Pulse SPA Magazine September 2017 by Bel SPA

SEPTEMBER 2017

P U L S E . E X P E R I E N C E I S PA . C O M

EMBRACING THE MANY SHADES OF MARKETING

FROM YOUR CHAIRMAN 2017 ISPA BOARD OF DIRECTORS ELECTED OFFICERS CHAIRMAN Todd Shaw The Peaks Resort & Spa VICE CHAIRMAN Todd Hewitt Shangri-La International SECRETARY/TREASURER Garrett Mersberger Kohler Co. IMMEDIATE PAST CHAIRMAN Michael Tompkins Hutchinson Consulting

arketing, what most people don’t realize, is about more than just advertising and social media. It’s about getting out there, being present and building relationships. It’s not enough to just sit behind a desk and send out 1,000 emails; you must get up and take action. Get persona l: bring 'em so There are so many things you can do to market your me donuts! business that don’t require a huge budget, but instead require just a little bit of your time and energy, which, of course, is why we don’t do them. Try getting out into your community. You should join your local chamber of commerce or HOA—and actually go to and participate in the meetings. Attend a charity gala or networking lunch. These events are full of the local movers and shakers who have the potential to be clients or even work with you and your business. Also, target hotels in your area that don’t have spas. Go on over, introduce yourself—maybe bring a box of donuts—and start building a link. Eventually you’ll get to a place where that manager is referring his guests to your spa, all because he has a connection with you. If you treat business relationships like friendships, they will flourish into lifelong personal connections. A simple phone call can make a huge difference, too. If you ask some of my teams I have worked with over the years, they will say I always ask, “Did you call them? Call them!” Email is annoying. You don’t get the same connection you can get from a phone call. Think about the people who sell to you. What are they doing that is working? They’ve probably taken the time to build a relationship with you. They write thank you notes, they call instead of email, and they stop by with a box of donuts just because it’s Tuesday. You see what I’m getting at here? I’m challenging you to rethink how you’re marketing. Every time you meet a new person or go to a new place, think of it as an opportunity for you to market your spa or business. I dare you to hit the streets and be a bit of a salesperson—as scary as that sounds. Your passion for your spa will come through with every new conversation, and your new acquaintances will build into relationships, which will build into loyal clients and partners. All without spending a dime.

DIRECTORS Sharilyn Abbajay ISPA Foundation Vice Chairman Noel Asmar Noel Asmar Group, Inc. Scott Duncan Spa Gregorie’s Blake Feeney Living Earth Crafts Michael Harmsworth ESPA International (US) Ltd. Patrick Huey Minor Hotel Group Kristine Huffman Huffman Hospitality Concepts Julie Oliff St. Regis Aspen Laura Parsons ESPA International (US) Ltd. (Spa Division) Frank Pitsikalis ISPA Foundation Chairman Eric Stephenson Well World Group Dawn Tardif BodiScience Wellness Center & Spa Robert Vance Well & Being Spa at the Fairmont Scottsdale Princess Lynne McNees International SPA Association MEDICAL ADVISOR Brent A. Bauer, MD Mayo Clinic

CHAIRMEN’S COUNCIL Past ISPA Chairmen who are current members: Gayle Brady • Brady Spa Consulting Jeff Kohl • Spa & Club Ideations Jean Kolb • Well By Choice

—TODD SHAW, CHAIRMAN

John Korpi • Korpi & Korpi Kate Mearns • 5 Spa Consulting LLC Jim Root • The Westmoor Club

Todd Shaw MBA

@tddshaw

Todd Shaw

Jane Segerberg • Segerberg Spa Consulting, LLC Ella Kent • The Spa at Sea Island

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Deborah Waldvogel • ResortSuite

The Magazine for The Spa profeSSional

ExEcutivE lynne McNees

HOORAH! Pulse has won another APEX award. Visit pulse.experienceispa.com to read all about it!

Editorial Kelly Heitz dEsiGN Marja Walker advErtisiNG aNd salEs tara finn advErtisiNG coordiNator Jessica Pfister ProductioN MaNaGEr chris Guzicki

Pulse is the official publication of the International SPA Association, a member organization for the spa and wellness industry. Copyright 2017. All rights reserved. No part of this publication may be reproduced without written consent of ISPA. All inquiries should be sent to Pulse, 2365 Harrodsburg Road, Suite A325, Lexington, KY. 40504 USA. Canadian publication agreement No. 40042114. PULSE accEPts lEttErs to tHE Editor. Please include your name, title, company,

Editorial officEs international sPa association 2365 Harrodsburg Road, Suite A325 Lexington, Kentucky 40504, USA Phone: 1.859.425.5062 1.888.651.ISPA (4772) • Fax: 1.859.226.4445 experienceispa.com

address, phone and email address. Only your name, title, company and location will be published in the magazine. The editor reserves the right to edit for clarity and content. By submitting the letter, you are giving ISPA publishing rights. Pulse (USPS 017-893, ISSN 15259226) is published 10 times a year – January/February, March/April, May, June, July, August, September, October, November and December by Associations International, 2365 Harrodsburg Road, Suite A325, Lexington, Ky., 40504. Periodicals postage paid at Lexington, Kentucky, and additional mailing offices. POSTMASTER: Send address changes to Pulse, Attn: Member Services, 2365 Harrodsburg Rd., Suite. A325, Lexington, Kentucky, 40504, USA.

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is the magazine for the spa professional. As the official publication of the International SPA Association, its mission is to serve as the preeminent resource of expert insights, trends, tools and research to help spa professionals create innovative solutions and make informed business decisions.

i’ve recently been in a project frenzy at my house. My husband and I bought a bit of a fixer, so most of our weekends are spent back and forth to Home Depot and completing so many home improvements that I’m starting to think we should have our own show on HGTV. Last weekend as I was pulling in the driveway, I caught a glimpse of my front porch. How had I never noticed how boring it was? I had spent all this time hanging light fixtures, painting the walls, and picking out furniture inside that I never noticed how much work was needed outside. When you think about it, the front door says a lot about a house. It’s the first thing a neighbor notices when she is walking her dog down the street. It’s the first thing a guest sees when they come to visit. It’s essentially my home’s first

impression, and it wasn’t giving a very good one. So, I decided to give the door a bit of a facelift. I headed to Home Depot (for the 1,000th time) and picked out the perfect shade of Kentucky blue paint, then went to work. After the painting was done, I added some adorable baby Colorado blue spruce trees to some barrel pots and hung a hydrangea wreath on the door. As I stepped back to admire my half-adays work, I couldn’t help but be proud and excited. Before, my front door said, “An old lady used to live here and it’s even worse inside,” and now it says, “Look how much fun we are! I bet you can’t wait to see what’s inside!” That change in message can mean everything. How is the message you’re putting out

r! aftE

rE bEfo

to the world reflecting on you? Does it truly show how exciting or smart or incredible you are? And how are you getting that message across to your customers? That, my friends, is marketing. Yes, like the aisles at Home Depot, that word can be daunting, but it’s really just about figuring out how to better relay your message to the world. In this issue, you’ll learn about influencer marketing (page 48) and content marketing (page 64) and ways to market your business on a budget (page 40). So, whether your marketing plan needs just a simple coat of paint or a complete renovation, everything you need is right here in these pages.

—KElly HEitz, Editor

folloW KElly @PulseEditor 6

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@isPaPulseEditor

26 VOLUME 27

SEPTEMBER

ISSUE 7

tech talk Everything you need to know about the new online member experience by KElly HEitz

36 3 Minutes With...

WAYS TO

CREATE

Part tWo of tHrEE

Getting to Know the 2017 ISPA Conference & Expo PDS Speakers

KILLER MARKETING PLAN

by KElly HEitz

56 40

the boot strapper’s Guide to Marketing

the age of influence

Tips for Getting the Most Out of Your Marketing Budget

Using Influencers to Strengthen Your Marketing Efforts

b y a s H l E y a lt

by briaNa lEE

Heather Lee

Erin Gargan

Les Sweeney

Lindsay Madden-Nadeau

David Polgar

Merit Guest

Mike Ganino

Lawrence Biscontini

pulse.experienceispa.com 10

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in every iSSue 2

From the chairman

Pulse Preview

ISPA News and ISPA calendar

Pulse Points

Member News

a day in the life: Nancy Griffin Contento Marketing by KELLy HEItz

success stories: Beverly hills— The City of Wellth by KELLy HEItz

by tARA SALAH ELdIN ANd bRIANA LEE

Member Perspectives: bell tower Salon Spa Having it All Under One Roof Stephanies Luxury Spa Cohesive Branding Across Locations by KELLy HEItz

solving industry Problems: Harnessing Our Collective Wisdom

ask the Expert: taylor oster Director of Marketing, influence & Co. by KELLy HEItz

Product Spotlight

ISPA Foundation

ISPA Snapshot Survey

People of isPa: che-bianca Evason assistant Spa Manager World residensea, Cape Town , South africa

by LyNNE HItE

AboUt tHE covER Isn’t life colorful?

SEE + bE SEEN

conversations: debra Jason author of Millionaire Marketing on a Shoestring Budget

advertising or social media, we’ve got you

by KELLy HEItz

covered on the many shades of marketing.

this month’s

End Notes

cover shows that whether it’s traditional

covER PHoto © SHUttERStocK

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isPa NEWs

The Latest Industry Research

he 2017 Industry Study and Compensation Supplement will be released later this month. These studies monitor key performance metrics and identify emerging trends within the industry. This report presents the state of the industry in 2016, as indicated by the “Big 5” statistics: change in revenues, spa visits, average revenue per visit, the number of spa locations and staffing levels. Additionally, after the success of the 2016 Compensation Supplement, a similar study will be available with information on a range of employment related issues. The annual study will be available to members at no cost in the research library on experienceispa.com. Keep an eye on your inbox for a notification as soon as the study is released! The next volume of the Spa Consumer Snapshot will be released at the 2017 ISPA Conference & Expo in October and will focus on retail.

Capitalize on Media Opportunities

ave you ever noticed how businesses that do well are always in the media? Actually, it is often the other way around – businesses that are always in the media do well. Making the most of media opportunities is a great way to get exposure for your business, to expand your customer base, and to generate great low-cost marketing content. If you are interested in creating a higher-profile media presence for your business, let ISPA do some of the work for you. Fill out the Media Leads Survey on the ISPA website and your business will be added to our list of contacts for our friends in the media whenever they need an expert opinion or a source for a story on the spa industry.

FOLLOW ISPA twitter & Instagram: @ISpadoyou facebook.com/InternationalSPAAssoc

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pinterest.com/intispaassoc LinkedIn: International SPA Association

SEPTEMBER IS... ● ●

National Yoga Month Hispanic Heritage Month

NATIONAL YOGA MONTH

5 Labor Day (U.S. & Canada) 8 Stand Up to Cancer Day 10 Grandparent’s Day Deadline to submit your Exhibitor 12 Appointed Contractor (EAC) and Certificate of Insurance (COI) forms to donate and be included 13 Deadline in the printed ISPA Foundation Auction catalog

15 September Snapshot Survey opens Deadline to use the ISPA Conference room block to reserve a room at the Mandalay Bay Resort & Casino

22 September Snapshot Survey Closes Discount Deadline for exhibitor 25 GES booth furnishings and lead retrieval

PulsE PoiNts

High Social Media Engagement Directly Translates to Customer Spending—Even if it’s Negative he old saying, “There’s no such thing as bad publicity,” reigns true in the age of social media. According to a new study published in the Journal of Marketing, the popularity—or high engagement—of social media posts has the greatest effect on consumer spending. The study compared the popularity of posts to sentiment (whether the post was positive, negative or neutral) and found that popularity won out. “A neutral or even negative social media post with high engagement will impact sales more than a positive post that draws no likes, comments or shares,” says study co-author Ram Bezawada, PhD, associate professor of marketing in the University at Buffalo School of Management. “This is true even among customers who say their purchase decisions are not swayed by what they read on social media.” The researchers studied data from a large specialty retailer

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with multiple locations in the northeast United States. They combined data about customer participation on the company’s social media page with in-store purchases before and after the retailer’s social media engagement efforts. They also conducted a survey to determine customers’ attitudes toward technology and social media. “The clear message here is that social media marketing matters, and managers should embrace it to build relationships with customers,” says Bezawada. “Developing a community with a dedicated fan base can lead to a definitive impact on revenues and profits.” Instead of just posting on social channels, create a strategy to engage your customers: ask questions, post thought-provoking articles, and don’t be afraid to rock the boat because even a post that ruffles a few feathers can result in a sale.

“Try focusing on the touch and taste (if it applies) rather than what a product looks like.”

