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94 DAYSPA | JUNE 2014 MEANS OF SUPPORT about new products and collections. These tactics work especially well during the holidays and other prime retail-focused periods. Pevonia offers a spa loyalty program that provides free resources to spa partners, such as applying a percent- age of their purchases to marketing and promotional materials and custom designing marketing tools, plus stan- dard educational tools and customized educational programs. Malibu C's point-of-purchase buy- in program features a number of its products, for example, in which professionals can obtain a 20% dis- count when purchasing a complete set of hair-care or skincare POPs on its website. HydroPeptide's "Build Your Own Business" program similarly as- sists spa owners in increasing their revenues. Inside and outside account reps work with owners and spa direc- tors to plan each quarter of the year by using a snapshot of past sales to determine the focus for the future, says Steve Peck, company president. "BYOB is a way to incentivize Hydro- Peptide's sales executives to sell to our partner spas and incentivize the spa employees to sell our retail prod- ucts to their customers," he explains. SpaRitual runs a multi-level market- ing reward program where spas earn a percentage of their purchases back in quarterly marketing funds to be used toward business-building tools. Regional managers work closely with spa partners to determine how to put the funds to use to grow retail sales, increase client retention and recruit new customers. ALL HANDS ON DECK Knowing what you can do to help your vendors help you is a crucial part of the equation too. Tabitha Horne, trade public relations coordinator and marketing assistant at Pevonia, notes that spa partners can help by always having a 90-day plan in place to maximize the impact of special promotions and events and to fully leverage the support tools available. "Spas that keep a forward-thinking mindset create a proactive culture among their teams that allows them to capitalize on opportunities and successfully achieve their business goals," she says. Another piece of advice? Raise your voice. "The best way for a support pro- gram to work is through proper com- munication," notes Sarfati. "We love to hear feedback from our clients to make sure we are providing them with the level of service they expect, and we fi nd those spas that communicate with us the most help make our job easier, and actually benefi t the most in the end." Adds Patricia Freund, vice president of marketing at Cuccio dayspamagazine.com/freeinfo • Use FreeInfo #43 tecniche.com 480 404 7409 the ONLY COMPLEMENTARY cosmeceutical skin care line that is the missing puzzle piece for spas that want to serve clients who have SENSITIVE and HEALTH-CHALLENGED SKIN ® COMPLEMENTARY SKIN CARE M e a n s o f S u p p o r t . i n d d 9 4 Means of Support.indd 94 5 / 1 / 1 4 3 : 4 1 P M 5/1/14 3:41 PM