view of the elements.)

Up first was the creation of the branded promotional logo, a “Violator” BOOM burst featuring the primary green in the brand design palette as the primary brand “touch point.”

The strategy was to use it as a point-of-sale tactic, on labels & Buyer’s Guides for individual products, maintaining the singular DEAL singular focus for a singular customer shopping that moment; and tucking in the stylistic lower case ‘everyday’ into the larger font construction to hold/work together as a unified brand design element.

Then, finding letterform on the plural DEALS didn’t work with the same compact footprint of the original violator BOOM, and wanting to expand the concept to attach an emotion to a transactional concept, I went back a standing strategic brand design tactic, the sunburst and its positive feeling, to create some branded drama and expand the focus to the overall portfolio of products in the category.

I executed Point-Of Sale signage in two sizes, Social Media and website imagery, both the primary & category pages, to this branded design strategy. Our plan is to more fully roll out the promotion across the media/web and in-store touch points.

Whew. Next!

January 9, 2022January 27, 2022

Thomas Marketing Services Corporation Client, New England Hydroponics, Acquired by Hydrobuilder Holdings

I’m pleased to announce New England Hydroponics, now a 5-store and online retailer and commercial supplier of gardening gear and supplies, for whom I created and executed all marketing tactics since 2017, has been acquired in a reported cash and stock deal by Hydrobuilder Holdings.

My principal, Ethan Holmes, started the business online in 2002, and when I started working with him as his creative and marketing partner, he’d built the business and brand to three stores, with over 2500+ products online.

We supported the move of one store to what became a 6000+ sq ft headquarters in Marlborough, MA (with 6000 sq ft warehouse), and have since supported the opening of 2 new stores (now 5 stores), including a new hydroponics and grow supply super store (13,000 sq ft retail) in Sanford, Maine in Fall 2021. The online store neHydro.com, now has over 4000+ products. The store also has a thriving Commercial Accounts Group.

It’s been a source of pride to have worked with Ethan as his creative partner; and with all The Indoor Gardening Experts™ on the New England Hydroponics’ team as we’ve helped build retail store and online sales, the brand, and its good name.

Read the official announcement on BusinessWire

Part of the store management and buying team at New England Hydroponics – Ethan Holmes is 3rd from the right.

Got a story you’d like to tell? Call me if you’d like to know more about how we build authentic brand and marketing stories that engage people and encourage loyalty. And create a salable endgame.

Tom Lanen | (508) 951-0130 | [email protected]

December 22, 2021January 17, 2022

Ending The Year With a Blowout

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.

Cheers! T-

August 27, 2020April 6, 2022

A Midsummer Month’s Business- & Brand-Building.

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.

And yes, we still have bandwidth for you. If you have a project, please schedule a free and no-obligation 30-minute call to discuss it, including scheduling and costs. Or just call me now. 508 951-0130 Thanks! T-

In-Store Deals POS – 18″ x 24“

2. August Deals Website Rotator

3. Clearance Sale POS – 18″ x 24“

4. August Deals Permission Email See above for content; see graphic below for Email Dashboard Report

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5. New Hours Website Header

6. Facebook & IG Post Art (one of several)

7. To-The-Trade Wholesale Permission Email (56% Open Rate)

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!)