Strategies for Today and Tomorrow: Marketing in an unusual time


Strategies for Today and Tomorrow - Marketing in an Unusual Time
What to do?
How to go on the offense?
Three Core ways to pivot
- What you offer.
- Who you offer it to.
- How you message it.

1. What you offer
- Virtual Memberships.
- New Services.

   Examples

  •  Partnering with local service providers to provide   affordable services.

  •  Creative / entrepreneurial services (i.e. marketing   help).

  •  Virtual assistant services.

  •  Furniture rentals/WFH  setups/artwork/plants.

- Safety improvements to actual space.

2. Who you offer it to
Current members, i.e.

  • Local entrepreneurs/remote workers.

  • New markets (i.e. remote workers, traditional office tenants).

3. How you message it

  • Safety first.

  • Address the situation head-on every time.

  • What are you actually doing to make the environment safe for the future?

  • Revisit/create a “Why Coworking” page to explain the benefits to people new to coworking. 

Example pages:

- Coworking vs. Traditional Office. 
- Coworking vs. Work From Home.
- Coworking vs. Coffee Shop.
- Why us vs. Anyone Else.

  • Revisit/create a “Why Us” page to explain why you are still the obvious best choice.

  • Revisit/create Audience Pages.

Example pages
- Coworking for Satellite Teams.
- Coworking for Remote Employees.
- Coworking for Small Businesses.
- Coworking for Startups.
- Coworking for Consultants/Freelancers.
- Enterprise-Grade Coworking.

Audience & Awareness

  • What do your prospective/current members actually care about?

  • Stories, entertainment, education.

  • Give vs. Ask.

  • Micro vs. macro content.

  • Share your audiences.

  • Have something valuable to invite them to (the velvet rope).

Example:
- Virtual coworking membership.

- Job board/special offers.

- Webinars/training.
- Member benefits/partnerships.

Surface Area & Marketing Gravity
- Have a compelling offer.

  • Members who stay and pay get long term benefit.

  • Prospects who sign up get long term benefit.

Keep running Google Ads (if you can)
Closing thoughts....

  • Be on the offense to get the lion’s share of the market.

  • Pivot what you’re doing, who it’s for, and how you communicate it.

  • Safety will be table stakes - innovate and talk about it.

  • Meet your market where they are and find new ways to serve them.

  • Build your audience through content, partnerships, and the velvet rope.

  • Have a compelling offer — people are still shopping.

  • Keep those ads out there on Google.

Closing thoughts continued....

  • Why should I choose you?

  • If you removed your logo and branding and described your business, would I know who you are?

  • Weak value proposition and differentiation is like cutting down a tree vs. an axe. Be specific about who you serve and why you’re better - even if it’s something small (but valued).