Let’s say you’re a float tank center and more centers are starting to show up in your town…
Or, maybe you are that other center starting up a town that already has float tanks…
As new centers enter the market, the typical response is to run promotions on daily deal sites, promote large specials, and/or run Facebook Ads selling floats for much less than the usual offerings.
The best case scenario is this price slashing behavior subsides shortly after the neighboring center opens.
But what if it doesn’t? What if an existing competitor decides their new price is even lower?
How do you compete with a price slashing neighbor without competing on price?
Learn a few ways to make price a non issue with your customers…
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.
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.
You step into the elevator and shuffle to the side to make room for the kind-eyed, old woman with the miniature poodle.
“Good morning,” you say with a smile.
“Good morning,” she beams back, her gaze resting briefly on your water bottle with the logo from your float center’s annual party.
After a brief pause, she asks, “What is Float-a-Palooza?”
You take a breath, smile, and launch into your literal elevator pitch.
So, what do you say?
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.