Tablature Tattoo seeks to follow a strategy of appealing to both new tattoo customers and tattoo collectors by creating an environment and products/services desirable to both groups. Through this strategy, the business intends to convert local customers who may only seek one tattoo initially to become repeat customers. The business will do this by:
Tablature Tattoo will create a competitive edge through the cultivation and retention of its most valuable assets - its artists. Jake Hunt will be tied to the business as an owner and the second artist will be well rewarded for his or her work through open-ended shares in revenues generated through his or her designed products and commissions on tattoos. By not having to worry about overhead, rent, establishing a brand, purchasing basic supplies, or other business concerns, this will be a perfect situation for a tattoo artist who wants to focus on his or her art, establish job security and establish a client base with limited risk.
The marketing strategy of the business involves marketing to a wide range of potential customers in the Greenwood area. The following tactics will be used prior to launch:
The grand opening, a five-day event, will consist of a promotion giving introductory tattoos at 25% off ($45).
Ongoing marketing work will include:
Sales will be encouraged through word-of-mouth. Clients will be given a few business cards to hand out to friends when they talk about their new tattoo and client information will be retained. The artists will also remind customers about products featuring their designs which are being offered and can give these products for discounts or free to collectors who return for a number of tattoos.
Beyond in-store sales efforts, the artists will promote their work at parties, events, and while on the street, by wearing Tablature Tattoo shirts often and handing out business cards to people they meet.
Ensuring health and customer satisfaction will also be a sales strategy. Each customer will be called by the receptionist after a week to check in on how the tattoo is healing and to thank them again.
The cost of sales for the services offered is 8% for shop-minimum tattoos, 7% for basic tattoos, and 6% for full sessions, as ink and supplies becomes less of a cost as the longer sessions involve more preliminary design work and less "ink per hour." Resale items are projected at 40% cost of sales on average. Cost of sales will also include a pamphlet on tattoo care given to each customer. This pamphlet will be purchased from an industry provider.
Resale items are not expected to sell until after tattoo business begins, as buyers will be those who have had tattoos from the artists and appreciate their designs. Full sessions will grow faster than other areas as the artists gain reputation in the community for more elaborate work.
The sales forecast represents an amount of work that is reasonable for two full-time artists, while allowing time for them to work on flash art, create designs for other resale items, and manage and market the business.
The milestones table details the marketing activities described in the marketing strategy summary. These activities are undertaken with a high focus on using low-cost or free marketing methods to promote the launch of the business. Julie Hunt will manage all marketing activities and Jake Hunt will promote the business directly by contacting clients, networking, and posting/handing out flyers and business cards.