SENSE THIS:

How Ad Copy Can Affect When a Purchase is Made ew research finds the type of sensory experience an advertisement conjures up in our mind—taste and touch vs. sight and sound—has a fascinating effect on when we make purchases. The study, led by marketing professors at Brigham Young University and the University of Washington, found that advertisements highlighting more distal sensory experiences (sight and sound) led people to delay purchasing, while highlighting more proximal sensory experiences (touch and taste) led to earlier purchases. Researchers conducted four lab studies and a pilot study involving more than 1,100 subjects. Each experiment found that people caught up in the taste and touch of a product or event were more likely to be interested at an earlier time. In one example, study subjects read ad copy for a summer festival taking place either this weekend or next year. Two versions of the ad copy existed: one emphasizing taste (“You will taste the amazing flavors...”) and one emphasizing sound

(“You will listen to the amazing sounds...”). When subjects were asked when they would like to attend, those who read the ad copy about taste had a higher interest in attending a festival this weekend. Those who read ads emphasizing sounds were more likely to have interest in attending the festival next year. “If an advertised event is coming up soon, it would be better to highlight the more proximal senses of taste or touch, such as the food served at the event, than the more distal senses of sound and sight,” says Ann Schlosser, a professor of marketing at the University of Washington and co-lead author of the study. “This finding has important implications for marketers, especially those of products that are multi-sensory.” This is a telling study for members of the spa community. For spa services, advertisement wording should reflect the touch and feel of the treatment rather than visual aspects of the spa. The same is true for spa products. Try focusing on the touch and taste (if it applies) rather than what a product looks like. n

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MEMbEr NEWs

b y ta r a s a l a H E l d i N aNd KElly HEitz

tHE sPa sHift Announcements marking spa industry players on the move. ●

Lorenz Ripa has joined Saltability as a Trainer for Himalayan Salt Stone Massage.

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Patty McPherson has been named resort manager of Mirbeau Inn & Spa at The Pinehills.

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The Corinthia London has named Aysun Mut Spa Director for the flagship ESPA Life at Corinthia spa.

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Paul Schmidt has been appointed Director of Sustainability and New Partnerships at the Arizona Spa & Wellness Association.

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The Las Vegas Spa Association has hired Anna Kachikyan as their new Social Media Promoter.

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After nearly eight years at Hilton, most recently as senior director of global wellness, Ryan Crabbe has left the company to pursue his MBA at Georgetown University and relaunch his consulting practice, Interim Wellness.

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David Erlich has been named Corporate Director of Spa, Fitness, and Tennis for Sandals Resorts International.

lorenz ripa

Patty McPherson

aysun Mut

Paul schmidt

anna Kachikyan

ryan crabbe

EXTRA! EXTRA! david Erlich

We want to know your news. Send your latest updates to kelly.heitz@ ispastaff.com.

MEMbEr uPdatEs 1. Four Seasons Hotel Bahrain Bay has been recognized with a 2017 Certificate

of Excellence Award, based on the consistently great reviews the luxury hotel has earned on TripAdvisor.

2. Makes Scents Natural Spa Line is rebranding its line by not only being certified 2

as a cruelty-free manufacturer through the Coalition for Consumer Information on Cosmetic’s Leaping Bunny Program, but also by making 100-percent vegan products.

3. Debra Koerner’s Senior Moments television show was nominated for a Regional Emmy Award for its segment on Rancho La Puerta featuring Deborah Szekely.

4. Colorado destination Gateway Canyons Resort & Spa has selected ALICE’s concierge technology, ALICE Concierge, to help the resort’s concierge team manage guest activities at the 6,000 acre property.

5. Elemis has partnered with Macdonald Hotels & Resorts for the “Treatments on Tour” bus, which will offer a selection of eight facial and body treatments, giving visitors the opportunity to purchase products and book further treatments and spa days with Macdonald Hotels & Resorts. 5

6. Skincare brand Pevonia has announced the new Pevonia Academy. The Academy will provide students with five classes in a new, hands-on setting. Each class will discuss a different skincare-related topic and will be available in a number of cities across the country, as well as in the Pevonia corporate headquarters in Daytona Beach, Florida.

7. Signifying an exciting new chapter for the company, Edge Systems will now be 7

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known as The HydraFacial Company. The new name is effective immediately, and will be implemented across the company’s product line throughout the calendar year 2017.

GiviNG bacK Omni Barton Creek Resort & Spa in Austin, Texas, hosted a 5K Superhero Fun Run to Benefit Make-A-Wish Central & South Texas. Seven-year-old cancer survivor and Wish Kid Kooper “Super Kooper” Hernandez led the race and participants were encouraged to don their favorite superhero costumes while running or walking the 5K.

#SPASPUSHINGLIMITS On the Sunday before Conference (Oct. 15) at 7:30 a.m., join a group of enthusiastic spa professionals in hiking Turtlehead Peak in the beautiful Red Rock Canyon in Southern Nevada. Participants are asked to donate or raise $100, which will be donated to The Leukemia and Lymphoma Society. Visit americanspa.com/keyword/spas-pushing-limits for more info.

oPEN for busiNEss 1. Shangri-La Hotels and Resorts will open its second resort in Sri

Lanka later this year when it launches the Shangri-La Hotel Colombo in Q4. The 10-acre resort will have 500 guestrooms and suites, along with 41 serviced apartments. Wellness facilities at the resort will include a CHI, The Spa housing 10 treatment rooms.

2. Minor Hotel Group will open its first property in Mauritius on the

island’s south coast. The property, Avani Mauritius Bel-Ombre Resort & Spa, will feature 150 guest rooms and an Avani Spa and is set to open in 2021.

NEW oN tHE MENu Hiatus Spa + Retreat recently introduced its new signature nail lacquer, Hiatus True Blue. To celebrate the launch, Hiatus will gift customers a complimentary bottle of Hiatus True Blue nail lacquer when they choose the signature Hiatus True Blue nail color for any manicure or pedicure service and share on Instagram.

brilliaNt idEa 1. Performance Health announced its new partnership with New Orleans Saints quarterback, Drew Brees, on the national “Safer Pain Relief” campaign to help inform Americans about existing, nonprescription solutions for pain relief. They are joined by healthcare professionals including chiropractor Dr. Jay Greenstein and physical therapist Dr. Kevin Wilk, who treated Brees after he sustained a career-threatening injury.

2. The Spas at Mandarin Oriental have partnered with the Green 2

Spa Network to make sustainability among group properties more easily accessible and more widely discussed. The partnership will result in the Group Sustainability Assessment, which will adapt the GSN’s Sustainability Assessment Tool for use in global, multiproperty hotel brands. Once developed, the Group Sustainability Assessment will be made available to other hotel brands within the industry.

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Bell Tower Salon Spa Having it All Under One Roof urning a horse stable into a day spa takes both guts and vision. If you can’t seem to picture it inside your head, in person, you get a wonderfully modern spa that perfectly maintains the building’s original character and integrity. The 8,000-square-foot facility features 12 treatment rooms, a Vichy shower and a hydrotherapy tub, an infrared sauna,

relaxation lounge, 28 hair stations, a style lounge and a makeup area, as well as a separate boutique and café. At once Bell Tower is both a medi-spa and a hair salon, a boutique and a coffee shop. With so much going on under one roof, Chief Operating Officer Ginger McLean has a lot to juggle. She shares what challenges such a facility faces and how her team works to overcome them.

Keeping up with the customers “Technology and the internet have given us great marketing opportunities, but have also provided unique and unexpected challenges,” explains McLean. “The consumer is much more empowered with the ease of information flow. Customers are visible, organized and able to virally affect buying decisions with expansive reach at fiberoptic speed.”

“technology and the internet have given us great marketing opportunities, but have also provided unique and unexpected challenges.” — GiNGEr MclEaN, cHIEF oPERAtING oFFIcER, bELL towER SALoN SPA, wyoMISSING, PENNSyLvANIA

Housed in a converted barn, bell tower is unique, beautiful and full of the unexpected.

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education seminars, on-site chair massages at the office, and special massage package deals for highperforming employees. This program not only allows Bell Tower to gain loyal customers, but also educate members of the community on wellness practices.

on the Menu Another challenge McLean faces at Bell Tower is staying on top of the consumer demand. With beauty and spa growing at a rapid rate, it’s hard to remain on the cutting edge. As soon as you’ve got the (coNtINUEd oN PAGE 22)

toP: bell tower's spa space is tranquil and serene, giving guests the perfect opportunity to completely relax. bottoM: bell tower's 8,000-square-foot space is complete with a full-service boutique.

Keeping up with the modern customer has presented a problem for many spas. When you can find anything you want online, how can you set yourself apart? “Staying on top of Facebook, Twitter, YouTube, and countless other social media platforms is key,” notes McLean. “There is no static formula for success. The customer is the king now and directing efforts towards customer satisfaction must be the focus.”

Bell Tower does this by diversifying its approach to attract guests. The Premier Club, a discount and cash back service for regular clients, a VIP texting service, a Bell Tower app, and a robust social media presence are just a few of the many ways Bell Tower works to remain relevant to customers. These platforms allow for immediate engagement with various rewards and incentives, which keep customers loyal and regular. From there, McLean uses online engagement and testimonials to round out her social media strategy. “We strive to build awareness, develop loyalties and track success by monitoring likes, shares and trends.” Bell Tower also reaches out to local businesses through its corporate discount program. Bell Tower Corporate Members receive 10 percent discount for all employees Mondays through Wednesdays. Corporate Members may also choose to take advantage of other special services such as wellness

sPa quicK facts spa open date: 1991 facilities/amenities: 12 treatment rooms, vichy shower, hydrotherapy tub, infrared sauna, relaxation lounge, 28 hair stations, style lounge, makeup area as well as a separate boutique and café. Percentage of guests: 90% female vs. 10% male Number of spa staﬀ: 15 full-time, 50 part-time Product lines used: oribe, r&Co, natura Bisse, eminence, farmhouse fresh, Spa ritual, Smith & Cult Most used marketing channel: facebook address: 18 State hill road, Wyomissing, pa 19610 Website: belltowersalonspa.com Phone Number: 1.610.372.6379 facebook: facebook.com/belltowersalonspa instagram: @belltowersalonspa twitter: @belltowerspa any other social media used: pinterest.com/thebelltower

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latest thing, the new latest and greatest is what the customer is asking for. “The consumer certainly drives the market,” she adds. “There are always new and affordable advancements in beauty and technology and staying ahead of the consumer is becoming more and more challenging.” To meet growing customer demand, Bell Tower has recently added microblading, lash extensions and dermaplaning. “Our menu of services is always evolving and we offer seasonal and new services ‘off the menu’ until the new print, which is scheduled annually,” adds McLean. “Social media and website changes provide an immediate revision and updates for our guests.”

retail When Bell Tower moved into its new barn space in 1999, there was plenty of room to add the kind of amenities that

would make the spa stand out. So, in 2004, Bell Tower introduced a store and a café. Unlike most spa retail spaces, The Store at Bell Tower is a full-size boutique that carries everything the spa guest might need and more. With an eclectic mix of hard-to find product lines, designer clothing and fun hand-made accessories, as well as style consultants to assist every customer’s whim, The Store at Bell Tower is the perfect place for spa customers to continue their experience into retail. Merchandise carried at The Store can also be ordered by phone and shipped anywhere in the continental United States. In addition to a fabulous on-site boutique, Bell Tower boasts and an onsite café, which is a light fare eatery and coffee shop. With this addition, Bell Tower became the only beauty and wellness complex in the area. n

the modern aesthetic inside is the perfect contrast to bell tower's vintage barn facade.

Stephanies Luxury Spas Cohesive Branding Across Locations wning and running five different luxury spa locations, two Hotel Spas, one resort spa and two urban spas within southeast Queensland, Australia, can become a huge marketing challenge,” explains Stephanie Shepherd, CEO and founder of Stephanies Luxury Spas. We can imagine! Juggling the individual needs of each location, while simultaneously keeping a cohesive brand

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across them all seems like a marketing nightmare.

Keeping it together With 10 locations, devising a marketing plan for Stephanies Luxury Spas can be 10 times the work. Shepherd and her marketing team are constantly striving to keep up with the latest online marketing trends and technologies. “We have to stay abreast of what works for both our spas and our customers, unfortunately, that’s different for every location.” Shepherd continues, “We are contin-

uously auditing, assessing and developing on existing platforms for ongoing improvement and monitoring the results.” Shepherd also makes sure each individual spa team is trained on marketing efforts, social media use and customer education, so that they can participate in and improve marketing efforts from the spa level. Stephanies Luxury Spas relies heavily on guest feedback, which Shepherd uses in everything from marketing to menu creation. The customer is king and

“owning and running five different Luxury Spa locations, two Hotel Spas, one Resort Spa and two urban spas within southeast Queensland, Australia, can become a huge marketing challenge.” — stEPHaNiE sHEPHErd, cEo & FoUNdER, StEPHANIES LUxURy SPAS, bRISbANE, AUStRALIA

taking advantage of social media and other online reviews allows Stephanies to remain on top of customer needs and tailor initiatives to each individual spa.

No matter the location, stephanies presents a calming oasis to guests in need of a little r&r.

