Attracting clients to one’s business seems to come with a straightforward approach - you provide services or products that potential customers look for. Though this simple rule applies to most businesses, it can get a bit more complicated with tattoo studios. Businesses in the body art industry have a more complex clientele, who look for tattoo artists who have a style that resonates with them. When you think about it, if attracting new clients in this industry sounds difficult, imagine turning one-time customers into return clients - now that’s a challenge. However, there is a light at the end of the tunnel - here’s how your studio can get first-time clients to come back for more tattoos!
The term “first impressions last” has significant meaning in the body art industry. A potential client who is looking to get some work done in your studio most likely did some research on your business beforehand. Chances are they were tempted to visit your business either by a recommendation, online reviews, or an appealing tattoo style seen in your lookbook. Clients book a consultation, come in and discuss what they’re looking for. Though it seems like a routine operation for you, this is the ideal time to make a connection with your potential client. Make sure to provide them with an in-depth consultation, offer suggestions and treat them with compassion and understanding. Customers who feel like they’re being treated like just a number probably won’t be back after their initial consultation - after all, tattooing isn’t just an art, it’s an experience, and clients don’t want to associate it with memories of being poorly treated at your studio.
A new client just got the first few parts of their arm sleeve tattoo done - your back is sore after sitting hunched over them for a few hours, but the customer is happy with the progress, which is enough to brighten your spirits. You apply tattoo film and hand them a bottle of antiseptic cream, they book their next session and go about their day. Before they leave, however, remember to take pictures of your work and store them in the customer’s file in your Booksy tattoo studio software - in there, you’ll be able to track your work progress, but that’s not all. Before the client returns for their second session, go over their sketch and compare it to other work you’ve done in the past. If you find that some of your previous work complements this current project in either theme or design, make a note of this. When your client arrives, show them your previous work and mention how it would fit the tattoo they’re currently getting. Your goal in doing this is to encourage the client to become more interested in your tattoos and continue getting them in your business.
You know your clients better than anyone else, and there are those who enjoy getting one unique theme or design for all of their tattoos - however, there are some who like to experiment with a variety. These types of clients are far more difficult to turn into returning customers, especially if your business is limited to provide only a handful of styles and themes. Let’s say a one-time client returns to your studio - they’ve had an art deco themed tattoo done before, but are now looking to go with a highly-detailed flaming skulls sleeve, which you don’t specialise in. To combat this issue, body art studios look for guest artists, who rent out a chair for days or weeks on end. What this does is it brings in a variety of tattooing styles into your business, helping you reach a wider audience. This can be especially beneficial to your business if the guest tattooist is a celebrity in the industry, as their fame works like a customer magnet!
Let’s face it - your studio can only go so far with the same few clients, who will eventually stop getting tattoos. In order to gain more return clients, you need to get more first-time customers, which means relying on your current ones. No matter what industry, a business that isn't referred by its customers or receives very few reviews is set to fail. So, how can you get your current admirers to help promote your business? First off, catch them at the right moment. Don’t ask the client to leave you a review right when they’re one foot out of your studio, but while they’re still in your seat. If you’re comfortable talking while working on a customer, ask how they found your studio and encourage them to leave a review if they like your work. Customers are more likely to do so even as you finish up the tattoo. Before they leave, ask that they refer your studio as well. When it comes to referring, don’t just say “if you could spread the word about my studio, that would be great”. Instead, let them know that it would truly help your business and reward them for doing so. For each successful referral, give clients a 10% off their next purchase (which can stack up) and a few complimentary stickers with your studio’s logo, encouraging them even more!
Getting customers into your tattoo studio is one thing, but making sure they return to your business is another story. However, with the right approach, clients are not only going to keep visiting your business, but they’ll help it grow as well! See for yourself how Booksy has been helping tattoo studios grow!
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