European Supplies by Tattoo Artists
Renowned tattoo artists Mike Rubendall and Henning Jorgensen contracted me to pilot creative and marketing projects, including a transition from Magento to Woocommerce for their Denmark-based tattoo supply company, Lucky Supply Europe. Lucky Supply Europe was similar to a franchise in that the company was a separately owned branch of the larger USA brand Lucky Supply. They would not be developing products and had limitations around branding and product offerings.
Collaborating with the founders and independent Lucky branches, I worked towards a unified brand approach, increased marketing initiatives, and optimized internal processes and resources to drive success.
Some of my work with Lucky Supply Europe would include:
The migration to a more customizable, open-source eCommerce platform that featured a more user-friendly CMS, website theme updates and application integrations, content development, email marketing through bi-weekly newsletters and automated customer paths, the deployment of targeted digital ads, graphic design services, strategic partnerships, creating and launching a loyalty program, event marketing, as well as, campaign and social media management.
TOP QUALITY SUPPLIES BY TATTOOERS FOR TATTOOERS
With nearly every large tattoo supply company globally backed by private equity and being injected with capital and resources, as part of the marketing strategy, I would emphasize the business being tattooer-owned and operated as a way to connect to the community.
Content creation and curation was a large facet of the branding strategy developed for Lucky Supply Europe. These assets would be distributed through different social media channels and email newsletters.
Lucky Supply USA had partnered with artist Bert Krak’s world-famous Smith Street Tattoo Parlor in Brooklyn, NY to create a needle line. Lucky Supply Europe was the exclusive distributor when I came on board. I wanted to leverage the global notoriety among traditional tattooers (the majority of Lucky Supply’s customer base) that the shop and Smith Street brand had garnered over the years.
Lucky Supply Europe had secured itself as the exclusive European distributor for Good Guy Tattoo Supply products. Good Guy Tattoo Supply, a Canadian company founded and operated by tattoo artists, was highly regarded for their innovative Tuff Tubes. We capitalized on the popularity of Tuff Tubes and the strong reputation of the Good Guy Tattoo Supply brand to further expand Lucky Supply Europe's success..
The Outta The Archives loyalty program debuted across five Lucky Supply branches, each independently owned and strategically positioned to cater to artists in the US, Canada, Europe, and Central America. Outta The Archives aimed to capitalize on the vast collection of historical tattoo content that other supply companies lacked access to. Customers received three tattoo history cards with every order over 100, and after collecting 10 unique cards, they could post and tag their branch on social media to receive a 100 coupon. The program continues to operate successfully, continually boosting average order value (AOV) and customer retention, as well as attracting new artists to the brand.
The background photograph is of Norman Keith Collins’ aka Sailor Jerry’s feet. Taken in his Honolulu shop. The photo is property of The Lucky Tattoo Museum in Largo, Florida.
As a part of my efforts to promote Lucky Supply Europe, I created gift boxes for each artist booth at The London Tattoo Convention. To add value to the boxes, I reached out to various vendors whose products we distributed. A challenge arose when the factory did not print the artwork on kraft paper boxes as instructed, prompting us to reverse them, which turned out to be a unique and cool experience when opening. The boxes, featuring prominent names such as Mike and Hennings', generated considerable excitement among artists and attracted new customers to the brand.
Below are a few examples of social media campaigns that I developed with the Lucky Supply teams
Biodegradable Consumables
Collaborating with the Lucky Supply USA team, I conceptualized and developed the Lucky ECO-Collection. This product line not only generated significant retail sales in Europe but also attracted the attention of larger European supply companies, making it a valuable addition to the brand’s wholesale channel.
Project Details
Project Details
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Erica Kopelow
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Adam Obidniak, A-Round Agency