Getting social Shepherd employs several marketing tactics to keep Stephanies at top of mind to potential customers. Her MySpa Rewards Program, where guests receive credits for every dollar spent in the spa or online, has created a loyal following across all spa locations. “We also work with online influencers to profile spas and signature treatments and participate in local

community group events,” says Shepherd. This participation gets the Stephanies name out there without spending a lot of money. Stephanies also relies heavily on social media messaging with a separate Instagram, Google Plus and Facebook page for each spa location, as well as a central Facebook portal page for the spa group as a whole. “We focus on posting beautiful imagery on all our social platforms,” notes Shepherd. “Social media has become extremely visual, so showing guests what Stephanies is all about through interior shots, treatment stills,

stephanies Pedicure room has become known as the place for girls get-togethers and bridal party fun. September 2017

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sPa quicK facts abovE: Pretty in pink, stephanies has a location to fit every personality. riGHt: stephanies new technology upgrade will make it easy for the spa chain to personalize experiences for every guest.

slideshows, and videos from our therapists and stylists is a huge part of our social media strategy.” She adds that a combination of nonsales emotive and motivational posts and feature posts of Stephanies’ products, treatments and latest spa offers has proven to work best for high engagement.

tech upgrade The modern spa customer is not only well-informed, but also tech-savvy. Shepherd has noticed a recent need for a flawless web presence and ease of booking and purchasing online. “It is no longer a nice addition but a requirement to attract and keep guests as well as remain competitive in this saturated spa 24

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market,” she notes. Stephanies is in the process of building a website portal integrated with their inhouse developed spa software that will enable guests the ability to track their spa rewards, past purchases and product reviews. The portal will also enable guests to select their individual interest areas for personalized Electronic Direct Marketing “This will provide better targeted marketing related to product purchases and general service and product interests,” says Shepherd about this exciting new project. A new unique online booking system will be implemented shortly after the web portal has been launched. The entire package will then be presented as a Stephanies app for a brand new mobile experience. n

spa open date: 1994 (Stephanies natural Beauty, first two room salon opened) facilities/amenities: Couples suites, pedicure lounges, high end massage beds, water facilities and much more across 10 locations Percentage of guests (male vs. female): 15% male vs. 85% female Number of full-time spa staff: 55 across five locations Product lines used: own signature “la vie elixir” professional and retail body and tea collection, Synergie skin, Thalgo and payot skincare brands. Most used marketing channel: Website and email marketing address: various locations in Queensland, australia Website: stephanies.com.au facebook link: facebook.com/StephaniesluxurySpas instagram: @stephaniesluxuryspas

t E c H ta l K : Everything You Need to Know About the Latest ISPA Member Beneﬁt fter nearly a year of planning, the iSpa team is thrilled

to share the new technology update that will be a huge enhancement to your membership. in august, the experienceispa.com membership portal was down for about a week, which gave our team the opportunity to

transfer all our data over to the new system. now that everything is up and running, here is a walkthrough of the system’s newest features.

intuitive Member directories Perhaps the most exciting new feature, the new member directories are more intuitive, organized and easily searchable. There are currently three different directories, depending on what type of member you are looking for: the Spa Directory lists all member spas by property, the Resource Partner directory includes vendors and service providers and is organized by product or service offering, and the All Member Directory (Individuals) Directory is a listing of people within the ISPA membership. The search bar at the top of each directory is extremely intuitive, so you no longer need to know the exact spelling of the organization or person. You can even type in a location, keyword, or name, and all members related to your inquiry will appear. This smart search feature will make finding fellow members within the system much simpler.

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To update information within the directory, the primary member on an organization’s account simply looks up their organization in either the Spa or Resource Partner Directory and hits the edit icon when they pull up their listing. rEsourcE PartNErs: Make sure your product or service offering information is correct on your profile, so you are listed under the correct category in the directory.

Enhanced Member Proﬁles Every member now has their own account, which resembles a social media page. We encourage all members to take a few minutes to add a photo and make sure all pre-loaded information is correct, as this is the information that is listed in the directories and used for all ISPA communication. To update, simply click on the “Profile” table on the left. From here you can add your profile picture and customize your cover photo to show off your personality or property! This tab also shows all your contact information and allows you to update if needed.

“Stay connected by adding your LinkedIn, Facebook, Twitter and Instagram links to your ISPA profile.” September 2017

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Easier account Management Primary members now have the ability to manage their account directly in the new system. Visit the “Manage My Account” section to renew, update or add individuals on the account and see the status of your membership. From here you can also click on reset password to update your password at any time. On the left is a sample of what primary members see when they hit “Manage” on the page above to update their account. If you have a membership that includes auxiliary members, click on the “Add New Contact” button to add people to your account. Under the header you will be able to see how many of your slots are filled (in the example given 1 of 10). It is important to note that once you add someone, you must click on the check box to turn it green, which will activate the member on the account. If the check is grey, the person is not active. From here, the primary member can also assign roles for each additional member to be primary or auxiliary. A member can have up to two primary members on their account. Only primary members can update information for the organization.

Modern billing options All ISPA transactions can now be made online, including membership dues. Receipts from all payments completed within the new system can be easily accessed in the “My Transactions” section. This includes Conference registrations, invoices and purchases made in the ISPA Store. The ISPA Store now also has a more modern look and feel to it. Everything from textbooks and courses to Conference recordings and Foundation donations can be purchased within the store.

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If you need help or have any questions about the new system, check out our FAQs and helpful videos in the Resources tab of experienceispa.com.

there are a lot of new and exciting features in the new system, and we encourage you to log in (if you haven’t already done so) and play around a bit to see the new enhancements for yourself. if you have any questions, please feel free to reach out to ispa@ispastaﬀ.com and one of our staﬀ members will be happy to help.

At any point while you are logged in to the new membership portal, you will find a green “Make a Donation” button at the top right side of your screen. If you click on it, you will be able to donate a value of your choice to the ISPA Foundation. You can even set up a recurring donation or add a single donation to your store cart and pay for all purchases in a single transaction. n

solviNG iNdustry ProblEMs

Harnessing Our Collective Wisdom Engaging in regular, structured peer group meetings could be the answer to up-leveling your team, your effectiveness and ultimately your career.

n the craziness of running a spa, we often find ourselves struggling to address the challenges and issues that most impact the effectiveness of our operations. On those occasions, wouldn’t it be nice to know that you have already scheduled structured time with a group of brilliant, caring peers who can help you prioritize, focus and brainstorm? People who understand what you are dealing with and who can offer solutions, honest feedback and support? As a former spa director and spa owner, I know how enticing this sounds. I can tell you from experience, having a supportive peer group offers all that and more. In the mid-2000s as our industry was

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growing at a rapid rate, we spa leaders raced to put in the right systems and strategies not only to sustain the doubledigit growth in our businesses, but also to keep up with the demands of our spasavvy resort guests. At the time, I worked for a resort management company that had 14 spas scattered throughout the United States. Five of the company’s directors, myself included, were selected to form a spa leadership team. Our goal was to share best practices and create common business standards for our collection of spas. We discovered the most effective way to accomplish this was to set up biweekly calls to brainstorm, share our challenges and provide feedback. Each spa

by lyNNE HitE

director had an area of expertise that she brought to the table. Our topics included retail, human resources, finance, customer service and training. Our monthly meetings provided space where we could openly share the critical issues in our operations. In turn, we gained peer support and insight in addressing these challenges. The power of this collective wisdom, combined with the support of the group, transformed the way we showed up as leaders. As a result, there was a palpable difference in the quality of our work and our effectiveness. Why is this relevant today? Our industry is still growing and evolving at a rapid rate. We are called upon to develop innovative business strategies and create inspired guest experiences. We must

possess the ability to pivot, while simultaneously being daring enough to try new things. Finally, let’s not forget the stunning financial results we are consistently expected to deliver, and the winning teams we must lead. Those demands can be overwhelming. That’s precisely why we spa industry leaders must use all resources available to us to keep up, and why a peer group is key to our success and sanity. Before you decide whether to take the time to implement this into your alreadypacked schedule, consider the following benefits of a structured peer group:

Connection. You can consistently engage with individuals who are in the trenches just like you. They are familiar with your daily struggles, which allows you to openly discuss the issues you face. Throughout my career in resort spa, I had access to brilliant, successful managers in the food-and-beverage, golf and the rooms divisions. However, when it was time to problem-solve for the spa, these groups did not understand the specific challenges I tackled in my department. To be in a group of peers that understands you banishes the feeling of, “I am in this alone.”

New ideas and strategies. The spa directors in our group each had an area of expertise they were willing to share. Our calls were structured to focus on one person’s specific topic each meeting. For example, one of our directors had significant success in retail; during her spotlight, she shared her best tips and tricks about running a successful retail operation.

Even the best of us can’t be great at everything. Harness the collective wisdom in your organization, or connect with ISPA peers throughout the world and you’ll be amazed at the rewards you will reap.

License to think bigger. Being in a peer group turbo charges your ability to aim high. My experience has been that the members in the group will not hesitate to help you re-frame your goals to make them challenging. For myself, having the support of the group motivated me to work harder, stay focused and reach for my most daunting goals.

Accountability. Let’s face it, when we are left to our own devices, we concentrate on putting out fires. As a result, the important stuff often falls to the bottom of our to-do list. During the times in my career that

I operated without the support of a group, I had several projects that would have made a significant difference in sales, service or even the bottom line that never saw the light of day. I am confident that I would have gotten those projects done and implemented with the engagement of my peer group. The meaningful projects often require us to learn something new or to move out of our comfort zone and that is hard. However, knowing that you will be reporting to your peer group on your progress will give you that extra motivation to get it done.

Networking. Ten years after this peer group disbanded, I can still pick up the phone and call any one of my peers for advice or support. We shared a significant experience that keeps us connected. During last year’s ISPA Conference, I ran into one of the directors who had been part of our group and it was like I had just seen her yesterday. Even after all this time, I know I could call her with any question or request and tap her expertise. Think about it. Are you really doing so well that you wouldn’t profit from a regular dose of free insights and ideas? Even the best of us can’t be great at everything. Harness the collective wisdom in your organization, or connect with ISPA peers throughout the world and you’ll be amazed at the rewards you will reap. Not only will your days be more productive, but you will outperform the expectations of your respective teams and guests. n

lyNNE HitE is an educator and spa consultant located in bend, oregon. you can ﬁnd more of her industry insights and inspiration at thespatalk.com.

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SEE + BE SEEN A VICTORY FOR KIDS. A team of spa industry athletes recently joined forces to complete the Subaru Ironman 70.3 in Victoria, Canada, to raise money for the Éminence Kids Foundation. Participants included American Spa Magazine’s Monica Helmstetter; David Erlich, corporate director of spa, fitness and tennis at Sandals Resorts International; Epicuren Discovery’s Jessica Santora; Zeel’s Clint Wall, Breanne DesLauriers, Jarrod Muenter, Katy Muenter, Jim Bradley and Katie Rattray; Gordon Turnbull from Eminence Organic Skin Care; Phil Sconzert from Fitness on Demand; and Danny Chang, Michael Matthews, and Scott Michaelis from Live Love Spa. The group’s US$10,000 goal was reached on the day of the event, and the proceeds will be used to open a brand-new Éminence Kids Foundation outpost in Charleston, South Carolina.

TOP GUNS. The annual iConnection Yacht Party entered the Danger Zone with a packed house and plenty of epic Top Gun-inspired attire on Thursday, June 29. One lucky spa attendee won a free full conference registration for the 2017 ISPA Conference & Expo.

Left: The entire iConnection crew smiles for the camera with the beautiful San Diego skyline in the background. Right: Dana Wilkerson, Debra K and Eric Stephenson feel the need for speed!

DO YOU WANT TO BE SEEN? Submit photos from your events to kelly.heitz@ispastaff.com and you might see yourself in the next issue of Pulse!

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SOMETHING TO TALK ABOUT. Luxury skincare brand Elemis’ Pro-Collagen Marine Cream was featured on the July 7, 2017 episode of CBS’ The Talk as one of their Fantastic Finds. Every member of the studio audience was given a free pot of the cream as a special gift.

ISPA IN HOGTOWN. While in Toronto to conduct the second round of interviews for the ISPA Board of Directors, the ISPA Nominations Committee took some time to explore the city’s famed Distillery District.

START THEM YOUNG. Kurotel Longevity Center & Spa sent its professional medical personnel to public schools and children’s associations to speak about Global Wellness Day’s 7- Step Manifesto. The program hopes to educate the youngest citizens of Brazil on the importance of a wellness lifestyle.

From left to right: Frank Pitsikalis (ResortSuite), Aprille Pitsikalis, Jean Kolb (Well By Choice), Deborah Waldvogel (ResortSuite), Jane Segerberg (Segerberg Spa Consulting, LLC), Lynne McNees, Michael Tompkins (Hutchinson Consulting), Ella Kent (The Spa at Sea Island), Samantha Smith and Todd Shaw (The Peaks Resort & Spa)

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coNvERSAtIoNS wItH dEbra JasoN

by KElly HEitz

creating a marketing strategy can be overwhelming. when budgets are tight, it may seem downright impossible. However, in today’s digital world of constant messaging, getting your name out there is actually easier than ever.

debra Jason, marketing consultant and author of Millionaire Marketing on a Shoestring Budget, has come up with a plan to increase your marketing without spending much money. Her philosophy on marketing is about using your knowledge as a spa professional to create interesting, sharable content. In this month’s Conversations, we asked Jason about her unique marketing strategies and how spa professionals can use them to succeed. Order a copy of Jason’s book at amazon.com

PULSE: What sparked your passion for helping others learn the secrets to successful marketing? Jason: After 9/11, many of my clients started to pull back on their marketing. They were scared and nervous. However, when consoling them I let them know that it was possible to continue building credibility and gaining top-of-mind awareness in the marketplace (important to do, especially when times are tough) without breaking the bank. That sparked my passion to inspire and empower others. So, I started guiding them, as well as delivering presentations, on costeffective ways to market themselves and their businesses. You see, for any business to be successful, people need to know about you. Otherwise, how can they do business with you? Marketing involves building and nurturing relationships so that you get your message out there in a big way. I’m passionate about focusing on the value of relationship marketing to help professionals succeed. 34

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P: What is your number-one tip for brands wishing to expand their marketing efforts without spending a fortune? J: Share your value with the world. This isn’t about hype and pitching; it’s about building the KLT Factor (know, like and trust). People do business with those they know, like and trust. For example, if you’re a spa owner you can establish KLT Factor by letting people know “Three relaxing ways to de-stress.” You can do this by writing about it in an article, speaking about it at a community or industry event, blogging about it, or even posting it on social networking platforms. It’s not about pitching a product, it’s about sharing tips, pointers or guidelines that make your clients’ and customers’ lives easier. When you share how you can help people, you’re strengthening the KLT factor while enhancing your credibility, increasing your visibility and being seen as a subject-matter expert in your field.

