As marketing becomes more about the experience, rather than the message, brands have been experimenting with innovative approaches to make their mark on their audiences. Some have even taken the concept of “making a mark” quite literally, creating experiential marketing campaigns that involve actual brand tattoos on the skin of their consumers. Read on to learn more about how tattoos can be a major force for modern marketing.
The Power of Tattoos in Experiential Marketing
The concept of tattoo marketing, or “skinvertising”, is still relatively new and emerging. There have only been a few notable campaigns from major brands, like Coca-Cola, but the results have been very promising, suggesting that this bold and striking form of marketing could hold enormous power and potential for businesses that use it correctly.
Tattoos as a unique marketing tool
When it comes to modern marketing methods, there are more options than ever before. From social media and influencer marketing to email and SMS marketing, brands have countless options to choose from. However, many consumers have grown tired of the same old techniques and only pay attention to truly unique, out-of-the-box marketing ideas. That’s exactly what tattoo marketing can be. The very idea of using tattoos to market a brand or product would have seemed utterly unimaginable and outrageous only a few years ago, and that’s why it attracts so much attention. People are fascinated by the concept, and even those who wouldn’t ever tattoo themselves still listen and pay attention to tattoo marketing. It gets people talking, and that word-of-mouth can be a mighty marketing force.
The psychological impact of Tattoos on consumer perception
Tattoos have always been synonymous with meaning and symbolism. They often represent something important to the person who wears them, and people regularly get tattoos to honor loved ones or as a mark of respect and admiration. When we see a tattoo on someone’s skin, we think of the story and significance that it may hold.
So, if someone has a tattoo of a brand or product on their body, it immediately gains a certain level of status and value in the eyes of the observer. If someone is willing to tattoo a brand’s logo on their arm, for example, we automatically have to assume that such a brand must have immense value and status in the world. This creates the perception that the brand in question is powerful, influential, and worthy of attention.
Incorporating Tattoos into Brand Experiences
Tattoo marketing obviously can’t succeed on its own. It’s too niche, and countless people wouldn’t want to get themselves tattooed, even temporarily. However, there are many ways that this concept can be integrated into larger brand experiences and combined with more traditional forms of marketing.
Case Studies: Successful Examples of Tattoo-Driven Experiential Marketing
There haven’t been too many examples of tattoo-driven marketing just yet, since the concept is still quite new. However, we can cite a couple of major brands that decided to include tattoos as part of their marketing efforts:
- Toyota – Toyota launched a campaign in which they paid 40 people to have temporary tattoos on their foreheads, featuring car names and prices. The marketing plan was designed to appeal to the 30-40 age group.
- Coca Cola – In 2015, Coca-Cola launched a tattoo marketing drive as part of Hispanic Heritage Month. It created unique Coke cans with temporary tattoos on the side bearing various family names that the user could print directly onto their skin.
Tips for Implementing Tattoo-Driven Experiential Marketing
Any brands considering tattoo marketing need to take it seriously, with proper planning and preparation to create fulfilling, engaging experiences that will get positive attention and reactions, rather than negative results. Here are some tips to help out:
- Consult with Customers – It’s always wise to speak with customers and obtain feedback about the prospect of new and innovative marketing methods to get a feel for what kinds of experiences your audience is looking for.
- Team Up with Pros – When it comes to tattoos, you can’t afford to settle for low-quality work. Team up with the best tattoo shop and tattoo artists to provide high quality, detailed tattoo services for consumers.
- Consider the Message – Ultimately, there needs to be a message or purpose behind any marketing campaign, including skinvertising campaigns. Think about the overall story or theme of your campaign to give people a reason to get invested in it.
The Bottom Line
Clearly, the idea of having people walking around with your brand’s name and logo printed onto their actual skin is quite a desirable prospect for any business. Some brands have even pulled it off successfully, but with skinvertising still being so new and even shocking in the eyes of some, it needs to be approached with care. Any brands considering a tattoo marketing campaign should consult with leading artists and tread carefully to avoid negative attention.