MARKETING LESSON

I've been reading a lot of rather interesting shit on a couple of these threads over the past few days about tattoo GUNS, and who will help who get started, and attitude this, and attitude that, and this guy working out of his house is better than this pro, and this is the way this industry should be, or that way... jesus. Look I just wanna give all you guys, pro's or homers, old schoolers, whatever a little lesson in marketing. Cause ultimately, all this stuff plays to image, and image is what is going to make or break this industry for you, and frankly, always has. Now, I'll agree with one thing for sure... there's always gonna be that faction out there that thinks tattoos are for dirty badasses, and that's their thing, so okay fine. For these folks, a prison tat would be a badge of honor. Can't argue that point. It is what it is. But if you look at your client base these days, and elevating the reputation of your industry in general, you will realize that this is probably not the mainstay of your customer base, so, in other words, if you are a good artist and business person, you've got to realize that how you market yourself on ALL levels from PERSONAL all the way to your SHOP IS DEFINITELY going to effect not only your reputation, but the reputation of your industry. I think most of the pros on this forum who are trying so hard to fight the scratcher mentality are painfully aware of that. I don't think registered shop owners are trying to fight the scratch because they hate their work, I think they are trying to protect an up and coming reputation of an industry that has received some really crappy black eyes in the past. In other words, they've fought too hard to be legitimate, and do the right things to just sit back and let every little dude with a kitchen set and no licence give the overall artform another black eye. Now, this is just a little personal example, but let me tell you what I think about Marketing in general. I'm going to illustrate my point with a story of how I got my tat, and where, and why. 1. I'm a dad. Never been tattooed before, but always wanted one. I'm afraid. I'm not going to do anything that is going to jepordize my chances of dancing at my daughters weddings. It's real important to me that someone can convince me that this is a safe, clean process. So, I go to the internet, and I start looking up the SAFEST tattoo studios in the Denver area, and I choose Twisted Sol. They are proud of the fact that they are unbelievably safe... in fact, one of the owners is like best buds with somebody in the health department that does the inspections. (I'm gonna get my facts wrong on this one, but...) So, safety is paramount to them. New needles always. Ink cups. Gloves... barriers, autoclave everything, tubes and lines cleaned and in fact, they are only required to have their stuff spore test strip tested like once a month, or something, but whatever it is, they do it twice that often. And the big deal is, if you ask them about it, they're like "Sure! C'mon back... let us explain the whole thing to you, and show you everything... Now that's marketing. Then, as far as the artwork goes, they are a purely custom shop. They don't seem to have any flash at all really, and if you ask them about that, they POLITELY explain to you that the reason they only do custom designs is that they are really more interested in you, and your ideas, and how they can make it unique for you. Now that's marketing. Then, when you ask them what it's going to cost, they not only give you an estimate, but they explain how they are going to arrive at your idea, and about how much time that will take, and they break it down a bit for you. You can't afford it? No problem. They tell you you are welcome to sit as many times as necessary to get the art you like, and they don't care how long it takes. They'll work with you. Insidious? Maybe. Now that's marketing. When you say to them" You gotta be fucking kidding me, I have to wait 2 months for my appointment? What the fuck for? They politely explain to you that their artists are all custom, all highly in demand, and that there are a lot of people ahead of you for a reason. They assure you that it will be worth the wait, because you will be working with a killer artist who will be all about working with you on something really personal. Tattooing is really an excercise in patience if you want something good. Learn to settle down, your design can only benefit. Now that's marketing. And to top it off, no matter what or when, you can call or visit their shop, and you are always met with cheerful people that seem genuinely interested in your concerns. Well, I spent about a thousand bucks for my first tat there and I will do it again. So will a hell of a lot of other people this year, because their art looks incredible, but also they are safe, there's no mystique, and I feel like an important customer there, and part of their family. Is it all bullshit? Except for the quality of the art, maybe. But, it sure works well, and it should. It's smart. Not preaching, just saying it's worth thinking about. Not

Excelent post!I realy mean it .But.........................There's alays a But . Do tattoos really always have to have meaning?"tattoos are for dirty badasses" Ya they are and that s why I got em!With all the tv shows and talk of meaningful tattos can't ya just have them to be a dirty badass?

No, No hotspark, don't miss my point. They don't have to have a meaning... maybe they are just fucking cool... or maybe you Want to look like a dirty badass! Maybe that's the point... but all I'm saying is that the bulk of your work is probably not people who want to look like they have prison tats... so it just makes sense to understand what your marketing base is, and needs from you that's all. Nothing wrong with dirty badass prison tat look.

WOW! guess I should of proof read my last post oooooh.Anyway you're right,your artist should be more than happy to esplain and entertain any question you have.There should'nt be any problem with asking questions.You should feel welcome.I have been to more than one shop where I did'nt feel like that.Which has nothing about the reasons for getting a tattoo.I agree with your post whole hearted.I was just waiting for a reason to spout about tattoo meaning. Rob

Great post Al...Heres how we do it at Painted Angel...When a potential client walks in the door...I don't see money...I see someone who is coming to me 80% of the time as either a repeat client or they are here because a prior client recommended us...they are here because we have a good reputation for doing good clean solid and most of all SAFE custom freehand work.The very first thing we do is make them comfy...we make a concerted effort to relax our clients...they are offered a drink and a comfy chair and we don't just sit behind a desk and talk...we sit down with them one on one and converse as if they were visitors at our home.We have a lot of flash on the walls and in books, some new cutting edge stuff, some over 100 years old and very rare...we use flash for those clients who come to us without a plan ...to help get their brain going!! We spend a LOT of time with them...they are worth it...EVERY client is shown our sterilizing process and we always have our spore test results ( we do them weekly)...our clients invariably turn into our friends...even AFTER thet tattoo we check on them at 3 and 6 month intervals to make sure they are satisfied and just to see how things are going....now I am not gonna lie like I hear so many artists do and say I am not in this for the money...of COURSE I am!...But money IS secondary to safety and client satisfaction. We have pretty much the same process as your shop Al...very laid back but still professional....Attitude?...Hell yes!...We are PROUD of our little shop...we are proud of the work we do and the abnormally high rate of return clients...Our attitude?...That we do good tattoos and we don't do cheap tattoos...and sure most of the time our clients have to wait a couple weeks for custom work but we have never had anyone say "oh no I can't wait I am gonna go down the street and get it done now...right now"We offer free touch ups FOR LIFE...once our client...always our client! Well that pretty much sums us up Al...TAz

Naw, no meaning necessary. Hey good to have you posting by the way...

I wouldnt have anything to add to the conversation (but I always have something to say). All this is really a matter of sales, not marketing, right? Marketing is the TV ads, radio spots, websites, interviews, posters, postcards, parties, etc, etc that get that attitude across and project it out in the world, how you are treated once you get into the studio is really the other dirty word, sales... You can really only be so professional when working out of your house. Almost by definition professional means you got your business out of the house... When we looked up the term professional its mostly reserved for doctors and higher class jobs, so to be considered professional one must really reach very high standards...

Yeah, gabe, technically you are right... the sales and marketing are sorta interconnected. And I think for the second part, I should thank you because that was EXACTLY what I was trying to say about the image and such, and I think you just did it better and shorter.

And Taz, that's exactly how it should be. Just like you said. Sounds great!! Probably why you are booked till Feb. !! February huh? AAAAHHHHH.....So THAT's why "Fish are so scarce these days"... (lol)