Spa and Salon Management Summit
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May 27 – 29, 2014 Dubai International Convention and Exhibition Centre, UAE
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Conference Strategic Partner
Spa and Salon Management Summit May 27 – 29, 2014
Dear Friends and Colleagues, You’d never open a salon without the proper tools — state-of-the-art scissors, top-of-the-line blow dryers and, of course, fabulous products. Similarly, no one would try to run a spa without massage tables, well trained staff and wonderful products. Unfortunately, many owners do try to run their salons and spas without the proper business tools needed to be profitable and successful. Do you struggle with cash-flow and figuring out what’s coming in (and going out)? Without a clear financial picture, it’s impossible to plan for steady growth, as expenses always pop up. Have you ever used your personal credit cards to pay the bills? It’s impossible to build a strong business without a realistic cash-flow plan. Do you grapple with staff concerns? Proper communication is one of the first steps in building a successful business, yet it is one of the basics that many salon and spa owners believe they don’t have time for. A culture where employees want to do their best, stay and grow is one of the hallmarks of a thriving, profitable business. Providing consistent customer service is also difficult for many businesses. As you know, customers expect more — just doing the minimum is no longer effective in today’s super-competitive environment. Surpassing customer expectations in every area of the business is a requirement to develop a loyal customer base that will recommend a salon or spa to their friends. Do these challenges seem familiar? Join us at the Spa and Salon Management Summit for insights on solid business practices in the Spa and Salon industry. The event, which will be held from the 27th to 29th of May 2014 along the sidelines of Beautyworld Middle East, will be an opportune platform for industry experts to share their insights and thoughts on opening, operating and managing a profitable business in a growing and changing industry Kindest regards
Daniella Russell, Managing Director, DR Global, UAE Conference Chair
To register, please call +971 4 389 45 00 or e-mail: conference@uae.messefrankfurt.com
Spa and Salon Management Summit May 27 – 29, 2014
Who Should Attend? Anyone involved in the Spa and Salon industry: • Spa Manager / Director • Salon Manager / Director • Director of Operations / Operations Manager • Spa Owners • Salon Owners • Head of Marketing / Marketing Manager • Business Development Directors / Managers
Key Topics Covered: • Standards, Practice and Legislation for the Spa and Salon Industry • How to Market Your Business and Get Noticed in an Increasingly Crowded Marketplace? • Branding Strategies for a Beauty Salon & Spa • Increasing Profitability with a Loyalty Programme • Building Better Relationships with Customers • Smart Marketing Strategies to Increase Your Revenue • Case Study on the Liabilities of Staff and Stealing • Enhancing Your Financial Health • How to Grow Your Business from One to Many • Women Business Owners: How to Go from Start to Scale • The Importance of Education and Training • Motivation and Empowerment of Staff How to Get the Best Out of Your Team
To register, please call +971 4 389 45 00 or e-mail: conference@uae.messefrankfurt.com
Spa and Salon Management Summit May 27 – 29, 2014
Workshop on Boosting Revenue Through Up-selling and Retail Sales
27th May 2014 Workshop Faculty:
Daniella Russell, Managing Director, DR Global, UAE Neil Hewerdine, Vice President, Spa Services, UAE
Objectives: • Understand that retail is about working smarter not harder • Strong retail can represent 30-40% of a business’s total revenue – learn how to achieve this • Understand that retail actually starts the minute the guest walks into your spa
Workshop Outline 09:30
Opening Remarks
09:35
Session 1
10:45
Coffee Break
11:15
Session 2
12:30
Closing Remarks
Retail guidelines to maximize on revenue Supporting your team with retail Why people buy? Lost sales Communication skills
Tools to communicate your retail sales Communication - Bad habits Active listening 3 steps to successful retail Brands supporting retail
To register, please call +971 4 389 45 00 or e-mail: conference@uae.messefrankfurt.com
Spa and Salon Management Summit May 27 – 29, 2014
Workshop on Electronic Marketing for Spas and Salons
