Tattoos have become increasingly popular in modern times, with countless people around the globe looking to “get inked” and mark their body with an image or phrase that means something to them. Some brands have decided to take advantage of tattoos’ surging popularity, launching their own “inkvertising” initiatives to boost brand awareness in a whole new way.
What Is Inkvertising?
Inkvertising, which can also be referred to as skinvertising or simply tattoo advertising, is a type of innovative and unusual marketing that involves the use of tattoos (usually temporary tattoos) as a marketing medium. Instead of sending out emails and newsletters or investing in influencer marketing, brands can make use of actual marks on people’s skin to raise awareness of their products and services.
In practice, this kind of marketing can take various forms, but typically consists of brands handing out temporary tattoos of some kind that people can apply to their skin.
With the expertise of best tattoo artists, this type of marketing practice encompasses various forms, typically involving brands distributing temporary tattoos for individuals to apply on their skin. A famous example involved the car company Toyota tattooing the names and prices of new car models onto people’s foreheads, while another captivating campaign emerged when Coca-Cola opened a pop-up tattoo shop exclusively catering to individuals aged 70 and above in the UK.
Understanding Tattoos as a Marketing Medium
The history of tattoos as a marketing medium is a relatively recent development. It was around the early 2000s that we began to see the first instances of this bold and innovative approach to raising brand awareness, when various companies offered remuneration to individuals who tattooed their brand names or logos onto their bodies.
Over the years, the concept has evolved, with the aforementioned drinks giant, Coca-Cola, taking the idea to some exciting new places and other brands experimenting with the idea of experiential skinvertising as part of their larger marketing campaigns. But what is it about tattoos that makes them such a powerful force for marketing?
Well, one of the big things that makes tattoo marketing so impressive and impactful is the fact that tattoos, typically, are very significant to the people who have them. Someone might get a tattoo to honor a relative who passed away or to remember a special moment in their lives. So, if they’re also willing to tattoo themselves with a brand logo or message, it adds a lot of value to that message.
In other words, if a company can convince people to tattoo themselves with the brand’s own messaging or symbols, this suggests that the company must hold great power and influence. This can improve the company’s standing in the eyes of the general public, setting them apart from their rivals as dominant industry leaders.
Benefits of Inkvertising for Brands
There are many benefits associated with inkvertising:
Status Boost – As explained above, there’s a certain level of perception around tattoos. By convincing people to tattoo a brand’s logo onto their skin, the brand can gain an instant status boost. This is ideal for businesses that want to establish themselves as leaders of the pack.
Walking, Talking Billboards – Some branding experts have described consumers who take part in inkvertising as “walking, talking billboards”. These people effectively act as living promotional material for your company, attracting attention and spreading your brand’s message wherever they go.
Hype and Attention – The concept of skinvertising is still quite outrageous to many and tends to trigger debate and discussion whenever a new campaign is launched. Therefore, by investing in inkvertising campaigns, brands can get people talking about them, building up awareness and publicity.
Potential Challenges and Limitations
Even though inkvertising has advantages, it also comes with limitations.
Willing Participants – The main challenge of inkvertising campaigns is finding people who are willing to be involved and actually take the tattoos. Many people are strongly opposed to the idea, and it can be tricky to find enough willing participants to bring your tattoo advertising vision to life.
Allergy Risks – It’s important to note that some tattoos, even temporary tattoos, can contain ingredients that may trigger allergic reactions. This could lead to catastrophic consequences for a business if their tattoo marketing campaign triggers negative health effects for a participant.
Dividing Opinions – As explained above, inkvertising tends to generate a lot of debate, and not all of it is positive. Some people are very opposed to the idea of brands encouraging people to mark their bodies as a form of marketing, and this could lead to negative views of a brand that chooses to launch a tattoo campaign.
The Bottom Line
Overall, tattoo advertising is a risky but bold new form of marketing that could pay dividends to brands who use it wisely. It’s crucial to acknowledge the unique challenges of this form of marketing and take the necessary steps to create campaigns with meaning and substance in order to generate the best results and most positive reactions from consumers and the wider public.
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