Who else is sick and tired of being sold the latest make-money marketing strategies and tactics that don’t work? You’ve heard it...”I’ll get you on the top page of Google,” pay-per-click, SEO, the latest social media tactic, website upgrades, new shiny object blah blah blah? 98% of what you hear and sold daily is pure HYPE and does NOT work for your aesthetic business. If internet marketing confuses you or you are a marketing pro looking for real-world Internet marketing strategies that are killing it right now, then take the short cut and join us in this workshop to learn “What’s working right NOW” in hundreds of locations and how it all fits together. Learn the most proven advanced internet marketing strategies, systems and tools in this fast-paced strategy filled workshop. You’ve heard the saying. “Little hinges swing big doors”? Learn the hacks and small tweaks you need to immediately implement in your business to leverage big gains, maximize your marketing spend and dominate your local area. The most complete nothing-left-out-guide you will find today for attracting, capturing and converting the maximum number of clients/patients leveraging the most proven internet strategies. WARNING: If you are just looking for more lame regurgitated internet marketing tactics, looking for hype or a feel-good hour then don’t attend this workshop. All marketing worksheets and checklists will be provided (a $497 value).
Craig Ure is the CMAO (Chief Massive Action Officer) of ZoomDazzle.com publishing international, a web marketing consultant, speaker, author and social media adviser for many INC 500 offline and online companies. Craig and his father owned and managed 118 fitness/spa properties, 2,987 licensed spa clubs, and an international fitness equipment manufacturing company in Europe. Craig has an MBA in marketing & business studies and owns many publishing websites and eCommerce stores selling physical products. He has spent the last 26 years at the school-of-hard-knocks perfecting marketing tactics and proven business-building strategies for the health, beauty and medical industry. Craig now focuses on fixing and providing immediate growth solutions for small and medium-sized businesses leveraging the most advanced internet marketing, eCommerce and proven marketing tactics and strategies.
Fact: Clients want to look younger than they are. That is why they put in effort, time and money on anti-aging treatments. Unfortunately, many people believe that the signs of aging are only visible on the face and neck, but the hands, feet and knees are also susceptible to the signs of aging. These areas actually age much faster than the face. As the body ages it begins to lose muscle & bone mass and flexibility. When coupled with the neglect and abuse the hands and feet take over the years, the results can be quite alarming. It is never too late to start clients on preventative anti-aging methods for the hands and feet. This class will cover prevention methods to protect the feet from infection and disease, and discuss the wide spread epidemic of foot and ankle cancer. We will explore lightening treatments, hand fillers and contraindications for all treatments. Class will end with Q&A.
La Vennecy Pat Brown-Dickson is Director of Nail Technology at New Age Spa Institute. She is a licensed esthetician, as well as a licensed nail technician and instructor. With more than 20 years of experience in the beauty industry, Pat strives to achieve her highest level of excellence both as a technician and instructor. With her guidance and expertise, her students complete school with the skills and confidence necessary to pursue very successful careers in the beauty industry. In addition to the position of Director of Nail Technology, she is Nationwide Guest Artist and Certified Educator for OPI. Her goal is to help professionals and students alike increase their services and product sales by developing their skills through education. She believes the best gift we can give one another is knowledge.
What’s lurking in your treatment room? Do you know the top ten ways to protect yourself and your business from a lawsuit? Let’s take an in-depth look at the riskiest services we perform, what to do if an injury occurs and how to protect yourself from the worst case scenario. Even if you work for someone else, you still can be sued so this workshop is for you, too. Accidents do happen – even the most skilled professionals find themselves in sticky situations. We’ll discuss what happened with the $60,000 facial, the $1 million slip and fall accident, and more real life incidents. Join us to learn vital information that may someday save your practice, reputation and pocketbook.
Jesse is the director of industry relations for Associated Skin Care Professionals, a company she helped found. ASCP is the nation’s first and largest organization devoted solely to insuring and professionally supporting practitioners, instructors and students in the skin care profession. Jesse started with ASCP’s sister association for massage, Associated Bodywork & Massage Professionals (ABMP) in 1998, and became the Executive Director of ASCP in 2007. Jesse has spent years visiting esthetic schools, and connecting with ASCP members and other professionals. She has recently expanded her duties of Director of Industry Relations to include Associated Hair Professionals (AHP) and Associated Nail Professionals (ANP), both sister associations. Jesse has written for trade publications and has spoken at numerous trade shows and educational events.
