Spa Marketing Made Easy Podcast

Your sights are set on growth for your spa business, but what happens when economic conditions impact your area or clientele? Or if you face personal challenges beyond your control? You want to be prepared to respond, not react, and one key thing that allows you to be calm and controlled in your response is knowing you are on solid financial footing.  That’s why this year, I’m focusing on teaching you how to focus on profitability. In this episode of Spa Marketing Made Easy, I’ll discuss three steps you can take today to help increase your profit margins to continue growing your business and being financially sound, even if the economy or your environment is unstable.  What you’ll learn during this episode: Why profit needs to be the number one KPI you understand how to grow in your spa business and why it’s so critical to your company and personal success What you’re missing out on if you’re solely focusing on the bigger-picture numbers, like top-line revenue, without digging into the data on how much of

Here on Spa Marketing Made Easy, we’ve had numerous episodes covering the topics of building and nurturing client relationships, using events to draw in new clientele and provide exciting opportunities for existing clients to try new treatments and products, as well as how to select aligned products and partners, but diving into nurturing those vendor and partner relationships is something we’ve yet to cover in a dedicated episode. That’s why I’m so thrilled to have Danielle Cobo joining me on the mic for this episode, as she’s a rockstar at helping both Spa CEOs and aesthetic vendors go deep so they can build relationships that spur incredible results.  With over 15 years of corporate experience, including 7 years leading a high-performing team for one of the top Medical Aesthetic companies in the world, Danielle knows how to increase sales, productivity, and employee retention. Through keynote speeches, corporate programs, and one-on-one coaching, Danielle has taught thousands of people how to achieve their

After a whirlwind 2024 (and the wild ride to the start of 2025), you might feel a little scrambled and perhaps a bit anxious about where this year will lead as we navigate economic shifts. That's why I brought back my good friend and personal Meta ads expert on speed dial, Tara Zirker, who will help put your mind at ease about your marketing and how paid ads fit into the picture.  Tara is an advertising expert with over 10+ years of experience running ads for clients across a wide array of industries and with a variety of budgets. She is also the founder of Successful Ads Club, where she has taught thousands of business owners to rapidly scale their revenue through the power of Facebook and Instagram ads. In today's episode, we're talking about the current paid ads landscape, what to expect in the year ahead, how to claim your slice of the pie, and how to set yourself up for ad success. Whether you've never put a single cent behind ads or you're a seasoned spa owner who currently leverages them, there are tip

Hiring on a unicorn, or building a whole team of them, isn’t about narrowing in on uber-unique people who possess the “just right” combination of skills to help you succeed in your spa business. Actually, building a Unicorn Team is about getting ultra clear on your brand and the values that drive it.  From there, you’re able to navigate, motivate, and communicate as the Unicorn Leader you are, and thus, rally and lead other Unicorns who want to build your brand with you, too. Here to walk us through the foundation of that innovative process is Jen Kem, the author of the new book, "Unicorn Team: How to Rally the Right People Around the Next Big Winning Idea that Changes the World.”  Named Forbes' top brand strategist, Jen’s company, Master Brand Media, represents influencers, celebrities, CEOs, experts, specialists, authors and speakers to get seen, heard and paid more through brand management, team optimization and corporate brand collaborations. With a focus on the four essential areas for brand success call

Raise your hand if you’re wearing the majority of the hats and spinning all the plates in your spa business. If you’ve raised your hand high, I’ve got no doubt you’ve pondered bringing on more support to help you lighten the load. The question is, can you afford to bring on that support? In this episode, I’m exploring some of the key considerations you should make when looking to bring on more support, particularly through a VA, and how you can navigate hiring hesitations and hang-ups that are holding you back from getting the support you need to scale to the next level.  In this episode, you’ll hear: Why hiring doesn’t have to be as big of a leap as you might be anticipating and how to begin dipping your toe in the hiring waters What a VA as is and how you can utilize them to begin offloading tasks from your plate  The initial steps for finding and onboarding your rockstar VA An exercise to get you crystal clear on what tasks and areas you need to recruit support To read the full show notes for thi

When you have a big vision for your business and loftier growth goals, it can be tempting to put yourself on the back burner as you forge ahead with business development.  But I’ve got an important thing to share, and while it’s not a secret, it’s not the newest, sexiest marketing tactic, AI tool, or aesthetic equipment/offering that will get you there. Nope, it’s all about what’s going on upstairs in your beautiful brain. Mindset, my friend – in this episode, I’m sharing the mindset hacks that have helped me grow year over year as I’ve learned to lean more into them and refine them.  If you’re determined to make this year or quarter your best yet, start with what’s in your head. Let’s get into it! In this episode, I go over:  My path with personal development and the top mindset tips that I’ve utilized while building upon my goals year after year  and recasting my vision as I grow my life and business  Why I believe everything after your first $100,000 year as an entrepreneur is mindset How routines,

