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Attending Face & Body® Midwest—A Strategic Approach
By: Sandy Chapin
Posted: January 30, 2012, from the February 2012 issue of Skin Inc. magazine.
Face & Body Midwest takes place March 3–5, 2012, at McCormick Place West in Chicago. Every year, many spa, skin care facility and salon owners return to Face & Body to learn what’s new in the skin care marketplace.
Throughout the course of three days, learn about the latest trends by attending the Advanced Education Conference Program. Gain better insight of product ingredients and techniques from Supplier Classes, and discover vendor options and the latest technologies at the expo. To maximize your time effectively, plan your trip well in advance … it’s easy as 1, 2, 3.
1. Understand your objectives
Once you register for Face & Body, start planning your event agenda. What are you looking to accomplish by attending? Understanding your objectives will influence all your choices. For instance, what are your clients seeking? How can you help them achieve results? By visiting the expo, you’ll have an opportunity to meet with a plethora of skin care and spa suppliers who can share insightful information on what’s new and how to get the results your clients want.
2. Establish a client profile
When shopping the exhibit hall floor, the best place to start is to clarify your real target. Understanding your existing clients, and how they perceive the features and benefits of skin care products, is the best place to begin. Consider developing a product-features-and-benefits score sheet to help determine the right products for your clients.
3. Put your research into action
Immediately following the show, be sure to communicate with your clients, letting them know that you have new product information available from the show. Schedule appointments and consider promoting your new knowledge with a one-time discount. By taking the time to educate your clients about new product trends, and ingredient and treatment information gathered from the show, you will keep them well-informed, which will give you the advantage over your competition, keeping your satisfied clients coming back.