P: In your book, Millionaire Marketing on a shoestring budget, you talk a lot about content and writing. Why is content marketing important, even for people who don’t think they’re strong writers? J: Content marketing—be it a blog, a LinkedIn article published on your profile, or an article in a business or trade publication such as Pulse—allows you to reach (and help) a broader audience while demonstrating expertise in

“People do business with those they know, like and trust.” your field. For those who aren’t strong writers, I suggest you sit down with a pen and paper and just write. Let the content flow freely without censoring yourself. Rarely, if ever, is the first draft your final draft, but this gives you the opportunity to get your thoughts on paper. You can go back, revise and delete content or you may decide to hand it over to someone else to edit and fine-tune. P: How important is social media to a successful marketing plan? J: You can’t ignore social media marketing any longer; it’s a vital component of your personal brand and any strategic marketing plan you implement. It’s word-of-mouth online. We all know the value of word-of-mouth. After all, 90 percent of consumers trust recommendations more than they trust advertising. Word-of-mouth is the most costeffective marketing there is! P: Why do you think people can be overwhelmed by social media and how do you suggest they overcome it? J: People get overwhelmed by social media because they try to do too much, too soon. It’s tempting to dive in quickly because of FOMO (fear of missing out). My advice is to give yourself permission to start off simply. Pick one (or maybe two) social networks where you feel most comfortable, where your ideal clients are hanging out, and

where you enjoy spending your time. If you don’t enjoy it, you won’t do it. And, there’s no way you can do it all. P: Where does your marketing knowledge come from and what makes it unique? J: I started my business from scratch, without a degree in marketing. However, what I did have was enthusiasm and a desire to succeed. To succeed, I knew I had to get my message out there. Now, over 28 years later, the marketing knowledge I share comes from experience. I share the business-building strategies I implemented throughout the years (and continue to use today). I don’t speak about theory, I share real-life, practical strategies that I (and my clients) have implemented over the years. n

lEt’s GEt PErsoNal favorite social media outlet: It’s hard to pick just one! I spend most of my time between LinkedIn, Facebook and Instagram. favorite spa treatment: I have a saying, “when you nurture yourself, you nurture your business.” I love indulging in a soothing massage followed by a scrumptious deep-cleansing facial. favorite place to travel: Having lived on the Garden Isle of Kauaì for 10 years, I’d have to say that Kauaì tops the list. However, I hope to make it Australia to visit some dear friends there. you have a random day off, what do you do? See if I can get in for a massage appointment, of course. I also enjoy long walks in nature.

still ovErWHElMEd by social MEdia? click here to get Jason’s breakdown of using each site to your biggest advantage.

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PROFESSIONAL DEVELOPMENT SPEAKERS

3 MINUTES WITH…

Getting to Know the Speakers

WE’vE Got aN all-star liNE-uP of speakers for the Professional development sessions at this year’s iSpa Conference & expo. These educational sessions feature experts in leadership, business strategy, marketing, sales and more. We spent three minutes with each speaker to give you a bit of insight into their personalities.

Heather lee

favorite book: Johnathan Livingston Seagull by richard Bach

ExPErtisE: MarKEtiNG

last great place traveled: i just spent a week trail running from village to village along the Costa Brava in Spain.

Session: “Marketing Spa Services as a Component of the Longevity Lifestyle”

favorite thing to do in las vegas: When in vegas...dine! favorite podcast: Modern love by The new york Times My inspiration: a daily dose of nature on my Colorado trails keeps me inspired. best part of my day: When i am out on the trail, one with nature, running and feeling ﬁt, healthy and alive. Greatest lesson i’ve learned about business: Believe in yourself. favorite breakfast: a shake made with fresh pineapple.

Favorite book!

if i could be anyone else for a day i’d be: fergie—so i could kiss Josh Duhamel! best presentation i’ve attended: Joe Biden speaking from the heart on his choice not to run for president.

les sweeney

favorite book: Unbroken by laura hillenbrand

ExPErtisE: WorKforcE dEvEloPMENt

last great place traveled: grand lake, Colorado

Session: “In Your Hands: Staffing and Supporting Your Massage Team”

favorite thing to do in las vegas: Depart favorite podcast: Planet Money or npr My inspiration: helping others, helping myself best part of my day: The small pieces—running, getting things done, bringing Mrs. Sweeney her coﬀee. Greatest lesson i’ve learned about business: play well with others. favorite breakfast: Wow, i have a lot, but it’s hard to beat Sarah’s fried egg sandwich. if i could be anyone else for a day i’d be: Some guitarist, but i’m ﬁne staying who i am.

Favorite book!

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best presentation i’ve attended: The rolling Stones’ Steel Wheels Tour in 1989.

2017 ISPA coNFERENcE & ExPo david Polgar

favorite book: Breakfast of Champions by Kurt vonnegut

ExPErtisE: diGital WEllNEss

last great place traveled: i still dream about the pitons in St. lucia. it’s where i spent my honeymoon seven years ago, and i’m starting to think it’s time to go back.

Session: “Positioning Your Spa for Digital Wellness”

favorite thing to do in las vegas: The dancing fountains outside the Bellagio, the gondolas at the venetian, or the Mob Museum. favorite podcast: WnyC’s Note to Self and npr’s Hidden Brain My inspiration: anytime i need inspiration, i either watch a TeD Talk or an episode of Shark Tank. There is something contagious about people pushing forward new ideas and chasing their dreams. best part of my day: During the week, it is an early morning with piping-hot coffee and The New York Times. The combination of caffeine and news injects a burst of excitement to start off the day’s work. Greatest lesson i’ve learned about business: everyone loves you when you’re loved. it is a little bit of circular reasoning that points to the tremendous weight we place on social proofing in business.

Favorite podcast!

favorite breakfast: an everything bagel topped with jalapeño cream cheese, tomato and an avocado slice. if i could be anyone else for a day i’d be: a brewmaster. as an amateur beer maker, it would be a thrilling experience. best presentation i’ve attended: Malcolm gladwell is a master class in balancing both conﬁdence and humility, intelligence and humor. i took as many mental notes as i could.

Mike Ganino

favorite book: The Power of Beliefs in Business by ari Weinzweig from zingerman’s

ExPErtisE: lEadErsHiP

last great place traveled: i really love the wine country in Mexico. it’s just south of San Diego: great value, great experience and high-quality wines.

Session: “Millennial Myths: Leading in a Social Age”

favorite thing to do in las vegas: i love seeing shows! nowhere else is there the variety and accessibility to so many options than in vegas. favorite podcast: i’m really into The Psychology Podcast with Dr. Scott Barry Kaufman— such great, practical takeaways. My inspiration: learning and connecting with people. best part of my day: i’m an early riser. i love those few hours in the morning when the world is still sleeping. it’s quiet. it’s slowly coming alive. it’s full of possibility. Greatest lesson i’ve learned about business: Culture matters. it's up to the leaders to create the culture that delivers the results they want.

Favorite breakfast!

favorite breakfast: Coﬀee! okay, and scrambled eggs with some kind of spicy avocado salsa. if i could be anyone else for a day i’d be: Wow, really anyone. i think it'd be such an interesting experience to see the world from someone else's perspective. best presentation i’ve attended: My friend ron Tite—he is entertaining, thoughtful and he gives practical advice. if you ever get a chance to see him, you’ve got to get a frontrow seat. September 2017

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PROFESSIONAL DEVELOPMENT SPEAKERS

Erin Gargan

favorite book: The Secret

ExPErtisE: social MEdia

last great place traveled: florence and Tuscany last spring!

Session: “Digital Persuasion: Secrets to Creating Shareable Content”

favorite thing to do in las vegas: play Topgolf. favorite podcast: James Altucher Show My inspiration: i live in a very beautiful place where the ocean meets the mountains. The natural beauty surrounding me inspires me to be grateful, and then strive for greatness! best part of my day: Snuggling up next to my handsome husband in the evenings. Greatest lesson i’ve learned about business: if you want something done right, you have to do it yourself. favorite breakfast: Salmon eggs Benedict biscuit

Favorite podcast!

if i could be anyone else for a day i’d be: Sheryl Sandberg—so i could learn all of facebook’s secrets. best presentation i’ve attended: Sekou andrews’ closing keynote at the inﬂuence 2017 Conference.

lindsay Madden-Nadeau ExPErtisE: braNdiNG

favorite book: The Art of Uncertainty by Dennis Merritt Jones and Attitudes of Gratitude by M. J. ryan

Session: “Identity Crisis: Strengthen Your Brand with a Clear Vision”

last great place traveled: villefranche on the french riviera or Bhutan and laos in Southern asia, which is like going back in time. favorite thing to do in las vegas: visit the grand Canyon. last visit i did a helicopter ride over the canyon but one day i would like to do a trek and camping trip there. favorite podcast: The Balanced Blonde—she has an incredible connection to some of the top wellness professions around the world and it helps keep me constantly connected to my passions and how to build a better version of me both physically and mentally. My inspiration: i am lucky that i love my job. i love coming into work and using my creative side. My work incorporates my passion in life for well-being and for this i feel grateful. best part of my day: i am a sunset girl. i love to sit on the balcony and watch the sunset; its gives me a connection to the ocean and the peace of mind to reﬂect on the day. Greatest lesson i’ve learned about business: My greatest and simplest lesson is the power of building strong relationships with your guests, colleagues, partners and owners. it builds trust and allows things to ﬂow freely.

Favorite breakfast!

favorite breakfast: avocado anything, and i love homemade turmeric milk! if i could be anyone else for a day i’d be: i’m so happy being me i don’t think about being someone else. best presentation i’ve attended: “The Multipliers” by liz Wiseman—she is an incredible speaker and i was very interested in her approach, which allows for positive self-evaluation on how to motivate people.

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2017 ISPA coNFERENcE & ExPo Merit Gest

favorite book: Winter Garden by Kristin hannah

ExPErtisE: Hr & HiriNG

last great place traveled: Belize

Session: “The Deliberate Culture: Attract, Engage and Keep Top Talent”

favorite thing to do in las vegas: Spa, of course! favorite podcast: Sorry, not really a podcast gal. My inspiration: Daily meditation and gratitude best part of my day: Tucking my son into bed at night. Greatest lesson i’ve learned about business: if you don’t ask, you don’t get. favorite breakfast: anything someone else cooks, and coﬀee! if i could be anyone else for a day i’d be: Someone really tall, just to see what it’s like.

Favorite book!

lawrence biscontini ExPErtisE: WEllNEss Session: “Connecting Spa Departments to Create Spa Journeys”

best presentation i’ve attended: Connie podesta—hands down best ever.

favorite book: The new Testament. it sounds trite, but the Bible is my favorite go-to book for everything, even for questioning it. Someone recently asked me about my favorite business book of all-time, and the Bible is that, too. Since business to me is about building relationships, including what to do when creating deeper relationships, mending broken ones, and forging new ones. last great place traveled: The Mediterranean on a ship with 12 of my closest friends and Biskit (my dog), ending up in my cottage in Mykonos, greece. favorite thing to do in las vegas: i love the buffets and shows. i try to hit every single Cirque show when it’s new. favorite podcast: anything by petra Kolber, her Happiness and Perfection Detox series. My inspiration: Success stories of happiness, wellness, and fitness inspire me, as well as the success stories of clients who not only reach their fitness goals despite difficulty and odds, but ultimately vastly improve the overall quality of their daily lives best part of my day: Waking up to the eyes of Biskit staring into mine and knowing that—if only for that instant—all is right in the world. Greatest lesson i’ve learned about business: Concentrate on building relationships over anything else at all. favorite breakfast: Whatever comes from a plant and is just enough to make me slightly satiated while realizing that i’ve just had what would be considered a feast in more than half of the world’s population.

Favorite book!

if i could be anyone else for a day i’d be: i’d want to be the president of the united States or united nations. i have no political agenda, but i’d want to have a chance to ﬁnd the solutions to unsolved issues. best presentation i’ve attended: i try to ﬁnd something great in everyone’s presentation, and that’s easy when there are such quality speakers at an event like the iSpa Conference & expo. September 2017

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THE BOOT STRAPPER’S

Guide to

MARKETING ON A B U D G E T Taking good care of your brand starts with smart marketing. It’s even better when that marketing is free. When it comes to getting the by asHlEy most bang for your buck with alt your business’s marketing efforts, it takes some serious creativity and ingenuity to stretch your wallet. Throwing money at high-dollar advertising venues is valuable, but doesn’t provide an automatic customer base, and as it turns out, an investment of your TIME, rather than money, could be your best bet.

