Over the past few years, primarily through feedback received from conference attendees and through industry survey responses, float center owners struggled with and wanted a solution to one thing… marketing. It makes sense – if there’s one thing every center needs (besides salt), it’s a solid flow of customers in tanks.
After some brainstorming with Ashkahn, we’ve decided the best solution for this year was to host a series panels covering key marketing topics that will provide the biggest impact in growing your float center business.
Introducing: The Float Conference Marketing Forum.
Sitting in our regular Float On marketing meeting, we were strategizing about our next free float giveaway, and we quickly switched the conversation to focus less on our own minor woes (ahem, first world problems) and more on how we can help those in need. Despite the fact that Portland had its warmest November of all time, temperatures plunged to all-time lows in December and January. The team came together and voted on the idea of holding a sleeping bag drive.
Monthly memberships are an important way to ensure that your float tank center has a consistent, if not dependable, amount of business.
While pricing structures for memberships vary widely across the industry, we’re focusing less on the strategy of what to charge and looking more at the benefits we’re actually offering. Once we’ve established a solid offering, then we can revisit pricing.
Running a successful monthly membership program takes more than just charging customers and making sure they use their credits. With a little creativity, we can find ways to increase engagement.
Marketing is one of those words that has a lot of different meanings from one person to the next. Personally, I’ve studied marketing in one way or another for the past 20 years. I suppose you can say I’m a marketing nerd (I’ll wear that badge proudly). I even annually budget myself a different marketing conference to go to… for fun.
One of the best ways to tell someone the benefits of floating is through stories and testimonials from others who have floated. To make gathering these powerful stories even easier, join the industry wide social media campaign called #WhyWeFloat.