(GREENSBORO, NC – JULY 2008) — Felicia Brown, owner and founder of Greensboro,
N. Carolina.-based Spalutions! was selected as an international guest speaker and key VIP presenter at the Spa and Wellness Quality Forum (http://www.forumspa.pl/en/) in Bronislawów, Poland (located 100 km from Warsaw and 50 km from Lódz). The forum was held on June 24th and 25th 2008 at the Hotel Magellan Congress and Training Center.
Brown provided her unique perspective on defining the spa experience and insight about guerilla marketing for successful spa businesses. She also offered her expert assessment of current industry dynamics, challenges, and opportunities, and revealed her recommendations for lifelong success as a spa professional.
Ms. Brown stated, “It was an honor to be selected as a keynote speaker at the Spa & Wellness Quality Forum in Poland. I found the Polish proverb ‘A guest in the home is God in the home’ to be clearly visible in the Polish people who provided me with outstanding hospitality and service to during my trip. I look forward to many return visits and opportunities to assist the Polish spa industry in continuing to grow and prosper.”
Presentation Summaries:
Ms. Brown opened her speech with an informative and personal reflection on her own journey in the spa industry and shared her philosophy for lifelong success as a spa professional. Her recommendations included:
• Growing your clientele and business
• Improving professional networking and referral opportunities
• Keeping your passion and enthusiasm for the industry
• Being a role model for your clients and staff
• Giving and receiving through professional mentoring
• Avoiding burnout through self-care
• Keeping your techniques fresh and innovative
The spa industry has evolved so substantially over the past few years that it has seen a
growing interest amongst all ages, ethnicities, socio-economic groups and sexes.
Ms. Brown discussed ways to impress and retain today’s experienced spa clients. An overview of ways to upgrade services and packages that was provided and an optional demonstration of easy “American” style draping tips and tricks for massage and body treatments. She discussed:
• The primary reasons clients come to the spa (and what they actually experience)
• Learning to see things through the clients’ eyes
• Twenty-five+ opportunities to win or lose the client – seven of which occur before the client even enters the spa
• Custom Service versus “Customer service”
• VIPs & VIEs (Very Important Employees)
By targeting, perfecting and automating current internal and external marketing, guerilla marketing tools can increase service and retail sales while reducing ineffective and expensive advertising campaigns and work load stress levels. Ms. Brown shared her thoughts on tactics that could be put in place immediately, are free or very inexpensive to implement, and that will improve client conversion and retention rates. Discussion points included:
• 100+ Low Cost Tools for Marketing Your Spa
• General Business Satisfaction Evaluation
• Marketing Competency Evaluation
• Seven Step Marketing Plan
• Monthly Marketing Calendar
• Annual Marketing Calendar
• Tools and Procedures for Client Follow-ups
About Felicia Brown
Ms. Brown has received numerous business awards and accolades including the 2005 Small Business Person of the Year (Greensboro Chamber of Commerce) and has been featured in the Massage Therapy Journal, Dermsacope, and DAYSPA, Skin Inc and various other business publications and trade journals. She is a sought-after speaker with appearances at the Day Spa Expo in Las Vegas, the International Esthetics, Cosmetics and Spa Conference in Orlando, FL and New York, NY, the National Convention for the American Massage Therapy Association in Atlanta, GA and most recently in Poland. Ms. Brown is an Approved Provider and for the National Certification Board for Therapeutic Massage and Bodywork, holds a national certification in massage therapy and is a member of the Day Spa Association and American Massage Therapy Association.
About Spalutions!
Founded in 2005, Spalutions! is an independently owned and operated spa consulting company with a growing number of clients across North America and abroad. Under Ms. Brown’s leadership, Spalutions! has forged new market segments in education, retail and wholesale services. In a short period of time, Ms. Brown has branded Spalutions! as a leading consulting company in spa development with an emphasis on guerilla marketing, innovation, education, integrity and customer service.
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Keywords: Felicia Brown, Spalutions!, Spa and Quality Wellness Forum, Poland