When developing coworking spaces in partnership with our clients, we come across the most amazing (and frequently refreshing) perspectives on how to market and operate coworking spaces.
To be sure, we love working with entrepreneurs – whether first timers or veterans. We ALWAYS learn something from each project we manage. Lifelong learning energizes us and keeps us in grounded in reality.
Still, this quick list features marketing strategies that caused us to internalize a “huh, that’s interesting”:
- A new coworking space in the CBD of a major market with many competitors (traditional shared space and coworking alike) put no money into a marketing budget, believing a strong strategy was to have a college student stand in front of the building wearing a sandwich board, handing out flyers about the new space
- New coworking space in another major market that relied solely on social media to drive traffic to and awareness of the space. Ownership was operating the space as a secondary business and was too busy to build a community from Meetups and outbound networking events. Expected “if we build it, they will come”
- Established space that pivoted to featuring only non-members as speakers and panelists at lunch and learns and after-hours networking events
- Spaces that reject all corporate users (corporate users is a growing population). Context is key but worth reconsidering
- Constant use of shock and awe language (as in something “sucks” or equivalent) in marketing tools. Over time it becomes ineffective and narrows your target demographic options
We have worked with each of the above clients and have been successful at coaching a few into alternate directions. In our experience, clients that did not move from their marketing position above are no longer in operation.
wendy January 31st, 2017
Posted In: Blog, Coworking, News, Real Estate, Small Business, Workspace
community, corporate users, coworking, site resolutions, Wendy Spreenberg
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Our humble thanks to Brittanie Campbell-Turner for featuring us in 2016 on her Constructrr Podcast. We focus our discussion on coworking.
As described by Brittanie, “This episode is an interview with Wendy Spreenberg who is great resource for her expertise in workspace as a service.
We discuss in this 3 part series, the most important things that I thought would be useful to the any one who is trying to start a co-working community.
The first part is about what characteristics a co-working host have, and how a host should think about impacting their community.
If you want to know the answers to these questions – this episode is for you!
- If you are a co-working host already, what were the benefits you desired when you first thought to do it?
- What did you decide your revenue model to be? Monthly, daily, hourly?
Do you provide meeting spaces, or desk space only? What other amenities do you provide?
- Who do you market to?
- What are the challenges you find from being a host in a co-working space?
Find the next episode of this Co-Working series at constructrr.com/12
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Want to hear more about how we work with our clients? We deliver immersive business partnering to bring your coworking space alive!
One aspect is to help you understand more about your particular SWOT in your market and with your location.
Take a listen to Jamie Russo’s “Everything Coworking” podcast,
Wendy Spreenberg, President and Founder of SITE RESolutions, goes through a SWOT Analysis for experienced shared space operators in a rapidly evolving market.
We explain how existing locations cannot simply tear down walls and insert a 500 sf coworking space in the middle of their floorplan. We also share how those exploring starting a coworking space cannot approach it as a “if we build it they will come”. Coworking is about hospitality, building community and relationships. Take a listen!
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