Velvet Tattoo is a successful local shop in Brighton in the tattoo sector.
Their segmentations are;
- Geographic– People who live in Brighton or are visiting.
- Demographic– over 18. Any gender. Any occupation.
- Behavioural– buying behaviour is planned in the majority.
- Psychographic– Personality that does not care for others judgment. Strong political views such as being in the military. Low income to high income.
The segmentations that should be the key targeting is geographical due to that Velvet Tattoo is a local shop and does not offer online purchases. The other segmentation is psychographic due to that it is the individual view on tattoos that determine if they will purchase one or not.
Velvet Tattoos key target segments are geographic and psychographic due to that their target market are people who are local and their lifestyle.
Behaviours are important for Velvet Tattoo to get customers with brand loyalty, and for potential and existing customers who get tattoos spontaneous and planned. To help get more spontaneous customer Velvet Tattoo could offer drop-in appointments. Psychographic is needed due to the lifestyle of the customers such as in the personas. Geographics is most important due to that it is a local business that does have e-commerce, therefore they cannot operate outside their shop.
Velvet Tattoos positioning against competition is that they offer a service of extremely high-quality tattoos that few do, and they have brand loyalty. The services are referred to their mission statement “We aim to provide customers with a top class tattooing experience” They also differentiate from their competitors with their unique tattoo techniques. (Velvet Tattoo, 2018)
Example of personas:
- Young people who may be into rock music, low income and up, sensitive and sentimental
- People who have lost someone in any age or gender, average income
- Middle age men in the middle age crisis with average income and up
- People from any class or income for any place can want to get a tattoo
- Young couples, naive and impulsive personality, most likely lower or middle class
- People with scars, such as cancer survivors, self-harm scars, battle scars, high income
- Artistic people, ie, people who are into or work with music, art, digital design
Persona one:
Name:
Elena
Background:
Has studies to become a kindergarten teacher
Worked in the artistic industry by managing and organising many events such as stand-ups and concerts.
Already has tattoos and is likely to get more. Elena is artistic and loves rock music.
Volunteering at a children’s charity.
Sentimental and sensitive.
Demographics:
Female
23 years old
Lives in an urban area
Low income
Identifiers:
Prefers email communication, however, she ignores spam. Peer recommendation is what Sigrid would trust most.
Uses Facebook daily, which makes it more likely for her to click on an advert and respond to customer satisfaction surveys on Facebook.
Goals:
Her goal is to be a manager for a big children’s charity.
Challenges:
Price is important due to that she as a low income. Therefore deals, discounts, i.e. low prices is one of the key factors when she chooses a tattoo shop. Resulting in her having research keywords such as; cheap tattoos, low-cost tattoo shop near me, discount tattoos etc. Her goal from the tattoo parlour is high-quality tattoo for a cheap price.
What can we do:
Offer discounts for people who volunteer and or work with charities for children.
Real quotes:
“Its been difficult finding products and services I can afford due to that I volunteer”
“I hope to find a company which offers deals or discounts for people who volunteer”
Common objections:
I’m worried the tattoo might not be high quality or that I will regret when I get older.
Marketing messaging:
Low price, high quality.
Elevator pitch:
Here at Velvet Tattoo, we have low prices, and high quality feel free to visit our website and Facebook page to see our tattoos. If you regret your tattoo as you get older we also offer tattoo removal, however, we recommend you take your time and think about what tattoo you want and we will help you through that process.
Persona two:
- People with scars, such as cancer survivors, self-harm scars, battle scars, high income
Name:
Tom
Background:
Sales bicycle and parts on eBay
In a 7 year long relationship
Demographics:
Male
25
Lives in a suburban area
high income
Identifiers:
Prefers mailed and printed communication, however, does have an email account is slow to respond.
Goals:
Entrepreneur
Challenges:
insecure about scars from cancer
What can we do:
Ensure him that we do not judge and our tattoos can cover up any scars
Real quotes:
“I am afraid to be judged from my scars and feel insecure about my body”
Common objections:
I am worried the tattoo will not cover all the scars or that you could see the scars through the tattoo.
Marketing messaging:
High-quality tattoos which can cover any scar.
Elevator pitch:
we ensure you that we will not judge, and we can send you images of our tattoo cover-ups for scars. Our tattoo parlour is a safe space where nobody is judged.
The website:
They have nice designed and informative website but could use some improvement such as an aftercare page and being able to make an appointment on the website. The user experience may flow better if the website would have more pages on the website instead of having all of the information on one page. Having an FAQ on the website for any questions a customer may have.
Please note this blog is from a student and all information is only for education purposes.
Bibliography
Velvet Tattoo. (2018) Velvet Tattoo Gallery Brighton[Online]. Available at:
https://www.velvettattoo.com/
[Accessed on 16/10/2018]
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