Convention Display & Strategy

Tattoo conventions differ from some other industries in that they tend to have an extremely high concentration of people walking the isles, with artists actively working on tattoos during the events. This limits the amount of space available for displays and products, and typically only 1-2 operators are present. For non-local events, everything must be able to be packed and shipped. As the Director of Marketing & Creative Strategy for TATSoul, my responsibilities included developing effective strategies to boost brand awareness, generate leads, and successfully launch products at up to 40 conventions annually both domestically and internationally. This involved collaborating with graphic and industrial design teams on booth design and layout, as well as coordinating with operations teams on complex logistics, vendor management, and ensuring seamless execution of events. Over the course of my tenure, trade show revenue grew by an average of 30% YoY, and events became a significant source for marketing collateral and customer acquisition.

When designing packaging with my team we had to be cognizant of how the products would look displayed at events. Boxes needed to draw customers in, be able to be packaged into boxes easily for shipping and communicate the premium nature of the supplies. Space was limited given the large number of SKUs needed at events and the setup needed to be polished and impactful. primarily through creative packaging and innovative displays strategically placed pop-up banners and sampling.

Envy Needles Project

Tattoo conventions with high foot traffic carried a goal of selling, sign-ups, and sampling. These events could have up to 1,000 artists working and see up to 50,000 visitors. Alternatively, smaller more invitational-style events with maybe 100 artists working had a strategy focused on onboarding influential tattooers and relationship building.

In 2017, I approached coordinators of select smaller more curated shows with the idea of sponsoring their events by providing free consumables to all artists working. Not only did this send a brand message that we were there to support the artists, but it was a luxury the convention could offer to set it apart. Additionally, it accomplished getting our products into as many top-tier hands as possible and opened up marketing collateral opportunities for pictures, videos, and testimonials.

I had taken notice that an increasing amount of top-tier tattoo artists attending conventions all seemed to have similar, beautiful, satin banners. This was the exact segment the TATSoul’s brand’s products were intended for. After creating a simple logo featuring our recognizable Wrath Nexus Tube I reached out to the amazing Meghan McAleavy who would create not one , but two of these stunning banners in the event we had simultaneous shows or one was damaged.

QUALITY YOU CAN TRUST

Examples of different style booth setups for TATSoul Supplies. The occasions where I experimented with a cleaner, “ less clutter look” with stock hidden out of sight, did not yield as much revenue. Artists working the events typically had clients waiting and needed supplies fast and the perception was we didn’t have much. The trade show booth needed to feel premium and convey that we were a one-stop-shop supplier.

In 2016, on a visit to The Museum of Natural History in Los Angeles, I had been inspired by a biology display that featured raised cylinders topped with magnifying glass. I worked with our Industrial Designer, Jade Parcon to design a custom interactive needle display that allowed artists (or anyone that was interested) to examine our unparalleled-quality groupings. Not only was it attention-grabbing, but it would also bolster our branding in that, we were so confident in the quality of our needles, you could check them out to the highest degree before purchasing. It featured magnifying glass discs and was outfitted with motion-sensor LED lights that would illuminate as people walked by. The base included selling points as well as testimonials from influential artists.

ENSO Needle Project

Banners created by Oxford Pennant for tattoo artists to showcase support for the brand at convention booths. My goal was to design something that felt higher-quality than the typical, vinyl “sponsored” banners, would not clash with artist’s own signange and art, and that a tattooer would actually want to hang up.

Prior to events, emails were sent out to customers based on zip code letting them know we would be in attendance. We ran social media advertisements targeting specific regions and often times flyers/postcards with unique coupon codes that were tied to the events were given at the booth in exchange for an email signup. All aspects of events were tracked and measured including inventory revenue, and marketing goals.

I created something called “Welcome Packages” that would welcome new artists to a brand. These were drawstring gym bags or tote bags that held a catalog, branded red sketching pencils and eye loupes (for examining needles), stickers, flyers promoting new items, as well as sample packages with assorted needles and disposable tubes. Welcome packages were not only placed on every artist's booth prior to the start of each show but they were given out to tattooers with every purchase at the event.

I created a marketing checklist for show operators that worked events. One of the items was footage of artists working with specific products that could then be compiled and edited into videos for social media.

Wrath Nexus Tubes Project

Each year, the Comfort Groom brand attended the four major grooming conventions in the industry, namely Groom Expo in Hershey Pennsylvania, SuperZoo in Las Vegas, Groom Expo West in Pasadena California, and the Atlanta Pet Fair and Conference in Georgia. During these events, groomers could conveniently order for delivery at the booth and purchase displays at a slightly discounted show price.

Nexus Brands Group would go on to acquire Ryan's Pet Supplies, the largest retailer of pet grooming products, and Comfort Groom would be positioned as an in-house, top-of-the-line equipment brand.

Comfort Groom Project