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“Having a charming Instagram and Facebook page is crucial, and seemingly underrated, in the industry. An important part of our marketing strategy has been incorporating beautiful photos that speak to the products’ message.” — DANIELLE MUNLEY Co-Founder, Sorella Apothecary

The Power of Social Media Perhaps the most popular form of budget-savvy marketing, social media is a great way to get your name out there without spending a lot of money. “I can’t say enough about the importance of using social media,” says Katina Weaver Walker, owner and founder of KDW Apparel, a Pilates, yoga and athleisure-wear line based in Los Angeles. “Social media has been our friend since we started our company and we use these platforms, primarily Instagram, Facebook and Twitter, to stretch our dollars. Using these free platforms has expanded not only our

followers, but our customer base and presence globally.” Agreeing with Walker on using the power of social media as free marketing, Danielle Munley, co-founder of Sorella Apothecary, a botanically-based skincare line that officially launched only last year, states that having a charming Instagram and Facebook page is crucial, and seemingly underrated, in the industry. An important part of her marketing strategy has been incorporating beautiful photos that speak to the products’ message. And beautiful photos attract attention on social media. According to

a recent study from BuzzSumo that looked at over 100 million Facebook updates over three months, updates with images had an amazing 2.3 times more engagement than those without. Plus, according to a recent Buffer survey, Tweets with images are 150 percent more likely to be retweeted. That engagement is paramount to sales success and it all starts with great imagery. “This form of marketing will let your audience see your personal side,” adds Brenda Kocak, president of Modern Male Spas. “Use organic material, keep it simple and keep it real.” Kocak also September 2017

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“Use and build your network to stretch your marketing budget. The more you do for others, the more that will come back to you. Working with Bon Vital at a show or representing the Langham NYC at the ISPA Media Event is an example. By helping them to be successful, Saltability is also successful. We do more together!” — ANN BROWN Founder, Saltability

notes that to be successful on social media, you must be consistent. She suggests posting regularly with both your own content and interesting content from other relevant sources like beauty bloggers, industry publications and more. As much as social media is great for pushing your product or service, don’t only use your account to toot your own horn. “Consumers will get bored if you only share photos of your product,” Munley adds. “Think outside the box!” Constant Content Getting your name out there is important, but to stay top of mind to your customers, you must constantly be there. Putting out a steady stream of content, whether on your company’s blog and social media accounts or in industry publications or events, will help potential customers know who you are

and eventually want to work with you. “Build a calendar,” suggests Kocak. “Include everything from email newsletters to blog and social media posts. This will hold you accountable and keep your content regular so you’re always on your customers’ minds.” Because Sorella is a brand-new company, Munley is also constantly trying to keep her brand at the top of people’s minds. “We jump at the chance to do a free product spotlight in industry magazines, to write articles or to teach classes on what we do,” Munley says. “We are open to sharing tips and tricks that we’ve learned along the way to help others’ success, and this helps get our name out there without costing us a lot of money.” Munley also adds that getting involved in the community or industry outlets will help get your name out there

and offer opportunities to share your ideas, product, service or knowledge with the right people. Many times, these opportunities only cost a little of your time, but the payout can be huge for your brand. “Write an article for a magazine, offer to speak at an industry event and get to know your local spa professionals or companies,” adds Munley. “We are often surprised at how many wonderful companies are local to our area and how we can help each other grow and network.” Rising Tides Raise All Ships Speaking of working well with others, another tip for spa leaders looking to stretch their marketing money is to partner with similar companies offering complimentary services to expand both of your client bases. Saltability founder Ann Brown says that focusing on grassroots efforts, (coNtINUEd oN PAGE 44)

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tHE boot straPPEr’s GuidE to MarKEtiNG oN a budGEt (coNtINUEd FRoM PAGE 42)

“Social media has been our friend since we started our company and we use these platforms, primarily Instagram, Facebook and Twitter, to stretch our dollars. Using these free platforms has expanded not only our followers, but our customer base and presence globally.” — KATINA WEAVER WALKER Owner and Founder, KDW Apparel

capitalizing on word-of-mouth advertising and networking prove the most effective when it comes to marketing. “I believe the best way to educate prospective clients on what we do is to let them hear from spas we work with,” says Brown. “Our current clientele’s satisfaction is of the utmost importance to me, and their testimonials are our best marketing assets.” Use and build your network to stretch your marketing budget. The more you do for others, the more that will

come back to you. “Working with Bon Vital at a show or representing the Langham NYC at the ISPA Media Event is an example,” Brown says. “By helping them to be successful, Saltability is also successful. We do more together!” To have a successful outcome for both parties, you must be honest and forthcoming about what you want out of a partnership and what you can give. “Negotiate for the best value in (coNtINUEd oN PAGE 46)

Did Someone Say Free? Looking for more FREE ways to get your name out there? Here are a few you can start on today:

Start a blog. Your website should have a blog that you update regularly with interesting and inform-

Attend a local networking event. Your town probably has several groups that meet for the sole

Reach out to industry publications. Send your news to industry and consumer publications

ative content related to your business. As you share blog posts on social media (including Pinterest), you’ll see your website traffic skyrocket and collect an engaged group of followers.

purpose of networking. Search for a young professionals’ organization, a small business association, or local chamber of commerce. Most, if not all, will have events that will allow you to get your name out there to potential customers.

that are relevant to your brand. Respond to media leads, offer to write an article and make yourself available for any and all interviews. Editorial content is free publicity in the hands of the exact people you want.

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FEED YOUR SKIN. TREAT YOUR SOUL.

Beautiful on your shelves, effective in the treatment room.

Visit us at ISPA Become a stockist: sorellaapothecary.com

tHE boot straPPEr’s GuidE to MarKEtiNG oN a budGEt (coNtINUEd FRoM PAGE 44)

“Use organic material, keep it simple and keep it real. Post regularly with your own content and interesting content from other relevant sources like beauty bloggers, industry publications and more.” — BRENDA KOCAK President, Modern Male Spas

marketing,” adds Brown. “Think about how you can create win-win situations where you add value for your partner and accomplish your marketing goals.” Reuse and Recycle Recycling isn’t just great for the environment, it also does wonders for your marketing budget. Walker explains that getting creative when budgets are tight is essential, such as taking a main theme or message from a previous campaign, like a favorite photo, and copying and enhancing it to make it

look brand new. “If something has worked in the past, for instance an ad campaign that has given us great feedback and results, we will keep it or recycle and use it again,” says Walker. “If it’s not broke, then don’t try to fix it. For example, don’t try to replace an ad or campaign promotion just because you’re bored if it’s proven effective.” This tactic not only helps cut costs, but it also alleviates stress and saves time to work on other ongoing projects. Munley agrees by saying, “We are able to save money by using the same

photos for ads, social media campaigns and website product photos.” Munley also reuses her team’s talents to both save money on hiring outside professionals and allow her employees to stretch their wings and explore their passions. “We saw a strong design talent in some of our team members and were able to have them whip up some beautiful ads without having to contract the work out. Sometimes it saves to have a do-it-yourself mentality, and to also pay attention to the strengths of your core team.” n

F E AT U R E D S O U R C E S

KATINA WEAVER WALKER Owner and Founder KDW Apparel LOS ANGELES, CALIFORNIA

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BRENDA KOCAK

DANIELLE MUNLEY

ANN BROWN

President Modern Male Spas

Co-Founder Sorella Apothecary

Founder Saltability

DUBLIN, OHIO

RENO, NEVADA

BOCA RATON, FLORIDA

THE

Age

Using Inﬂuencers to Strengthen Your Marketing Eﬀorts by briaNa lEE

A celebrity’s authority is a product of their fame, whereas an influencer’s fame is a product of their authority.

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iN tHE Past, celebrity product endorsements were an integral part of any major company’s marketing budget. now, consumers are craving authenticity in the marketing messages they see. They want advice from a relatable, friendlike figure whom they can trust. as a result, we’ve entered the age of the influencer. in 2016, over 150 marketers from a range of industries including media, retailers and Cpgs participated in linqia’s The State of Influencer Marketing Survey. The survey discovered that 94 percent of companies who utilized influencer marketing believed that their campaigns were effective, resulting in the expectation that influencer marketing budgets will double over the course of 2017. a similar study from Tapinfluence and nielsen Catalina Solutions revealed that influencer content delivered a return on investment that was 11 times higher than traditional forms of digital marketing. finally, a study produced by Twitter states that 49 percent of users rely on recommendations from influencers when making purchase decisions.

so Who are inﬂuencers? TapInfluence defines an influencer as “a real, relatable person who has attracted a loyal following on their blog or social media channels” and draws a clear distinction between traditional celebrities and influencers, who are found across social media platforms but primarily function through personal blogs, Instagram and YouTube. Regine Berthelot, Treatment Manager at Caudalie Vinotherapie Spa in New York City, says that influencers provide the opportunity for a brand to cultivate a genuine relationship. “If there is a connection, they will continue to support the brand organically as they continue to expand their reach,” adds Berthelot. Why Work with inﬂuencers? Influencers bring several valuable factors to the table when collaborating with brands, making a partnership a great way to promote your brand without an explicit sales push. First, influencers have extremely engaged audiences. Because of the accessibility influencers provide through their blogs and social media channels, audiences connect with them on a personal level. “We’ve seen great engagement and organic growth on our social media channels as a result of our work with influencers,” says Brad Packer, director of public relations for the Four Seasons Bora Bora. “Their fans and followers tend to be very loyal and a third-party endorsement shown in an experiential and personal way has great value to building our exposure and the incremental business that comes from it.”

“we’ve seen great engagement and organic growth on our social media channels as a result of our work with inﬂuencers. their fans and followers tend to be very loyal and a third-party endorsement shown in an experiential and personal way has great value to building our exposure.” — brad PacKEr, director of Public Relations, Four Seasons bora bora the four seasons bora bora uses inﬂuencers to showcase the property in an organic way. September 2017

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“Inﬂuencers provide the opportunity for a brand to cultivate a genuine relationship. if there is a connection, they will continue to support the brand organically as they continue to expand their reach.” — rEGiNE bErtHElot, treatment Manager, caudalie vinotherapie Spa, New york city

Influencers also portray an authentic image by using their content to tell personal stories about their experiences with a skincare product or what they did on a weekend spa trip. This authentic image builds trust between the influencer and her audience, which, in turn, makes the influencer’s recommendations even more trustworthy. How to choose an inﬂuencer The first step in targeting an influencer to work with is to focus on the right content areas. Most successful influencers tend to fall under a small number of verticals to specialize their content and appeal to a specific demographic. Spas and spa industry vendors should focus on tapping into the power of influencers who specialize in content related to lifestyle, fitness, wellness, beauty and travel in order to reach a desirable market. Next, look at the influencer’s reach in terms of monthly page views, engagement and number of followers on social platforms. At first thought, it may seem obvious to choose influencers who have the largest reach. However, so-called “microinfluencers” (loosely defined as influencers with between 1,000 and 10,000 highly engaged followers) are becoming increasingly popular for their influence over a smaller, more niche audience. “Whether a highly targeted audience, or someone with exceptional photography skills, there can certainly be great value in partnering with microinfluencers, even with a smaller audience,” adds Packer. “Microinfluencers also might have smaller audiences that are geographically specific, which allows very targeted exposure to a key market.” (coNtINUEd oN PAGE 52)

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Natasha oakley and devin brugman of A Bikini A Day hosted several pop-up events featuring caudalie products. Photo c/o A Bikini A Day.

tHE aGE of iNfluENcE (coNtINUEd FRoM PAGE 50)

developing an inﬂuencer Marketing campaign Once you have selected the right influencer to work with, develop a campaign that will successfully promote your brand while keeping in mind the influencer’s audience and their creative preferences. Ultimately, campaigns must be executed in a way that properly represents your brand’s image but also respects the influencer’s individual voice so that they are able to connect authentically to their audience when promoting your brand. Begin by establishing and communicating your Key Performance Indicators such as views, engagement, clickthroughs, increase in followers and sales. Request clear deliverables from the influencer, such as the specific number of blog and social media posts, lifestyle photos, hashtags, geotags, and mentions that you expect.

HasHtaG it!

dove’s #speakbeautiful cathay Paciﬁc’s #lifeWelltravelled starwood Hotels’ #sPGlife accorHotels #feelWelcome ritz-carlton’s #rcmemories Glossier’s #GlossierPink shangri-la Hotels & resorts’s #Myshangrila

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(coNtINUEd oN PAGE 54)

One simple and cost-free way of expanding your influence and developing user-generated content is to create and promote your brand’s unique hashtag on Instagram and Twitter. Users can tag their experiences and provide their unique perspective on your brand through content that you can easily repost. Some successful examples include:

beneﬁt cosmetics’ #realsies campaign

There are many ways to engage influencers with options that are low cost and require little involvement on the brand’s end such as sending products for review or inviting an influencer to spend a day at your spa. Other more involved options are available as well, such as planning sponsored events. Packer says that The Four Seasons Bora Bora has hosted influencers on an individual basis, as small groups and in conjunction with resource partners. Meanwhile, Caudalie has worked with a number of influencers including Natasha Oakley and Devin Brugman of the popular lifestyle blog A Bikini A Day. To celebrate the launch of their swimwear brand’s Summer 2017 collection, Oakley and Brugman hosted a series of pop-up events that featured products from Caudalie.

it’s an inﬂuencer’s World Here are some major influencers and the brands they’ve worked with.

