April 14, 2026 • 9 mins
Events look incredible, but are they actually making your beauty business money? In this episode, we kick things off with a candid roundtable discussion on why so many beautifully executed events fail to drive ROI. Then, we’re joined by Anya Knower, Founder and CEO of The Aesthetics Advantage, who shares secret strategies for turning events into conversion machines.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_04 (00:00):
So events, as we know, are often beautifully
crafted, curated, a great timeoverall.
But I feel like one thing that'soften missed out on is ensuring
that it's actually driving ROI.
So when we think about eventsthat we've either hosted or
attended, I would love to knowlike one either event that
(00:21):
you've attended, hosted good,bad, ugly that was memorable and
why.
SPEAKER_03 (00:26):
Yeah, I can share kind of my perspective from
hosting events, especially inthe med spa space.
There's lots of different typesof events, but I feel like the
most successful have been aroundlaunches of new treatments or
services that we're offering tokind of like help educate our
clientele, our audience, like,hey, something new is coming
(00:48):
into the business, maybe give adiscount on it so we can kind of
launch that product or service.
And then also I think membershipevents are like VIP client
appreciation.
We've always seen like anytimeyou make that client feel
special, like, hey, this is foryou because you're a VIP, you
spend a lot of money with us.
This is to kind of like giveback to you.
(01:10):
And then I always took like ourhighest profit margin products
and services and package those.
So anything that I could take alittle bit of a hit on, like
let's pre-sell those as much aspossible, let's push those as
much as possible, get someguaranteed revenue in the door,
and let our clients have a goodtime.
SPEAKER_02 (01:28):
Within the spa, you know, industry, we definitely
were very heavy on membership.
So same for Metspa World.
We were doing that for withinthe spa.
And I feel like every single onethat we did honestly was
successful.
I don't have any like two likecrazy stories because it was
something that everyone lookedforward to each year.
We would do it annually, and itwas very much like appreciation
(01:50):
and thank you for being amember.
It was really cool becausewithin our memberships, it was
pretty like exclusive.
Like we were making it like youknow, wanting that exclusivity
feeling.
And um, there was actually await list.
So I feel like being able tohave I know, I know it's like
okay, I can't wait for somebodyto like drop off so I can, you
know, jump in.
But um, within those likespecific events, you would have
(02:11):
people asking, like, oh, what'sthat?
And like, how can I getinvolved?
And it's like we have a waitlist.
Here you go.
If you want to be joined, likejoin at some point.
It's like trying to buy aBirken.
Exactly.
SPEAKER_00 (02:20):
Oh my god, yes.
SPEAKER_02 (02:21):
It was the bulk of memberships, yeah.
SPEAKER_00 (02:24):
I love that.
My experience with events arelike twofold.
There's uh typically like a bigannouncement, so like I'm coming
from like multi-location likemanagement, so they're opening
parties, right?
We would open a brand newlocation and we would have
parties to get the communityinvolved, get you know, other
businesses involved, and andreally, you know, like shout out
(02:45):
who we are and and what we'redoing.
So it we did a lot of that, andthen we did events um in the
middle of the day, like when thebusiness was still flowing and
things were like happening.
So we would have like maybe likea a brand at a time, like not
like super big.
So let's say we had like R Cocome in, right?
They would talk directly withclients, they would work with
(03:06):
staff even.
So it was like this mixed likeevent where both team members
were learning, and then also wewere having clients tap into the
products and maybe get extrasamples and miniature versions
of things that you know everyoneloves a little mini product,
right?
So it was hard for me to reallythink about like shutting down
(03:27):
the business to to solely likedo an event because some of our
locations were so big and andhaving so much going on.
So we tended to layer them ontop of like the day already
flowing.
So we didn't have to like focusso much on a guest list because
people were already there.
We were there and we could pushthe the revenue, but still make
it feel elevated, still get thechampagnes, look at the you
know, decorations and and stilllike announce and like let
(03:49):
people know that this was goingon.
So I'm very like interested inwhat spas and like med spas do
because it's such like a part oflike the process, like y'all do
events like consistently andlike drive them hard.
So I would love to see what likehair can take away from some of
this, you know.
SPEAKER_04 (04:06):
No, I love that you all shared positive experiences
about, you know, events thatyou've hosted, attended,
whatever that might look like.
I feel like when we think aboutmaybe the first event that you
ever hosted versus the lastevent that you ever hosted and
how different those might be.
