As the primary brand stakeholder the Zenecist™ logo reflects my sensibilities based upon my contention at a brand’s core The Difference is You.™
(V2 Feb 2024) We’re pleased to present the revised Logo Mark Design for ZENECIST, Tom Lanen’s new e-commerce adventure in lifestyle products.
The first element of a new design system, it uses Tom’s Zen Sailboat™ logomark design, which had also been a part of his erstwhile brand marketing firm’s logo, but which he has long considered central to his personal karmic brand. In fact, for his 70th birthday he had the Zen Sailboat made into first body art on his arm (3cm diameter), explaining he’s “either a Christian-Buddhist, a Buddhist-Christian or none/all of the above.”
A tattoo on others, but get one and it’s ‘body art’–this is mine.
The design mark features Futura, a legacy font Tom loves because of its crisp and unfettered letterform, and a complementary purple and gray palette reminiscent of the first logo he created for Thomas Marketing Services 34 years ago.
The mark is being used on all ZENECIST online properties, products and merchandising. The design can also incorporate the revised ZENECIST tag line: High-Level. Laid-Back. Lifestyle.™
April 2024 | Brand & Database Marketing | Background & Current Services
I am currently offering marketing and writing services including permission e-mail/database marketing and e-commence support in tandem to building out ZENECIST.
Your call/inquiry is welcome. Thanks, Tom Lanen (508) 951-0130 | Email
___________________________
OVERVIEW OF QUALIFICATIONS: THOMAS MARKETING SERVICES CORPORATION ERA (1989-2023)
(Edit: April 2024) If you’re a business owner ready to generate more revenue there’s no time better than now to kick-start your marketing to make it happen. It’s also absolutely the right moment to get out front and build revenue, momentum and brand equity–with more projectable results you can see, count and manage. Even if marketing isn’t your thing.
Why hire a fixed-cost marketing staffer or pricey agency, when I can be your go-to, get-it-done resource for a fraction of the cost? The only reason might be if you wait too long to engage my limited bandwidth, only now available after a 5-year contract as Director of Marketing for what became a 5-location retailer plus 4500+ product online store during my watch — and which netted my principal a nice endgame payday.
You see, I work especially well with business owners who don’tlove marketing but get they need it to grow, regardless of the economy. Those who want do-able options to sustain and expand their revenue streams. Well, I’m all about options. Because there is always an answer to the challenge at hand. Always. Even if you sometimes feel reluctant to gain more attention for yourself, and your business. That’s just natural.
“It’s not easy to run a business. Not everyone can do it.”
Ted Lanen (1926-2008) , Sales Engineer (Tufts EE), Owner, Leo C. Pelkus Inc., Wellesley, MA New England Manufacturer’s Rep, Emerson Electric/Wiegand
Just give me, Tom Lanen, a call and let’s have a confidential chat. Right now if you want. It costs you nothing — unlike inaction, which can cost you opportunity. 508 951-0130
If we’re of like mind and it makes sense to you, I can help get revenue-generating programs off your ‘to-do when I have time list’ and into the ‘done and kicking it column’ — fast. Because I’ve never been accused of lacking enthusiasm — and nothing gets me more fired up than working with good people ready to make a difference. And I’ve been told, more than once, my positive intensity is infectious — you know, in a good way.
A disciple of the P&G school of strategic brand marketing, my core strengths are in retail, consumer package goods (CPG), and technology sectors, including medical and healthcare. I also have a strong sense of the entertainment & hospitality categories having worked in customer-facing roles.
Projects have run the gamut of marketing strategies and tactics including branded content & writing, e-mail marketing, merchandising, and advertising & creative services for digital and analog channels.
I am well-versed in creating lead generation websites, and e-Comm shopping sites (Big Commerce, Shopify, Squarespace, WP, etc.) including user interface (UI/UX) strategies, design, imaging & content — even crunch-time posting and website population.
A Brand Is A Story & Its People, Products & Services–And Customers–Are Its Chapters.
A brand is anything but static. But if its core story–your vision–is tied to a strategic communications platform and a defined position, its tactics can be managed, measured, and executed to create revenue, momentum and equity, the sum of its parts greater than the whole.
Tom Lanen, principal, during the summer of 2022 at the Xfinity Center in Mansfield, MA where he fully enjoyed the Season Pass his 20-something sons gave to him for his birthday – 34 shows!
My mission, in partnership with my principals, is to tell the Brand Story through process-driven and compelling content that engages and informs, while addressing the real issues of customers and constituents. And those who would be.
The story, and how it’s presented, create ‘comfort levels’ needed to make a purchase decision be it as small as clicking through to a sale or as large as a capital equipment acquisition. It also helps people believe what they know, which can be a real issue, and affirms and validates their comfort.
And it’s about helping people build the confidence needed to make your brand part of their own personal and professional brands. This creates loyalty, goodwill, and salable equity, a real valuation metric – and a significant element of any brand owner’s endgame.
Tell Me Your Goals & I’ll Give You Options. Affordable, Do-Able Options.
• Permission-Based E-mail – Brand Communication Strategy/Platform, Copy, Email Formatting (via your Email Service Provider – MailChimp, Constant Contact, EMMA, etc.) Recent documented Open Rates averaging over 40% (industry average is 17% according to SpringBot ESP)
• Point-Of Sale – Art & Copy; also Large Format Printing
• Blogs – Research & Write/Post, create imaging and/or video, SEO: WordPress, Medium, etc.