MaJor iNfluENcErs

Mid-raNGE iNfluENcErs

1 MILLION+FOLLOWERS

100K+FOLLOWERS

aMbEr fillEruP clarK n barefoot blonde n @amberﬁllerup

MariaNNa HEWitt n Life with Me n @marianna_hewitt

Instagram: 1.3 million followers brands: John Frieda, Kerastase, caudalie

Instagram: 749k followers brands: the St. Regis Aspen Resort, Estee Lauder, colgate

blair EadiE n Atlantic Paciﬁc n @blaireadiebee Instagram: 1 million followers brands: the St. Regis Aspen Resort, coverGirl, Fairmont

Julia ENGEl n Gal Meets Glam n @Juliahengel Instagram: 1.1 million followers brands: clé de Peau beauté, birchbox, tRESemme

briGHtoN KEllEr n brighton the day n @brightonkeller Instagram: 252k followers brands: vichy Skin care, Aveda

rEMi isHizuKa n RRayyme n @rrayyme Instagram: 133k followers brands: FabFitFun, Global wellness day, Kiehls

Kat taNita n with Love From Kat n @kattanita Instagram: 384k followers brands: L’oreal, the Four Seasons, Laura Mercier

Micro iNfluENcErs UNDER 100K+FOLLOWERS ariana Pierce @aritheheiress

Jasmine rose @msjasminerose

Instagram: 19.3k followers brands: origins

Instagram: 17.3k followers brands: e.l.f cosmetics

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tHE aGE of iNfluENcE (coNtINUEd FRoM PAGE 52)

The brand also hosted an event at its boutique spa to launch the Premier Cru Elixir with blogger Athena Calderone of Eye Swoon, drawing celebrity attendees such as Alec and Hilaria Baldwin, fashion designer Mara Hoffman, and Caudalie’s founder Mathilde Thomas. The catering and flowers at the event were designed to showcase the ingredients found in the product, such as prickly pear, jojoba, rose and grape. When the St. Regis Aspen hosted the 2016 Snow Polo Championships, the resort partnered with several influencers to promote the event. Bloggers Blake Scott of The Scott Effect, Blair Eadie of Atlantic Pacific, and Marianna Hewitt of Life With Me were treated to a full itinerary, which included customized treatments at Remede Spa prior to the polo

match, a media-only dinner at the hotel’s restaurant, Chef’s Club, and daily amenities—all of which were featured on the influencer’s social accounts. “Influencers posted pre, during and post event content using St. Regis’ social handles, hashtags and geotags to bring global awareness to the event, the property and the spa,” says Julie Oliff, director of operations at Remède Spa at St. Regis Aspen. Whether for large events, product promotions or simply a day at the spa, influencers can simultaneously expose your brand to new customers and help build a sense of brand loyalty among existing customers. By partnering with the right influencer, you can almost guarantee that your brand will be directly plugged into the right audience. n

“Inﬂuencers posted pre, during and post event content using St. Regis’ social handles, hashtags and geotags to bring global awareness to the event, the property and the spa.” — JuliE oliff, director of operations, Remède Spa at St. Regis, Aspen

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WAYS TO

CREATE A

KILLER MARKETING PLAN by KElly HEitz

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â&#x2013;

September 2017

lackluster marketing plan can be deadly to your business. No one will buy your product or service if they don’t know you exist, but these days your marketing efforts must go

beyond that. You must create a plan to keep your brand relevant, your message consistent, and your company at the forefront of every potential customer’s mind. How do you achieve that lofty goal? A killer marketing plan. Here are

13 ways to slay your marketing

goals and create a strong strategy that will not only keep your business alive, but also allow it to thrive.

Work in advance. A good marketing plan is hashed out

and strategized months, even a year in advance. “We create a marketing plan annually, which looks ahead to the following year,” says Jennifer Henry, director of marketing for The Spa at The Hotel Hershey in Hershey, Pennsylvania. “Then, throughout the year we revisit the messaging, channels and tactical pieces so we can evaluate and learn from the metrics we see throughout the campaign.” Working through a marketing plan well in advance allows you to present a clear and cohesive message throughout all channels and team members. Diane Hibbard, vice president of treatments and development at Burke Williams Day Spa in California completely agrees. She suggests developing plans annually and referencing it daily to stay on top of all strategies. She says, “Staying involved with your plan will naturally dictate when updates are needed, and create more room for progress and innovation.”

Don’t be afraid to adapt. Speaking of innovation, you can’t be afraid to roll with

the punches in marketing. Trends change daily and it is up to your team to adjust. So, while planning an overall plan in advance is key, you must leave room for adaptation. “At Millennium, we are constantly reworking our marketing plan based on the performance of our various assets,” adds Colleen Lemos, senior public relations specialist at Millennium Systems International. “Marketing trends and consumer behaviors are changing so quickly that it’s important to be able to adapt as needed.”

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Revisit often. Now

that you’re over your fear of change, be sure to check that marketing plan monthly, maybe even weekly or daily, to make appropriate updates and make sure everything is on track. Kate Wind, spa manager at Spa Mio at the M Resort in Henderson, Nevada, is constantly revisiting her marketing plan to remain relevant to her target customer. “Since most our clientele is local, we like to keep things fresh and update our marketing plan monthly,” she notes. “Creating consistency with our clients gives them something to look forward to each month.”

Be everywhere.

“From email blasts and blogs, to white papers, to print and digital ads, we have a wide variety of marketing initiatives that all must work in harmony towards a common goal,” says Lemos. Being available to your potential customers on all possible channels not only keeps your brand at the top of their minds when it comes time to make a purchasing decision, but also builds trust and comradery between your brand and your customers. So, while it may be time consuming, be sure to include space in your marketing plan for every channel you work with. “When one area is re-worked, it affects the rest, so it is always a balancing game to keep your marketing plan as successful as possible.”

Involve other members of the team. Being ever-present is

time-consuming. Plus, you’ll get more ideas and excitement around marketing if you open the planning process up to other members of your team. “Burke Williams is a team and we keep our marketing conversations on the table for all feedback,” says Hibbard. 58

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“From our founders or myself to our GMs and our therapists, we’re always looking for and open to great ideas.” Lemos agrees by saying, “Don’t be afraid to ask your team for input. They spend a lot of time hearing about the lives of your clients, and may have a few marketing ideas of what will entice your customers.”

“Being available to your potential customers on all possible channels...keeps your brand at the top of their minds when it comes time to make a purchasing decision.”

Go with the seasons. If you’re stuck in

the idea department or can’t figure out where to start your plan, pull out the calendar. “Start with simple marketing campaigns and let seasonal trends and holidays do the work for you,” suggests Lemos. “While you think this may be overdone, there are always times of year when consumers are looking to spend more money and it’s up to you to put your own unique spin on it.” Think: Valentine’s Day, Mother’s Day, Father’s Day, graduations, wedding season, summer vacations, Black Friday, the holiday season, etc. Start with this framework and fill in what is relevant to your company.

look outside your company, or even outside the spa industry for inspiration. “When creating marketing plans, I look to other successful companies outside of the spa and salon industry,” reveals Wind. “Some of our most successful marketing plans have been modeled after strategies from car dealerships or furniture stores. I use marketing ideas that catch my attention and cater them to our industry.” Being original is important, but you don’t always have to reinvent the wheel. Listen to the radio or watch commercials to see how other people sell their product and apply it to your plan.

Create excitement.

We know creating a killer marketing plan is work, but don’t forget to have a little fun! If you’re not excited about your marketing plan or messaging, there’s no way your customers will be. Wind continues her suggestions by saying, “Think about walking into the grocery store and seeing a sign stating: ‘Four for $5.’ Most people get excited and start to stock up, not realizing that they’re only saving a couple cents per item. Think about how we can recreate this same idea in the spa industry: creating excitement without necessarily discounting.”

Know your strengths. When

Look for outside inspiration. If you’re

creating a marketing plan, you’ve got to figure out your brand and your team’s strengths. “Take time to understand your unique selling proposition (USP),” advises Henry. “What differentiates you from the other spas in your area? Who is your competition? Ensure you are communicating that USP through marketing channels and especially on your website, which is where marketing efforts should push to.” Realizing your strengths can give your marketing plan an edge and help your brand stick out in a very crowded world.

still in a planning rut, try to

(coNtINUEd oN PAGE 60)

13 Ways to crEatE a KillEr MarKEtiNG PlaN (coNtINUEd FRoM PAGE 58)

10.

Don’t be afraid to rely on social media.

“Every marketing plan needs social media spend,” states Hibbard. “Considering most web users go to a company’s social media pages for information before visiting the actual website, it’s integral to have a social media strategy that includes a budget for social media ads and customer support.” Social media should be a huge part of your marketing plan and support your more traditional marketing efforts like print advertising. Creating a robust social media presence will improve everything from search rankings to brand imaging. As Hibbard says, “Social media is king and it’s important to include those platforms in your marketing budget.”

11.

Make your mission your mantra. When

laying out your marketing plan, it’s important to keep your messaging consistent across all platforms. How can you achieve this goal? By creating a mission that resonates with every member of your team. From the person performing

a massage to the person packing products to ship, everyone should understand and live your mission. “When it comes to brand marketing, it’s vital to keep your company mission statement at the forefront,” advises Hibbard. “Once you have a clear understanding of what you’re offering and why you’re offering it, marketing needs will begin to have a purpose.” At Burke Williams, for example, the company’s philosophy is “we exist to transform your day,” and is used in marketing, customer service and day-to-day operations. When the marketing team gets together to develop marketing plans, their aim is to transform the guests’ day through all marketing messaging.

12.

Include end goals. “Looking at

the big picture is key,” suggests Hibbard. “It’s important to look at what your goals are and work backward from there. When you know what the end game is, it’s easier to decide what’s needed for various promotions.” Lemos agrees by saying, “Every marketing plan should include a mission and goals. What are you trying to achieve

through this campaign? Increase sales? Nurture existing clients?” She suggests including a time frame, necessary assets (email blasts, social media posts, ads, etc.), costs, and how your plan will be executed. Most importantly, Lemos advises to decide prior to implementation how you will measure your plan’s success so you can continue to improve your strategy and know how to achieve those goals.

13.

Be familiar with important metrics. As Lemos

suggests, it’s important to include how you will measure your plan’s success to properly plan for the future. At The Spa at Hotel Hershey, Henry looks at where guests are coming from, the number of treatments per visit, and what packages or services were the most popular and made the biggest impact to the bottom line. “We also consider email open rates and click-thru rates, online advertising statistics, web traffic, etc.,” she adds. “We use this information to ensure that we are delivering the right message to the right person at the right time.” Which, of course, is what your killer marketing plan is all about. n

F E AT U R E D S O U R C E S

COLLEEN LEMOS

KATE WIND

JENNIFER HENRY

DIANE HIBBARD

Senior Public Relations Specialist Millennium Systems International

Spa Manager Spa Mio at the M Resort

Director of Marketing The Spa at The Hotel Hershey

PARSIPPANY, NEW JERSEY

HENDERSON, NEVADA

HERSHEY, PENNSYLVANIA

Vice President of Treatments & Development Burke Williams Day Spa CALIFORNIA

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A Day in the Life! b y A S H L E y A Lt

The life of a spa professional is a continuous cycle of daily responsibilities that help make the spa world go round. Pulse asks ISPA members to give us a sneak peek into their daily lives to help us understand the roles they play and the difference they make on a daily basis.

medium has become less effective as we are bombarded with messages and distracted by multiple social media platforms,” Griffin explains. “I hear time and time again the frustration with breaking through.” She overcomes these marketing challenges through sheer persistence, by consistently providing good information, and being a solid industry resource. “My job is to create compelling messaging and real solutions to solve the myriad of issues involved in operating and marketing a spa.”

