When you hear that somebody has hosted a wildly profitable event, the natural response is “tell me everything!”

Today’s episode of Spa Marketing Made Easy is doing just that. 

Samantha Surman, one of my Spa CEOs from my Growth Factor® Framework program, is spilling all of the juicy event details of how she generated $225K in revenue by hosting back-to-back events.

After meeting at a Dermaconcepts event, Samantha joined my program and focused all of her efforts on event planning. She’s the Medical Spa Manager at Healthy Complexions Spa where she’s focused on managing the growing team. 

We break down the ins and outs of how she went from barely hitting 4 figures to hosting 5- + 6-figure events in a matter of months after joining Growth Factor®.

The lessons shared in this episode are a must for Spa CEOs ready to run successful events. 

In this episode, we discuss: 

• Samantha’s professional journey and the connection that brought her to join my Growth Factor® Framework program
• The key takeaways she learned inside Growth Factor® that set the foundation for her mini event and open house
• Her glowing review of working with Dermaconcepts 
• All of the event details, including the most unexpected thing, and her advice for listeners
• Her next big goal as a Spa Manager

References Mentioned in Episode #357: Sharing Event Strategies that Resulted in $225K with Samantha Surman

• Connect with Healthy Complexions Spa on Facebook and Instagram
• Listen to Episode #251: Hosting 5-Figure Spa Events with Taylor Moody
• Listen to Episode #267: Scaling from Solo and “Doing it Scared” with Allison Cremona
• Listen to Episode #290: The Biggest Mistake Spa Owners Make When Hosting Events
• Listen to Episode #293: Creating a $90K Cash Infusion with Her First Spa Event with Kerri VanEe
 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

Want to learn more about how Addo Aesthetics can help you? Book a call today.

Episode Transcript

Getting more clients is always the hot talk when it comes to spa marketing, and while gaining new clientele is obviously important, a successful spa owner and entrepreneur knows that retaining clientele is even more valuable. 

Not only is it easier to market and sell to an existing client who already knows, likes and trusts you, but you have the greatest opportunity to move the needle on a metric that really underscores the entire health of your business – your Customer Lifetime Value. 

Here to break it down with me is Scott Bell, the Chief Executive Officer of High Level Marketing (HLM), a leading digital marketing company serving over 2,000 small and medium-sized businesses with the core purpose of accelerating their customer growth by helping them unlock their true business potential. 

From understanding how to determine your spa’s Customer Lifetime Value to utilizing it in making key strategic decisions, especially when it comes to your marketing, this is a lesson in business you can’t afford to miss. 

In this episode, we discuss: 

• Scott’s background in marketing and entrepreneurship and how he shifted from owning a billboard marketing company into the world of digital marketing
• Defining Lifetime Customer Value and why this is such a critical metric for spa owners to understand and leverage
• How to begin calculating your spa’s Lifetime Customer Value and tips for increasing that value over time 
• How we can utilize Lifetime Customer Value in our marketing, plus insights on setting your marketing budget percentage for growth and crafting systems around tracking your numbers for long-term growth

References Mentioned in Episode #354: Determining + Increasing Your Lifetime Customer Value with Scott Bell of High Level Marketing

• Download High Level Marketing’s Lifetime Customer Value Calculator
• Learn more about the work High Level Marketing does for their clients via their website 
• Connect with Scott via LinkedIn
• Tune into our past episodes featuring Ryan Files from High Level Marketing including:
• Episode #344: Knowing When to DIY or Hire Out Your Marketing with Ryan Files of High Level Marketing
• Episode #330: A Guide to Optimizing Your Google Business Profile with Ryan Files of High Level Marketing
• Episode #301: The 3 Key Types of SEO Spas Need to Build with Ryan Files of High Level Marketing

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

Want to learn more about how Addo Aesthetics can help you? Book a call today.

Episode Transcript

A sentiment I’ve often shared is that “it’s never too late to start,” and my guest on this episode of Spa Marketing Made Easy is a beautiful example of how you can begin your life as Spa CEO after moving through a different career journey and be wildly successful at any age. 

Joining me on this episode is Debbie Brewer, the CEO of Beauty Brew Skincare and Spa, a full-service wellness and beauty spa in New Jersey. 

Debbie began her entrepreneurial path after raising three incredible women as a stay at home mom, and once her kids were grown, she pursued her passion for aesthetics, which also led the way to sugaring, an element of aesthetics she’s building her legacy around. 

Within six months of opening her own business, Debbie went from $0 to $180K in revenue. 

