Something in the world of floating have you stumped?
Show Highlights
Seeing float tanks in the national news and culture has increased in regularity within the last few years. Graham and Ashkahn discuss how these things get on such a large platform. The guys briefly go over some of the major stories that have been all over the media and how those stories happened. Mostly it comes down to luck, but there are a few things that can increase the chances of your float center getting on national TV.
Show Resources
So “the celebrity lady on one of the late shows” was Kristen Wiig on The Late Show with David Letterman.
After Stephen Colbert took over the Late Show, float tanks made another appearance when John Dickerson went on there to talk about it.
CBS Morning Show with John Dickerson that goes to Justin Feinstein’s lab at LIBR
Jeff Bridges also discussed John Lilly and float tanks on the Jimmy Fallon Show
The ABC Dateline Segment at Float Seattle
New York TImes Article Discussing Healing Waters Float Salon in Denver Colorado
The Nation’s Float Cover Story written by Neima Jahromi (Ashkahn’s cousin!)
Listen to Just the Audio
Transcription of this episode… (in case you prefer reading)
Ashkahn: Hey there.
Graham: Welcome to the Daily Solution Zone everybody.
Ashkahn: That’s right. This is Ashkahn.
Graham: This is Bizarro-Graham.
Ashkahn: Yeah, yeah. He’s looking really weird.
Graham: And now everyone else looks like a human. Today’s question is, “how did all of the centers that get on national TV do it, it seems like a long shot?”
Ashkahn: Okay. So they’re talking about like the news.
Graham: Big, big, big TV.
Ashkahn: Yeah like a huge screen.
Graham: Like Oprah.
Ashkahn: So yeah I mean there’s been some national news segments on floating. I feel like it’s been mentioned on kind of late night shows a couple of times.
Graham: Yeah. I mean there’s also really big magazine articles that have been written. Floating really has just been in kind of more high profile places over the last couple of years, than it really was any time before that.
Ashkahn: Yeah. I mean there’s a handful of different ways of getting media like that.
Graham: But. But most of them I think have actually just gotten lucky.
Ashkahn: I think it’s just been mostly luck.
Graham: Yeah.
Ashkahn: I mean for when I see, from the ones I’m thinking about, it’s mostly the person on the side of like the TV station or the person mentioning it who’s like a celebrity or whatever made the choice, or learned about floating, or you know it’s coming from their direction and then they just find a float center in the city that they happen to be in, and whatever float center they go to or whichever one happens to get mentioned in an article or something, is much more just because they got lucky, like kind of right place, right time sort of thing.
Graham: So I mean setting up in bigger cities and places especially, you know like New York for example, LA.
Ashkahn: Yeah.
Graham: That have a little more media presence, especially nationally is a way to be more likely to get on there, for sure. So choice of location is one.
Ashkahn: So let’s even just mention some of these.
Graham: Yeah, yeah let’s break it down.
Ashkahn: Like there was-
Graham: But just to say, before we break these down, the biggest factor has been, I think just almost dumb luck and location.
Ashkahn: Yeah I think so too, and that’s as opposed to like having a PR person and actively pursuing some sort of big media channel to do a story on you.
Graham: Yeah and that’s kind of a crapshoot, right? It’s like you can have bad PR people, you can have good PR people. I’ve lost track of all of our episodes, but I think we even did an episode on choosing a PR person, or had some of them-
Ashkahn: We either did or will do, yeah.
Graham: Yeah, yeah one of those two. Anyway, so the good ones really can get you some great press and some great presence, even for nationally syndicated shows. It’s just a matter of their rolodex, it’s a matter of even the sentiment in the whole industry of media at the time, whether or not their trying to highlight these things, like getting away from the hustle and bustle or not. So even in the PR world it’s kind of a numbers game and a little bit of luck. You’re just like stacking the deck more in your favor because you are paying someone to have access to all of their contacts.
Ashkahn: So let’s see, like when I think about big national mentions float tanks have had, I feel like there’s I mean a couple definitely come to my mind. There was the one with the celebrity lady on one of the late shows, you know.
Graham: I do remember that segment you are talking about.
Ashkahn: Yeah.
Graham: I have no idea which show it was or what the actresses name was.
Ashkahn: Or what her name was. Anyway famous actress-
Graham: I think she floated at Lyft over in Brooklyn.
Ashkahn: No.
Graham: No.
Ashkahn: No, so there was one where she mentioned float tanks on a show, and she’d floated in Asheville, at Still Point Wellness.
Graham: Corey Costanza.
Ashkahn: Corey.
Graham: Hey buddy. Hope you’re listening to this one.
