Beautyworld Middle East 2014 Summit

May 27 – 29, 2014

Dubai International Convention and Exhibition Centre, UAE

Pre-Register now and save

US$ 300

Spa and Salon Management Summit

Co-located with

Conference Strategic Partner

Spa and Salon Management SummitMay 27 – 29, 2014

To register, please call +971 4 389 45 00 or e-mail: [email protected]

Dear Friends and Colleagues,

You’d never open a salon without the proper tools — state-of-the-art scissors, top-of-the-line blow dryers and, of course, fabulous products. Similarly, no one would try to run a spa without massage tables, well trained staff and wonderful products.

Unfortunately, many owners do try to run their salons and spas without the proper business tools needed to be profitable and successful.

Do you struggle with cash-flow and figuring out what’s coming in (and going out)? Without a clear financial picture, it’s impossible to plan for steady growth, as expenses always pop up. Have you ever used your personal credit cards to pay the bills? It’s impossible to build a strong business without a realistic cash-flow plan.

Do you grapple with staff concerns? Proper communication is one of the first steps in building a successful business, yet it is one of the basics that many salon and spa owners believe they don’t have time for. A culture where employees want to do their best, stay and grow is one of the hallmarks of a thriving, profitable business.

Providing consistent customer service is also difficult for many businesses. As you know, customers expect more — just doing the minimum is no longer effective in today’s super-competitive environment. Surpassing customer expectations in every area of the business is a requirement to develop a loyal customer base that will recommend a salon or spa to their friends.

Do these challenges seem familiar?

Join us at the Spa and Salon Management Summit for insights on solid business practices in the Spa and Salon industry. The event, which will be held from the 27th to 29th of May 2014 along the sidelines of Beautyworld Middle East, will be an opportune platform for industry experts to share their insights and thoughts on opening, operating and managing a profitable business in a growing and changing industry

Kindest regards

Daniella Russell, Managing Director, DR Global, UAE Conference Chair



Who Should Attend?

Anyone involved in the Spa and Salon industry:

• Spa Manager / Director

• Salon Manager / Director

• Director of Operations / Operations Manager

• Spa Owners

• Salon Owners

• Head of Marketing / Marketing Manager

• Business Development Directors / Managers

Key Topics Covered:

• Standards, Practice and Legislation for the Spa and Salon Industry

• How to Market Your Business and Get Noticed in an Increasingly Crowded Marketplace?

• Branding Strategies for a Beauty Salon & Spa

• Increasing Profitability with a Loyalty Programme

• Building Better Relationships with Customers

• Smart Marketing Strategies to Increase Your Revenue

• Case Study on the Liabilities of Staff and Stealing

• Enhancing Your Financial Health

• How to Grow Your Business from One to Many

• Women Business Owners: How to Go from Start to Scale

• The Importance of Education and Training

• Motivation and Empowerment of Staff - How to Get the Best Out of Your Team


Workshop on Boosting Revenue Through Up-selling and Retail Sales

27th May 2014

Objectives:• Understand that retail is about working smarter not harder

• Strong retail can represent 30-40% of a business’s total revenue – learn how to achieve this

• Understand that retail actually starts the minute the guest walks into your spa

Workshop Faculty:Daniella Russell, Managing Director, DR Global, UAE

Neil Hewerdine, Vice President, Spa Services, UAE


Workshop Outline

09:30 Opening Remarks

09:35 Session 1Retail guidelines to maximize on revenueSupporting your team with retailWhy people buy?Lost salesCommunication skills

10:45 Coffee Break

11:15 Session 2Tools to communicate your retail salesCommunication - Bad habitsActive listening3 steps to successful retailBrands supporting retail

12:30 Closing Remarks


Workshop on Electronic Marketing for Spas and Salons

27th May 2014Objectives:·Understand how to Constantly Develop New Database ·Learn how to Automate Your Marketing Using Online Tools·Gain a greater understanding of how to generate Footfall ·Understand how to retain your customers And Upsell

Workshop Outline13:25 Opening Remarks by Faculty13:30 Get the Basics Right

· Understand how to communicate your services in the language your customers understand·Design packages and offers that convert