Debbie is truly awe-inspiring, and beyond her skillset, which she has worked hard to acquire, I believe it’s her learner’s mindset, strategic decision making, empathy, attitude and perspective, that are the keys that have unlocked her success. 

And in this episode, we’re talking about how she made it happen.  

I dare you not to be inspired by her story! 

In this episode, we discuss: 

•  Debbie’s journey of discovering the world of aesthetics and her personal skincare journey healing hormonal melasma 
• The transition out of filling the long-time role of stay-at-home mom for her family and moving into an aesthetics career, and eventually a Spa CEO of her own practice
• How partnering with Dermaconcepts, the distributors of Environ Skin Care, has helped set up Debbie for success through retail, treatments and gaining access to the exclusive resources Growth Factor Framework provides through our partnership with Dermaconcepts
• How Debbie looks at legacy and the steps she is taking now to move toward her long-term vision, plus, her words of wisdom for aestheticians on the cusp of transition and breakthrough 

References Mentioned in Episode #352: From Stay At Home Mom to Spa CEO Who Went from $0 to $180K in 6 Months with Debbie Brewer 

• Give Debbie’s spa, Beauty Brew Skincare, a visit and book a treatment here
• Connect with Debbie on Instagram @beautybrew_sugar_facials
• Book a call with a member of Team Addo to learn more about our partnership with Dermaconcepts, the distributors of Environ Skin Care, that provides you with wholesale perks and education benefits through our Growth Factor Framework program.
• Listen to Episode #349 – Crafting a New Glow with Giovanna of PDO Max
 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

Want to learn more about how Addo Aesthetics can help you? Book a call today.

Episode Transcript

Is your spa’s revenue stuck at the $28-30K per month mark? 

Often, I’ll see spa owners approach this issue with their sales and marketing hat on, but I’m here to tell you to swap out that hat for another because the thing you really want to be examining here is your team. 

Chances are, you’re not operating solely as the spa owner and CEO. 

Instead, you’re acting as the CEO and the spa manager (and maybe you’re still in the treatment room, too!). 

If you find yourself trying to figure out a way to up your monthly revenue number, it’s time to consider bringing on a spa manager. 

And in this episode of Spa Marketing Made Easy, I’m breaking down exactly what someone in this role should be responsible for and how it impacts both your role as the Spa CEO and the overall growth trajectory of your business. 

In this episode, you’ll learn: 

• What it means to have someone else other than you owning the role of spa manager

• What qualities should you look for in a spa manager and what tasks they typically handle
• How having a spa manager on your team shifts your day-to-day responsibilities as a Spa CEO

References Mentioned in Episode #351: What Does a Spa Manager Do?

• To receive the Spa Manager Job Posting Template mentioned in this episode,  – message me in the Spa Marketing Made Easy Facebook group and a member of Team Addo will get it to you! 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

Want to learn more about how Addo Aesthetics can help you? Book a call today.

Episode Transcript

If you’re like the majority of the spa owners who tune into Spa Marketing Made Easy, you likely started your business from a place of passion. 

Maybe you set out as a solo straight out of school and now you’re focused on building your empire. 

Maybe you set out to build your own practice after years of working for someone else and knowing you could build something even greater. 

Typically, when we build a business from a place of passion and doing what we love, the idea of selling that business isn’t one of the reasons we dove into entrepreneurship. 

(Side note: This is why one of the first things I walk my Growth Factor Framework students through is their 5, 10, and 20 year visions. We’re not going to work forever – even if you don’t ever intend to sell, you still need to think about your exit strategy.)

However, as you build your business into a valuable asset, grow your team, and work yourself into the role of Spa CEO and out of the day-to-day operations, selling your company might become a more intriguing idea.

Here to discuss the process of selling your business with me on this episode of Spa Marketing Made Easy is Ben Hernandez. 

Ben is the founder and managing director of Skytale Group, a firm specializing in strategic management consulting and M&A Advisory who helps businesses, especially those in the health and personal care space, grow, scale, and sell.

Tune in as we talk all about the key things to consider and plan for if selling your business is a route you wish to take – even if you can’t fathom the idea now, you never know what the future holds. 

Being a smart and strategic Spa CEO means being knowledgeable about your options, so pull up an earbud and take notes, this is a good one! 