I know from my own experience,when I think of one thing that I
(04:27):
either wish I had known when Ifirst started, or one thing that
I often see people do wrong.
I think back to the first eventthat I ever hosted and it was
like a smorgasborg of how manydeals and things and offers can
we fit on this flyer?
How much information can I pushto everybody, right?
In my head, I'm thinking, okay,we're trying to sell everything.
(04:49):
We can cross-sell, we cancombine treatments, all of that.
But in reality, it's notdigestible for the client.
That's not a good experiencewhere you have so much
information and offers coming toyou where things start to not
feel relative to what you'rereally there for.
So would love to also hear fromyou guys what's one thing that
you wish that you had known orone piece of advice that when
(05:12):
you look back, you're like, thisis what people should be doing
for successful events.
SPEAKER_02 (05:16):
When I my experience might be a little different from
you all, but I'm definitelygonna share it because I think
it's it's still insightful.
Uh when I think of the likefirst event at the like, you
know, earlier in my managementcareer versus where I was
towards the end, it's more oflike it's okay that you don't
have all the answers at thebeginning.
I think you're trying to do alot.
(05:37):
This might be your first timelike in this realm of like, you
know, opportunity of eventplanning.
I remember thinking like I needX amount of vendors, I need them
to be able to, you know, offerthese amount of like samples or
gifts for my members or forwhoever we were presenting to.
But as you grew and as youcontinue to go, it's like the
people, the brands will reachout to you and say, Hey, I want
(05:57):
to be a part of this.
I heard Terine is doing this.
Let me be a, you know, a part ofthis experience.
So I think it's justunderstanding that like give
yourself time, give yourselfgrace.
You start off from the beginningand you kind of go to your
bottom up and you can, you know,you'll get there.
Just network as much as possibleand talk to the right brands
when you're going to theseevents so that you can then
have, you know, a list of whoyou reach out to when you're
(06:19):
throwing, you know, theseparties.
SPEAKER_04 (06:20):
Yeah, absolutely, Jaws.
I feel like, you know, you startsomewhere, you know what you
know in the beginning.
Um, but really excited for ournext guest, Anya, who's really
crock the code on making med spaevents extremely successful and
profitable.
So looking forward to ourconversation with her.
(06:41):
We work in the beauty industry,so clunky software is just not
the vibe.
Boulevard is sleek, made forbeauty pros, and gets you
compliments, not complaints fromclients.
Podcast listeners can get 10%off plus free guided setup.
So head over to joinblvd.comforward slash podcast to claim
(07:01):
the special offer.
Today's guest has built hercareer at the intersection of
beauty, strategy, and growth.
Anya is the founder of theAesthetics Advantage, a master
aesthetician, and a seasonedmarketing strategist with over
12 years of experience.
She's worked with global brandslike Benefit Cosmetics, helped
(07:22):
scale one of the largestaesthetic clinic chains in the
US, and led partnerships withindustry leaders like Sephora.
Now she's helping practices growsustainably through smart,
cost-effective strategies.
Anya, we're thrilled to have youwith us today.
SPEAKER_01 (07:42):
It is a cattle call.
They'll put it on their socialmedia, they'll send out the
email blast, the text blast,hey, we're having this, you
know, event, get your specials,here's your deals.
And then they spend all thismoney.
You got the balloon wall, you'vegot like, you know, the bullshit
taco bar, you got like theyspend so much money on this.
And then you get the Karen'sthere who are literally there
(08:03):
for the free sh and there forthe raffle, and they don't buy
anything.
And they just spent all thismoney on what?
Nothing.
You have to be very, veryspecific and laser focused, no
pun intended.
And basically the way that youdo small format events, and
they're called small formatseminar style events, is you
(08:24):
pick one or two similartechnologies and you only invite
VIP patients.
These are vetted patients, andyou do max, you want 25 people
there, anything more, and it'stoo much.
What you do is you do apresentation on those
treatments, and then you doone-on-one consults with those
(08:45):
patients.
And our events, they average$50,000 in three hours.
And that's how you do it.
Obviously, there's a lot more toit.
And I'm I'm not trying togatekeep, but it will literally,
it will take all the time in theworld.
But I wish practices knew thatmore.
And I'm actually starting totransition a lot of practices
(09:06):
away from doing monthly specialsand just doing events or
quarterly events, a face event,a body event, a weight loss
event, whatever you want to do.
Yeah, it's just a lot of it'sjust a different mindset, and
it's much easier and cheaper.
