Just recently IBM announced that it would take over all of WeWork’s 88 University Place location in New York. Not long after, the software company also announced that it was calling back to the office all of its remote workers.
What flexible workspace operators can learn from this
IBM’s deal with WeWork is proof that coworking and flexible workspaces are not just suitable for freelancers and startups, but also big corporations that are aware of the benefits of a collaboration conducive environment.
In the end, that’s what it all boils down to, collaboration. Why? Because collaboration helps generate new ideas, it leads to innovation, to improvement, and to a better sense of corporate culture. And it doesn’t take WeWork to attract corporate clients, you can do it.
Attracting corporate clients to your workspace
In order to attract corporate clients, you need to think of ways in which your workspace will cater to their needs. You need to think about design, technology, infrastructure, management, and add-on services. You need to think about scalability, space layout, and how your space can allow for a company’s individual branding.
It’s about creating the right workplace setting and experience, one that aligns with the corporate values and goals of each potential client company.
Does your location allow for different work environments? Does it provide a seamless experience from the moment anyone walks into the space until they leave? What does your design say about your space, how will it speak to and enhance the experience of the users? What about hospitality, what sets you apart from a regular office lease?
Once you’ve covered the basics of design (including different work environments: open space, private offices, meeting rooms, breakout areas, lounge areas, etc), technology, and hospitality, you need to think about how you will relay the message to those companies that might be interested in your workspace model and what you offer.
Here, you will need to think about branding, address, and a successful marketing strategy. If you want to attract corporate clients, then you need to set the right tone in your messages—one that is also aligned with your workspace—you need to portray an image that says: we’ll take care of everything, all you have to do is show up.
Another element you need to think about is what type of marketing materials you will invest in and what channels you will use to distribute the message. There are a plethora of options here, so you need to choose wisely. Will it be social media or PPC? Are you sending newsletters or personal emails? Think about your website copy and the language you use to describe your space.
Visuals are also essential to the equation. Have professional photos taken and also consider having a video tour available online.
In the end, it narrows down to identifying the type of corporate user you’re after. How many people can fit in your space? How are you going to organize the space to fit the needs of each team within the company? In order for the approach to be successful, you need to be in constant communication with potential clients, understand what they need from a space, what their expectations are, and go from there.
If you have any doubts on how you can pivot your workspace to attract big companies, or if you’re unsure on how to market and position your space, feel free to contact Office Suite Strategies.
This is a guest blog post in collaboration with Office Suite Strategies, an executive suite management/office suite consulting company.
About the Author
Karen A. Condi is the most sought after thought leader and resource in the workspace industry where she has used her complete understanding of industry’s best practices to maximize revenues and drive profits for her clients. In the last two decades, while serving as principal and president of Office Suite Strategies, Karen has opened, acquired, developed and managed over 50 serviced office properties throughout the US.
Karen launched Office Suite Strategies, the consulting division of the company, in 2006 after working on the leadership team for a regional player in the category for 7.5 years. Fusion is a product of Office Suite Strategies’ success with the many centers Fusion manages today.
