When it comes to small business, growth can take you to unexpected places. Sometimes the progression of 1 business leads to an entirely new venture. In fact, in the U.S. alone, 26% of small business owners are running more than 1 company, according to a recent survey. As the owner of the brick-and-mortar Ink & Dagger Tattoo Shop, and an e-commerce store known as Tattoo Smart, Russ Abbott knows what it’s like to hold down 2 different forts. Russ invited the What’s in Store crew out to his shop in metro Atlanta to learn how he’s using Mailchimp tools—including analytics, automation, and personalization—to keep Ink & Dagger running smoothly, while simultaneously growing the Tattoo Smart brand.
Since it opened in 2007, Ink & Dagger has been a go-to shop in the metro Atlanta area focused on service and known for its experienced and knowledgeable staff, intricate layout, and the quirky interior decor curated by Russ. Prior to the launch of Tattoo Smart, Russ had a lot of experience visiting tattoo expos and conferences as a featured speaker offering his tips on technique and approach. In the process, he developed a digital design product known as The Abbott Color Wheel.
The challenge for Russ has been marketing to 2 different audiences. The good news, according to Marketing Manager Brittany Graham, is the team has the necessary resources to make it happen. “Being able to tailor our marketing strategies to reach 2 different audiences, for different business needs, in different geographic areas, all within 1 platform, is incredibly beneficial,” she says. “The flexibility and ability to use Mailchimp to serve diverse goals is a huge benefit.” Here’s how Brittany explains their approach:
Ink & Dagger = Experiential Brittany says Ink & Dagger’s marketing efforts are “more connection-driven.” The Ink & Dagger email marketing that goes out updates customers on major staffing changes, last-minute cancellations and openings, as well as event invites and merchandise announcements. The purpose is simply to keep customers in the loop and coming back to the shop.
Tattoo Smart = E-commerce |
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Tattoo Smart’s Tool Box
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