If you’ve ever shopped around for a coworking space, you’ve undoubtedly heard every shared workspace operator brag that its offices aren’t just a place to work they’re all about community and culture.
For starters, comparing coworking operators to each other is missing the big picture.
There are, at present, fewer than ten global coworking operators large enough to employ a full management team, let alone a marketing team.
Most marketing for these operators is done through agencies, or a multitasking executive responsible for marketing, sales, finance, and even some operations functions.
Not surprisingly creativity for many smaller operators has suffered with marketing material that could be called mediocre at best.
The large operators with the marketing teams typically lead creative promotion while the others simply copy and paste the messaging.
We are also beginning to see more operators experiment with refocusing their marketing away from common features toward benefits and value propositions.