In this episode of The Future of Consumer Marketing, Brett Stapper interviews Erin Murray, Chief Brand Officer of Mad Rabbit. Mad Rabbit is an integrated tattoo care brand providing solutions from pre-chair artist supplies to daily care essentials for tattooed consumers. The brand began in 2019 as a dorm room side hustle and has since grown to double-digit millions in revenue, with expanded distribution across direct-to-consumer, Amazon, retail partnerships, and a growing wholesale business targeting tattoo studios. With tattoos now adorning 46% of Americans (up from 20% in 2012), Mad Rabbit is capitalizing on a rapidly expanding category by focusing on authentic brand identity, targeted customer insights, and strategic multi-channel expansion.

Topics Discussed:

• Transitioning from corporate retail to beauty marketing to tattoo care

• Building an authentic, lifestyle-oriented brand in an emerging category

• Balancing retail, DTC, Amazon, and wholesale/professional channels

• Developing tailored marketing approaches for different customer cohorts

• Creating an ambassador program that leverages customer advocacy

• Using AI to enhance marketing efficiency in a lean team environment

• Implementing strategic growth rather than pursuing numerous initiatives simultaneously

Lessons For Consumer Marketers:

Define and Target Your Core Customer with Precision

Mad Rabbit initially assumed their primary customers were heavily tattooed men, but survey data revealed 52% were women with fewer than nine tattoos, many featuring minimalist designs. This discovery dramatically changed their packaging, messaging, and content strategy while maintaining their edgy brand appeal. The lesson: Don’t assume who your customer is; invest in research to understand their true demographics, preferences, and pain points.

Approach Multi-Channel Distribution Strategically

Rather than rushing into multiple retail partnerships simultaneously, Murray advocates a more focused approach to channel expansion. By concentrating on mastering key retail relationships before expanding, Mad Rabbit has developed effective playbooks for success in each channel. This strategic patience has enabled them to maintain strong performance across DTC, Amazon, and retail while developing their professional wholesale business.

Position Wholesale Relationships as Marketing Opportunities

Instead of viewing tattoo studios merely as sales channels, Mad Rabbit sees them as powerful marketing platforms. By cultivating relationships with tattoo artists and studios, they leverage the trusted advisor status these professionals have with customers. Just as haircare brands benefit from salon recommendations, Mad Rabbit gains credibility when artists recommend their products during the tattoo process.

Cultivate Community Through Personalized Ambassador Programs

Mad Rabbit’s ambassador program features weekly personalized emails and ongoing engagement that makes customers feel valued. This community-building approach transforms customers into brand advocates who drive word-of-mouth marketing. Rather than overspending on influencer marketing, they leverage authentic customer relationships to extend their marketing reach organically.

Balance Efficiency with Authentic Brand Building

With just 12 total employees (7-8 in marketing), Mad Rabbit uses AI to help with creative campaigns, SMS marketing, and customer acquisition. However, they maintain a hands-on approach to brand development, recognizing that while technology enhances efficiency, authentic brand identity and relationships ultimately drive customer loyalty in a crowded marketplace.

Implement Educational Marketing in Emerging Categories

With 80-90% of Mad Rabbit’s customers experiencing their first-ever tattoo care brand, education is central to their marketing approach. Rather than assuming category knowledge, they balance educational content with lifestyle positioning, helping customers understand both the practical benefits and how the brand fits into their identity and self-expression.