As a coworking space operator, you’d rather have someone become a member than buy a day pass. But, from the perspective of a potential member, a day pass is an easy way to retain flexibility and test drive a space before deciding on the right one.
That’s a good thing. When someone works in your space for a day, you have an opportunity to impress them, showcase your space and community, and move them further down your sales funnel toward potentially becoming a member.
Coworking Day Passes are one of the most powerful lead generation tools you have. Yes, they can generate some revenue, but if you’re thinking of day passes primarily as a revenue stream, you’re missing out on their most valuable aspect.
I spoke with CloudVO CEO, Laurent Dhollande, and NextSpace Coworking Santa Cruz Senior Community Manager, Maya Delano, about using day passes to attract leads and drive membership. Here are the key takeaways and best tips from our conversation.
Make it Easy to Purchase a Day Pass.
Don’t overcharge for day passes because you’re not doing it to make money—you’re using it as lead generation. You want people to come back.
Leverage channel partners, such as CloudVO, to sell day passes. This way, you make it easy for people to purchase a day pass online, you expose people to your brand, and you can attract people from outside of the area. Once someone has purchased a pass, they’re already invested in your space.
Sell Monthly Day Pass Subscriptions
Selling a single day pass is fine, but then you only see the person once, and maybe for only a few hours. A day pass subscription that renews each month is a better way to bring people into the space and community. The day pass holder gets more interaction with the community and sees that the vibe in the space can be different depending on the day and time. They can attend different events and experience the natural ebb and flow of energy in the space.
Day pass subscriptions, such as the Pacific Workplaces 3-Day Monthly Pass option, let people who may not be ready for full-time membership get a toe in the water and experience coworking in a meaningful way.
Move People from Day Pass User to Subscriber
As mentioned above, a membership subscription is more valuable to both the space operator and the customer than one-off day passes. They get a better value and the space gets recurring income. Once someone is a subscriber, you can move them to full membership when the time is right because they’re already in the space and a member of the community.
Price Day Pass Subscriptions Aggressively
Make subscription plans as enticing as possible, whether it’s for day passes or meeting room hours. Subscribers may not use as many days or hours as they think they might each month, so you can sell more hours or space than you have. Dhollande compares it to a gym membership. Everyone doesn’t show up at the same time and, while some members go regularly, others retain membership so they can use it when they want or need to.
Strategically Give Away Day Passes
Complimentary day passes can be strategically given to people and groups in your target market. This includes freelancers, remote workers, independent professionals, and startups. The idea is to invite people to come in and get a sense of the space, let them experience coworking then, ideally, convert them into a membership package or other products, such as meeting room time or day office rental.
“I don’t give day passes to just anybody,” says Delano. “If someone comes in and didn’t have enough time for a tour, or if I feel like they’d be a really good fit for the space, I give them an incentive to come back.”
Delano, who estimates that she converts 60 percent of day pass users into members, explains that she physically puts a day pass in their hand. “That way,” she says, “it’s an experience versus just clicking something online.”
Make it Easy for Members to Purchase Day Passes
When members of your space bring in guests, and if they stay for longer than a meeting, they should purchase a day pass. Make it easy for your members to inexpensively secure guest day passes for visitors.
Invite Day Pass Users to Events
Events in your space can also be powerful lead generators and member magnets. At NextSpace Coworking Santa Cruz, the weekly Friday Happy Hour is a lively event that attracts new members, longtime members, potential members and the extended community. This is a great way to introduce leads to the community and culture of your space. Events also give leads an opportunity to ask more questions about the space and offerings.
Give Day Passers a Great Experience in Your Space
“Once a day passer is here,” says Delano, “it’s my job to make sure they’re meeting people throughout the day, they’re getting on the internet, they’re seeing what coworking is, and they’re getting introduced to the community as soon as possible.”
Delano adds that she wants day pass users to see that the NextSpace community is something special, which encourages potential members to join. “By the end of the day,” she says, “if someone really wants to work here, they’re going to sign up.”
Track Day Pass Users
Make sure you have a way of tracking day pass users so you can more easily convert them to a subscription package or full membership. If a day passer comes in frequently, let them know about membership options that make better financial sense than just purchasing one-off day passes.
“By tracking day pass users, I can offer them a membership that’s a better fit for them,” says Delano. It allows me to see who could potentially go to the next membership level and maybe save a little money.”
Use Day Passes for Donations
Day passes make good donations for local organizations and events. They introduce people to the space and brand without a lot of extra work for the workspace team.
“It’s promotion and a lot less to onboard,” says Delano. “The day pass is low impact on me and high impact out in the world.”
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