If you are having difficulty finding the words to upsell your esthetics treatment services this special session is for you. Douglas Preston, 30+ year professional esthetician, author and business mentor will show you how to easily recommend your treatment service upgrades to clients with simple, sensible scripts. Among the upgrade sales scripts are: enhanced treatment masks, exfoliation techniques, LED treatments, hand treatments and series sales. Unlock the true service and income results of your skincare practice in this fun and motivating session.
Douglas Preston’s career spans 30+years in professional esthetics, spa management and skincare career mentoring. His business articles appear in many of the top trade journals and magazines. He is past-president of Aesthetics International Association, and former committee chairman for The Day Spa Association. Preston was named The Day Spa Association’s “Spa Person of the Year” and voted Favorite Spa Consultant in an American Spa magazine readers’ poll. His recently published book, An Esthetician’s Guide to Growing A Successful Skincare Career, is a top-seller among ambitious working skincare professionals. Preston leads The Inspired Esthetician www.TheInspiredEsthetician.Com, a membership-based resource for professional education and career/business mentoring.
How do you plan to grow your spa business? In Jeff Kohl’s decades in spa and hospitality, he had seen great growth in earnings and customer loyalty when new science- and technology-based treatments were added to reduce stress. When adding new treatments, Kohl challenges spa leaders to think about creating Restorative Relaxation before the treatment. Ideas to do so, case studies and take-home examples of success with “treatment before the treatment” will be presented in this engaging session.
Jeff Kohl is the co-owner and chief operating officer for Spa & Club Ideations, LLC. With more than 25 years in the hospitality industry, Kohl has established a strong history of profitable operations and gained broad exposure to all areas of leadership across diverse business models. He has been continually active with the International SPA Association and Foundation Boards for more than two decades and chaired the ISPA board for three years. The mission of Spa & Club Ideations is to increase the competitive advantage of businesses in the hospitality, spa and fitness industries by providing consulting services and broad industry expertise.
This manual body contouring technique will literally transform your business and make your spa unique. This 20 minute lifting technique will fight tissue looseness and improve muscle tone to help you meet the expectations of today’s consumers. The entire silhouette will be transformed after only one treatment. No devices required. This natural alternative will ensure maximum results with minimal investment while keeping your clients’ loyalty. Do not miss this extraordinary technique that will transform your clients and your business.
Manon is a spa/med spa consultant, recognized educator, medical spa owner/operator, medical aesthetician, and International Director of Education and R&D for Derme&Co. Manon is a renowned author of two books titled Anti-Aging: The Cure Based on Your Body Type and Rajeunir La Cure and Decode L’Autre. She has conducted seminars throughout the world, educating medical specialists, aestheticians, dermatologists and other medical professionals. Having a specialty in marketing and management, she has acquired several awards for achievement in the spa and medical spa field. Founder of multiple day spas and medical spas and one private aesthetic school in Montreal, Quebec, Manon has dedicated more than 35 years in the industry and continues to extend her advanced clinical and business expertise to professionals around the world. She is an invited guest speaker at skin care conferences worldwide.
Retail sales in all sectors of the spa industry continue to be a source of unfulfilled potential. Not only is retail a source of revenue, but it’s also a tool for growing brand recognition and loyalty. Today’s spa and lifestyle shopper is dramatically
different than before. To reach your retail potential you need the keys to succeed. This seminar shares the insider secrets of how to increase retail sales by fully considering the emerging shifts in the who, what, where and how of today’s spa shopper. Key takeaways include: A new attitude Retail is a people business not a product business Understanding the growth potential for retail sales Rethinking the retail mix - what is a “spa product” Adopting a 360 degree approach to the retail space
Patti Biro is the owner and founder of Patti Biro and Associates, a consulting firm specializing in creating brand enrichment through special events, retail consulting and education in the personal products, spa and wellness industry. With more than 20 years of experience, Patti’s unique approach to enriching your brand and increasing retail and service sales provides exceptional results for her clients. Her focus creates value and promotes marketing sizzle for clients ranging from medical spa, day spas, boutique hotels, wellness and fitness centers to manufacturers, distributors and educational centers.
As sustainability becomes more mainstream, discover how spas are successfully tapping into the trend. Our panel of organic experts will discuss their thoughts on ingredients, legislation, spa best practices and more.
