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 […]
Coworking events can be an important part of running a successful coworking space. From small happy hours for your members, to lunch and learns, meetups, networking events, presentations, workshops, large events for your extended community and everything in-between, coworking events can serve numerous important purposes, including: Providing added value for members Bringing new people into […]
Instagram is constantly rolling out updates which can feel overwhelming. Do you feel like you can’t keep up with all the latest and greatest new features? You’re not alone. In this post, we’ll highlight three IG features that you may have missed so you can add these tools to your social media marketing kit and […]
The pandemic has changed expectations when it comes to what people crave from a digital experience, including the way we consume emails. However, the basic concept behind email marketing is to send the right message to the right people at the right time. How do we accomplish this as coworking space operators? Start by taking […]
The holidays are a great opportunity to highlight your flex office space. Seasonal marketing campaigns are a chance to educate people about coworking, increase engagement, and bring in new members. To help you capitalize on the season, here are a few promotion ideas to consider for your holiday marketing strategy. Offer A Killer Discount Consumers […]
Yes, it’s possible to grow your coworking business! Scott Chambers, COO of Pacific Workplaces and CloudVO, sat down with Jamie Russo on the Everything Coworking Podcast to share his experiences on how to grow a team that supports expansion while maintaining profitability. Scott has been in the flex workspace industry for over 20 years and […]
Your coworking space tour is typically the first time a prospect has the chance to see and experience what your flex office space has to offer. There are many ways to prepare for a workspace tour, but one of the keys to success involves the ability to understand different personality types. Earlier this year, our […]
Customer Reviews Matter Online customer reviews serve as social proof and shape how people perceive your flexible office space brand. CloudVO actively monitors your customer satisfaction performance with our own customer surveys using Trustpilot, but also by collecting and publishing customer ratings collected by Yelp and especially Google. Watch the short video from Amanda Leffew, […]
In this article, we share lead generation sources that we found worth our time and effort, as from our own experience with our sister company Pacific Workplaces, providing flexible offices and coworking places in 18 locations throughout California and Nevada. We will review how some of these lead generation sources have changed over time. In […]
Collaboration (aka ‘Collab’), is such a buzzword, but perhaps for good reason. Time and again we see great outcomes when people come together to share perspectives and ideas, so why should social media be any different? Enter Instagram Collabs that allows you to invite other creators and businesses to co-author posts and reels. Instagram Collab […]
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 which is that day passes are one of the strongest tools you have to attract leads and drive membership. Here are some tips on how to maximize the impact of your coworking day passes.
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. 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.
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.
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.
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.
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. Think of it like 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.
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.
For instance, if someone comes in and doesn’t have enough time for a complete tour of your space, give them an incentive to come back by handing them a day pass. CloudVO partner NextSpace Coworking Santa Cruz converts 60 percent of day pass users into members.
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.
When a day passer is using your space, make them a priority. Make sure they know the basics like wifi, coffee, restrooms, etc., but more importantly, make sure they’re meeting people throughout the day so they’re seeing what coworking is, and they’re getting introduced to the community as soon as possible.
You want day pass users to see your space and community as something special, which encourages potential members to join. By the end of the day, if someone likes their environment and has a great experience, they’re going to sign up.
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.
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 you and your coworking space team. Think of the day pass as low impact on you, but high impact out in the world.
Not a CloudVO partner yet? We would love to add you to our growing network of close to 1,000 locations around the globe. Visit us at www.CloudVO.com to list your location for free.