For aesthetic experts and most entrepreneurs, the legal side of business immediately makes shoulders rise and muscles tighten. We get it. If all is well and good, the legal stuff is supposed to be boring, and that’s how we want to keep it by ensuring that you’ve got all your legal ducks in a row as we kick off a new year!  Keren de Zwart is here to help us sift through it. She is the founder and CEO of Not Your Father’s Lawyer, her law firm, which was born from a desire to serve the needs of entrepreneurs and small businesses by replacing the outdated billable hour model with flat-fee pricing.  With fifteen years of experience in corporate transactions, Keren has worked with every type of business, from side hustlers to raising millions of dollars and taking companies public. In this episode, she’s helping us fill in the gaps on everything we need to know from a legal perspective, especially at the start of the year.  In this episode, we discuss: Your go-to resources for finding legal information specific t

The aesthetic and wellness industry is rife with “trends,” and while some may have thought this service would be a flash in the pan, market and consumer data shows that integrated aesthetic and wellness services are here to stay with potential for massive future growth.  One of those integrated services is IV therapy. While it’s not a service every spa can or should do, it does provide an incredible opportunity for those aesthetic and healthcare practitioners who are equipped to add value to your clientele. Joining me on the mic to discuss IV therapy is my guest, Jenn Plescia, DNP, APN,FENP, the founder and CEO of IVs by the Seas, an in office aesthetics and mobile IV hydration practice in New Jersey.  Beyond being a successful entrepreneur with an inspiring business origin and growth story, Jenn is a board certified Family and Emergency Room Nurse Practitioner who received her Doctorate of Nursing Practice (DNP) degree from Rutgers University in 2017, and she has over 10 years of Emergency Medicine and Urgen

This year has been challenging for many spa owners and aesthetic professionals. Given economic uncertainty and market trends, we will likely have another challenging year ahead. However, there’s still plenty of opportunity to tap into and ways to get creative so your business can thrive.  Remember, some of the most long-lasting, iconic companies have been built during economic downturns. While it may feel like an uphill climb, keeping the course and working to prioritize profit can yield fantastic results and growth.  In this episode, I’m going to provide you with six high-profit spa services you can leverage in 2025 and beyond. These services provide you with plenty of profit margin so that your business can stay stable or grow, even if you experience seasons of slowdown.  In this episode, you’ll learn:  The booming growth of new sectors within the aesthetic market and how you can harness them as a medical spa How to build recurring revenue into your services and creative ways to build in more add-one se

Social media success thrives off of authentic, real-time content. Still, a business owner building a brand needs an extra edge of professionalism and polish than your everyday social media user or influencer. You need to showcase your space and services and tell a story that emotionally resonates with your ideal clients so they can easily decipher whether you're the expert to help them achieve their goals.  So, how do you do that? One piece of the puzzle is crafting the right visual narrative, which I'm discussing with my guest on this episode, Brianna Shrader.  Brianna isn't just the creative visionary behind Shy Heart Studios, a leading Orange County photography powerhouse; she's a testament to resilience and the power of reinvention. After pivoting her photography to focus on personal branding during the pandemic, Brianna found a new era of success for her studio that has helped her grow her team, revenue, and impact.  With a relaxed, fun-filled approach that allows clients' true personalities to radiate,

No matter what the tides of business may bring or the economy's fluctuations, finding strategic solutions that allow you to expand your spa's margins is always something to explore. That's why I'm so excited to dive into the power of Tippy with you on today's episode!  Together with Tippy sales team manager Marci Zerbe, we're diving into all the details of how the Tippy platform and variety of products allows gratuity-based industries such as spas and salons to save BIG on credit card processing fees (we're talking savings of $20-, $30-, and $40,000 per year) as well as bolster their team retention along with a host of additional benefits. Whether you're looking for a fast-tracked way to shave thousands off your annual business expenses, or tipping has been a touchy issue in your business due to "tip creep," you won't miss this episode!  In this episode, we discuss:  The key benefits of bringing a tool like Tippy into your business beyond the obvious (i.e., significant savings on credit card processing fees

Whether you've dabbled with hosting events in the past with varying degrees of success, you've got your sights set on hosting more events in 2025, or you think events aren't the right fit for your business (I'd like to challenge you on that belief

Are you tired of putting out job postings only to get candidates who don’t fit the bill for your company’s needs or culture? Frustrated from frequent turnover that costs your company more than bringing in more hands to help? Have you heard all the horror stories from other spa owners and feel scared to move forward on scaling with a team?  Fear not, ambitious aesthetic pro—team building does not have to be a scary process or one that requires a ton of trial and error to get right. It’s all about having a clear pathway and process to follow.  In this episode, I’m giving you the keys to unlocking not only your mindset around team development but also the numerous processes that comprise it. This will help you get crystal clear on how to begin building your dream team or transforming your existing team into a well-oiled machine of rockstar employees who are invested in your vision and passionate about putting in the work.  In this episode, we discuss:  The mindset of “who, not how” and how this book and framew

Social media has always been a hot topic within the Spa Marketing Made Easy community — it’s an element of marketing that is ever-evolving and extremely powerful in the ability to grow your business and expand your brand. And despite how exciting its potential can be, social media tends to be one of the top intimidating facets of marketing for spa professionals.  That’s why I couldn’t wait to get my guest, Dr. Sheila Barbarino, MD on the mic with me to talk all about how to take out the scare factor of social media and approach it from a place of curiosity and authenticity that will attract your ideal clientele and get them bought into *you* before they even enter your doors.  If you don’t know Dr. Barbarino, she is a world renowned, award winning, board-certified oculofacial plastics and full body cosmetic surgeon who is best known for her comprehensive, natural results approach to both nonsurgical and surgical procedures for all body and skin types in her practice, Barbarino Surgical Arts. Outside of her pr

