Almost three years ago, we discussed the merits of running overnight floats from an employee’s perspective, focusing on the opportunities of this unique experience as well as its challenges. We’d like to take a deeper dive into this issue because, while the majority of floaters come through our tanks during “normal” business hours, overnight floats form an important part of not only Float On’s identity, but also its business structure and broader culture.
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.
Customers are great, but getting those customers to commit to returning on a regular basis is even better. There are a few different schools of thought in regards to encouraging return customers, but they’ll generally fall into two main categories, Memberships and Packages.
We’re going to provide a little insight into how to utilize each of them at your center.
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.
On their own, float tanks have a limit to their profits. Retailing has the potential to bring extra money into your shop, but it also requires a lot of work and attention on your part to really be successful at it. At Float On, our retail contributes 6.5% towards our overall sales and 3% of total profit. While this might not seem like a large contribution, depending on your sales, it could end up paying the wages of a whole extra employee.