In this episode, we discuss: 

• Understanding when to sell and how (and when) to begin thinking about the selling process 
• How a company like Skytale works with spa owners and aesthetic practices to sell the assets of their business and the first steps they take to get started 
• The key things your business needs to have in place to get the best valuation possible and the litmus test for knowing if you have those elements 
• The gold standard financial benchmark for a business looking to sell and the 3 big stages of selling a business 

References Mentioned in Episode #350: Preparing Your Spa to Sell with Ben Hernandez of Skytale Group

• To learn more about Skytale group, visit their website and connect with them on Facebook, Instagram, and LinkedIn
• To connect with Ben, send him an email at [email protected]
• To learn more about crafting your spa’s long range vision and strategic exit plan, learn more about the Growth Factor Framework program 
 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

Want to learn more about how Addo Aesthetics can help you? Book a call today.

Episode Transcript

Now that we’re approaching Quarter 4 and looking to the year ahead, you might be planning your yearly promotions and other revenue-generating activities, and I’ve got a question for you…

Do you have ecommerce on your plan? 

If not, you should! Yes, ecommerce had a big boom back in 2020 (maybe you hopped on that train, but now you’ve been hanging out in the station once your spa got back up and running), but whether you ever ventured in to ecommerce or not, it has a massive potential for being your biggest revenue generator and profit maximizer in 2024. 

Tune in to this episode as I discuss how to think about the opportunities ecommerce presents as a Spa CEO and the first steps in getting started, or ramping your online shop back up.

In this episode, I cover: 

• Why spas and aesthetic experts have a huge advantage in the ecommerce arena and how to leverage it
• The breakdown of numbers you need to bring in $100K through your ecommerce revenue stream 
• The tools and softwares you want to have working for you so that ecommerce works as your spa’s 24/7 profit machine 
• The major marketing keys you need to unlock consistent sales 

References Mentioned in Episode #348: Making Ecommerce Your Spa’s Profit Machine

• Learn more about Mangomint and their Shopify integrations 
• Learn more and sign up for Shopify 
• Check out Klaviyo – a specialized ecommerce email service provider 
• Check out Pirate Ship as a cost- and time-efficient product shipping solution
• Learn more about our upcoming live coaching events, including our event focused on ecommerce sales, and book a Clarity Call with a member of Team Addo Aesthetics

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

Want to learn more about how Addo Aesthetics can help you? Book a call today.

Episode Transcript

On August 9, 2023 wildfires raged through the island of Maui devastating the island, specifically the town of Lahaina. 

As a former resident of Maui and with a family that has lived on the island for more than 20 years, the devastation left in the aftermath hits close to home. 

In an effort to give back to the community that has given so much to me and my family, we’re hosting a one-day virtual event called Spa Business Boost, with every cent going toward Maui relief and aid efforts through the Maui Strong Fund. 

Spa Business Boost will be a full day of virtual training focused on sales and getting new clients for your spa and include access to some of my most high-value resources plus additional trainings and a chance to win prizes from our event partners. 

Tune in to hear all the details of the event and how we can show up for Lahaina and the people of Maui. 

In this episode, we discuss:

• All the details for our upcoming Maui fundraising event – Spa Business Boost, happening on August 28
• What you’ll learn during this exclusive virtual event and how you can enter to win thousands in raffle prizes from our event partners 
• What you’ll gain access to when you purchase a ticket for Spa Business Boost 

Click here to get your ticket for the Spa Business Boost Maui Fundraiser Event on August 28

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

Want to learn more about how Addo Aesthetics can help you? Book a call today.

Episode Transcript

Outsourcing and delegation will always be one of my top recommendations for Spa CEOs who need to step further into their role as the leader of their company and to free up their time and energy to focus on their business’ bigger picture objectives. 

However, not every item on your to-do list needs to be hired out, in fact, there’s a time and a place for DIY, which is what Ryan and I are discussing in this episode of Spa Marketing Made Easy. 

Back for his third interview with us, Ryan Files is the the Vice President of Sales with High Level Marketing and has worked with hundreds of individual practices on their marketing and SEO efforts from spas to dermatologists and plastic surgeons,as well as aesthetic manufacturers such as BTL, Rohrer Aesthetics, PDO Max, Emage Medical, and The Salt Facial.

Listen in as we talk about what marketing activities are best left to be completed in-house versus hiring out. 

