Ink and Influence: Balancing Brands in a Fast-Moving Market | EP. 198

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How do you juggle multiple brands without losing momentum? In this 198th episode of the E-Comm Show, Andrew Maff talks with Rob Smead, President of One Ink Seven, LLC, and founder of multiple tattoo industry brands, including Electrum Supply and Electrum Ink. Rob shares his unique approach to managing a portfolio of interconnected brands, balancing niche tattoo culture with broader consumer reach.

From leveraging authentic behind-the-scenes content to navigating shifting industry conventions, Rob reveals why staying nimble and on top of social trends like TikTok UGC is essential. He also dives into their evolving retail strategy—expanding from Amazon to Walmart shelves—while wrestling with how to maintain brand cohesion amid growth and diversification.

What You’ll Learn:
Why balancing multiple brands requires both cross-pollination and clear brand identity
How behind-the-scenes content builds trust and loyalty in niche communities
Why industry conventions have shifted post-COVID and how to get ROI from events today
The power of networking and leveraging organic relationships over paid tactics
How TikTok and incentivized UGC are changing influencer marketing in real-time
Expanding beyond a niche market—pros and cons of broadening your audience

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