Point Journal issue #56 - Association of Professional Piercers

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Tangible Marketing Mike French and Kaitlin Korbitz Omega Red Studios Cedar Falls, IA If there is one thing about running a business that is seemingly simple yet frustratingly complicated, it is trying to create and maintain a marketing campaign for your studio. Owning, managing, or working in a studio requires us to sell ourselves in unique ways to attract customers and make the company stand out. At the recent Association of Professional Piercers Conference, I sat down to discuss various marketing tactics my studio has tried, and shared how a great marketing campaign can augment business and generate loyal clientele. What is marketing? The simple definition is “the promotion, sale, and distribution of goods or services to the customer.” Marketing campaigns can include digital and print advertising, shared promotions, and merchandising. Many of our marketing campaigns at Omega Red focus on tangible items: things people can touch, carry around, or share with friends. Digital marketing—such as TV or radio commercials, social networking, or a website—are great additions to your campaign, but non-digital marketing does the tangible footwork. Each time you hand out a flier to a customer, they can choose to throw it on the ground, give it to someone else, or keep it for a later date. If your flier has a coupon for five dollars off, it becomes incentive for the customer to keep the flier around, check out your shop further, or recommend your business if they had a good experience there. Even if the person discards the flier, they left with something in hand—something that influenced them and could potentially influence someone else to check out your studio. With your shop name and information everywhere via tangible, non-digital marketing, you create a base clientele and promote your name effectively. Much of the power of a marketing campaign starts with the creation of a logo. In addition to being a recognizable force in the community, a logo can become a component of your tangible items. A logo allows you to brand your company. By putting your logo on everything—T-shirts, water bottles, fliers, posters—you create a brand, or a design for which you are known. Once people start to recognize your specific brand, you can start to market new designs or items. In this way, you not only make money via piercing services, but on merchandise as well. It can be as simple as a set of T-shirts with your logo on them. By branding your company, you will have more venues for free advertisement. People paying for shirts with your logo are not only increasing revenue, they are advertising for you as well. Never be afraid to try new colors, designs, or techniques. Marketing products do not necessarily have to match; they just need to be connected by a logo or design. Getting people involved in studio advertising in any capacity is a great way to bring in business and flood the community with information about your studio. One way we got people involved in advertisement at Omega Red is through what we call a “street team.” Combining community involvement and advertisement, participating in our street team is an honored status for clients or community members who are willing to trade their time for credit. What we do is give clients ten dollars in store credit per hour, which they can use at the shop on jewelry, piercing, or merchandise. We send team members to local events, concerts, art festivals, movie premieres, or other events the members themselves suggest. This allows for members to experience an elevated status with us, promotes the shop name out in the community, and builds a community around the shop. Another method of involvement is shared promotions. For example, creating double-sided fliers with your shop on one side and a local non-profit or business on the other allows you to make connections with local companies. Another example is making matchbooks with your logo and having local bars keep them in stock. Every shared promotion you create is another way to get your name out and reach more people, which means more potential clients. Any marketing campaign you create will enhance customer interest and bring more people into the shop. Becoming a brand is not only a great way to make money, but also guarantees that people know who you are. A marketing campaign represents the best aspects of your shop and calls attention to what makes the shop unique. Knowing your unique qualities allows your clientele to take pride coming in, to enjoy their time in your establishment, and helps them identify with the shop. P 28 THE POINT ISSUE 56
TIRED OF WAITING FOR YOUR COPY OF PAIN MAGAZINE With 100s of products for your studio, monthly articles on safety issues, business know-how, regulations within your industry, and in-depth looks at what your peers are up to, PAIN Magazine is the trusted professional publication for thousands of artists every month. Email info@painmag.com to get in touch with us today. For advertising information, contact the numbers below. PAIN. It’s good for you. VISIT PAINMAG.COM NOW AND SEE IT BEFORE IT HITS YOUR STORE www.painmag.com 505-275-6049 ISSUE 56 THE POINT 29
Page 1: ISSUE 56 FALL 2011 p. 12 TRANSMOGRI
Page 4: THE POINT The Quarterly Journal of
Page 7 and 8: BODY ART & ADORNMENT OF INDIA Jewel
Page 9 and 10: Upon taking my new position, I’ve
Page 11 and 12: Board Member Goodbyes James Weber F
Page 13 and 14: Ed Chavarria Former APP Membership
Page 15 and 16: Transmogrify Genne Laakso Tacoma, W
Page 18 and 19: Skin Prep Review: Microsan RX Ryan
Page 20 and 21: Pre-sterilized Needles and Piercing
Page 22 and 23: 20 THE POINT ISSUE 56
Page 24 and 25: “The Man with a Pussy.” I could
Page 27 and 28: From Lost to Found Travel: Body Art
Page 29: their own specific modifications, a
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Page 35 and 36: The 16th annual Association of Prof
Page 37 and 38: 1 2 3 41 5 62 7 83 9 THE SURANCE TO
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Page 41 and 42: Josh A. Prentice Volunteer Award A
Page 43 and 44: CoRE: A Journey to Enlightenment Mi
Page 45 and 46: her spells, moving among the bottle
Page 48: Post Office Box 1287 Lawrence, KS 6

Point Journal issue #56 - Association of Professional Piercers

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