September 6-8, 2013
Orange County Convention Center
The full roster of educational seminars at the Surf Expo September 2012 show will sharpen your business skills and give you a glimpse of what's next in our dynamic marketplace.
Creating New Profit Centers with New Categories
Take advantage of current trends in consumables to fuel your growth.
Presented By: Vipe Desai, CEO/Founder HDX Hydration Mix
Growth. It’s on every retailers mind. How do you grow your sales? For years brands and retailers alike have been tangling with this in mind. For retailers incremental growth can be achieved in exploring new categories to introduce within their retail environment. So which categories? This year Surf Expo is introducing the consumables category. Whether for it’s energy, hunger, thirst or part of a healthy active lifestyle we’ll discuss how this new category can fuel a sustainable new profit center within your retail store. In this informative seminar you’ll learn what this new category entails, how to identify products for your store, merchandising techniques and how to educate staff.
BRA Tricks of the Trade Series: Customizing your Customer Service
A panel of your retail peers.
Moderated by Mike Lewis, Editor-in-Chief, TransWorld Business
In an industry where it can often be intimidating just to walk through the door, retailers need to heed additional attention to their staff’s presentation and approach. Following up on Surf Diva Boutique president and owner Coco Tihanyi’s article in Surf Expo Magazine, in this panel discussion, independent retailers who are known for their shop’s customer service share their hiring and training methods. They will lend tips on how to streamline your staff’s knowledge and service, and how to tailor staff communication and interaction with your customers to consistently and accurately bring forth your shop’s personality. You’ll also learn about different incentives and initiatives you can use to keep your employees engaged, excited and efficient.
Pinning for Gold
How to Use Pinterest Promote Your Shop & Improve Sales
Presented By Lydia Snider, Marketing Consultant
With 45 million users growing fast, there is no question that Pinterest is the next big thing in social media. Pinterest is proving to be a very effective social media site for retailers because the creators of Pinterest are not only OK with users selling their wares, they have actually built in a system to refer users directly to your shopping cart. Now is the time to get your business on board. Even if you don’t have an online shopping cart yet, Pinterest can be very effective for helping new customers find your store and old customers think of you first. Join us to learn What Pinterest is, why it is so effective for retailers, how to get started, best represent your business on Pinterest and how to turn Pinterest users aka “pinners” into your customers.
How Retailers Can Save Thousands in Taxes and Become Invincible to Lawsuits
Presented By G. Kent Mangelson, CFP/Author/Senior Advisor
In this powerful presentation, you will learn lawsuit protection, tax reduction, how to reduce insurance costs, and estate planning strategies that most advisors are even unaware of. This course, specially tailored to the independent retailer, will highlight: sources of lawsuits retailers are exposed to and how to prevent them, how retailers can protect 100% of their professional and personal assets from lawsuits, how to avoid the most common asset protection mistakes, how to eliminate the capital gains tax on sale of assets, how to reduce income taxes by up to 40% each year, and so much more. Leave Kent Mangelson’s session empowered to strengthen your business and save at the same time.
Surfing to Diving: One Man’s Relationship to the Ocean
Presented by Mark Healey, Professional Surfer/Freediver
Mark is already one of the best big wave surfers, but his newest passion for diving lands him among another level of danger. Listen to Mark’s sharks tales and why man’s relationship to the ocean defines Surfing and Diving. Q&A will follow.
Commit to the Next Wave
A simple code of commitment for success in life and business
Presented By Shaun Tomson, Professional Surfer/Entreupeneur/Author
Shaun talks about the influence of positive values on success in life and business based on his own experiences of overcoming seemingly insurmountable challenges, in and out of the surf. An attitude of Commitment and Positivity is the basis for his unique empowering business philosophy based on his Surfer’s Code - 12 Simple Lessons for Riding through Life. Join us for the next wave with one of the greatest surfers of all time.
E-Commerce and the Law
Helping Your Business Stay Current on Pressing Legal Issues Relating to Internet Law
Presented By Sal Orofino, Principal, Orofino Group
This discussion will give business owners and executives an insight into the most current trends in Internet Law. For social media policies, employee use of Pinterest to Data Breach and Privacy issues, there is perhaps no more important area in modern day jurisprudence for the business owner. As the internet provides ever-increasing ways to grow your business, so too are courts rushing in to make sure consumers are protected. Learn what to do to optimize and protest your hard-earned success and what developments to be aware of coming from Washington.
Freediving in a Surfing World
Presented By Joe Sheridan, Industry Rep/Surfer/Freediver
Joe has been in the Surf Industry professionally for 18+ years, and with his experience comes much insite into the retail environment. As a Surfer and Freediver he talks on the obvious connection between the two and why retailers and manufacturers should take advantage of them both.
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