Ashkahn: And like I think she was just there filming a movie and that’s why she happened to float at that specific float center, and happened to be interviewed and had a really good experience about it, and mentioned it. You know to me that’s much more often how this is happening, is like it’s just the pieces kind of converge like that, or often it’s some big media channel wants to put out a big story, and what news does is focus on one specific example to make things relatable and personable, right? So every time a big story comes out, they choose a specific float center as kind of a key piece of the story. So I feel like we saw that with Float Seattle, they had a kind of national piece that was in NBC or something like that. I mean we had a piece that I think Fox came, one of our local Fox channels came and filmed us.
Graham: It was also NBC actually.
Ashkahn: It was also NBC, like the local channel a long time ago.
Graham: Yeah, yeah this was way back in like 2012 or something, yeah.
Ashkahn: Then I guess it was like performing well locally, so they kind of pushed it nationally.
Graham: Nationally, yeah.
Ashkahn: You know what I mean. That was not something like we reached out to NBC and said, “You should come film this thing in a a float tank.” So it’s mostly that, I think people are catching wind of this. The most recent big one I think of is when they did that piece at Justin’s Lab.
Graham: Yeah, yeah for sure.
Ashkahn: That was the same thing, like the person from the Morning Show was doing an ongoing series of disconnecting from our technologically connected world and was trying to find good segments and came across floating and contacted the Laureate Institute to do a segment there, and ended up airing the segment nationally, and also mentioning it in a couple of other news programs. To me that’s by far the most common story you hear, when you see these pieces go out.
Graham: Yeah for sure.
Ashkahn: Or there was that New York Times piece that featured Lisa Lopez Healing Waters in Denver, you know again I don’t think they, at least as far as I know, it wasn’t Healing Waters having a PR person who reached out and that turned into a New York Times’ article. It was definitely the other way around.
Graham: Yeah for sure. So again, getting lucky goes a long way. Can’t avoid it.
Ashkahn: Yeah.
Graham: Like even if you do get a PR person, the PR person is again just kind of helping your chances at getting lucky.
Ashkahn: Yeah.
Graham: The other way to do that I guess, separate from these two. If you call getting lucky an actual strategy, is doing some of that outreach yourself. You know it’s still a numbers game, but you can actually reach out to large TV shows, and large magazines and newspapers, and they might not get back to you, it might take reaching out over the course of years. You know ever six months kind of reaching out and poking someone, and trying to get a bite, and having a large number of those that you’re doing. You know if you’re reaching out to one show and you just know that you want to be on The View or something, you’re probably not going to get it. But if you’re reaching out to you know 100 different shows both in radio, and podcasts, and national TV, and stuff like that, and you’re doing it really consistently, eventually you probably will have someone who bites and picks something up. I mean accept it might be a long haul, but that is another strategy is to just be very proactive yourself.
Ashkahn: Yeah.
Graham: You don’t see many center owners doing it, just because it takes a lot of time to run a float tank center. Despite best interests it’s just really hard to keep on top of things, like PR activities, when day in and day out there’s salt, and laundry, and everything else.
Ashkahn: I almost feel like at our scale PR is really just about like trying to create more situations that could become lucky, I feel.
Graham: Yep.
Ashkahn: You’re just like trying to put yourself out there more and hope that through sheer coincidence you happen to be in front of someone’s eyes at the time that they’re like, “Oh man, I need a story for this thing.”
Graham: Yep, yeah exactly.
Ashkahn: There was a time when we got a news segment, way back in the day when we first opened, the kind of like zany local morning news person came in and did a short little float segment on us for the morning news. Then like years and years later we saw him doing some funny segment, like one of those-
Graham: He was down in a foreign country, I think it was for the World Cup or something, yeah yeah yeah.
Ashkahn: The World Cup, he was doing something and it got a little viral on the internet. We’re like, “Hey that’s our wacky morning news guy.” So we emailed him, like “Hey hilarious segment and like this was really funny.” He emailed us back being like, “Oh yeah you guys. Like he we should do a follow-up,” and two days later they’re in our place filming again, for another morning segment. So it’s just weird stuff like that, that I feel is the root of so much more of this media. I mean there was another big article that was a result of my cousin being someone who works for the New York Magazine.
Graham: Yeah for The Nation.
Ashkahn: For The Nation, yeah.
Graham: We were the first non-political cover in like 20 years to The Nation, which is a crazy.
Ashkahn: Yeah. So, he was working for The Nation and decided to, we had just opened our float center not too long before this, and he decides to write a piece about floating, then his editor was like, “Whoa this is really interesting,” and they decide to make it a cover piece of the issue of the magazine. So I don’t know, I guess just try to have family working in media is another strategy.
