January 17, 2021  
 
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Marketing a Tattoo and Piercing Equipment and Supplies Business

At Gaebler, we've seen what great marketing can do for a small business. But if you own a tattoo and piercing equipment and supplies business, exceptional marketing may well be the determining factor in your long-term survival and success.

It's a misconception that small businesses can't compete with larger companies when it comes to marketing.

In some businesses, marketing takes a back seat to sales and operations. That's a mistake because without marketing, your brand messages aren't being heard. On the upside, great marketing is a real possibility for a tattoo and piercing equipment and supplies business willing to adapt its strategy to the demands of the marketplace.

Multichannel Marketing Strategies

There are a lot of benefits to taking a multichannel approach to marketing. Today's consumers engage with brands in diverse ways. That means brands need to demonstrate similar diversity in the channels they employ to connect with customers.

In today's marketplace, it simply isn't possible for tattoo and piercing equipment and supplies businesses that funnel the bulk of their resources toward a single marketing channel to maintain a noticeable presence in the marketplace. In practice, multichannel means embracing a mixture of online and offline message pipelines, based on the places your customers go for information. The acquisition of reliable mailing lists from proven providers can expedite the transition, but ultimately your efforts to go multichannel may require the assistance of a marketing professional.

Why Branding Matters

Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. It's a fact: A tattoo and piercing equipment and supplies business has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Although the competition for market visibility may be fierce, a branding initiative can quickly scale your promotional footprint to compete with anyone in your geographic or demographic market sector.

Loss Leaders

Like many businesses, tattoo and piercing equipment and supplies businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. The key is to know your profit margins and use loss leader pricing to undercut the competition in targeted product categories. For tattoo and piercing equipment and supplies businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.

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What challenges have you experienced in marketing your tattoo and piercing equipment and supplies business? How did you overcome those challenges? If you have practical insights about marketing, we'd like to hear from you.


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Ready to Start Your Own Tattoo & Piercing Equipment & Supplies Business?

For tips on how to start a tattoo and piercing equipment and supplies business, these resources provide helpful advice:

Starting a Tattoo & Piercing Equipment & Supplies Business

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