Marketing Hair and Makeup to Conventions
The key to standing out is doing what others are not, especially if there is a market for it. Sometimes this means reaching out past traditional ways of thinking and learning from other segments of business.
I have been involved in the convention business for many years. After awhile, I realized all the big conventions have a lot in common. They start very early in the morning, the general sessions will have hundreds of guest and several key company officials on stage, they will also have a keynote speaker at the breakfast, lunch and dinner session. Other days they will have evening events at the nicer restaurants.
So now  you are wondering what this has to do with hair and makeup and for others, the light is already turned on. Anyone on stage wants to look good. Yes, even the men (reduce shine, last minute trim) but it is mandatory for women. They want nice makeup, hair and to feel good about how they look before speaking in front of hundreds and sometimes tens of thousands of people when re-broadcast throughout the year. The last convention I attended had 35 on stage guest. From speakers to panel members and that was at only one hotel ballroom. They had 3 other ballrooms booked for other sessions I didn’t attend. They also spent tens of thousands for re-broadcast of this session. As I said they have the budget and expense accounts for what the see as a benefit.
Your salon needs to be the go-to salon for convention hair and makeup. If you live in a city holding larger conventions start online and see if the city has a free list. The convention and tourist bureau would be the place to call. If you don’t have a convention center the next step is contacting private hotels. Hotels  seldom give out information over the phone. You would need to make an appointment and see what could be worked out as far as a contact list.
Another effective way would be to offer the hotel (any involved in the convention industry) a free makeup touch up for their guest between 6:30am-8:00am in the morning. What this will do is put you in front of the guest and those that want services later in the day can set appointments. Of course, later appointments are paid services but most executives at conventions have expense accounts so your fee is not a big issue. In fact, I would charge more than at your salon. Maybe 40%-75% more. Hotels are known for high fees and most are spending corporate money. I have seen breakfast that cost $85.00 so don’t be afraid to charge for convenience.
You need to have your branding in place. A professional logo on a shirt or uniform  so you stand out. Quality signage such as a couple pull up banners. Business cards or postcards specific to this venture.
As mentioned before start with direct letters or email to the list of business organizations booking the local convention center. This should be several dozen, ranging from next week bookings to a couple years in advance. Most convention centers have several functions at one time. Next, would be the direct contact with local hotels. This would be to establish the on-site service. Usually, start with  a hotel is connected to the convention center.  You will also find 1-2 other hotels where convention business is what keeps their doors open. They like to offer what no one else has available. Start with the big names in the business. They usually have the upscale convention bookings and space to fit a couple makeup stations. If they like the idea you might be able to be an exclusive vendor for local locations.
Later you could work out a permanent space in the lobby and purchase 2 of my higher quality makeup chairs. The hotel is now providing a unique service to the guest and you are gaining appointments. Reprint from my Salon Marketing Tip page at www.salon-chair-cafe.com
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