One of the most practical ways to attract new members is to simply be more visible in more places—both online and offline. The broader your surface area, the easier it will be for people to find …
Coworking Marketing Strategy
A system for managing your marketing
For a lot of coworking spaces, marketing can feel like a black box. You're not sure what's working, who's doing what, or what to do next when things suddenly stop working. If you're very small, you might …
Run your own race
When you look around at the coworking industry, coworking spaces are doing largely the same things right now. Everyone is looking around, seeing what others are doing, then trying out the same things. And that's not necessarily …
Webinar: Finances, Communications, and Marketing During Covid-19
This past week I've been talking to clients, members, and colleagues about what they're doing these days as the crisis unfolds. Almost unanimously, coworking space operators are all trying to figure out the same two things: …
Nurture your audience
As we shift gears from reacting to taking proactive steps, there's a little mindset I want you to consider: now is the time to build and foster your audience. Some of you are losing members …
Essential services
I just got off the phone with a support representative from my home internet provider. I'm in the process of hooking up wired ethernet to my computer instead of WiFi. Yay, faster more stable internet! Anyway, when I …
A case for optimism
There's always a case to be made for optimism, right? We don't know how long it will take for things to return to normal, but there's one thing you can count on: things will get back …
Marketing advice for coworking spaces during COVID-19
The coworking industry is in for some rough times in the coming weeks and months. All industries are. And while there's no one-size-fits-all advice I can offer you, I do have three thoughts that are generally applicable. …
How to handle member communication during COVID-19
It's no secret that COVID-19 has taken over the news. You can't help but pay attention to it. And just like you, your members are also paying attention. You might even see slightly fewer members in …
What to do if you’re not sure what to do
Every so often, I get reflective and like to read a book that helps me focus on what's important. Maybe you do the same thing. One such book is Essentialism. I have it on Audible and listen …
Why you’re succeeding (or failing)
As far as movie-watching goes, this is a "high-fidelity" experience. The sound, screen, and overall experience are about as immersive as it gets. Definitely worth the inconvenience of driving, parking, waiting in lines, and paying premium …
This might be why your coworking space is struggling
This evening, I was walking two dogs: mine and my mother-in-law's. My dog, Luna, is two years old and very energetic. She loves long runs in the park and it takes a lot to tire her …
Why you should work on your marketing daily
It's easier to do things daily than it is to do them weekly or monthly. It's counter-intuitive but it's true. When I exercise daily, it isn't even a thought. It's a habit. I make time for …
Should your marketing be “good enough” or perfect?
There are two ways to do anything: The "done is better than perfect" way, or The "anything worth doing is worth doing right" way And at different times, I advocate for either idea. Sometimes, done really is …
How to balance short-term and long-term thinking in marketing
Ever hear of the term "hangry"? I'm sure you have. It's when you get so hungry that you start to get a bit angry. Admittedly, I get like that sometimes. My wife and family will attest. 🙄 And …
The first thing I notice when looking for a coworking space
I recently moved to a new city and I'm on the hunt for a coworking space to work from. It's fun being in the mindset of an actual prospective member again. I get to watch my …
How to generate “marketing gravity” for your coworking space
There's a concept in the consulting world known as "marketing gravity". I'm not sure who coined it, but the idea is pretty simple: the more marketing activity you generate, the more people you'll attract to your …
What does this say about you?
The things you buy say something about you. The drink you order at the restaurant. The car you drive. The shoes you wear. The phone you use. They all send a message about your self-identity, to varying …
How far would you travel?