In this episode, we discuss: 

• What low-hanging fruit items are ideal for spa owners to do themselves or keep within their team’s responsibilities
• Why the tasks Ryan recommends DIY-ing are vital to helping forge strong relationships with your existing and potential clientele 
• The roles social media and your website play in your overall branding and the experience you create for your audience 
• The distinguished difference between driving traffic organically versus using paid media and what to consider when hiring an outside company to help take some of these marketing tasks off your plate 

   

References Mentioned in Episode #344: Knowing When to DIY or Hire Out Your Marketing with Ryan Files of High Level Marketing

•  Download the Google Business Profile Checklist

•  Learn more about the services High Level Marketing provides by visiting their website and click here to book a call with Ryan here: https://grow.highlevelmarketing.com/ryan-files-addo-campaign 

•  Listen to Ryan’s other episodes on the podcast including Episode 301: The 3 Key Types of SEO Spas Need to Build with Ryan Files of High Level Marketing and Episode 330: A Guide to Optimizing Your Google Business Profile with Ryan Files of High Level Marketing

•  Connect with Ryan on LinkedIn

•  Follow High Level Marketing on Facebook

•  Listen to Episode #279 – Using Hook Points to Drive Social Engagement and Results with Brendan Kane

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.

Want to learn more about how Addo Aesthetics can help you? Book a call today.

Episode Transcript

Collaboration over competition is a mantra you’ll hear me use often. 

The success of each spa is a win for all of us in this industry. And we should lean on one another for guidance on how to run efficient businesses.

Mangomint is a leading spa software that my company continues to collaborate with as we are two like minded businesses with a goal to propel the spa industry forward.

On today’s episode of the Spa Marketing Made Easy podcast, co-founder and CEO Daniel Lang returns to share how Mangomint continues to make strides towards their mission, to make salon and spa software invisible.

He shares details about a business he acquired to strengthen his software, new feature updates, and the future vision of his company.

In this episode, we discuss: 

• Three new feature updates Mangomint has launched
• Details about Mangomint acquiring The Salon Business
• The exciting opportunities two-way texting communication brings for clients
• How our two companies serve the spa industry as valuable resources 
• Mangomint’s goal for marketing automation 
• The benefits of segmented marketing

References Mentioned in Episode #342: Learn the Latest Mangomint Updates with Co-Founder & CEO, Daniel Lang

• Listen to Daniel’s first SMME episode, Episode #302: Increasing Your Spa’s Efficiency with Mangomint Co-Founder & CEO, Daniel Lang 
• Learn more about Mangomint and sign up for their free 30-day trial where you can migrate your data and get the full Mangomint experience 
• Click here to watch a video demo of Mangomint or book a 1:1 demo call here
 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

Want to learn more about how Addo Aesthetics can help you? Book a call today.

Episode Transcript

A wise friend once said to me “spa owners are in the confidence business.”

Seems like a heavy weight to carry, but when you think about it, our clients view us as problem solvers where our solutions help build their self-confidence. 

This has stuck with me as a reminder that the spa industry relies heavily on relationship building with clients.

With that in mind, the concept of selling your own private skincare label is a natural fit for three reasons:

1. A clientele base that knows, likes, and trusts you is already in place
2. You are educating about home skincare regimens after every treatment 
3. Adding an e-commerce stream of revenue would be low maintenance as the principles are already in place in the form of retail at your spa

My guest on today’s episode of the Spa Marketing Made Easy podcast is one of only 90 official Shopify & Amazon-verified coaches in the world who shares the in’s and out’s of how to get your e-commerce business started.

Gamal Codner started, scaled & sold his 7-figure e-commerce brand in under 4 years.  Before that, he raised ~$10M+ and has had 9 successful business transactions totaling over $50 million while working in M&A. 

After selling his brand, he decided to start a coaching program with his wife that teaches his new way of running a brand, that helps e-commerce founders turn their lifestyle businesses into desirable 7-figure businesses people want to buy.  

The program is kind of like an online MBA for e-commerce brands that learn how to scale with marketing, cash flow, and operation systems. With a focus on optimizing for simplicity, profits, and enjoyment of life.

In this episode, we discuss: 

• Some of the biggest challenges business owners face launching an ecom brand
• One differentiation that sets ecom businesses apart
• The blueprint Gamal developed after solving his own negative cash flow management
• Three main costs associated with starting an e-commerce brand 
• The reason an e-commerce business would be a natural fit for spas
• The 3 most important steps you need to take to begin

References Mentioned in Episode #341: Learn All About Starting an Ecom Business from Gamal Codner

• Check out Gamal’s programs, Scaling Blueprint and Exit Blueprint, on his website
• Connect with Gamal on Instagram
 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

Want to learn more about how Addo Aesthetics can help you? Book a call today.

Episode Transcript