Graham: Yeah, ideally your brother is actually the head or the host of one of these TV shows. You know and then goes along there.
Ashkahn: Yeah, you could start your own newspaper, then do some like yellow journalism and try to slant the direction of political, science, and societal, you know what I mean, Star Wars.
Graham: Yeah no. I was just going to say it’s also totally viable, a little time consuming. Again there’s a lot of laundry.
Ashkahn: Yeah.
Graham: That has to be done. I hear that yellow journalism’s even more time consuming than just regular black and white journalism.
Ashkahn: Yeah.
Graham: Yeah I mean that’s just to review again. There is getting lucky and then there’s getting lucky with PR people, and there’s getting lucky with your own efforts, and that’s kind of it. Like those are the different ways that people really get featured.
Ashkahn: I guess what’s worth mentioning in my mind is just the fact that the reason people are even doing these pieces on us, is just because there is just this rising interest in float tanks, and it’s kind of the cumulative effort amongst everybody, right?
Graham: Yep.
Ashkahn: The fact that we’re all out there hustling and floating people, and more float centers exist, and we’re all like putting this effort into pushing this more and more into public awareness is the reason why these people are doing these articles in the first place, to then choose the random float center near them to be in the article. So in some ways like you are kind of making this happen, it’s lucky if it’s specifically benefits you and you get to be one of those articles, but even when you’re not featured in it, the awareness of floating is good for your float center too. It’s good for everybody, right? Like it’s not like someone’s going to read an article about a float center in Denver and fly to Denver to float, like they’re going to look up a float center around them.
Graham: Yeah, yeah exactly.
Ashkahn: So keep up the hustle.
Graham: A floating tide buoys all ships, as we say.
Ashkahn: Yeah, yeah.
Graham: Classic sign off.
Ashkahn: Float tank floats all people.
Graham: All right, is that it?
Ashkahn: Yeah.
Graham: Is that all we have to say about that?
Ashkahn: That’s it, all right.
Graham: So, if you have questions of your own, cruise on down to floattanksolutions.com/podcast, we will answer those questions. We’ll answer them right here on this podcast. Tune in tomorrow.
Ashkahn: Take it away now.
Recent Podcast Episodes
What are average floater return rates? – DSP 84
Getting repeat customers is integral to the health of any business. For float centers, this is especially true. It can be worrying when we see our floaters leave the center, never knowing if they’ll return. There’s a very natural inclination to start tracking this trend to see if there’s anything you need to change about your business to attract repeat customers. Memberships are a natural way to attract repeat customers and can quickly become the lifeblood of your center, too.
But how do you measure it? What time frame is acceptable to consider a repeat customer? If they don’t float within six months, does that mean you’ve lost them? If they float once and don’t return for three years, is that a success on your part or a failure?
Graham and Ashkahn tackle all of this and more this time around. Check it out!
How to handle ‘Summer Slump’ in your float center – DSP 83
Many a float center has hit their first summer and seen their schedule thin out. What causes this? Is it just a seasonal thing? What about places that don’t really have seasons? Or tourist towns? What exactly causes this and what are some good tips to combat it? Graham and Ashkahn address this phenomenon head on in this episode.
Addressing customer misinformation – DSP 82
Every float center owner has to deal with customers who get, maybe, a little overenthusiastic about the float experience. What is the best way to deal with customers who say things that are just patently false about the benefits of floating? Do you just let it slide? Do you correct them and potentially offend your customer? It’s not their fault, they’re just excited. It doesn’t seem right to punish them.
This is definitely a tightrope walk type of conversation and it can have an impact on your customers and your reputation as a business, as well as the whole industry. As stewards of the tank, Graham and Ashkahn offer their advice on how best to have this difficult conversation and offer some resources to help with it as well.
Our Report on the Chinese Float Conference – DSP 81
Ashkahn went to China and brought another one of the owners of Float On along, Jake. The two of them share their experiences of visiting the Chinese Float Conference this year and learning about all of the developments in the Chinese float industry, which seems to have exploded in just the last couple of years.
Handling Common Client Concerns: Claustrophobia – DSP 80
This is something pretty much every float center deals with on a regular basis. The first objection that a lot of people will say when they first hear about floating is “Oh, I’m too claustrophobic for that”. Which… feels like getting shut down straight out of the gate.
Graham and Ashkahn, as seasoned float center owners, have heard this all too often and are not only familiar with it, but have some excellent ideas as to why this is the first major objection people throw out there as well as good ways to combat this concern.
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