There's a great little road-side restaurant in Southern Ontario called Dairy Freez. It's only open during the Summer and has been in operation since 1954. It's located in the countryside about 30 minutes from the nearest …
How marketing compounds like interest
Albert Einstein allegedly said that "the power of compound interest is the most powerful force in the universe." Whether he actually said that or not, you can't deny that compound interest is a powerful force. To give …
Values-driven marketing
Every community has a built-in culture, whether people are conscious of it or not. And the quality of that culture has a major impact on who joins and who stays. Since culture is driven by values, it means you–the …
Why you should have a ‘Why Us’ page on your coworking space website
Last week, I gave a presentation in New York for the Global Workspace Association called, The Anatomy of a Perfect Coworking Space Website. If you're a Everspaces Nation member, you'll have seen a version of the presentation already in last …
The tangible benefits of surveying your members
Surveys aren't that fun to read about. I get it. But stay with me. Running surveys can have a massive impact on your business. Over the last couple of emails, I've talked about: the kinds of surveys to run. the …
4 surveys to improve your coworking space’s marketing and retention
People have a love/hate relationship with surveys. Nobody loves them and everyone hates them... unless you keep them short and/or incentivize the completion. There are four main surveys that you can use to make everything about your business …
How to choose a domain name for your coworking space
Picking a domain name for your coworking space is not a "forever-set-in-stone" decision, but it is one that you should take seriously. Over the years, I've bought and sold a few thousand dollars worth of domains. You're …
Marketing your coworking space when you have no direct competition
Today, someone referred me to a coworking space owner who is familiar with my ideas but thinks they are best suited for big, competitive markets like New York or Toronto. It's true, I often pick the …
How to create a core strategy for your coworking space
You can have a core strategy for nearly anything. All you need is a goal and the ability to work backward from it by inspecting the ingredients that make it work. What is a core strategy? Having a …
Which would you rather be?
A while back, I had pain in my knee from an old injury. It was enough that I needed to take some pain killers. I went to the drug store and found a wall of ibuprofen. …
Four-word positioning statement
If your members could only use four words to describe your business, what would they say? And if you had to do the same, what words would you use to describe your space? Good positioning makes it easy for …
Do good things
In Toronto, black plastic containers are not accepted by the city for recycling. Apparently, black plastic can't be made into other colour plastics, whereas clear plastics can. As a result, there's a much smaller demand for it, …
The art of pre-selling anything
Imagine you could open the doors on a new service or location and have it be sold out the moment it becomes available. It's possible, and many have done it before. But it requires an intentional …
Start loose, then tighten
I saw a great thread by April Dunford on Twitter today about positioning. April is a marketing consultant for startups and her idea agreed with my 10+ years of marketing experience. Positioning a product (or company) when you have no customers …
99% full
This is a story worth reading. Today, I toured a few coworking spaces in Denver on the last day of my GCUC trip. While the spaces were all very strong, one in particular stood out. This space was …
How to start pre-selling your first location
I spoke with someone today who is considering starting a coworking space for personal care workers. First of all, I love the fact that she had a clear target market in mind. It makes it so much easier to …
Is there such thing as bad marketing?
I'm in beautiful Denver for GCUC. It's lovely this time of year. The weather is warm and the air is fresh. I was hungry for dinner, so I took a walk to find a restaurant nearby. I headed down …
Law of incremental change
You've been open for a while. You have filled some of your space, but you have offices left to sell. Maybe you're profitable, but you sure aren't laughing to the bank. You're in the dreaded middle zone. You're two …
Rivetingly remarkable
I recently saw a video on Today.com with The Riveter founder, Amy Nelson. I encourage you to stop and watch it (4 mins): The Riveter: How 1 workspace is redefining women in work Today.com is a big news …
Positioning the competition
Positioning is a marketing term that is deceptively important. Positioning basically means describing what your business offers, how you do it, or who you serve in relation to others offering a similar product or service in your …
Nothing is for everybody
Franks Red Hot has been around since 1920. That's almost 100 years—an impressive legacy for any company. In 1964, the sauce became the "secret ingredient" in Buffalo Chicken Wings at the now famous Anchor Bar in …
The Top of Mind Strategy
