GREEN MARKETING BEV OSTER Sunday & Monday      10:00am – 11:30pm Branding Green to Stay out of the Red Being green may still be somewhat unique, but it is a growing movement that encourages environmentally responsible business in every industry including the salon and day spa segment.  Today about 25% of the US population can be considered “green consumers,” and that represents a lot of beauty dollars.  Understanding how they think, what they want, and how to talk to them will turn green into green!  Target Audience: Salon and spa owners, managers, marketing and PR directors Participants will leave with: Insight into the green beauty consumer’s needs, desires and hot buttons. Steps to take to ensure credibility before you hit the streets with a green initiative. How to find green beauty marketing resources. Thoughts on a green marketing mix that speaks to the beauty consumer but doesn’t break your budget. Sunday       2:00pm – 3:30pm Understanding the Overwhelming Importance of Branding in Today’s Beauty Culture Beauty customers are more astute than they have ever been.  They are cynical about what they consider “marketing ploys” to gain their attention and force a sale.  Smart beauty consumers today want to buy more than ever before, but they don’t want to be sold.  Savvy beauty industry marketers have discovered a complete paradigm shift in the world of sales and marketing, and the secrets of success are applicable to salons and day spas as well as organizations in all industries and of all sizes. Bev Oster will discuss in detail the steps in creating a brand for your salon, day spa, beauty product or company.  Using specific examples from both large and small beauty companies and organizations, participants will start to connect today’s beauty buyer preferences with the potential for their own operation.  Target Audience: Salon and spa owners, managers and marketing directors