Pulse November 2018 - Page 46

SUCCESS STORIES EXPERIENCE CENTER BY JESSICA PFISTER AN EXPERIENCE, BY DEFINITION, is the state of having been affected by or gained knowledge through direct observation or participation. At the annual ISPA Conference & Expo, our attendees were able to do just that at the reimagined Experience Center. This brand-new space—which was the home of Experience Studios and Treatment Rooms— served as the perfect opportunity for attendees to come and enjoy spa treatments and energizing fitness classes. Our Experience Studio sponsors at Conference this year were Columbia SkinCare, FOREO, Jurlique, Saltability in partnership with TouchAmerica Inc., Technogym and Universal Companies, Inc. In addition to these sponsors, we also offered the opportunity for companies to participate Jurlique and Columbia SkinCare used their Experience Studios to fully immerse attendees in their respective brands. 44 PULSE ■ November 2018 in Treatment Rooms, which provided a secluded booth space off of the floor in a more private environment. These partici- pants included Cinq Mondes, emerginC, Hyperice Inc., Kerstin Florian International, Osmosis Pur Medical Skincare and Sothys USA Inc. Each brand represented in the Experience Center came with a unique offering and were open to walk-ins, in addition to their already scheduled appointments. One thing, however, that each sponsor seemed to have in common was a completely booked schedule. With the option to create schedules ahead of time on ISPA’s official appointment scheduling system, each sponsor had the ability to tailor their schedules to fit the specifications and param- eters around their treatments and classes. While some companies sent out email invitations and menus for their treatments, others chose to go the more organic route of reaching out to existing clients. When asked about FOREO’s specific form of outreach, Sarah-Jade Lacoursiere, head of business development for the profes- sional channel – North America, explained that FOREO sent out newsletters announcing their participation and inviting attendees to secure appointments on their online portal. Sarah feels their overall success can be largely credited to their own efforts on the front end, preparing for appointments and spreading news of their participation ahead of time. Although appointments were the primary drivers of business, foot traffic also played a key part in making the Experience Center successful. Stacy McCray, with Universal