Business and Mindset: Gaining Tattoo Clients the Analog Way Gabe Ripley EP 292

Gaining Tattoo Clients the Analog Way | Gabe Ripley | EP 292

Lately I've been hearing a lot of chatter about tattoo shops struggling with slower bookings and more cancellations than usual. It's got me thinking about how we can adapt and keep our shops thriving in these challenging times.

That's why I sat down with industry veteran Gabe Ripley to dig into some old-school marketing strategies that still pack a punch today. We're talking about getting back to basics with local community engagement, smart event planning, and building real relationships with neighboring businesses - all while balancing the digital game we have to play. Trust me, whether you're a seasoned artist or just starting out, you'll want to hear what Gabe has to say about keeping those books filled.

Check out Jake and Gabe's webinar on March 23rd from 2-6PM EST:

An exciting live webinar designed for people who want to improve their art and tattoo business!

Jake will be doing his "Find Your Style" seminar which covers ideas about tattoo design, drawing, and the right way to "steal" from your favorite artists.

Afterwards, Gabe will be teaching a 1-Hour seminar about best in class practices for promoting your tattoo business!

Two 1-hour seminars and a 1-hour Brand Critique + Q&A from two of the tattoo industries most acclaimed educators.

Click HERE to Sign Up for the

FSTxTN Webinar

This episode was made possible thanks to:

Mentoring & Art Excursion On Jake's Boat - Sign Up Now!

Interview by By Jake Meeks —

Writing By Daniel Pushcarich —

Topics: tattoo marketing, tattoo clients, analog marketing, traditional marketing, tattoo business, client retention, tattoo events, customer appreciation parties, client engagement, local business relationships, digital marketing for tattoos, tattoo newsletters, Google Business listing, tattoo social media, tattoo client consultation, tattoo booking, tattooNOW, tattoo community, tattoo artist education, tattoo business tools, tattoo industry trends, tattoo shop management, client communication, tattoo portfolio promotion, tattoo referral marketing

“It's always the dance back and forth between virtual and real.”

— Gabe Ripley

Gabe Ripley (@gaberipley) is a prominent figure in the tattoo industry, known for his work in digital marketing, business development, and education for tattoo artists. As the driving force behind TattooNOW, he has helped artists and studios expand their online presence while also playing a key role in Reinventing the Tattoo, a premier educational platform founded by Guy Aitchison.

Gabe collaborates with industry leaders through Needlejig Tattoo Supply, Tattoo Career Builders, and The Fireside Tattoo Network, providing resources and guidance to help tattooers refine their skills and build successful careers. His passion for innovation and community-building continues to shape the future of the tattoo industry.

Gabe is based in Northampton, MA, and owns TattooNOW.

Please enjoy!

INTERVIEW LINKS, MENTIONS, AND SHOW NOTES BELOW…

SELECTED LINKS FROM THE EPISODE

Connect with Gabe Ripley:

Gaberipley.com | TattooNOW.com | @Gaberipley | Tattoos.Social

SHOW NOTES

[00:00] Intro
[00:45] The State of Tattooing Today: Challenges and Opportunities
[06:00] Marketing Strategies for Tattoo Artists
[07:22] The Role of Digital Marketing and Community Engagement
[08:36] Building Relationships with Local Businesses
[10:00] Utilizing Digital and Print Marketing Together
[10:51] Creative Discount Strategies in Business
[15:44] Customer Appreciation Parties and Marketing Strategies
[18:30] Building Relationships Through Education and Soft Sell Techniques
[21:34] Leveraging Digital Presence for Client Retention
[25:27] The Importance of Focusing on the Right Social Media Platform
[26:00] Diversifying Online Presence Beyond Social Media
[27:18] The Shift in Marketing Strategy for Tattoo Artists
[32:31] Optimizing Client Communication and Experience
[34:05] Client Consultation Strategy
[35:00] Streamlined Communication Tools
[36:20] Automation and Authenticity in Client Engagement
[42:52] Community Collaboration and Technology in Tattooing
[44:10] Features of Tattoos.Social
[46:20] A Focused Tattoo Community
[51:16] Introduction to Tattoo Business Tools
[52:42] Educational Resources Available
[55:04] Community Engagement and Networking

Understanding Today's Tattoo Industry Landscape

The tattoo industry is experiencing a significant shift in how clients book appointments and engage with artists. While social media presence remains crucial, the most successful shops are discovering that a balanced approach between digital and traditional marketing creates the strongest client base. Understanding these dynamics is essential for any shop looking to maintain steady bookings in today's market.