27th May 2014 Workshop Faculty:
Namita Ramani, CEO and Founder, SpaMarketing by SpaGenie, UAE Ahmed Safwat, Business Development Manager for MENA Region, Google, Ireland
Objectives:
· Understand how to Constantly Develop New Database · Learn how to Automate Your Marketing Using Online Tools · Gain a greater understanding of how to generate Footfall · Understand how to retain your customers And Upsell
Workshop Outline 13:25 Opening Remarks by Faculty 13:30 Get the Basics Right · Understand how to communicate your services in the language your customers understand · Design packages and offers that convert 13:50 Let Google Find You the Customers You are Looking For · Use free Google tools and Google Search to get found by the customers looking for you 14:10 Make Your Website a 24 Hours Sales Machine · Aesthetics matter. Yes. Even for your website · Important elements your spa/salon website must have · Content is the key. Structure Content to convert website visitor to a call / lead 14:30 Convert the Calls into Bookings · Equip your reception with the right tools to convert every call into a booking 14:50 Coffee and Networking Break 15:20 Turn Facebook/Instagram Fans into Customers · Understand your target market · HashTags · Facebook Ads - Acquire new fans and engage to promote the offers · Use image sharing strategy to engage - Do yourself images without the knowledge of photoshop · How to create the content for social media. Social media is not just about your spa and your offers - Go beyond your Spa/Salon) · Convert fans to database 15:50 Retain and Upsell using Email and Social Media · How to create a marketing calendar. A ready marketing calendar template that you can put to use immediately · Understand how to communicate your offers through emails, social media and more · How to design an effective email newsletter 16:10 Automate Your Marketing using Online Tools · Yes - you don’t have to do everything last minute. Preplan and use online cost effective tools to automate your marketing 16:30 Case Studies Spas Doing Online Marketing Successfully 17:00 Question & Answers 17:30 Closing To register, please call +971 4 389 45 00 or e-mail: conference@uae.messefrankfurt.com
Spa and Salon Management Summit May 27 – 29, 2014
Day One - 28th May, 2014 09:55 Opening Remarks by Chair Daniella Russell, Managing Director, DR Global, UAE 10:00 Panel Discussion: Standards, Practice and Legislation for the Spa and Salon Industry As the industry grows it is critical that standards and best practices are implemented to encourage beauty salons and spas to work towards and maintain a high level of professionalism. This panel discussion will deliver information on standards and legislation regarding facilities and staff. Moderator: Hafid Ghuloom, Head of Control Section, Dubai Municipality, UAE 11:00 Coffee Break 11:30 Panel Discussion: How to market your business and get noticed in an increasingly crowded marketplace? Every spa and salon owner and manager is keen to get their business noticed – more eyes on your business often mean more customers and more revenue. Discussion Points: 1. Facebook Advertising The key to success with Facebook advertising is granular targeting. Facebook’s Power Editor holds the key to this; set up campaigns based on interest, age, gender, location. Segmenting your audience this way enables you to test messaging, learn who responds to what and more importantly, bin what’s eating at your budget with no return. 2. Embrace Video With YouTube hits through the roof and more and more brands using video as an integral part of their marketing mix, video marketing has well and truly entered the mainstream and is a great way to get your brand noticed in an increasingly crowded marketplace. Get your site mobile ready 3. Responsive Web Design As we all move effortlessly now from one device to another to receive and send information, ensuring your website design adjusts to fit on a desktop, tablet, and smartphone browser is crucial. If designing a responsive site (where the content is presented differently according to the screen size) is out of your reach due to budget, there are a few easy wins. Make your navigation as bold as you can, ensure there is enough spacing around links, laying out content clearly, and of course, reducing the amount of copy on your site (a must anyway) will help to cheat your way to a mobile ready site. 4. Build a Attention Building Platform Blogging has become an integral part