Today, I was going to start talking about the differences between Spaces and Regus’ positioning statements, but that’s a bit dry and I don’t want you falling asleep.
Let’s take a step back and focus on overall emotion as conveyed by their marketing. In particular, their websites.
Go to Regus.com – how do you feel when you land on the page?
Personally, I get bored just looking at it. But if I was a corporate entity looking for a safe satellite office in a prime location, this would be my jam.
Or, if I was a small business trying to convey a corporate look, this would be all kinds of interesting to me.
Regus conveys a safe, corporate atmosphere. And a lot of people are into that (they are the biggest workspace provider in the world, after all).
But, I fall more into the category of the young professional; entrepreneurial, business-casual, and I don’t need to look big, established, or corporate. So it bores me to tears just looking at their website and social media.
Now let’s look at Spaces.com. How do you feel?
This website is clearly more modern. The graphics are better, layout and design more dynamic, and the copy speaks to the creative entrepreneur trying to build something. This website speaks to me.
The interior design of Spaces looks far more inspiring and compelling to me. But then again, I’m in their target market.
I have clients in B2B industries who would not think to work from Spaces because it feels too suited to the entrepreneur or freelancer. It isn’t quiet and conservative enough for them. It doesn’t convey enough trust to their clients.
Regus could easily invest in making their website look more slick (I wouldn’t be surprised if they were doing this behind the scenes already). Even if they do, it will always have a safe, corporate feel because that’s what their target markets want.
The underlying strategy of any business is usually invisible, but if they’re doing it right, it almost always appeals to their target market while simultaneously turning off those who are not.