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.
We had some ‘luck’ with our mid-May 2022 permission email created and executed on behalf of client New England Hydroponics – an Open Rate of 44.6% vs the 17% industry average. That’s 262% of the norm!
The mailing featured the Everyday Deals POS sign we created last month, and is short and sweet.
The subject line (headline) of the mailing:
🍀 New! Everyday Deals for Everyday Gardeners!
The Preview (Subhead):
Get Great Deals on Gear & Supplies – Every Day!
As you can see from earlier mailings notedermission, our results are not a fluke.
Need some luck? Give me, Tom Lanen, a call at (508) 951-0130, and let’s chat a bit on my nickel. Or send me an email of inquiry in confidence: [email protected]
Store Door & Register POS graphic repurposed for email
We continue to move at the speed of retail for our primary client, New England Hydroponics, now powered by Hydrobuilder Holdings.
May 2022 brought the first ever annual Huge Soil & Coco (grow medium) Sale, for which Thomas Marketing Services Corporation principal and creative director, Tom Lanen, wrote and executed all tactics on a multi-faceted marketing push including:
• Website update (in Big Commerce CMS – all sale prices & product images)
• Website Banners – Home Page Rotator and Category Banners
With an industry Email Open Rate of 17%, we’ve been consistently hitting over 40% – see below (May 18 update: open rate 45.2%)
I do have some open bandwidth – please call me if you could use some help and/or perspective: 508 951-0130 and let’s chat a few minutes on my nickel. T-
Industry Average Open Rate is 17% – we’ve been hitting over 40%Website RotatorOne of the social media graphics 18×24 & 8.5×11 Store Point of Sale SignageBag Stuffers
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.
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.
December 2021: Please click here for an update on current offerings from Thomas Marketing Services.
Thomas Marketing Services Corporation is a process-driven and agile problem-solving, branding, marketing, and business acceleration resource. Strategic & tactical, I’m helping business owners prosper in the tumultuous business and world climate.
Here’s the thing. In good times and crazy, it’s all about the brand, and the story behind it. At its core brand is a story; it’s about what makes it different, why it matters, and why we should care. How it provides certainty amidst uncertainty.
The difference is you.™ Because far more than a logo, a brand reflects the vision and values of its principals and stakeholders. Those with good instincts evolve theirs in a strategic manner, adjusting aligned tactics to meet the day at hand. And in doing so, they create sustained momentum and valuable equity.
I’m Tom Lanen, and my track record as a brand marketer, writer and integrated advertising & design agency principal is wide-ranging with mainstream brands such Velcro™ fasteners (global – 17 years), Ovation Benefits Group (15 years), Boston Whaler™, Keurig™, and several Thermo (Electron) Fisher Scientific™ business groups. I’ve also worked with many technology, services, retail, and consumer product start-ups and mid-market brands.
The brand difference: its people, The Indoor Gardening Experts™. It starts at the top.
Currently, my lead client is New England Hydroponics, for whom I work in a marketing and creative role for its 4-MA retail stores; and also online.
Right now, I’m looking to help one or two business owners who could use a hand, especially in these extraordinary days. We should talk.
I work with principals and stakeholders on revenue-building branding and re-stage strategies, which may employ tactics such database-driven permission email, social media, and online advertising; broadcast, video/streaming, and print marketing; and point-of-sale merchandising and packaging design systems. I can also help manage full-blown business and /or line expansion initiatives.
A branded visual design and marketing ‘eco-system’ that expands upon the identity established by the (new) logo; with all tactics aligned with the core strategic brand communications platform (a new way of seeing™) to create a consistent and engaging brand presence. This rebranding program was created for a management buyout team with a 5-year end-game; it was sold at private sale to a major consulting business after just 2 years.
As a business owner and brand guy with 30 years to the better, I can help navigate these tricky markets of 2020, and provide you with perspective and options. While nobody has ever seen this, sound brand marketing and design principals, and genuine story-telling still get it done.
It will be surely be the foundation of a return to normalcy and prosperity. It always has. What’s more, it can be an opportune time to pick up market share while others retreat.
In short, I’m flexible and capable, and wide open to your vision and ways of doing business. I also fully believe in budgets and transparency; and a measurable return on your investment.
Marketing is about communication and trust, a strategic balance of transactional and emotional. Do it mindfully, and you engage people in meaningful ways, and create loyalty. You prosper.
Are you ready for what’s next? Please contact me in confidence and without obligation, and let’s chat a few minutes on my nickel. (508) 951-0130
