Free Office Space
Be a contrarian. Offer free office space when the economy is good. You’ll get more press than you will in down times and generate more buzz. Read this for more information.
There are a several companies in the Executive Suites industry that are offering free office space for limited time during this downtown. Many on the inside know that this is because these companies (and many others) are struggling quite significant due to huge vacancies. These office space providers will do anything just about to fill their space.
And of course it’s a great marketing spin and the generosity and goodwill may pay off in the long run.
But, here’s what I would pose. Wouldn’t it be better marketing if an office space provider offered that when times are good, or even great? The idea is that free office space will get press, turn heads and create buzz. The problem with doing it during a downturn is that it is obvious; everyone is giving stuff away and offering bargain basement prices. You are doing nothing to differentiate yourself by offering free space.
However, you are differentiating yourself if you do it during an upswing. I like to use the Southwest Airlines example where the Delta terminal at DFW airport was charging flyers a nickel to get change for a dollar. Southwest’s response over a Love Field was to install change machines that gave $1.05 in change for a dollar bill.
Now that is different!
So, this time next year, when the economy is in full swing (sorry so optimistic) and your executive suite is in full swing… say at 90% occupancy or so, then send out a promotion that 2 of your remaining 4 offices will be given away for free for 90 days. That will get you the press, buzz and interest that those who are running those promotions today are looking for.
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- Four Tips for the Serviced Office Space Seeker
- Coworking: A Rival to Executive Suites
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