How do you market a product or service when you can't claim to be the best in the business? That was the problem faced by Lizzie Renaud, owner of Toronto's Speakeasy Tattoo. Renaud says she learned her craft from other tattoo artists in Toronto, so any sort of comparative advertising would be "stepping on the toes of the people who made you who you are." Her solution: Book five well-known artists to make guest appearances throughout the summer, then promote the event with a combination of social media and old-fashioned handbills. In a field that usually operates on word of mouth, Renaud's promotion helped her stand out, and she is now booked until February or March.
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