Could you take the consultative process that you typically do with potential clients on a one-to-one capacity and digitize it so that you could not only draw in your most high-quality leads into your world but also do it in a way that maximizes your time and effort? The answer is yes!  Here to explain how we do that with the help of quiz funnels is Maxwell Nee, the Chief Revenue Officer of ScoreApp, a quiz marketing platform with over 6,000 clients that uses the power of personalized marketing to present specific solutions and offers to your potential clients and customers. Tune in as we talk about how spas can harness the power of quiz marketing and the first steps to getting your first quiz up and running.  In this episode, we discuss:  What quiz marketing is, and how does it fit together with the other elements of your overall digital marketing strategy  The critical components of a quiz funnel and how they work to scale your marketing efforts as well as bring in highly qualified leads Steps for reve

The holiday season is upon us, and you know what that means…holiday sales! And I’m not talking about the “savings” type of sales; I’m talking about the opportunities for your spa to hit incredible Q4 revenue records. Of course, one of the top ways to increase spa sales during the holiday season is through gift cards.  However, gift cards aren’t as simple of a revenue stream as you might think unless you’re prepared in your marketing and cash flow management. In this episode, I’m covering my top tips for getting geared up to make major gift card sales that set you up for going into a successful 2025!  In this episode, you’ll learn:  How gift cards can be an easy source of sales and revenue during the hectic holiday season Important notes about complying with gift card laws on the state and federal level My top tips for cash-flowing your gift card revenue (and profiting even more!) A review of my top gift card promotion strategies and notes on corporate gifting The top three ways to market your gift c

I talk a lot about planning on Spa Marketing Made Easy, and planning is also the focus topic of one of our annual events, Next Level Growth. However, planning is merely step one of the process to creating a life and business you love, the next step comes in prioritizing the tasks and projects you have on your plan, and doing so productively to make your goals and vision a reality.  Although entrepreneurship isn’t about trading time for dollars, the old adage of “time is money” is true – you need to be using your time well to ensure that you’re moving forward toward your goals and not getting distracted by the multitude of things vying for your attention as a Spa CEO.  In this episode, you’ll hear:  My top six productivity tips to ensure that you’re using your time efficiently and making progress toward completing your most important tasks and accomplishing your goals  Why you always need to consider what season of life you’re in so that your plan lends itself to ultimate productivity based on your day-to-

Beyond the fact that retail revenue can make or break your spa’s profitability, generating more retail revenue is one of the best ways to create cash infusion since your strategy should largely hinge on your existing clientele, which is always easier to sell to than bringing in new leads and clients.    And, of course, we’re never solely focused on the sale; we’re approaching these five strategies from a place of sales as service, so don’t let the feeling of sales being “slimy” keep you from growing that retail revenue while bolstering your client relationships and the results you’re working with them to achieve. Joining me on the mic is Team Addo coach Sara Sykes Moore, a retail rockstar in her own brick-and-mortar spa, and you won’t want to miss her value-rich insights.  In this episode, we discuss:  Our top five strategies for selling more retail to your existing clientele and using retail to draw in new clients  Leaning on educating your client as a top way to sell and taking note of how to sell indiv

As we turn the corner on Quarter 4, it’s time to start thinking about the year ahead, and no, it’s not too soon. Especially in the spa industry, where Q4 is often our busiest time of year, it’s critical to carve out the time and thinking space to ask yourself what you truly want from your life and business.  In this episode, we’ll explore what questions to ask yourself as you begin mapping out your plans for next year, how to craft a calendar that incorporates what matters most for you to feel balanced and fulfilled, and why Next Level Growth is the can’t-miss event of the season as you plan for a successful 2025.  In this episode, we discuss:  The power of putting everything on your calendar to create time for what matters most  How often to reflect on and reassess our plans to accommodate our season of life  What you’ll learn during our free Next Level Growth event and why this is a can’t-miss training for spa owners and aesthetic industry professionals ready to grow to the next level in their life an

Year 10 of our business has been packed with exciting moments and achievements! I’m excited to share even more good news in this special bonus episode of the Spa Marketing Made Easy podcast! In this special milestone episode, we’re thrilled to celebrate a decade of Addo Aesthetics and unveil our brand-new website! Join me as I reflect on 10 years in business, specifically highlighting the growth of our community. I dive into the key features of our new site, explain our three new avenues for our clients, and I give you an inside look at what’s in store for Addo Aesthetics over the next decade! Whether you’re a loyal listener or just discovering us, this episode is packed with excitement and insights. Don’t miss it—tune in and celebrate with us! In this episode, I discuss:  Addo Aesthetics’ focus for the next decade The significance and influence we’ve made on building community for spa professionals A guided tour of our new website, including an overview of our three core avenues Introduction to Addo