of how information is consumed on the web, and in the beauty industry, it’s eclipsing the idea of the ‘traditional’ website. Starting a blog is a great way to get current and potential clients looking to your site for fresh content and relevant information. It is your online platform, the stage where you can share your vision, message, and personal story with your audience. Moderator: Namita Ramani, CEO and Founder, SpaMarketing by SpaGenie, UAE Panelists: Leonard Rego, CEO and Creative Director, Eleven777 Advertising, UAE Veljko Vasic, Digital Media Specialist, Eleven777 Advertising, UAE Sarah Cross, Co-Founder of British brand CODE Beautiful and International Customer Engagement Consultant, UK Dori Soukup, CEO, InSPAration Management, USA
To register, please call +971 4 389 45 00 or e-mail: conference@uae.messefrankfurt.com
Spa and Salon Management Summit May 27 – 29, 2014
12:30 Branding Strategies for a Beauty Salon & Spa Branding strategies are an important component of any business’ marketing activities, and that is especially true for beauty salons and spas. In an extremely competitive market, it is important to identify a desired brand image and take steps to cement that image in the minds of consumers through consideration of various strategies. These strategies will enable your business to establish a strong presence in an already overcrowded marketplace. Georgina Kelly, Director Business Development, Creative Intelligence, UAE 13:00 Networking Break 14:30 Increasing Profitability with a Loyalty Programme Did you know that salons and spas with loyalty programs are 88% more profitable on average than those without them? Here the key questions around how customer loyalty and retention can boost your business’ profitability will be answered. Through case studies and our expertise with loyalty and customer retention across industries, you will be taken through: · WHY you should be thinking about customer loyalty · HOW to approach designing your own loyalty program & integrating into your marketing plans to ensure growth · WHAT you should be sure to integrate into your loyalty program to ensure growth Mustafa Sadek, Founder and CEO, UrbanBuz, Dubai, UAE 15:00 Building Better Relationships with Customers Having a good product or service is just the start, gain some tips and techniques on how to attract and retain those customers in order to build a stronger more valuable relationship with them, in both the short and long term. Create customers for life, by engaging using both social media and offline activity. Every customer touch point is key, maximise opportunities to get personal and build stronger relationships. Dare to be different. Sarah Cross, Co-Founder of British brand CODE Beautiful and International Customer Engagement Consultant, UK 15:30 Coffee Break 16:00 Smart Marketing Strategies to Increase Your Revenue How effective is your marketing? Many people think marketing is expensive. It can be, but it doesn’t have to be. Hear smart marketing strategies on how to build your list and economically market your business. This session will focus on how to increase your spa’s capacity and revenue! Dori Soukup, CEO, InSPAration Management, USA 16:30 Closing Remarks
To register, please call +971 4 389 45 00 or e-mail: conference@uae.messefrankfurt.com
Spa and Salon Management Summit May 27 – 29, 2014
Day Two - 29th May, 2014 09:55
Opening Remarks by Chair Ebrahim Malekzadeh, CEO, Esadore, UAE
10:00 Case Study: The Liabilities of Staff and Stealing - How to Identify It, Manage It and Protect yourself from It! Here Tara Roux, Managing Partner and Founder of Kalm Salons will share her experience of theft within her business. Here you will hear her story and learn from her experience because theft can be avoided, it is just knowing how. Tara Roux, Managing Partner and Founder, Kalm Salons, UAE 10:30 Coffee Break 11:30 Enhance Your Financial Health · Are you looking for easy to implement effective financial strategies? Join us and learn how to: · Turn a la carte into programs · Create and launch spa memberships · Increase retail sales by using the P.R.I.D.E. system Dori Soukup, CEO, InSPAration Management, USA 11:00 Coffee Break 11:30 Panel Discussion: How to Grow Your Business from One to Many Discussion Points: 1. Building a brand one step at a time – stay focused on the prize Set business plans, track against those plans, and modify them when necessary. If you don’t set goals you have no way of measuring yourself, your