Being the first option that comes to mind when someone is looking for a coworking space is a big advantage. It's not always easy to do—especially when you have "competition"—but there are ways you can help it …
The myth of competition
Imagine two people are buying a mattress. We'll call them Melissa and Thomas. Melissa can practically sleep standing up. She's never experienced aches, pains, or discomfort in bed. She doesn't have any injuries or disabilities either. Thomas, …
How to create a marketing strategy for your coworking space
I get a lot of very specific questions about marketing from people I don't formally advise. Typical questions include topics like search engine optimization, web design, or some form of advertising. If I don't have a lot …
How to out deliver the competition with the Plus One Principle
Some principles apply to almost all businesses, regardless of your industry. One of them is what I like to call the Plus One Principle. I'll give you an example. I buy my coffee beans from a specific coffee shop each …
11 things to do for free before you hire a marketing agency
Does your marketing allowance resemble more of a shoestring than an actual budget? There's still lots you can do to help fill your space. Even as you grow, there are plenty of things you can do …
Why people choose your coworking space (or not)
There are at least two coffee shops in my immediate area. One is two doors down from where I live and the other is about a five-minute walk away. When I buy coffee locally, I almost always go to …
How to make your competition irrelevant
Are you worried about the competition? Do you have competitors that could easily be interchanged with your coworking space? If so, you aren't being bold enough with your positioning. You're trying to play it safe and appeal …
Is your analytics a leaky ship?
For most people, Google Analytics is not a fun place to be. But if you aren't tracking key activities in Google Analytics, there's a good chance you don't know how well each marketing channel is performing. Since …
Tracking your Acquisition Cost (AC) to help calculate the ROI of your marketing
Ok, so if you read the last two articles, you now know your Customer Lifetime Value (LTV). You also know your Allowable Acquisition Cost (AAC). Now comes the moment of truth. Is your marketing profitable? The only way to know …
How to come up with an Allowable Acquisition Cost (AAC)
Yesterday, we talked about Customer Lifetime Value and why it's important. Today, we'll talk about how much you should allocate to acquire each new member. Knowing this number will make it a lot easier for your marketing team …
Three Things Politicians Taught Me About Marketing
It's municipal election season here in Toronto, and tomorrow I will vote for a mayor and local councilor. Whenever election season rolls around, I like to think about the factors that are influencing me so I …
How to think about choosing your next location
Take a look at the spider web on the left. You probably can't see it too clearly, but the web is mostly empty. The spider is not having a great night. Now, take a look at …
The “Be Everywhere” Strategy for Coworking Spaces
Imagine for a moment that you don’t own or operate a coworking space. Instead, you're looking to join one in your local area. What would you do? Chances are, you would start with a Google search. And …
These people are the best marketers of your coworking space
I get paid to consult and advise coworking spaces on their marketing. And over the years, I've gotten reasonably good at it! But whether I'm advising on or running the marketing for a coworking space, there's …
Using Posters and Flyers to Attract Local Coworking Space Members
Recently, I was working from my home office and the power went out. So, I ventured to a nearby coffee shop to keep working. This particular coffee shop sells Nutella lattes, and let me tell …
Should You Give Away Event Space to Attract New Coworking Members?
Does giving away the use of your event space to local meetups and groups help grow your memberships? The answer—of course—is that it depends. Let's look at this tactic and go back to the basics of marketing. What …
Gain Media Coverage for Your Coworking Space Using This Simple Strategy
A significant part of running a coworking space is getting exposure for your brand. It's not always easy, but it's an essential part of a coworking space marketing plan. One of the best ways to do …
Should You Niche Your Coworking Space?
If you've spent any amount of time on this website, you'll know that I believe in differentiation. In my mind, it's the only way to stand out in a competitive market. But how far should we …
The Million-Dollar Closet: How to Sell the Features of Your Shared Workspace
I recently read a story about a successful real estate agent who outperforms his colleagues using a key insight into how and why people make buying decisions. I can't remember the book in which I read …
How to Make Your Coworking Space Stand Out in a Competitive Market
As more and more employees are becoming freelancers, contractors, and small business owners around the world, there's a growing need to accommodate the changing way people are working. It's a fascinating time in history and …