NANCY GRIFFIN PRINCIPAL, CONTENTO MARKETING PETALUMA, CALIFORNIA

“S

pa is the real healthcare,” says Nancy Griffin, principal at Contento Marketing, a marketing agency based in Petaluma, California, that specializes in working in the spa industry. She began her career working with Mary Tabacchi on the first classification study for spas. After attending her first ISPA Conference & Expo in 1994, she was hooked on the spa industry. “The quality of my life has been positively impacted through my interactions with spa professionals,” Griffin says. “To interact with people who truly care about making a difference is a gift. My clients give back to me as much as I give to them.” Running a marketing firm in the digital age comes with its own set of challenges, but when your clients consist of fastmoving spa directors and resource partners, keeping up can sometimes prove to be overwhelming. “Email as a

“The quality of my life has been positively impacted through my interactions with spa professionals.” Those real solutions have become the most rewarding part of Griffin’s job as a marketing professional. In 2000, she founded SpaTrade.com—the industry’s first online community—and in 2006 she began the regional networking events SpaExec. “My latest venture is Bespoke—a partnership with TouchAmerica designing artful retail display solutions for spas and salons,” says Griffin. “When retail sales improve, both sides win.” Griffin’s most memorable marketing job is actually pretty recent. “I was asked to help with sponsorship and press for the ISPA Media Events in Beverly Hills and New York City, and asked Carol Stratford, principal of StratComm Consulting and former vice president of marketing for Miraval, to partner with me to really take

the events to the next level,” she recalls. “Working with the amazing ISPA staff, sponsors and journalists was truly an honor. It felt like a full-circle experience to be working with ISPA again nearly a quarter century later.” Marketing in the spa world is challenging, exciting and rewarding for Griffin. But what does her typical day look like? ★ 5:30 am Brief meditation and stretching. Feeding the dog; brewing coffees. ★ 6 am Coffee and Facebook scrolling. I can’t write and drink coffee at the same time. As soon as coffee is cold, I dive into email and conference calls. I’m based in California and many of my clients are back east, so I like to hit the ground running. ★ 8 am Write a blog post or press release for a client while my mind is still fresh. Skype, conference calls and email outreach from my home office—full disclosure, often my couch! ★ 10 am Walk with my dog Farley, my mom and her border collies Shep and Wren, or Pilates on Mondays and Fridays. ★ 11:30 am Homemade green juice with local veggies, apples, ginger and lemon. More emails and phone calls, media outreach, flight and hotel bookings to client meetings or conferences. ★ 1 pm A quick lunch at home or takeout if I’m crazy busy. Then back to work! ★ 3 pm Farley and I are out the door to take my horse Cy (short for Cyclone) for a ride. ★ 5 pm Back on the computer—some work, some social. Some TV, I won’t lie. ★ 9 pm Brief meditation and stretching, then bedtime. Early to bed, early to rise, as they say! n September 2017

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SUCCESSSTORIES INSPIRING TALES OF STARTUPS, GROWTH AND OVERCOMING HARDSHIPS

Beverly Hills:The City of WELLTH vivian Henein Spa director n beverly wilshire, A Four Seasons Hotel

Julie Wagner chief Executive officer n beverly Hills conference & visitors bureau

expand its global reach and o matter where by inspire people to think about the people travel, KElly HEitz city in a new way. their health is still “Beverly Hills is now a soughta top priority. Beverly Hills, after destination for health and wellness California, recognized this need and experiences that visitors add to their travel plans,” created a unique initiative to not only attract notes Wagner. “Aside from our amazing spas, we offer fitness wellness-minded tourists, but also encourage residents to prioroptions such as yoga at our studios, walking paths for outdoor itize wellness. The Beverly Hills, City of Wellth campaign has enthusiasts and green space for meditation—all of which were brought together like-minded spas, hotels and restaurants within highlighted at our WELLTH event.” the city and challenged them to create packages, discounts and offerings specifically for those wellness-minded travelers. Spreading the WELLTH Creating the WELLTH Focusing on the five core building blocks of “wellth,” The Beverly Hills Conference & Visitors Bureau sought to involve local Eighteen months ago, The Beverly Hills Conference & Visitors businesses who fit the bill. Spas, of course, were a no-brainer. Bureau commissioned a study looking at future trends in luxury. “Spas are a wonderful way to unwind, recharge and embrace One of the key findings was that people want to be able to wellness that directly ties to our campaign,” says Wagner. “They continue their healthy lifestyles while away from home. “This are the perfect places to not only receive personalized services, desire to stay healthy while traveling, coupled with Mayor Lili Bosse’s Healthy City Initiative, which showcases activities that Participants in beverly Hills' city of Wellth events learned that movement is contribute to a healthy government, economy and people, helped key to a well-thy life. to formulate this concept of WELLTH, which focuses on a healthy mind, body and spirit,” says Julie Wagner, chief executive officer of the Beverly Hills Conference & Visitor’s Bureau. Derived from bestselling author and Founder and CEO of mindbodygreen Jason Wachob’s memoir, WELLTH: How to Build a Life, not a Resume, the term ‘WELLTH’ represents a new, less materialistic and more valuable life currency that encompasses wellness and is exemplified by health, purpose and happiness. WELLTH can be achieved by incorporating the five core building blocks into our daily lives: move, eat, restore, gratitude and explore. The Bureau used that concept to create a campaign that would position Beverly Hills as a top wellness destination. The campaign included using health and wellness experts, as well as celebrity Christie Brinkley, as Wellthy City ambassadors, which helped to

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the spa at beverly Wilshire exudes luxury and wellth and was a perfect partner for the city's initiative.

but also serve as essential components to live a healthy lifestyle.” Vivian Henein, spa director at The Spa at Beverly Wilshire, completely agrees, which is why she jumped at the chance to participate in the campaign. “We are thrilled to take part in anything that boosts spa awareness,” she enthuses. “The city of Beverly Hills has been incredibly supportive of us over the years and we are thrilled to support them in this initiative that puts spa and wellness center stage—exactly where it should be!”

“...the term ‘WELLTH’ represents a new, less materialistic and more valuable life currency that encompasses wellness and is exemplified by health, purpose and happiness.” To support the initiative, The Spa at Beverly Wilshire offered customers the Be Well, Be Luxe Spa Package, which included overnight accommodations at the Beverly Wilshire Hotel and a US$400 spa credit, redeemable for any service at the spa. “It’s

GET INVOLVED! Spread the message that spa is the way to wellness by getting involved with local and national wellness initiatives. Here are a few ideas to get you started, or better yet, start your own! Every community could use a little more WELLTH.

l l

been a great incentive for us as we’ve seen an increase in spa interest since we were awarded the Forbes Travel Guide Five-Star award,” adds Henein. The Need for WELLTH Aside from the tourism and economic benefits, it has become more important than ever for local organizations and businesses to work together to spread the message of wellness, and spas should be at the helm of those messages. The Beverly Hills, City of WELLTH campaign is a prime example of what can happen when spas reach outside of their industry and work with local governments, businesses and citizens to prioritize the health of both residents and visitors: all parties win. “We are living in a fast-paced world, which seems to move faster and faster by the moment,” adds Henein. “We are constantly connected to our devices, and spend less time connecting to each other and ourselves. Time at the spa is all about pausing to take a moment for yourself. Taking that time for yourself, and knowing that you deserve it, truly does enrich the mind, body, and spirit.” n

Plan Wellness Community Events Plan a wellness-focused event to show your community how your spa or company can contribute to overall wellness. Partner with Other Well-Minded Businesses Work with other businesses (yoga or fitness studios, health-conscious restaurants or grocery stores, etc.) to create reciprocal benefits for well-minded customers. Create a Wellness Community Group If you find there are a lot of WELLTH-y individuals in your community, create a group that meets regularly to discuss wellness issues, plan community action, and work with your local government to prioritize wellness initiatives. Start a Corporate Wellness Program Take a cue from this month’s Member Perspectives feature, Bell Tower Salon and Spa (page 20), and create a corporate wellness program that allows your spa to partner with local businesses to provide discounted services, educational sessions, and spa rewards programs.

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asK tHE ExPErt

taylor ostEr

by KElly HEitz

the goal of marketing, no matter what industry you call home, is to be on your customer’s mind when it comes time to make a purchase decision. take coca-cola—the most recognized and consumed soft drink brand in the world. coke reinvests seven percent of its yearly earnings back into marketing—that amounts to roughly US$3.5 billion per year. And what is coke’s goal from its marketing eﬀorts? For you to think of coke every time you want a soft drink. that’s billions of dollars a year just to make you think of coke ﬁrst, and you know what? It works. Now, I know you don’t have the same budget as coke, but the concept remains the same. you must use your marketing dollars to establish your spa or brand as the go-to in your market. Stop thinking so much about return on investment and start thinking about being top of Mind. How can you do this? through content marketing.

check out the best-selling book by influence & co.’s cEo John Hall at topofmindbook.com

In this month’s Ask the Expert, we chat with taylor ostEr, director of marketing at Inﬂuence & co., a marketing agency that uses content to establish clients as experts in their chosen ﬁelds. As a wiz in the ever-complicated world of content marketing, oster explains what it means to successfully market your brand in the digital age and what it takes to always be top of mind to your customers.

Pulse: Influence & Co.’s approach to influencer marketing is fresh and innovative. Where did the idea for the company come from? Oster: Our approach to influencer marketing is to help brands build their own influence and become industry influencers themselves rather than connect them to outside influencers they can pay for an endorsement. We do this through content that we help leaders create and use to influence their audience. The idea came several years ago — after seeing brands and leaders struggle to connect with their audiences, communicate 64

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their ideas authentically, and validate their expertise in thirdparty media outlets, we saw an opportunity to address it with content. P: Why is it important for brands to constantly strive to be “top of mind?” O: Not every person in your audience is going to be ready to pull the trigger and start working with you the moment he or she is introduced to your brand. For one thing, trust takes longer to build than a first impression. Secondly, factors like

“obviously, with the internet and social media, that’s totally changed. the consumer has so much more power today than he ever had before, and he can go anywhere at any time for any information.” budget, time, capacity and other resources must align in order for any decision or investment to be made. If your brand can become top of mind, you’ll be the first solution or partner that your audience thinks of when it finally is time to make a decision — and that’s incredibly powerful. P: In the book, Top of Mind, Hall explains that consumer needs have shifted. How does this change affect the marketing landscape today? O: In the past, marketers basically drove the entire conversation with audiences and potential customers. Obviously, with the internet and social media, that’s totally changed. The consumer has so much more power today than he ever had before, and he can go anywhere at any time for any information. That’s changed a lot of the marketing landscape today, and it’s put a lot of pressure on brands to create high-quality content that engages those consumers when they’re looking for answers to their questions and solutions to meet their needs. P: Remaining “top of mind” goes beyond constantly posting on social media. How does content marketing help create a more influential and established brand? O: One of the elements we touch on in the book is remaining top of mind in the right way. So, you could be top of mind with your audience by constantly posting on social — but will you come to mind in the right way, as a brand that provides actual value? Not necessarily. That’s what makes content marketing so important. When you commit to the investment of time and money to actually do content marketing right, you end up with engaging, high-quality content that answers people’s questions, entertains them, offers value, and positions you as a trusted expert in your space. P: Why do you think people can be overwhelmed by content marketing, and how can they overcome it? O: Content marketing is made up of a lot of moving parts. From

bylined content in online publications to educational blog posts to interactive downloads to ongoing email engagement and social media to the comprehensive documented strategy that guides it all, content is a lot to manage. I get that feeling of it seeming overwhelming and chaotic. My advice is to dedicate a team to it. Whether that’s a team you build in-house or an agency that you outsource to, you need a team to lay out your goals, determine metrics, and actually produce, distribute and analyze your content if you want to see impressive results.

P: How does content marketing establish relationships within an industry? O: You can’t personally have face-to-face meetings with every person in your network or in your brand’s audience. It just isn’t possible. But thanks to content, you don’t have to forgo valuable relationships. By creating content that comes from you and distributing it to the right audiences at the right times, you can connect on an authentic, helpful level with people in your industry. And when you do that consistently enough and hit those touchpoints over time, you can build and strengthen relationships within your industry. P: How can a reader use your book to establish himself as a leader in his chosen field? O: Establishing yourself as a leader in your field requires a combination of a few things: your expertise, your authenticity and helpfulness, your relationships with others in your space, and your commitment to consistently carry out these practices. Sure, each of these things can be practiced on an individual level. But you can scale them to reach even bigger audiences through content. And that’s exactly what is shared in Top of Mind: how to build better relationships and scale them through content. That’s how you can position yourself as a leader; we know because that’s how we’ve done it for our clients and seen countless others do it, too. n September 2017

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1. the ilike Tomato A-C-E Booster Mask helps protect the skin from sun and environmental aggressors while supporting natural cell regeneration. Formulated with vitamins A, c and E, the creamy mask naturally boosts collagen production, reduces inﬂammation and detoxiﬁes the skin.

Product sPotliGHt 1

iliKEorGaNics.coM | 1.888.290.6238

2. lil ‘o’ blossom’s luxury baby spa boutique collection, Shower Me Blossom, is a delightful and charming storybook-inspired gift set with seven luxurious and naturally gentle baby bath and body care products for all skin needs (including sensitive). Pediatrician/dermatologist-tested. liloblossoM.coM | 1.844.692.5677.

3. beespa’s Ultra Healing Hand + Foot Cream is the gentlest, most eﬀective cream for beautifully smooth and younger looking hands and feet. Made with botanical, vegetable-based and vitamin-rich ingredients, this cream will repair and revitalize even the most cracked and dry feet and hands. bEEsPa.coM | 1.800.518.1929

4. Glowbiotics Probiotic HydraGlow Cream Oil helps achieve a natural dewy glow while feeding skin with nutrient-rich ingredients. the Glowbiotics balancing complex helps balance and restore stressed, aging skin while a blend of light-reﬂecting minerals helps provide a bright and luminous complexion. GloWbioticsMd.coM | 1.877.423.1314

firST-TiMe ExHibitors

Join us in welcoming these brand new exhibitors to the 2017 isPa conference & Expo.

