Nov 2023
Prepared by:
Liam Ramsingh (Director)
Nirvan Soogrim (Head of Business Development)
THE GOAL:
Facilitate Mad Rabbit to enter and dominate the Australian tattoo aftercare market, using innovative marketing and sales strategies to establish unparalleled brand awareness among industry leaders and consumers.
HOW?
Here's the strategy to establish Mad Rabbit in the Australian market.
It's not just about introducing products and hoping it sticks... it's about blending sales, marketing, media, and out-of-the-box creativity to sustainably grow market share
1
Launch with key AU Retail
Secure distribution with key online and mass retailers.
Align with specialty stores and key promoters.
Lock-in range reviews with key mass
Buyer journey with new product launches
2
Creative and Digital Marketing
Execute SEO, SEM, and Social Media initiatives tailored to Australian keywords and audience
Engage in industry events, produce short-form content, and establish collaborations with established brands.
3
Growth Management
Act as a plug-in to the Mad Rabbit team, managing Australian business accounts.
Implement channel-specific price modeling, go-to-market strategies, and market analysis.
MARKET OPPURTUNITY AU
Total Addressable Market (TAM)
What is the total Australian Market size, CAGR 10.94%
Future Addressable Market (FAM)
What is the new TAM that we can serve with Vantage Group collaboratively
Serviceable Addressable Market (SAM)
What is the TAM that we can actually serve now?
Target Revenue (24 months)
Current Revenue AU
Estimated revenue share in dollars since launch.
FAM
$35m
TARGET
$12m
CURRENT AU
$TBC
TAM
$320m
SALES CHANNELS AU
Unlock growth through our retail and industry partnerships.
This will be a strategic plan to unlock the full potential of each partnership.
Key E-commerce & specialty retail
Key Tattoo Studio Chains
Mass Pharmacy/Beauty x 1,670 doors
Grocery x 2,600+ doors
Merchant & D2C
AU
SALES ROADMAP
Key E-commerce & specialty retail
Mass Pharmacy/Beauty
Merchant & D2C
Independants
Key Tattoo Studio Chains
Mass Grocery
Extend Independents
Continue to grow the efficiencies and turn rates for the larger retail account
Discuss high turning specialty mass grocers, high volume to unlock with Pharmacy first.
H2 2023
H1 2024
H2 2024
H1 2025
H2 2025
MONTH 1
2
1 - Deep Dive (AU)
2 - Strategy Sign Off
3 - Determine account priority
Prepare Mad Rabbit for a
profitable launch to
retail, wholesale and D2C
SOP analysis and
management
3
1
MONTH 2
4
5
6
4 - Present to retail
5 - Manage range-reviews
6 - Market analysis
MONTH 3
7
8
9
7- Unlock independants
8 - Competitor analysis
9 - Sign-off 2024 plans
MONTH 4
10
11
12
10 - Range review mass
11 - Launch plans
12 - manage supply
“Grow in key AUS sales partners”
“Launch with the foundations in place.”
“Be in business with the right partners”
1
“Sell products profitably.”
BIFURCATED APPROACH TO CONNECTING WITH THE AU DEMOGRAPHIC
Localised SEO Optimisation:
-
Identify and optimise content with Australian-centric keywords.
-
Improve online visibility and resonance with local search patterns.
Precision in SEM Campaigns:
-
Conduct strategic keyword research for targeted ads.
-
Optimize ad spend efficiency for maximum impact.
Tailored Social Media Advertising:
-
Craft culturally resonant campaigns for the Australian audience.
-
Utilize influencers and relevant content to enhance engagement.
Geo-Targeted Campaigns:
-
Implement precise geo-targeting for location-specific promotions.
-
Ensure your message reaches the right audience at the right time.
Sponsoring Prominent Australian Tattoo Artists & Ambassadors:
-
Establish partnerships with respected Australian tattoo artists and prominent tattooed influencers
-
Leverage their influence to authentically connect Mad Rabbit with the local tattoo community and enthusiasts.
Tattoo Expos Participation:
-
Actively participate in key tattoo expos across Australia.
-
Showcase Mad Rabbit's unique offerings, engage with the community, and forge valuable connections within the industry.
Pop-up Flash-Day Events:
-
Organise exclusive flash-day events at strategic locations.
-
Create a buzz by offering limited-time promotions, driving foot traffic, and creating memorable, in-person experiences
Short-Form Content Generation:
-
Develop captivating short-form content for social media platforms in collaboration with local artists and studios
-
Utilize visually appealing and shareable content formats to increase brand awareness and engagement.
ALL OF THESE INITIATIVES BUILDING TO A SISTER STUDIO TO DTLA
Content Creation Hub:
-
Utilise the studio as a content creation hub for Mad Rabbit.
-
Produce high-quality visuals and videos showcasing tattoo artistry, aftercare products, and the Mad Rabbit experience.
Interactive Branding:
-
Design the studio space to reflect Mad Rabbit's brand ethos.
-
Create an immersive environment that tells the brand story and enhances customer connection.
Community Engagement:
-
Host industry events, workshops, and seminars.
-
Facilitate community engagement by inviting local artists, industry professionals, and enthusiasts to foster a sense of belonging.
Live Demonstrations:
-
Showcase live tattoo demonstrations and collaborate with local artists.
-
Stream these sessions on social media platforms to reach a wider audience and enhance brand transparency.
Customer Experience Center:
-
Transform the studio into a customer experience centre.
-
Offer consultations, aftercare advice, and a personalised experience to strengthen customer loyalty.
Networking Opportunities:
-
Use the studio as a venue for networking events within the tattoo community.
-
Strengthen industry connections and position Mad Rabbit as a central figure in the local tattoo scene.
Limited-Edition Merchandise:
-
Create exclusive, limited-edition merchandise available only at the studio.
-
Drive foot traffic and generate buzz through unique, in-person offerings.
Sydney Based tattoo Studio Markd has exploded in popularity with with their short form content across YouTube, Tik-Tok & Instagram.
Leveraging the tattoo studio as a device to generate and drive content is a proven model
TATOO BALM
DAILY BODY WASH
MAD RABBIT
HOW WE'LL WORK TOGETHER
We lock in and drive your strategy
We’ll help you secure distribution, develop pricing, and together we’ll navigate every channel and path to market. You could say we’re a one-stop shop to support you, your business, and your strategy.
Communication
We work as a part of your team. We’re a fully integrated brand partner that plays on your team. Our project portal allows you to track our progress every step of the way to follow your brand mission and hit mutual goals.
Connecting the dots
We optimise brands through building an understanding of the marketplace and customer drivers. We help you define and position yourself to optimise sales.
Monitoring progress
We supply detailed reporting to help develop future forecasts, marketing plans, guide budget planning and improve decision-making. We track progress and growth, identify trends.
Project portal
We set you up in our tailored project portal which allows you to track, plan and delegate.
This will hold all resources:
- Brand bible
- Retail presentation - Retailer set up
- Hit list of buyers
- Objectives
- Timelines & goals
Reports
From first sale to full scale we will report on your PO's, growth targets and track for the ANZ.
This will display your progress:
-Total account
- Monthly PO tracker
- Stock on hand
- Forecasts
- Promotional plans
- Rebates
TATTOO BALM
MAD RABBIT
E: liam@vantagegroupsolutions.com - P: +61 412 157 041 - A: 37/107 Wells Rd, Chelsea Heights - W: vantagegroupsolutions.com