Effective Marketing Strategies for Modern Tattoo Shops

Successful tattoo marketing isn't just about posting on Instagram or TikTok - it's about creating multiple touchpoints where potential clients can discover and connect with your work. Local venue partnerships, strategic poster placement, and maintaining an updated Google Business listing, along with the regular social media posting all work together to create a comprehensive marketing strategy. The key is consistency across all platforms while maintaining the authentic, personal touch that clients expect from their tattoo experience.

Building Long-Term Client Relationships

The foundation of a thriving tattoo business lies in client retention and referrals. Implementing automated booking systems and clear communication channels helps manage the day-to-day operations, while regular client appreciation events foster a sense of community. Educational content about the tattoo process, aftercare, and artistic styles not only helps clients make informed decisions but also positions your shop as a trusted authority in the industry. These elements combined create an ecosystem where new clients naturally flow in through word-of-mouth and existing client networks.

Leveraging Technology for Better Client Experience

Creating a seamless client experience means utilizing the right mix of digital tools and personal interaction. Modern tattoo shops are finding success with automated appointment reminders, consultation forms, and centralized messaging systems that bring together communications from multiple platforms. The most effective approach combines these technological conveniences with genuine human connection, ensuring clients feel valued from their first inquiry through to their final aftercare check-in.

preview of the one-box on tattooNOW

MORE Gabe QUOTES FROM THIS INTERVIEW

Utilizing Digital and Print Marketing Together

[10:00] “All of that print tactile stuff sends people to awesome virtual digital world stuff.”

— gabe Ripley

Building Relationships Through Education and Soft Sell Techniques

[18:30] “For me, a lot of tattoo sales is just about education. It's about presenting an awesome portfolio or charming personalities. If clients aren’t bringing in friends, you're probably not doing a great job.”

— Gabe Ripley

Streamlined Communication Tools

[35:00] “One of the powerful features of tattooNOW is the ability to view all communications in one spot”

— Gabe Ripley

A Focused Tattoo Community

[46:20] “Our goal is to help people share and inspire each other rather than get distracted by politics or other external issues”

— Gabe Ripley

PEOPLE MENTIONED

This episode was made possible thanks to:

Changes in Latitudes, Changes in Attitudes - Come skinny dip with Jake

Want more tattoo education and resources?

Check out our Business & Mindset catalog HERE!

The Fireside Tattoo Network is home to the Fireside podcast, Fireside Technique video series and our Fireside Weekly blog.

The Fireside Tattoo podcast is hosted by veteran tattooer Jake Meeks, check out our episodes where we discuss, argue and wax philosophical, from tips for all levels of artists to trends in the tattoo world. Many guest artists have sat down for interviews and in-depth conversations and many more are planned…check back often!

Our Fireside Tattoo Overview video series offers informative, short, and detailed videos geared towards helping artists understand the science and nuances of tattoos and make more informed decisions to improve their work. We often take some of our more technical topics from our Fireside podcast and film an in-depth, narrated, time-lapse video showing exactly how Jake or our featured artists handle certain issues.

Support us while buying the stuff you need at the links below!

Get 10% off the Neuma 4 with code “Fireside” at checkout
https://neumatattoo.com
Get 10 % off all S8 Tattoo products with promo code “Fireside”
https://s8tattoo.com/
TattooNOW Website and Automation services at the link below
https://TattooNOW.com/Fireside
Get 10% off your order from Raw Pigments with code “fireside”
https://rawpigments.co/