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88 DAYSPA | NOVEMBER 2014 MARKETING SAVVY Use FreeInfo #47 vice president Al Gore—Keith West- Harrison, owner of Great Face & Body (greatfaceandbody.com) in Albuquer- que, New Mexico, was eager to share his newfound knowledge with the community. He decided to host an event to educate local residents on the phenomenon and simultaneously introduce them to new products. Great Face & Body's climate change talk was a huge success, thanks in part to proper planning. An email blast and press release brought in 73 people—35 existing clients and 38 newcomers—15 of whom booked services after the event. But even more exciting was the event's retail success: on the night of the talk, the team sold $2,500 worth of new products from Life Afrique, a line incorporating the indigenous ingredients West-Harrison discovered on his trip. The business-savvy spa owner has offered classes and talks on astrology, edible landscape, and how to fi ght perfectionism. He even had a seminar on how to market your small business. "Spas have evolved, especially if you're a locals-driven day spa," says West-Harrison, who has made these types of educational events the center of his marketing and business model. "If you build community, from a mar- keting perspective, you build loyalty and trust. The deeper you can make the relationships, the more unlikely it will be that your customers are pur- chasing a Groupon or trying out the new spa in town." AGE APPEAL Customers often enter a spa in hopes of relieving their stress, so seminars on how to conquer anxiety-inducing topics hold the potential to become a natural extension of the spa experi- ence. That was the sentiment behind Schoenberg's seminar on the dynamic angst teenagers face as social media platforms take root in middle school and high school realms. "Social media has really changed the dynamics of human interaction and is a big concern to not just teens, but to their parents as well," explains Schoenberg, who was approached with the idea for the talk by a psy- chologist in his community. Like West- Harrison, he used an email blast to in- vite clients and their friends to the talk, which centered on the secrets, gossip and harmful rumors that have the power to spread exponentially on sites like Facebook, Twitter and Instagram. Tackling teen topics is a great way to get more parents through your spa doors, but Schoenberg points out that it's also a subtle way to market to youth who might be interested in teen treatments, pre-prom parties or acne facials. Community events can also serve to introduce more teens to the spa experience with hopes of converting the younger generation into regular spa goers. Tamara Spa + Wellness (tamaraspa .com) owner Tamara Friedman also became interested in engaging with parents and their teenagers when she heard clients talking about how the youths in their Farmington, Michigan, community were making uninformed decisions when getting tattoos. She chose to bring in a tattoo artist and doctor for a seminar with a discussion West-Harrison hosts a range of events. RIGHT: PHOTO COURTESY KEITH WEST-HARRISON; LEFT: © RACHEL PRESTON PRINZ Buy One Dry Heel Eliminator 16 oz. GET TWO 4 OZ. FREE! $79.95 Gwen Stefani "Celebrate Color" GelColor Kit with FREE Gold Train Case 6-ct. GelColors (.5 oz. ea.), three Tropical Citrus Pedicure products (4.2 oz. ea.), Removal Wraps 20-ct., and Color Palette CND "Gilded Dreams" Shellac/Vinylux Duos FEMME FATALES GELCOLOR KIT Back by popular demand! 6-ct. GelColors (.5 oz.), Removal Wraps 20-ct., and Color Palette #1 HOLIDAY FAVORS! 50,000 HOUR LIFETIME CND "Gilded Dreams" SolarOil Minis Display $56.95 $20.90 $89.95 $49.95 $79.95 $9.95 $16.00 $14.95 $14.25 .25 OZ. SECHE VITE SECHE CLEAR .5 OZ. $99.95 NOVEMBER/DECEMBER PROMOS ONE-STEP UV/LED GELS PRICES ARE VALID NOVEMBER 1 TO DECEMBER 31, 2014. www.premiernailource.com NAILS SPA WAX *within contiguous United States; $99 to Canada. See website for shipping details. $9.95 $19.95 $9.95 $49.95 100 yds. 14 oz. 2000-ct. Premium Epilating Roll Hot towels in 15 mins! BUBBLE BOWL (40 x .125 oz.) (.5 oz. + .25 oz. ) Gwen Stefani Holiday "Reds" Nail Lacquer Display (12 x .5 oz.) BUY 1 GET 1 FREE! E TIME $ LED TUNNEL LAMP $50 SAVE $149.95 Buy One Callus Eliminator Gallon, GET SIX 18 OZ. FREE! S A VE $ 1 71 $24.95 $11.00 $3.95 FOR ALL THREE FOR ALL FOUR FREE! PRO KITS 25% SAVE Buy 2 Nail Tek II Intensive Therapy, Get Extend Polish Thinner and Foundation II FREE! Everyday Essentials Table Paper All-Purpose Honee Wax MINI HOT TOWEL STEAMER KIT with 6 towels COTTON BALLS NE W ! 21" x 225' $11.95 1 00 m g (6 x .5 oz.)