13:50 Let Google Find You the Customers You are Looking For· Use free Google tools and Google Search to get found by the customers looking for you

14:10 Make Your Website a 24 Hours Sales Machine·Aesthetics matter. Yes. Even for your website·Important elements your spa/salon website must have· Content is the key. Structure Content to convert website visitor to a call / lead

14:30 Convert the Calls into Bookings ·Equip your reception with the right tools to convert every call into a booking

14:50 Coffee and Networking Break15:20 Turn Facebook/Instagram Fans into Customers

·Understand your target market·HashTags·Facebook Ads - Acquire new fans and engage to promote the offers· Use image sharing strategy to engage - Do yourself images without the knowledge of photoshop· How to create the content for social media. Social media is not just about your spa and

your offers - Go beyond your Spa/Salon)·Convert fans to database

15:50 Retain and Upsell using Email and Social Media· How to create a marketing calendar. A ready marketing calendar template that you can put

to use immediately· Understand how to communicate your offers through emails, social media and more·How to design an effective email newsletter

16:10 Automate Your Marketing using Online Tools · Yes - you don’t have to do everything last minute. Preplan and use online cost effective

tools to automate your marketing16:30 Case Studies

Spas Doing Online Marketing Successfully17:00 Question & Answers

17:30 Closing

Workshop Faculty:Namita Ramani, CEO and Founder, SpaMarketing by SpaGenie, UAE

Ahmed Safwat, Business Development Manager for MENA Region, Google, Ireland



Day One - 28th May, 201409:55 Opening Remarks by Chair

Daniella Russell, Managing Director, DR Global, UAE10:00 Panel Discussion: Standards, Practice and Legislation for the Spa and Salon Industry

As the industry grows it is critical that standards and best practices are implemented to encourage beauty salons and spas to work towards and maintain a high level of professionalism. This panel discussion will deliver information on standards and legislation regarding facilities and staff. Moderator:Hafid Ghuloom, Head of Control Section, Dubai Municipality, UAE

11:00 Coffee Break11:30 Panel Discussion: How to market your business and get noticed in an increasingly

crowded marketplace?Every spa and salon owner and manager is keen to get their business noticed – more eyes on your business often mean more customers and more revenue.Discussion Points:1. Facebook Advertising The key to success with Facebook advertising is granular targeting. Facebook’s Power Editor

holds the key to this; set up campaigns based on interest, age, gender, location. Segmenting your audience this way enables you to test messaging, learn who responds to what and more importantly, bin what’s eating at your budget with no return.

2. Embrace Video With YouTube hits through the roof and more and more brands using video as an integral

part of their marketing mix, video marketing has well and truly entered the mainstream and is a great way to get your brand noticed in an increasingly crowded marketplace. Get your site mobile ready

3. Responsive Web Design As we all move effortlessly now from one device to another to receive and send information,

ensuring your website design adjusts to fit on a desktop, tablet, and smartphone browser is crucial. If designing a responsive site (where the content is presented differently according to the screen size) is out of your reach due to budget, there are a few easy wins. Make your navigation as bold as you can, ensure there is enough spacing around links, laying out content clearly, and of course, reducing the amount of copy on your site (a must anyway) will help to cheat your way to a mobile ready site.

4. Build a Attention Building Platform Blogging has become an integral part of how information is consumed on the web, and in the

beauty industry, it’s eclipsing the idea of the ‘traditional’ website. Starting a blog is a great way to get current and potential clients looking to your site for fresh content and relevant information. It is your online platform, the stage where you can share your vision, message, and personal story with your audience.