Julie helms American Spa, the industry’s leading publication for spa professionals. She works closely with some of the world’s most prestigious beauty and wellness brands, acts a judge for several industry awards, attends and speaks at a variety of travel, beauty and spa events, and travels the world reporting on top spas. Julie has led the award-winning American Spa team for more than a decade. Prior, she was the editor-in-chief of Art Business News magazine and also worked as a reporter for E! The Entertainment Network. She is a graduate of Bowling Green State University and also received a Spa and Hospitality Management Certificate from the University of California, Irvine.
After two decades as a spa owner and over 12,000 facials, Jillian’s approach to aesthetics is simple: The way you feel about your skin directly impacts your confidence and self-esteem. She experienced this first-hand with her clients. Jillian Wright Skincare, her namesake brand includes organic, natural, wild-crafted and high-performance ingredients that work to improve the overall health of your skin. Jillian is also the co-founder of the Indie Beauty Expo, the largest curated event for independent beauty, wellness and lifestyle brands. She created the platform after noticing a void in the expo market for brands like hers. “One of the reasons I started IBE was to help develop a market and need among buyers for brands such as mine, and plan the metamorphosis and next evolution of my skincare line,” said Wright. The Indie Beauty Expo is in three major US markets in 2017: New York, Dallas, and Los Angeles.
Editor-in-Chief of Organic Spa Media, Rona Berg is the former Editorial Director of ELLE, Deputy Lifestyle Editor for the New York Times Magazine and LA Times best-selling author of Beauty: The New Basics and Fast Beauty: 1000 Quick Fixes. Berg has been cited as an industry expert by New York Magazine and Fox News, and was recently called "The Russell Simmons of the Wellness Industry," by the Huffington Post. She sits on the Advisory Board of SHAPE Magazine and WellnessWarrior.org, for her expertise in health and wellness, and co-chairs the Personal Care Committee of the Green Spa Network (GSN), where she advises personal-care brands and spas on how to become greener and more sustainable. Berg has contributed to and been quoted in hundreds of national consumer publications around the globe. She is a frequent guest on radio and television, and has been a featured speaker at the International Spa Association Conference (ISPA), HBA Global Expo, Indie Beauty Expo, Green Spa Network Congress, Global Wellness Day and more. She served as a judge for the GSN Sustainability Awards and for the SpaFinder 2016 Global Wellness Travel Awards.
Simple, effective, DIY marketing and public relations that spa professionals can do while running their business. Yes, it exists and it can be stress-free. Long-time marketing and PR professionals Debra Locker and Darlene Fiske have an extensive background in working with spas and wellness businesses. They own their firms and know how to teach people the best ways to promote their business and brand whether they have one week, one year or 10 years, and whether they want to do the work themselves or hire someone.
Darlene is a dynamic, results-orientated communications professional with 20+ years of experience in marketing, branding, media relations and publicity. She is a self-proclaimed spa junkie and the owner of The Fiske Group, an award-winning national PR firm based in Austin, Texas servicing clients in the luxury hospitality and arts sectors. Prior to starting her own business, Ms. Fiske worked as the Director of Sales and Marketing for Lake Austin Spa Resort where she was responsible for sales and marketing efforts targeting the top 1% of affluent consumers in the United States. Ms. Fiske has shared her knowledge via webinars for UC Irvine, conferences including ISPA, SXSW V2V and at the University of Texas in Austin on how brands can achieve social media success.
With more than two decades in communications, Debra possesses a stellar reputation for building the brands of and representing some of the most trusted names in the luxury lifestyle market, including Skin Authority and The Spa at Carillon Miami Wellness Resort. Debra owns Locker Public Relations, which is an award-winning, boutique firm focused on wellness and luxury. Prior to launching Locker PR, Debra was the public relations director for the International Spa Association. In her 20s, she was a television reporter and producer at numerous stations in the southeast.
The future of skincare is changing as more clients are describing their skin as sensitive. The hunt for new ingredients to calm sensitive skin continues, as well as providing the anti-aging ingredients that they want. Understanding why they are sensitive is only half the battle. In this class we will discuss in-treatment options, ingredients and home care options for the client with sensitivities.
After an early career spent working with professional skincare brands at an FDA laboratory, Campbell identified a pressing need for high-quality skincare products for extremely sensitive and health-challenged skin®. She became an expert in the subject and used her expertise to create a product line as CEO of TecNiche, a skincare line for highly sensitive skin caused by persistent health issues, such as cancer and diabetes. Campbell is respected as a prominent writer, speaker and educator in the skincare industry on a variety of subjects. Recently, Campbell founded Hale & Hush, the only professional skincare line to focus exclusively on sensitive skin. For occasionally to seriously sensitive skin, Hale & Hush has sensitive skin covered.