Pulse Legacy Archive January / February 2012 | Page 8
Pulse preview
—MAE MAÑACAP-JOHNSON, EDITOR
6 PULSE
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January/February 2012
PHOTO © TIFFANY BROWN
U
nwrapping Pulse’s special 2011 ISPA Conference & Expo
wrap-up issue is like peeling a gift. Every page offers delightful
surprises, from valuable action items (page 38) to a fun
scrapbook of best moments at Conference (page 20). While
the eight-page photo scrapbook hardly tells the entire story, it
captures a slice of what Conference is all about—education, experiences, networking
and innovations.
Features that highlight priceless takeaways from Conference this year are
undoubtedly among this issue’s best gifts. After all, knowledge is still the most priceless of all forms of gifts.
In the article “ISPA Keynote Speakers: The Takeaways” (page 34), AZspagirls.com
founder Lisa Kasanicky wrote: “The takeaways from the 2011 ISPA Conference &
Expo keynote speakers hit on a
common thread: Consumers in general
are taking a long, hard look at where
“Features that highlight
their dollars are going and given the
priceless takeaways from choice, are opting in favor of brands
Conference this year are
with a higher purpose.”
The question then, for many spa
undoubtedly among
owners, where do you begin the
this issue’s best gifts.
journey towards discovering your
After all, knowledge is
higher purpose? Should you follow or
still the most priceless of look at trends to point you to the right
direction? Trendwatching.com’s Head
all forms of gifts.”
of Research and Analysis Henry
Mason—this issue’s featured expert in
Conversations (page 50)—thinks that factoring in trends in one’s business decision
is a step to the right direction, but only when you are discerning them with a
creative and critical mind.
I encourage you then to read “2011 Spa Consumer Snapshot Initiative: The SpaGoer at a Glance” (page 54) with an analytical mind. While the article highlights key
data from the 2011 Spa Consumer Snapshot Initiative and SpaFinder’s latest trends,
there’s room for inspired ideas on how to use these important findings and translate
them into action items to increase loyalty or market share for your spa.
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Send me your thoughts at
[email protected].