Moderator: Namita Ramani, CEO and Founder, SpaMarketing by SpaGenie, UAE Panelists: Leonard Rego, CEO and Creative Director, Eleven777 Advertising, UAE Veljko Vasic, Digital Media Specialist, Eleven777 Advertising, UAE Sarah Cross, Co-Founder of British brand CODE Beautiful and International Customer Engagement Consultant, UK Dori Soukup, CEO, InSPAration Management, USA


12:30 Branding Strategies for a Beauty Salon & SpaBranding strategies are an important component of any business’ marketing activities, and that is especially true for beauty salons and spas. In an extremely competitive market, it is important to identify a desired brand image and take steps to cement that image in the minds of consumers through consideration of various strategies. These strategies will enable your business to establish a strong presence in an already overcrowded marketplace.Georgina Kelly, Director Business Development, Creative Intelligence, UAE

13:00 Networking Break14:30 Increasing Profitability with a Loyalty Programme

Did you know that salons and spas with loyalty programs are 88% more profitable on average than those without them? Here the key questions around how customer loyalty and retention can boost your business’ profitability will be answered. Through case studies and our expertise with loyalty and customer retention across industries, you will be taken through:· WHY you should be thinking about customer loyalty· HOW to approach designing your own loyalty program & integrating into your marketing plans

to ensure growth· WHAT you should be sure to integrate into your loyalty program to ensure growthMustafa Sadek, Founder and CEO, UrbanBuz, Dubai, UAE

15:00 Building Better Relationships with CustomersHaving a good product or service is just the start, gain some tips and techniques on how to attract and retain those customers in order to build a stronger more valuable relationship with them, in both the short and long term. Create customers for life, by engaging using both social media and offline activity. Every customer touch point is key, maximise opportunities to get personal and build stronger relationships. Dare to be different.Sarah Cross, Co-Founder of British brand CODE Beautiful and International Customer Engagement Consultant, UK

15:30 Coffee Break16:00 Smart Marketing Strategies to Increase Your Revenue

How effective is your marketing? Many people think marketing is expensive. It can be, but it doesn’t have to be. Hear smart marketing strategies on how to build your list and economically market your business. This session will focus on how to increase your spa’s capacity and revenue! Dori Soukup, CEO, InSPAration Management, USA





Day Two - 29th May, 2014

09:55Opening Remarks by ChairEbrahim Malekzadeh, CEO, Esadore, UAE

10:00 Case Study: The Liabilities of Staff and Stealing - How to Identify It, Manage It and Protect yourself from It!Here Tara Roux, Managing Partner and Founder of Kalm Salons will share her experience of theft within her business. Here you will hear her story and learn from her experience because theft can be avoided, it is just knowing how.

Tara Roux, Managing Partner and Founder, Kalm Salons, UAE

10:30 Coffee Break

11:30 Enhance Your Financial Health· Are you looking for easy to implement effective financial strategies? Join us and learn how to:· Turn a la carte into programs · Create and launch spa memberships · Increase retail sales by using the P.R.I.D.E. systemDori Soukup, CEO, InSPAration Management, USA

11:00 Coffee Break11:30 Panel Discussion: How to Grow Your Business from One to Many

Discussion Points:

1. Building a brand one step at a time – stay focused on the prize Set business plans, track against those plans, and modify them when necessary. If you don’t

set goals you have no way of measuring yourself, your team and your company against some pre-determined objectives. When everyone understands in a very crystal clear way what the overall goals of the business are, it allows everyone to rally together and take pride in successfully accomplishing them.

2. Remember that people work for people, not companies It is rare when a business can successfully operate and grow without talented people. we

often talk about our people being the only asset we have to sell and we are always looking for ways to improve our culture, our benefits, and the reasons why employees would want to keep working for us. But many businesses forget that true loyalty comes when employees believe that the business and its leadership team care about them personally and professionally.

3. Passion is contagious. When you love what you do it shows to the people surrounding you every day in your business.

Showing excitement and enthusiasm cannot be underscored enough in terms of how it relates to your team working harder, being more focused, and ultimately more successful at their job. This translates to a better end-product.

