Most businesses have a defined and focused target audience. And an effective marketing strategy for that group poses a challenge for any company, and for Office Space in Town, the challenge is greater.
Our effective marketing strategy must consider a hugely varied base of potential tenants ranging from UK businesses to global companies and from startups to established corporates, all spanning a range of sectors.
For us, there is no typical Office Space in Town tenant.
Adding to the challenge of reaching out to a diverse tenant base, is that our effective marketing strategy must combat legacy perceptions of serviced offices.
Once considered a dull, basic and short term office solution for startups, the serviced office sector has evolved dramatically in the last decade and now boasts some of the most modern and sophisticated office spaces in the UK.
Continuing to evolve our marketing strategy to address these challenges has been a chief consideration for the Office Space in Town team this month, as we continue our search for a new office building, which we will ultimately seek to fill with tenants.
A key priority for Office Space in Town in developing our marketing strategy has been to understand what our current tenants value in their office space and what changes they would like to see.
We have channels open constantly for feedback from our clients, and every year, we undertake a tenant survey to ascertain what improvements we could make and what successes we should highlight.
As well as making any changes operationally based on the outcomes, we make sure that our tenants’ feedback is fully translated into our marketing strategy – giving us a clear understanding of what future tenants need and want in their office space.
Ensuring that we showcase our best assets is another core element of our marketing strategy. We operate a freehold rather than a leasehold model, which means that we invest considerably in our buildings – creating high-design environments with world class facilities, ranging from treatment rooms, rooftop cafes and serviced bedrooms.
Showcasing these facilities is an important way for us to distinguish ourselves and highlight the quality of our offering. To do this, we invested in strong photography for our website, as well as for further collateral materials.
Businesses ought to also seek recognition for their best work – at Office Space in Town we always seek to showcase our high quality facilities through respected awards, for example,in 2016, we were awarded5 Star Best Office Interior London for Office Space in Town Monument.
Businesses with a varied target client base, such as ours, run the risk of adopting a “catch-all” approach to marketing strategy, hoping to appeal to most their audience. Where possible, we aim that our marketing initiatives are tailored to highlight the benefits of our offices to a particular type of client.
For example, a tenant operating in the financial services sector might value our Monument office’s proximity to the City, whilst those with a global reach and regular international visitors might be interested in our offices with serviced bedrooms.
Ultimately, we have found that the variety in the sectors and size of our tenants contributes to, rather than detracts from, our solid occupancy rates. Businesses don’t just look to Office Space in Town for flexibility in their lease, they come to us for the quality of our office spaces, HQ-standard facilities and prime business locations.
The internet has allowed businesses to make themselves more visible than ever before and provides a fast and cost effective way to market to your target audience.
Putting time in to developing a thorough digital marketing strategy should be a priority for any business, hoping to engage today’s tech-savvy customers. That is why investing in developing a strong SEO strategy to drive traffic to our company website is key.
But being wary of putting quantity before quality should be considered – whilst frequent blog or social media posts are important to engage followers, interesting and rich content is far more highly valued.
An effective marketing strategy is a constantly evolving challenge for any business – the most successful amongst us are those who take into consideration diversity in their client base, reflect current client feedback in their offering and are able to distinguish themselves and showcase their best assets.
This article is part of a wider campaign called Founders Diaries, a section of Real Business that brings together 20 inspiring business builders to share their stories. Bringing together companies from a wide variety of sectors and geographies, each columnist produces a diary entry each month. Visit the Founders Diaries section to find out more.
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