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One of the most critical aspects to properly marketing your coworking space is building member personas. You could be doing tons of hard work and spending time and dollars on marketing, but if you’re not aiming at the right target, it could be all for nothing. Let’s take a look at how and why to build member personas.
What are member personas?
Imagine creating your ideal member, in detail. Consider what characteristics, habits, demographics, and many other factors formulate the member you would most associate with your space.
For example, you could say ‘Tom’ is an entrepreneur, based in Miami, age 34, losing creative spark due to isolation, and needs to work a flexible schedule due to other demands. Tom is your target customer.
This guide is a good way to check off the questions you need answered, so that you’re not just marketing to “everyone.”
But why can’t you just target a wide scope and range of potential members? You’re bound to hit on some of them, yes, but for the most part this isn’t a prudent strategy. You’re going to be wasting your efforts targeting lots of personas that simply don’t match with what your space is all about. If your scope is too wide, your space will be too formal for some, too informal for others. It may be too large or too small. It may be out of driving distance. It may be out of budget.
An important note from coworking marketing expert Cat Johnson is that your potential member can get a desk and Wi-Fi in many places. Make sure you are targeting someone who needs more than that, be it intangible features like community and collaboration, or tangible benefits like conference rooms and after hours access.
Learn how to create a member persona on the Yardi KUBE blog.
