Spa Marketing Made Easy Podcast: Episode #410 Summary

Title: Launching and Selling More Retail Through Events with Emilie of Team Addo
Host: Daniela Woerner, Licensed Aesthetician
Guest: Emilie, Team Addo
Release Date: December 2, 2024

1. Introduction

In episode #410 of the Spa Marketing Made Easy Podcast, host Daniela Woerner welcomes Emilie from Team Addo to discuss effective strategies for launching and selling more retail products through events. Emilie shares her impressive experience of generating $8,000 in retail sales in a single day using pre-order strategies, all accomplished with just five hours of preparation.

2. Emilie's Background and Expertise [03:39]

Emilie, a licensed esthetician with over a decade of industry experience, operates Meta Esthetique, a brick-and-mortar spa with a rich legacy spanning over 40 years. Taking over the spa from her mother, Emilie has honed her skills in client retention, loyalty programs, and the treatment plan approach. As an ATTO certified coach, she has successfully conducted multiple mini and retail events, contributing over $150,000 in revenue through these initiatives.

Emilie: "I've been around for a long time so sometimes I do things differently."

3. The Concept of Mini Events [05:37]

Emilie introduces the idea of mini events—small-scale, manageable events that allow spa owners to launch retail products without the extensive time and emotional investment typically required for larger events. Over the past two years, Emilie has leveraged mini events to generate significant revenue while maintaining the smooth operation of her busy spa.

4. Case Study: $8,000 Retail Sales in One Day [01:22; 06:03]

Emilie recounts her successful retail launch where she generated $8,000 in sales within a single day through a pre-order system. This approach ensured that sales were made without tying up cash flow in unsold inventory.

Daniela Warner: "How would it feel to bring in $8,000 in retail sales in one day?"
Emilie: "I decided to do a virtual online event, which took about five hours of prep."

5. Marketing Strategies for Retail Launch [10:31]

Emilie emphasizes the importance of organic marketing and seeding the word about new products well in advance. Her strategy includes:

• Early Teasing: Informing clients about upcoming products months ahead.
• Email Marketing: Consistently mentioning future launches in email communications.
• Social Media Engagement: Utilizing platforms like Instagram to post reels and feed stories three times a week leading up to the event.

Emilie: "I like to sprinkle the teas way in advance... I'm already talking about it when I'm seeing clients."

6. Managing Inventory and Pre-sales [14:19; 16:41]

To manage inventory effectively and alleviate cash flow concerns, Emilie adopts a pre-order system. This allows her to gauge demand and order the appropriate amount of stock without overcommitting.

Emilie: "Clients are understanding... I'll just pick it up at my next appointment or I offer to ship it to them if they live far."

7. Creating Offers and Incentives [24:03; 25:07]

Emilie outlines her tiered offer strategy to encourage higher purchases:

• First Tier: Purchase one product (Cashmere serum) and get 10% off.
• Second Tier: Purchase two products and receive 15% off.
• Third Tier: Purchase three or more products and enjoy a 20% discount.

Additionally, she incorporates fast action bonuses for early buyers, such as mystery bags filled with travel-sized products and luxury makeup bags, enhancing the perceived value and excitement around the purchase.

Emilie: "The first 10 people that bought $299 worth of retail, they got a mystery bag worth $75 of value."

8. Tools and Platforms Used [26:41]

Emilie utilizes both Shopify and Mango Mint for her online sales. While Shopify offers robust e-commerce solutions, she prefers Mango Mint for its simplicity in managing tiered discounts manually, especially when handling a manageable number of transactions.

Emilie: "In Mango Mint, it's easy. Credit card on file... I'm just passing the invoices and it's easy."

9. Mindset and Skills for Retail Sales [19:02]

Emilie highlights the crucial mindset shift required for successful retail sales. Unlike treatments, which are naturally part of estheticians' offerings, retail sales can feel overwhelming. Adopting a mindset that views retail products as extensions of the treatment benefits helps in confidently presenting them to clients.

Emilie: "It's a mindset thing... for me, it's like I'm offering you something that can treat you and give you more results at home."

10. Advice for Solo Estheticians [20:22; 30:03]

For solo practitioners who may feel constrained by time or resources, Emilie offers encouragement and practical solutions:

• Leverage Existing Client Interactions: Integrate retail discussions into regular appointments.
• Simplify Event Preparations: Adopt mini events to minimize preparation time and energy.
• Utilize Support Systems: Even solo estheticians can benefit from administrative support or platforms like Mango Mint to streamline processes.

Emilie: "If you're really busy and you don't have time to do this... Get that out of your head because that's where I am right now."

Daniela echoes this sentiment, inspiring solo estheticians to explore these strategies to unlock additional revenue streams without feeling overwhelmed.

11. Conclusion

Emilie’s approach to launching and selling retail through mini events demonstrates a scalable and efficient model for spa owners. By focusing on pre-orders, strategic marketing, and mindset shifts, Emilie successfully enhances her spa’s revenue without overextending her resources. This episode provides valuable insights and actionable strategies for estheticians looking to bolster their retail sales through manageable and effective event-based initiatives.

Daniela Warner: "I'm so glad you're here. Now let's dive into the show."

For listeners interested in implementing Emilie’s strategies, she offers one-on-one coaching and hosts events across the country, with links provided in the episode description.

Additional Resources:

• Join the ATTO Professional Association: Access masterclasses, mastermind groups, and more at attoesthetics.com.
• Connect with Emilie: Explore one-on-one coaching opportunities and upcoming events through Team Addo.
• Spa Marketing Made Easy Facebook Group: Engage with a community of estheticians focused on business building, weekly marketing tips, and monthly goal-setting sessions.

This comprehensive summary captures the essence of episode #410, providing spa professionals with actionable insights on enhancing retail sales through effective event management and marketing strategies.