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Being served food at an ear-piercing studio may sound like a case for the health department. Turns out, it\u2019s been a major marketing strategy for ear-piercing and jewelry brand Studs.<\/p>\n
After the 2021 Studs Loves New York line featuring bagel, pizza, martini, and dumpling-shaped earrings did well, Studs co-founder Lisa Bubbers told us that it sparked an idea among her marketing team of four.<\/p>\n
A review of the brand\u2019s Instagram audience data revealed that Studs customers, whose median age is 27, were more likely to be interested in viral food content than fashion, Bubbers, who advises and leads the brand and marketing efforts, said.<\/p>\n
So in the last year, Studs has partnered and hosted events with restaurant chain Shake Shack, and bakeries Glace and Noa to give away everything from burgers and custard to crookies and hot chocolate. For Halloween this year, the brand is partnering with the candy company BonBon to give away candy at its NoLita location on October 26.<\/p>\n
Studs\u2019s growing retail footprint and the foot traffic stores receive are the \u201cgrowth engine of the business,\u201d Bubbers said, noting that the brand generally spends less than 5% of its revenue on marketing. So far, she said food collabs are \u201creally working\u201d to drive up foot traffic and generate organic social content that can boost engagement.<\/p>\n
When considering what foods will draw people in, Studs co-founder and CEO Anna Harman told us the team looks at what\u2019s going viral on TikTok. When the crookie, a croissant filled with cookie dough, went viral earlier this year, for example, she said the brand reached out to Noa and collaborated on a two-day event in August where visitors could receive mini-crookies at its Meatpacking District location.<\/p>\n
\u201cIt\u2019s us seeing what\u2019s happening in the media and being like, \u2018Okay, we think our customers are excited about that. Can Studs participate in some way?\u2019\u201d Harman said.<\/p>\n
Finding brands that also have large social followings can help in extending Studs\u2019s reach beyond its organic marketing efforts, Bubbers said. Ahead of each event, Studs and its partners run cross-promotions on their social accounts to get the word out.<\/p>\n
Once people hear about the free food, it doesn\u2019t take much convincing to get them to come visit, Harman said: \u201cIt creates incredible foot traffic to your studios.\u201d<\/p>\n
Bubbers agreed, adding that lines of people can be a draw for would-be customers.<\/p>\n
\u201cThere are people from, let\u2019s say BonBon\u2019s and Studs\u2019s channels that are going to know about it and line up, but there are hundreds and hundreds of people that are going to walk by and be like, \u2018What is this?\u2019\u201d Bubbers said. \u201cAnd then they\u2019re going to learn about Studs because they\u2019re going to see this really cute candy cart.\u201d<\/p>\n
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Bubbers said the second-most popular reason customers come to Studs after actually getting a piercing is to have an activity to do with friends\u2014something that pop-ups can provide. \u201cThat\u2019s lining up for that viral hot chocolate with your friends on a beautiful Sunday,\u201d she said.<\/p>\n
Once at the event, Bubbers said the hope is that people will not only convert to ear piercing or earring shoppers, but will also post about their experience. Harman said Studs also invites influencers to its events and gifts food editors to drum up additional attention around its collabs beyond UGC.<\/p>\n
While the brand has 27 stores nationwide, its in-store food activations have been held almost exclusively in New York City, with the Glace and Noa events hosted at its Flatiron and Meatpacking District locations.<\/p>\n
To date, Studs\u2019 largest food collaboration was with Shake Shack last fall, which consisted of a limited-edition hamburger-shaped earrings and 10 in-studio events across the country, including in NYC\u2019s NoLita neighborhood, where visitors could try the fast-food chain\u2019s newest custard flavor along with burgers and fries, Harman said.<\/p>\n
\u201cShake Shack is a huge national brand, and we wanted to partner with them to get exposure to their audience, and their brand ethos is really aligned well,\u201d Bubbers said. \u201cNow we\u2019re looking at much more local brands that are working in their cities.\u201d<\/p>\n
As more stores open up (by year\u2019s end, Studs plans to have 30 studios open), Bubbers said there are opportunities to take its food event strategy to other markets. To celebrate the opening of its Harvard Square location in Cambridge, Massachusetts, Studs hosted a pop-up with Brooklyn-based ice cream company Van Leeuwen, which recently expanded to the Boston area and is set to open its first store in the neighborhood soon.<\/p>\n
\u201cEvery time we do a new store opening, we\u2019re always looking for local partnerships, especially with our neighbors,\u201d Bubbers said.<\/p>\n
According to Bubbers, Studs is hoping to do one more big collab to cap off the year. In the meantime, it\u2019s preparing for this weekend\u2019s Halloween pop-up, where visitors can expect free treats\u2014but not free piercings.<\/p>\n
\u201cWe\u2019re not giving anything away on our end,\u201d Bubbers said. \u201cBut free candy is a hit.\u201d<\/p>\n<\/div>\n