team and your company against some pre-determined objectives. When everyone understands in a very crystal clear way what the overall goals of the business are, it allows everyone to rally together and take pride in successfully accomplishing them. 2. Remember that people work for people, not companies It is rare when a business can successfully operate and grow without talented people. we often talk about our people being the only asset we have to sell and we are always looking for ways to improve our culture, our benefits, and the reasons why employees would want to keep working for us. But many businesses forget that true loyalty comes when employees believe that the business and its leadership team care about them personally and professionally. 3. Passion is contagious. When you love what you do it shows to the people surrounding you every day in your business. Showing excitement and enthusiasm cannot be underscored enough in terms of how it relates to your team working harder, being more focused, and ultimately more successful at their job. This translates to a better end-product. 4. Growing your business Franchise route or self-operated stores? Panelists: Salina Handa, Founder and Managing Director, SensAsia Urban Spa, UAE Noor Al Tamimi, CEO, Dashing International Group, UAE Roberta Gomes, Founder and CEO, RG Cosmetics, USA
To register, please call +971 4 389 45 00 or e-mail: conference@uae.messefrankfurt.com
Spa and Salon Management Summit May 27 – 29, 2014 12:30 Women Business Owners: How to Go from Start to Scale Julie Macklowe, Founder, President and CEO of vbeauté, USA will discuss how she initially got into the beauty business after a very successful career in finance and what made her want to change. She will share stories about people that tried to deter her from launching a skincare brand, and how that drove her to move forward. She will highlight ways that her financial acumen helped her when negotiating contracts with different vendors, managing her P&L. There will also be discussions on the key lessons that she has learned through test and learn and her experience in the process. Julie Macklowe, Founder, President and CEO of vbeauté, USA 13:00 Networking Break 14:30 The Importance of Education and Training With the industry growing, it is outpacing the supply of trained staff. The UAE is unique with the majority of staff in the UAE being expatriates with varying levels of training and differing cultural backgrounds. How can we blend this and offer training solutions that will increase the earning potential of the employee and the profitability of your business. Daniella Russell, Managing Director, DRGlobal, UAE 15:00 Intuitive Training Sally Hewerdine 15:30 Coffee Break 16:00 Motivation and Empowerment of Staff - How to Get the Best Out of Your Team Understand how to staff motivation improves customer service. Learn how to create a value system which will create a positive culture amongst your staff. Understand how to set it up, why it works and beyond your business values the other aspects of running a team and how to keep everyone engaged and motivated. Hear all the tips and techniques. Tara Roux, Managing Partner and Founder, Kalm Salons, UAE 16:30 Closing Remarks
To register, please call +971 4 389 45 00 or e-mail: conference@uae.messefrankfurt.com
Spa and Salon Management Summit May 27 – 29, 2014
Registration form Summit Early Bird Discount (Valid Until 8th May 2014)
US$ 245 / AED 897
Workshop (Per Workshop) Early Bird Discount (Valid Until 8th May 2014)
US$ 95 / AED 348
Normal Rate (Valid Until 22th May 2014)
US$ 345 / AED 1263
Normal Rate (Valid Until 22th May 2014)
US$ 150 / AED 549
On-site Rate
US$ 445 / AED 1630
On-site Rate
US$ 250 / AED 915
I would like to register for: Summit Workshop on Up-selling and Retail Selling For Group Delegate Offers, please call us on +971-4-3894500 or e-mail conference@uae.messefrankfurt.com
Workshop on E-Marketing
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Terms and Conditions: Payment must be received within 7 days of registration date, otherwise rate at time of payment will be used. Any paid registrations cancelled more than 7 days before the event will be subject to an AED 200 administration fee. Any cancellations within 7 days of the event will be charged in full.
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Fax: +971 4 35 85 511 / Tel: +971 4 38 94 500 Email: conference@uae.messefrankfurt.com Website: www.beautyworldME.com/summit