SPEAKER_04 (09:22):
Want to keep the conversation going?
Check out the full episode ofLast Client of the Day.
Now streaming on all platforms.
So events, as we know, are often beautifully
crafted, curated, a great timeoverall.
But I feel like one thing that'soften missed out on is ensuring
that it's actually driving ROI.
So when we think about eventsthat we've either hosted or
attended, I would love to knowlike one either event that
(00:21):
you've attended, hosted good,bad, ugly that was memorable and
why.
SPEAKER_03 (00:26):
Yeah, I can share kind of my perspective from
hosting events, especially inthe med spa space.
There's lots of different typesof events, but I feel like the
most successful have been aroundlaunches of new treatments or
services that we're offering tokind of like help educate our
clientele, our audience, like,hey, something new is coming
(00:48):
into the business, maybe give adiscount on it so we can kind of
launch that product or service.
And then also I think membershipevents are like VIP client
appreciation.
We've always seen like anytimeyou make that client feel
special, like, hey, this is foryou because you're a VIP, you
spend a lot of money with us.
This is to kind of like giveback to you.
(01:10):
And then I always took like ourhighest profit margin products
and services and package those.
So anything that I could take alittle bit of a hit on, like
let's pre-sell those as much aspossible, let's push those as
much as possible, get someguaranteed revenue in the door,
and let our clients have a goodtime.
SPEAKER_02 (01:28):
Within the spa, you know, industry, we definitely
were very heavy on membership.
So same for Metspa World.
We were doing that for withinthe spa.
And I feel like every single onethat we did honestly was
successful.
I don't have any like two likecrazy stories because it was
something that everyone lookedforward to each year.
We would do it annually, and itwas very much like appreciation
(01:50):
and thank you for being amember.
It was really cool becausewithin our memberships, it was
pretty like exclusive.
Like we were making it like youknow, wanting that exclusivity
feeling.
And um, there was actually await list.
So I feel like being able tohave I know, I know it's like
okay, I can't wait for somebodyto like drop off so I can, you
know, jump in.
But um, within those likespecific events, you would have
(02:11):
people asking, like, oh, what'sthat?
And like, how can I getinvolved?
And it's like we have a waitlist.
Here you go.
If you want to be joined, likejoin at some point.
It's like trying to buy aBirken.
Exactly.
SPEAKER_00 (02:20):
Oh my god, yes.
SPEAKER_02 (02:21):
It was the bulk of memberships, yeah.
SPEAKER_00 (02:24):
I love that.
My experience with events arelike twofold.
There's uh typically like a bigannouncement, so like I'm coming
from like multi-location likemanagement, so they're opening
parties, right?
We would open a brand newlocation and we would have
parties to get the communityinvolved, get you know, other
businesses involved, and andreally, you know, like shout out
(02:45):
who we are and and what we'redoing.
So it we did a lot of that, andthen we did events um in the
middle of the day, like when thebusiness was still flowing and
things were like happening.
So we would have like maybe likea a brand at a time, like not
like super big.
So let's say we had like R Cocome in, right?
They would talk directly withclients, they would work with
(03:06):
staff even.
So it was like this mixed likeevent where both team members
were learning, and then also wewere having clients tap into the
products and maybe get extrasamples and miniature versions
of things that you know everyoneloves a little mini product,
right?
So it was hard for me to reallythink about like shutting down
(03:27):
the business to to solely likedo an event because some of our
locations were so big and andhaving so much going on.
So we tended to layer them ontop of like the day already
flowing.
So we didn't have to like focusso much on a guest list because
people were already there.
We were there and we could pushthe the revenue, but still make
it feel elevated, still get thechampagnes, look at the you
know, decorations and and stilllike announce and like let
(03:49):
people know that this was goingon.
So I'm very like interested inwhat spas and like med spas do
because it's such like a part oflike the process, like y'all do
events like consistently andlike drive them hard.
So I would love to see what likehair can take away from some of
this, you know.
SPEAKER_04 (04:06):
No, I love that you all shared positive experiences
about, you know, events thatyou've hosted, attended,
whatever that might look like.
I feel like when we think aboutmaybe the first event that you
ever hosted versus the lastevent that you ever hosted and
how different those might be.
I know from my own experience,when I think of one thing that I
(04:27):
either wish I had known when Ifirst started, or one thing that
I often see people do wrong.