• Website/Commerce Pages/SEO Copy – also populating and imaging via most CMS & Shopping Platforms: Big Commerce, Shopify, Squarespace, etc.
• Thought-Leadership Articles – Writing & editing based upon executive input
• Presentations – Video, Powerpoint, Speeches, etc.
My rate is moderate. Our first discussion is always on me. And I work to budgets – at the speed of retail. And, I take direction well.
If you engage me beyond a single project I can offer significant volume discounts, assuming available bandwidth. The longer we work together, the more efficient it gets. Cash discounts also considered.
Art and/or imaging will be quoted in advance or you can provide your own. I’m happy to work with your existing creative and marketing relationships and resources.
Need it done well and fast? You got it. I provide real value and measurable results. And, I can demonstrate it with metrics and documentation to prove it.
It’s really easy to work with me. I’m here to give you do-able and affordable options that can help make you more successful. Simple.
I’m Tom Lanen, and I welcome your call. Let’s talk a few moments on my nickel.
All credit cards and bank transfer (ACH/EFT) are accepted.
(March 23, 2023) After a qualifying process requiring writing samples, references and other credentials, Thomas Marketing Services Corporation principal, Tom Lanen, has become a Professional Member of The International Association of Writers & Editors (IAPWE).
This is all in an effort to reposition Tom from a full service advertising and marketing agency brand strategist and creative director, to a role now focused on providing freelance writing services to retail, hospitality, healthcare, entertainment, & technology sectors. He will also continue as a digital and brand marketing tactician, including website creation, social media, and permission email marketing.
The IAPWE or International Association of Professional Writers & Editors is an organization dedicated to providing helpful resources to writers and editors and disseminating helpful ideas and resources across the greater professional community in the form of outreach, blogging, networking and thought leadership.
In addition to providing free resources for our members, we are always seeking talented writers and editors to help create engaging, locally relevant, educational and inspirational content to help support our outreach efforts. We believe in paying our writers and editors a competitive wage, unlike many of the “content mills” and comparable low-paying clients and/or companies.
The IAPWE is also dedicated to bringing the most updated, legitimate and vetted writing and editing job opportunities to its members.
Currently, there are many different websites containing both legitimate as well as illegitimate writing and editing job opportunities and we make available, in one place, all of the opportunities that have been determined to be legitimate across over 100 different websites.
In addition to this, the IAPWE provides helpful tools, resources and networking opportunities for professional writers and editors, as well as making all members aware of potential writing job scams.
—————
Please contact Tom at 508 951-0130 if you have writing or marketing project you’d like off your desk; I’ll get it into the done column fast and on budget. T-
I’ve always had way more energy than was probably good for me. Too, I’ve aways felt compelled to do what some people characterize as “doing too much.” Part for it was simply to keep me interested. Though a lot of it was I was the first-born son of a successful Finnish business owner, and that’s how I was brought up. Isät & pojat! (Fathers & sons!)
Along with freelance assignments, I’ll be refocusing Deflector™, my Medium publication on The Art of Style & Well-Being for Men of Age™
A dual-brained analytical marketer and creative, I ate strategic brand and lead generation programs for lunch my entire career. And with long-term client relationships ranging upwards of 17 years, I was pretty good at executing to plan. In fact, I recently did a count, and over my career I directly helped ah, more than one client become island living comfortable. I did my job and loved most of it.
Now 33+ years into Thomas Marketing Services Corporation, including nearly a decade we stayed afloat when two health challenges almost took me out, my desire to do too much has remained, nearly unabated.
Until another of my BGOs* whacked me upside the head.
As much as I enjoy a great marketing plan, and working with a fabulous team to create some success for us all, at age 70 it’s more than I need to live my best life. Frankly, I’d just as soon let someone smarter than me call the shots– and incur the inevitable angst.
My mission too, is to help you reap the glory. I’m surprisingly well content.
Today, and with whatever time on this earth the Divine graces me, my simple strategy is to lead with my love with family and friends. They’re all I need. And with writing, it seems I can maintain the income we need to cover the retirement funds raided when I was sick.
Tom Lanen, January 2023
With aforethought and a sense of joy, going forward my sole professional focus will be writing services. Plain and simple.
Fact is, I can’t imagine a life on the beach or golf course. To me retirement doesn’t mean not working; it just means working on something you love – though maybe not 60 hours week as was once my norm.
Too, I’ve no designs on rusting out like some of my ‘retired’ pals. Not when I can actively rock my life.
Yes, I’m still here, looking forward to what’s next, positive and grateful to the core.
If you’re ready make a difference, the ball’s in your court. Because when it comes to your brand story, position, and share, the difference is you.™ Do it right, and it’s line item equity.
I encourage you to take an easy first step. Let’s talk a bit on my nickel – 508 951-0130
Results speak for themselves, in this case our last two emails with 43% and 46.3% Open Rates for New England Hydroponics. Category Open Rate Average is 17%. On September 1, the new owner takes marketing in house.
I’ll miss working on the business, specifically the people, several of whom have become lifetime friends. It’s been good fun, and I wish them all the best. And I’ll always have a soft spot in my heart for the brand we built over the 5 years we worked with its owner, and the many stakeholders. But it’s onto what’s next (see text below graphic).
Permission eMail Open Rate Over 40% on-2 Variations by Tom Lanen Thomas Marketing Services ThomasBoston.com
Are you ready for results like these? Call me, Tom Lanen, at (508) 951-0130 and let’s talk action points on my nickel. Let’s see what kind of end game we can devise; it’s closer than you think! T-