5. suNdÃri Chamomile Eye Oil is inspired by the ancient tradition of Ayurveda. watch wrinkles disappear right below your eyes with this all-natural product. A complex blend of essential oils in a base of Jojoba Seed and Avocado oils, this oil smoothens and replenishes delicate skin around eyes. suNdari.coM | 1.800.552.0203

6. creative Energy candles’ Soy Lotion Candles are a two-in-one candle that, when melted act as both a beautifully scented candle and a healthy body lotion. Made with organic cotton wicks, cosmetic grade soybean wax, certiﬁed organic extra virgin coconut oil, and essential oil blends. crEativEENErGycaNdlEs.coM | 1.803.233.1407

9 8 7

7. bioline-Jatò’s AGE Serum gives triple perfection to the skin. Its vitalizing power is combined with a tailored cosmetic action that provides a perfect base for make-up. combine with the rest of the AGE line for best results. bioliNE-Jato.coM | +39.0461.933209 8. the amarte SILKTOX™ Mask is the ﬁrst treatment that bridges the K-beauty trend from consumer to back bar. this 20-minute mask, mixed at the time of application, not only tightens skin, but maintains its natural pH balance and infuses multiple antioxidants and pure elements to reveal a more youthful-looking complexion. aMartEsKiNcarE.coM | 1.415.613.7570

9. PiperWai Natural Deodorant is made with activated charcoal, which neutralizes odor and absorbs moisture without aluminum, parabens, or synthetic fragrances. No stains, no irritation—just clean, fresh pits. Naturally. PiPErWai.coM | 1.267.368.7662 66

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isPa fouNdatioN

fouNdatioN

2017 ISPA FOUNDATION BOARD OF DIRECTORS OFFICERS CHAIRMAN Frank Pitsikalis ResortSuite VICE CHAIRMAN Sharilyn Abbajay Abbajay & Associates, LLC

DIRECTORS Todd Shaw ISPA Chairman Todd Hewitt ISPA Vice Chairman Lynne McNees ISPA President

MEDICAL ADVISOR Brent Bauer, M.D. Mayo Clinic HONORARY BOARD MEMBERS Ruth Stricker The Marsh, A Center for Balance and Fitness Deborah Szekely WELLNESS WARRIOR

The ISPA Foundation wishes to thank the following supporters for their generous contributions: LUMINARY

e’re all on a budget. We set budgets for ourselves to allocate funds appropriately and keep ourselves on track for the future. With so much going on in each of our professional lives, it’s often hard to fit in nonessential spending, even for a good cause. While sticking to a budget is extremely important in both the business world and everyday life, it’s possible to still support charitable initiatives, even with a tight budget to work with. Donating to the ISPA Foundation Live & Silent Place Your Bids in the Hub! Auctions is one of the most cost-efficient ways to support 2017 ISPA Conference the ISPA Foundation. If you already have a product on & Expo on-site auction hand or have extra merchandise, donating is quick, easy bidding opens at and won’t set you back financially. It is also a great 11:15 a.m. Monday, complimentary exposure opportunity before and at Oct. 16 in The Hub. Conference. Don't miss it! And while monetary donations are always appreciated, donating your personal time is also valuable to the Foundation’s initiatives. Volunteering for a task force helps bring new and fresh ideas to the industry and furthers the goals of each committee. Sometimes, just a little time can make a large impact. Each year the ISPA Foundation offers the Mary Tabacchi Scholarship to a deserving student pursuing a career in the spa industry. Simply sharing the scholarship application with potential applicants not only supports the Foundation, but also the future leadership of our industry, which is invaluable. Any contribution to the Foundation, whether it be monetary or your personal time, is always appreciated. Even with a tight budget, charitable initiatives can remain a priority. Don’t let your budget stop you from supporting a good cause and furthering the spa community.

—fraNK PitsiKalis, isPa fouNdatioN cHairMaN

Ruth Stricker BENEFACTOR

Dr. Howard Murad PATRON

Red Door Spas ResortSuite

l SEPTEMBER 13: Deadline to be included in the printed Auction Catalog.

l FOR MORE INFORMATION ON THE ISPA FOUNDATION or to donate an item

to the Auction, visit attendISPA.com or email ashley.roberts@ispastaff.com.

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S N A P S H O T S U RV E Y

une’s ISPA Snapshot Survey, the monthly digital survey administered to members, was all about social media usage in the spa industry. Several questions revolved around the trend of ‘stories’ on social media such as Instagram and Snapchat Stories.

Along with live video, the competition between Snapchat and Instagram Stories has been a major

theme of 2017 in the digital landscape, and looks to be here to stay. Take a look below at how many respondents for each segment are, or aren’t, taking advantage of this increasingly popular feature. 51% 50% 47% 45% 43%

ALL SPAS DAY SPAS 38%

39%

RESORT/HOTEL SPAS

38%

RESOURCE PARTNER 34%

29%

28% 26%

7% 4%

4% 3%

3% 2%

FACEBOOK

INSTAGRAM

SNAPCHAT

OTHER

NONE OF THESE

Want to participate in ISPA Snapshot Surveys and receive the full results the next week? Just keep an eye on your inbox every third Friday of the month!

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GET TO KNOW THE ISPA STAFF!

On this page, the team shares their tips for working smart, being healthy and living the spa life. This month we asked: If you could hop on a plane tomorrow and be anywhere in the world, where would you go and why?

Lynne McNees • President lynne.mcnees@ispastaff.com • 1.859.226.4260 Crystal Ducker • Vice President of Research & Communications crystal.ducker@ispastaff.com • 1.859.226.4427

Jennifer Duckworth • Senior Director of Events jennifer.duckworth@ispastaff.com • 1.859.226.4254

ISPA STAFF

Ashley Alt • Content Specialist ashley.alt@ispastaff.com • 1.859.226.4354

PROUDLY SERVING ISPA AND THE ISPA FOUNDATION

Megan Browning • Events Marketing Manager megan.browning@ispastaff.com • 1.859.219.3549

VISION To be the leader in promoting and

Eric Callaghan • Digital Marketing Coordinator Ireland eric.callaghan@ispastaff.com • 1.859.963.1877 Tara Finn • Sales Manager tara.finn@ispastaff.com • 1.859.226.4372

enhancing the well-being of the spa industry and the people it serves.

MISSION ISPA advances the spa industry by providing invaluable educational and networking opportunities, promoting the value

Kelly Heitz • Editor kelly.heitz@ispastaff.com • 1.859.359.8010

because it was my father’s favorite place on earth and it reminds me of him.

Allison Martin • Membership Manager allison.martin@ispastaff.com • 1.859.226.4334

of the spa experience and speaking as the Cala Meikle • Project Coordinator cala.meikle@ispastaff.com • 1.888.651.4772

authoritative voice to foster professionalism and growth. Greece it’s on my bucket list!

Wendy Payne • Member Experience Specialist wendy.payne@ispastaff.com • 1.859.219.3512 Jessica Pfister • Fulfillment Coordinator jessica.pfister@ispastaff.com • 1.859.687.7014

VEGAS BABY!

Autumn Phelps • Trade Show Manager autumn.phelps@ispastaff.com • 1.859.226.4207 Amber Phillips • Events Manager amber.phillips@ispastaff.com • 1.859.226.4420 Eileen Pitts • Public Relations Manager Eileen.pitts@ispastaff.com • 1.859.425.5072 Ashley Roberts • Project Coordinator ashley.roberts@ispastaff.com • 1.859.219.3621 Tara Salah Eldin • Project Coordinator tara.salaheldin@ispastaff.com • 1.859.219.3615 Samantha Smith • Project Manager samantha.smith@ispastaff.com • 1.859.219.3619

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isPa Welcomes New Members to the isPa community

SPAS Amrit Ocean Resort Balance Spa BallenIsles Country Club/Company Troon Golf LLC Bay Massage & Skin Care Four Seasons Hotel Kuwait at Burj Alshaya Golden Nugget Las Vegas Golden Nugget Lake Charles Grand Cayman Marriott Beach Resort Green Reed Spa Harrahs Resort Southern California Hotel Belmond Maroma Resort & Spa Ingrid’s Landry’s Inc. Le Guanahani Omni Dallas Hotel Premier 57 SLS Seattle/Ciel Spa Salishan Spa and Golf Resort T.H.E. Spa “Total Healing Experience” Talega Day Spa, Inc

The Coeur d’ Alene Spa The Grand Spa at The Grand America Hotel STUDENTS Letisha Council Mengya Li Gina Marano RESOURCE PARTNERS Aethern Nutraceuticals / BOP USA Inc. Basic Research - SeroVital CareCredit Chella CRG Essential Med Tools Free Brands LLC Institut Esthederm Canada La Cera MedAesthetique Number 4 Hair Care RAJA Medical

EDITOR’S NOTE: This includes new members from July 7, – August 4, 2017. You can access the online membership directory at experienceispa.com.

ad iNdEx IBC

Biotone Professional Massage and Spa Products 1.800.445.6457 biotone.com

Bryan Williams 1.240.401.6958 bwenterprise.net

Celluma by BioPhotas 1.714.838.1956 biophotas.com

IFC, 1 Éminence Organic Skin Care 1.888.747.6342 eminenceorganics.com 47

Envy Medical 1.818.874.2700 dermalinfusion.com

ESPA International (US) Ltd. 1.786.350.1192 us.espaskincare.com

ISPA would like to thank the following Pulse advertisers for their support of the association:

EuroSpa Aromatics 1.800.395.6478 eurospaaromatics.com

Performance Health/Bon Vital’ 1.800.253.6466 bonvital.com

insert

FarmHouse Fresh 1.888.773.9626 farmhousefreshgoods.com

Phytomer Group Brands 1.800.227.8051 phytomerusa.com

8, 9

HydraFacial MD 1.800.603.4996 hydrafacial.com

Ready Care Industries 1.800.477.4283 readycare.com

HydroPeptide 1.800.932.9873 hydropeptide.com

ResortSuite 1.866.477.8483 resortsuite.com

ISUN Skincare 1.970.626.3181 ISUNskincare.com

Sorella Apothecary 1.775.315.6218 sorellaapothecary.com

jane iredale 1.844.350.1610 janeiredale.com

Noel Asmar Group, Inc. 1.604.534.9667 noelasmaruniforms.com

The Cottage Greenhouse – from Margot Elena 1.303.730.3133 margotelena.com

Bold indicates year-round Pulse advertisers and/or 2017 ISPA Conference & Expo sponsors. 70

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PEOPLE OF ISPA Our ISPA community is full of interesting characters and inspiring stories. Visit PeopleofISPA.com to learn more about these incredible individuals.

MEET

Years in the spa industry: 7 Favorite spa treatment: A full day of wellness rejuvenation Three words to describe herself: 1. Kind 2. Passionate 3. Ambitious

Che-Bianca Evason Assistant Spa Manager World Residensea • Cape Town, South Africa

LAUGHING IT OUT Favorite way to relieve stress is laughing.

ALL AROUND THE WORLD At only 29 years old, Evason has visited 133 counties and all seven continents.

In The Past Year... Evason has walked the streets of the Red Light District in Amsterdam, gone wine tasting at various vineyards in Bordeaux, France, hiked the Great Wall of China for seven consecutive days, and gone scuba diving at the mouth of the Storms River in South Africa.

“Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.” — ALBERT EINSTEIN

Birthday Treat

Evason studied 3D animation and film for three years before deciding to follow her passion into the wellness and spa industry.

Now Playing

For her 28th birthday, she raised US$1,000 for Charity: Water to provide communities in Angola, Africa, with clean, running water.

“Shape of You” by Ed Sheeran is currently on her playlist.

SOCIAL CONNECTIONS che-bianca-evason-85831717

Finding Her Calling

chebianca.evason

Want to share your story? Visit peopleofispa.com and click “Share your story.” We can’t wait to hear from you!

aboardtheworld.com

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“You will never reach your destination if you stop and throw stones at every dog that barks.” — SIR WINSTON CHURCHILL

i Was rEcENtly sPEaKiNG WitH a trusted colleague whom I admire greatly, and it meant a lot to hear him express so much respect for ISPA. He shared how much he admired our organization for never deviating from our core strategy, which is to help our members build strong and successful businesses. The ISPA volunteer leadership has worked hard for 26 years (has it already been that long?!?) to stay true to that core mission. That’s why in every board book we include a little graphic that says, “Does it strengthen the industry? Does it help our members?” Those two questions must remain present in every conversation we have and every decision me make. Why? Because that’s how we remain relevant to you - the ISPA member community. That’s how we have survived this long. We must progress and stay relevant, but we cannot let every outside trend and perceived threat distract us from what we are here to do help our members! And that’s what your marketing efforts should be about as well. Marketing is really just presenting your mission to the world. When we talk about influencer marketing and social media and traditional marketing, we are really talking about new ways to show the world who you are. No matter the latest trend, who you are should remain constant. I just read that after nearly 70 years in business, in an attempt to compete with a major coffeehouse chain, Dunkin Donuts is dropping the word donuts from their name because they sell more than just donuts. Why is Dunkin Donuts trying to be anyone else? Who they are is their true competitive edge! I mean - what will we dunk? So, take a cue from the British Bulldog (and Dunkin), don’t be distracted or throw stones at every single dog that barks. If we stay true to ourselves and don’t deviate or worry about every flashy new trend or the latest from Johnny Competitor, we will survive and thrive whatever life and business throws at us. coNNEct WitH ME oN facEbooK! lynne Walker McNees —lyNNE McNEEs, isPa PrEsidENt

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