I think back to the first eventthat I ever hosted and it was
like a smorgasborg of how manydeals and things and offers can
we fit on this flyer?
How much information can I pushto everybody, right?
In my head, I'm thinking, okay,we're trying to sell everything.
(04:49):
We can cross-sell, we cancombine treatments, all of that.
But in reality, it's notdigestible for the client.
That's not a good experiencewhere you have so much
information and offers coming toyou where things start to not
feel relative to what you'rereally there for.
So would love to also hear fromyou guys what's one thing that
you wish that you had known orone piece of advice that when
(05:12):
you look back, you're like, thisis what people should be doing
for successful events.
SPEAKER_02 (05:16):
When I my experience might be a little different from
you all, but I'm definitelygonna share it because I think
it's it's still insightful.
Uh when I think of the likefirst event at the like, you
know, earlier in my managementcareer versus where I was
towards the end, it's more oflike it's okay that you don't
have all the answers at thebeginning.
I think you're trying to do alot.
(05:37):
This might be your first timelike in this realm of like, you
know, opportunity of eventplanning.
I remember thinking like I needX amount of vendors, I need them
to be able to, you know, offerthese amount of like samples or
gifts for my members or forwhoever we were presenting to.
But as you grew and as youcontinue to go, it's like the
people, the brands will reachout to you and say, Hey, I want
(05:57):
to be a part of this.
I heard Terine is doing this.
Let me be a, you know, a part ofthis experience.
So I think it's justunderstanding that like give
yourself time, give yourselfgrace.
You start off from the beginningand you kind of go to your
bottom up and you can, you know,you'll get there.
Just network as much as possibleand talk to the right brands
when you're going to theseevents so that you can then
have, you know, a list of whoyou reach out to when you're
(06:19):
throwing, you know, theseparties.
SPEAKER_04 (06:20):
Yeah, absolutely, Jaws.
I feel like, you know, you startsomewhere, you know what you
know in the beginning.
Um, but really excited for ournext guest, Anya, who's really
crock the code on making med spaevents extremely successful and
profitable.
So looking forward to ourconversation with her.
(06:41):
We work in the beauty industry,so clunky software is just not
the vibe.
Boulevard is sleek, made forbeauty pros, and gets you
compliments, not complaints fromclients.
Podcast listeners can get 10%off plus free guided setup.
So head over to joinblvd.comforward slash podcast to claim
(07:01):
the special offer.
Today's guest has built hercareer at the intersection of
beauty, strategy, and growth.
Anya is the founder of theAesthetics Advantage, a master
aesthetician, and a seasonedmarketing strategist with over
12 years of experience.
She's worked with global brandslike Benefit Cosmetics, helped
(07:22):
scale one of the largestaesthetic clinic chains in the
US, and led partnerships withindustry leaders like Sephora.
Now she's helping practices growsustainably through smart,
cost-effective strategies.
Anya, we're thrilled to have youwith us today.
SPEAKER_01 (07:42):
It is a cattle call.
They'll put it on their socialmedia, they'll send out the
email blast, the text blast,hey, we're having this, you
know, event, get your specials,here's your deals.
And then they spend all thismoney.
You got the balloon wall, you'vegot like, you know, the bullshit
taco bar, you got like theyspend so much money on this.
And then you get the Karen'sthere who are literally there
(08:03):
for the free sh and there forthe raffle, and they don't buy
anything.
And they just spent all thismoney on what?
Nothing.
You have to be very, veryspecific and laser focused, no
pun intended.
And basically the way that youdo small format events, and
they're called small formatseminar style events, is you
(08:24):
pick one or two similartechnologies and you only invite
VIP patients.
These are vetted patients, andyou do max, you want 25 people
there, anything more, and it'stoo much.
What you do is you do apresentation on those
treatments, and then you doone-on-one consults with those
(08:45):
patients.
And our events, they average$50,000 in three hours.
And that's how you do it.
Obviously, there's a lot more toit.
And I'm I'm not trying togatekeep, but it will literally,
it will take all the time in theworld.
But I wish practices knew thatmore.
And I'm actually starting totransition a lot of practices
(09:06):
away from doing monthly specialsand just doing events or
quarterly events, a face event,a body event, a weight loss
event, whatever you want to do.
Yeah, it's just a lot of it'sjust a different mindset, and
it's much easier and cheaper.
SPEAKER_04 (09:22):
Want to keep the conversation going?
Check out the full episode ofLast Client of the Day.
Now streaming on all platforms.
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