HUMAN KANVAS
Omni-Channel Marketing Strategy Gives Fresh Ink to Body Artist Collective
Human Kanvas is no ordinary tattoo and piercing shop. They pride themselves on being an artists’ collective that provides customized and personalized service from initial consult through to after care. With parlors in both Calgary and Airdrie, their commitment to safe, sanitary practices is augmented by their selection of only high-quality body mods and body art.
The Challenge
Consumer options in Calgary and the surrounding communities for tattoo and body piercing services are numerous, and most established market players rely primarily on word-of-mouth recommendations from past clients. The more sophisticated players, however, rely on a mixture of digital, search and social advertising. These channel strategies not only create mixed saturation in ad spaces, but also fosters fierce competition for an ever-expanding consumer base.
The Solution
The Barrel team developed an omni-channel marketing strategy for Human Kanvas that ensured multiple consumer touchpoints across a broad spectrum of media channels.
It began with a redesigned brand, logo and website, that brought to digital life the art that Human Kanvas creates for its clients. This extended to redesigned graphics for social media channels, as well as counsel on social media and reputation management.
In the paid ad space, in addition to aggressively-targeted Google search advertising, Barrel wrote and deployed cost-effective radio advertising during peak demand periods. Barrel also wrote, produced and filmed numerous brand and service-specific videos, which were then deployed as social ad units on Facebook and Instagram. And to amplify all campaigns, and develop brand loyalty from existing and potential customers, Barrel developed and deployed a quarterly email marketing newsletter campaign, to further showcase Human Kanvas’ brand.
PROFESSIONAL Artist Headshots
The results
Human Kanvas realized a massive increase in web traffic, social and search ad conversions, and reached over 9,000 email marketing subscribers. It is one of the top performing digital properties in a very competitive market for tattoo and piercing services.