Envy Needles
Prior to the birth of Instagram, tattoo supply “marketing” barely existed. Brands weren’t trying anything new, and consumable supplies like tattoo needles were sold in whatever simple cardboard box the factory packed them in…there might have been a basic logo slapped on it. There had been little to no innovation in product offering and design across the space felt outdated. TATSoul saw an opportunity to make a better product, and though this naturally increased the cost of manufacturing, aimed to set the standard in the industry on what “quality” meant when it came to tattoo needles. My strategy would be built on communicating this and why it mattered. Envy Needles would be one of the largest-growing product lines I have worked on and to this day, are revered for their quality by tattoo artists worldwide.
EXAMPLES OF COMPETITOR NEEDLE BRANDS
What separated TATSoul’s Envy Needles from the rest of the market was the quality-control steps implemented at the manufacturing level. Every needle went through meticulous inspections on things like tip-sharpness, grouping diameter, and alignment.
Competitors in the space sold their needles in perforated sheets and it was common to hear of artists having to toss 5-10 needles per box due to quality issues. TATSoul’s blisters were broken into separated blisters from added inspections. We marketed trust and aimed to alleviate concerns regarding needle consistency so that artists could fully concentrate on their art.
QUALITY YOU CAN TRUST
We produced quarterly postcard-sized flyers to promote Envy Needles, which were distributed with orders and at events, along with catalogs and a trifold showcasing our needle selection. Like our packaging, all print materials were innovative in design and quality, setting a new standard in the tattoo supply industry. During the featured campaign, we submitted our needles and competitor samples for lead testing and found many of the market's needles contained high lead content in the solder. To address this issue, we made our lab results available for download on our website.
I conceptualized new needle groupings and lines for the Envy brand and worked with our product development team and founders to bring to market never before seen groupings crafted specifically for different styles of tattooing.
Loose groupings for thick, bold lines
When first joining TATSoul in 2011, it was clear that most of the customer base was made up of black and grey-style tattoo artists. I saw a huge opportunity for us to create needles and supplies tailored to what is arguably the largest segment, traditional tattoo artists. The traditional needle line featured liner and magnum (shader) needles that had been designed specifically for the effects found in old-school, classic tattooing. One style included an industry-first, “Traditional Whip Mangum”. It came in 5 sizes and by design, made it easier to achieve the peppery gradient desired in whip shading. I reached out to well-known tattooers for custom artwork that would be featured on the boxes.
Needles crafted specifically for your style of work
Needles crafted specifically for your style of work
To gain exposure in the tattoo community and receive valuable feedback on our products in development, I contacted influential tattoo artists and offered them a monthly supply of free needles in exchange for testimonials, social media support, and feedback on products related to their specific styles.
Envy Needles box design and TATSoul magazine advertisement that appeared in a widely circulated, UK magazine, Skin Deep. Print advertisements were included in magazines we knew circulated among tattoo artists versus those targeting enthusiasts.
Sample Strategy
Sampling was a crucial aspect of Envy Needle's marketing strategy as we recognized the importance of placing our superior product in the hands of artists. Working with my team, we designed a sample box that could hold 12 needle blisters in various sizes, featuring five different selections of needles ideal for popular tattooing styles. I located an overseas manufacturer who could ship the finished boxes to our needle factory for assembly. For the first time, artists could receive a style-specific sample containing a carefully curated selection of our top-selling needle groupings for their particular style of work. We distributed these sample packs through multiple channels, resulting in a significant increase in new customer activation and conversion.
Education & Connection
The more the customer understands the why behind your product, the more likely they are to buy and continue buying. In my opinion, CPG videos, especially those positioned as more informative and less “salesy”, have the potential to be nearly as strong as a conversation with a potential customer. My 2018 marketing plan included a budget for a photo/video studio and we executed creating product videos for each core line. The product videos were embedded on the website and have received up to 150K views, as well as leading to a huge boost in average order value.
Project Team
Project Team
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Erica Kopelow
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Darryl Royo & Jason Holguin
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Adam Miller & Jade Parcon