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BUILDING BLOCKS Retail Superstar And here is the prime condition of success, the great secret. Concentrate your energy, thoughts and capital exclusively upon the business in which you are engaged. Having begun in one line, resolve to fight it out on that line; to lead in it. Adopt every improvement, have the best machinery and know the most about it. —ANDREW CARNEGIE 28 DAYSPA | APRIL 2013 CAMPAIGN TRAIL Veteran spa consultant Lisa Marie Arnold has developed a new service for spa and salon owners that aims to eliminate the stress that can come with planning monthly marketing strategies. Partnering with web-based platform Social Media Proxy, Arnold created Ready, Set, Go Campaigns, a program that provides spa owners with monthly marketing packages. "I've been a spa/salon coach for 23 years, and I often see business owners who are ill-prepared in their marketing plans," says Arnold. "I wanted to put together something that was both easy to implement and affordable." Provided materials include: • One 8.5 X 11 flyer/sign • One postcard template (4 on an 8.5 x 11 page) • One station/shelf talker (2 on an 8.5 x 11 page) • Four Facebook/Twitter posts to use throughout the month • An email-ready flier for your spa's client list Each month, spa owners receive a new initiative (with three options to choose from), which centers on a theme relevant to the season or month. For instance, in March, marketing campaigns played on the imminent Spring season and focused on beautifying skin and body treatments. The cost of the program ranges from $69 to $89 per month. Clients receive print-ready materials about one month in advance, affording ample time for preparation and planning. "We've gotten some positive feedback so far," says Arnold. "This program allows spa owners to save their energy and creative juices, and channel them into their services." For more information, visit lisamariearnold.com. ©ISTOCKPHOTO.COM The star: M'Lis Detoxification Kit The spa: Vitality Wellness Spa in Wilmington, MA Why it flies off the shelves: "It is safe, CHRISTINA OLIVA easy-to-use, and rewarding," says spa director and president Christina Oliva. "In addition to many necessary dietary supplements—fiber, detox and cleansing capsules—the kit also includes an instructional booklet to guide clients through a healthy and safe detox. Clients feel refreshed, and look amazing after this 10-day 'quick-fix.' They then get excited and motivated to continue making better food choices and embrace a regular exercise routine. Almost anyone can do it, even those who thought they couldn't!" How it's promoted: "Every three months or so, we team up with a local women's gym and offer a whole-body wellness package, through which I guide clients through an internal detox/wellness program, while the gym focuses on reshaping their bodies externally," says Oliva."No matter clients' wellness goals—weight loss, healthier eating habits or building focus—we are changing the way they look and feel with our personal guidance, and that is what makes the program unique."