4. Growing your business Franchise route or self-operated stores?Panelists:Salina Handa, Founder and Managing Director, SensAsia Urban Spa, UAENoor Al Tamimi, CEO, Dashing International Group, UAERoberta Gomes, Founder and CEO, RG Cosmetics, USA



12:30 Women Business Owners: How to Go from Start to ScaleJulie Macklowe, Founder, President and CEO of vbeauté, USA will discuss how she initially got into the beauty business after a very successful career in finance and what made her want to change. She will share stories about people that tried to deter her from launching a skincare brand, and how that drove her to move forward. She will highlight ways that her financial acumen helped her when negotiating contracts with different vendors, managing her P&L. There will also be discussions on the key lessons that she has learned through test and learn and her experience in the process. Julie Macklowe, Founder, President and CEO of vbeauté, USA

13:00 Networking Break14:30 The Importance of Education and Training

With the industry growing, it is outpacing the supply of trained staff. The UAE is unique with the majority of staff in the UAE being expatriates with varying levels of training and differing cultural backgrounds. How can we blend this and offer training solutions that will increase the earning potential of the employee and the profitability of your business.Daniella Russell, Managing Director, DRGlobal, UAE

15:00 Intuitive TrainingSally Hewerdine

15:30 Coffee Break

16:00 Motivation and Empowerment of Staff - How to Get the Best Out of Your Team Understand how to staff motivation improves customer service. Learn how to create a value system which will create a positive culture amongst your staff. Understand how to set it up, why it works and beyond your business values the other aspects of running a team and how to keep everyone engaged and motivated. Hear all the tips and techniques.Tara Roux, Managing Partner and Founder, Kalm Salons, UAE



Registration form

Payment Method: Please note your registration will not beconfirmed until payment is received.Please tick (3) if you would like to pay by:o Credit Card o Cheque o Cash o Bank Transfer

Credit Card Payments: Please complete the following section and fax along with credit card copy (front and back) and copy of ID (passport or delivers license) to: +971 4 358 5511 or email to: [email protected] Or go to www.posc-me.com to register and pay on-line.

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Cheques: Kindly mark your cheques Account Payee Only and make payable to: EPOC Messe Frankfurt GmbH (Dubai Branch). And mail to:Epoc Messe Frankfurt GmbH, P.O. Box 26761, Dubai, UAEONLY CHEQUES DRAWN ON AED CURRENCY WILL BE ACCEPTED.

Terms and Conditions: Payment must be received within 7 days of registration date, otherwise rate at time of payment will be used. Any

paid registrations cancelled more than 7 days before the event will be subject to an AED 200 administration fee. Any cancellations within 7

days of the event will be charged in full.

Avoid Visa Delays – Book Now: Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas

for non-GCC nationals may take several weeks to process.

Cash Payments: can be made at the Epoc Messe Frankfurt GmbH office at the following location: 14th Floor, H Hotel (Formerly known as The Monarch) Office Tower, One Sheikh Zayed Road, Dubai, UAE, Tel: +971 4 3894500.Opening Times: Sunday – Thursday, 9am – 5pm.

Bank Transfer:Beneficiary Name: EPOC Messe Frankfurt GmbH (Dubai Branch)Beneficiary Address: PO Box 26761 Dubai, United Arab EmiratesBank: HSBC Bank Middle East LimitedSWIFT Code: BBME AEADUAE Account Number: 035 - 881614 – 001IBAN: AE620200000035881614001USD Account Number: 035 - 881614 – 100IBAN: AE080200000035881614100

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Fax: +971 4 35 85 511 / Tel: +971 4 38 94 500Email: [email protected]: www.beautyworldME.com/summit

Summit Workshop (Per Workshop)Early Bird Discount (Valid Until 8th May 2014) US$ 245 / AED 897 Early Bird Discount (Valid Until 8th May 2014) US$ 95 / AED 348

Normal Rate (Valid Until 22th May 2014) US$ 345 / AED 1263 Normal Rate (Valid Until 22th May 2014) US$ 150 / AED 549

On-site Rate US$ 445 / AED 1630 On-site Rate US$ 250 / AED 915

I would like to register for: Summit Workshop on Up-selling and Retail Selling Workshop on E-MarketingFor Group Delegate Offers, please call us on +971-4-3894500 or e-mail [email protected]

Beautyworld Middle East 2014 Summit

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Transcript of Beautyworld Middle East 2014 Summit