Welcome to the wonderful world of Floating where 1000 pounds of Epsom salt can solve a lot of life’s problems. We met the owners at Float Now right after the new year. We quickly learned the basics of floating and got flipped upside down with a dose of authentic f*cking mindfulness.
One of the awesome challenges we had with their service is that it’s done completely naked in total darkness.
How do you promote something that can’t be lit or shown on social media because of rules around nudity?
We started the conversation with some basic cues on what the process looked like. Helping to break down the barriers to entry regarding the physical space, lighting, mood and experience.
One of the core values of the company is floating as a practice. The analogy of working out at the gym was a great starting point for us and something they used in the Float Center to explain to clients about the benefits of a float practice.
We enlisted the help of a Float Now Ambassador to speak on a more personal level about her experience with floating. Having Ash speak about the process and capturing strong visuals on the entrance to the Float Center helped us to create more familiarity. Since the service is highly personal and requires lots of education, we always make it a priority to showcase the physical space.
Float Now makes it easy for clients to float often by having a float membership. Although this is a primary service we didn’t want to create content that felt like an advertisement.
We made the choice to focus on floating as a lifestyle.
Through videos and photos, we shared the owner’s experiences around stress, mindfulness and the benefits of floating.
One of the great things that we love doing with clients is collaboration videos. Float Now teamed up with Those Girls at the Market to create a special Kava chocolate bar, which has beneficial relaxation qualities and greatly enhances the float practice.
Being involved in the community is always a great choice, making sure it’s well documented is an even better one.
Beyond the experience in the float tank we always look for ways to illustrate the entire experience. The before and after rituals of floating are just as important as the float itself. When they brought in Kombucha on tap, we had to give that some love.
As we grew with Float Now, they went through a rebrand to move to the next level. Helping to create visuals online and thoughtful messaging was important during this time of transition to keep clients informed.
One of the main questions we still wrestle with is how to visually represent a service that happens in total darkness.
On many occasions, we chose to show floating as it “feels” not as it appears.
We have played with inanimate objects, like the duck, to represent the experience in the tank.
The biggest thing we have learned about working with Float Now on their incredible product is that it’s less about what happens inside the tank and more about how it affects you in the rest of your life.
Being mindful, being present and being in the NOW is really what it’s all about.
Written by Tyler B.