We often hear coworking operators trying to define what makes them different from the competition. Although the marketing language seems similar, there may be a reasonable explanation as to why many operators are trying to hit home what sets them apart.
In general, operators typically focus on why coworking is the better option over traditional offices, such as flexible leases and collaborative opportunities.
Differentiation between coworking firms is not vital as there seems to be enough business to appease the public. For example, demand has grown 23% since 2010 and operators are just now starting to highlight their differences.
This is likely due to the young industry being flooded with inexperienced operators that have little to no effective marketing techniques. Therefore, creativity in marketing is unoriginal and uninspired.
Large operators that can afford a full marketing team are leading the conversation, making it seem that coworking spaces are all the same.
As the industry continues to blossom and demand grows, true differentiation will be necessary to compete in the market. This process has already begun with new niche coworking spaces entering the market, such as Seattle-based coworking operator the Riveter that is designed and catered for women.
Additionally, some operators are marketing beyond features like WiFi and community. Now, talking points include higher productivity, wellness amenities, peace of mind, financial independence and more.