A Funny Thing Happened on the way to Coworking (v. 3)

 

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.

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