Launching a new business and brand is one of the most challenging and decisive scenarios for the marketing science. Of all decisions and actions that need to be planned, choosing the right working environment is also key to building the new corporate identity and image, as well as to maximising the team’s initial efforts. Along with the option of an own office, which can drive to market isolation and cost overruns, coworking spaces are a cheaper and more enriching alternative for new brands, offering resources and marketing advantages.
Local coworking in Marbella forms a diverse network of spaces that serve as a hub for the new local brands, reflecting the rise of this working model not only in Costa del Sol, but worldwide. In this article we explore what coworking means and what marketing advantages and resources it brings to your new business. Finally, we delve into these innovative concept with Work in Marbella, an international coworking in Marbella that seeks to connect local and international talent.
Discovering the concept of coworking in Marbella and its 4 marketing advantages for new businesses
A coworking space like Work in Marbella is not just a shared office. The idea behind coworking goes beyond the purely physical and material, and aims to create spaces for collaboration and synergies between the professionals and entities that bring them to live.
In this sense, many coworking spaces specialise in a type of business or activity in order to make the facilities and connections as beneficial as possible for their members. For example, some coworking spaces are focused on tech start-ups to bring together their intelligence, growth and technological innovations. Others function as inspiration temples for the most creative jobs, offering the resources and the interactive environment they need. Some coworking spaces in Marbella, for example, provide a luxury fit-out for brands looking to acquire an upscale and exclusive image. Whatever the purpose is, coworking spaces are all about providing an environment of participation, cooperation, insights exchange and common growth.
But beyond the advantages in terms of facilities and sociability, coworking spaces also offer multiple advantages in terms of promotion, branding and marketing, such as the following:
1. Networking and advertising from home
Your coworking colleagues, their guests and the attendees at your open events form a rich source of contacts for your new business, bringing many potential clients and working opportunities with partners, mentors, new employees and collaborators. In addition, the ‘face-to-face’ interactions with these contacts in the coworking space allows you to present and sell your new project in a more human, trustworthy, convincing and memorable way. Combining this ample networking with a suitable digital presence, positioning and promotion boosts the reach your new brand needs to fit in the market.
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On the other hand, being part of a coworking community can generate a very beneficial ‘word of mouth’ for your new brand. Both your colleagues and the coworking organization itself can suggest your services and advertise your new brand, either directly to their contacts or through their digital content and channels (social networks, websites, newsletters, podcasts, etc.).
2. Non-stop learning
Coworking spaces frequently host training events that may include knowledge, skills, technologies, experts and innovations on marketing. Alongside these events, coworking spaces can also provide access to high-value and premium content, from specialised magazines to white papers and online courses. All of this gathers a valuable source of wisdom for the intelligence, skill and strategic vision of your new business and first marketing campaigns. In addition, contact with coworking colleagues allows you to share insights, tips and advice from very different perspectives, profiles and sectors.
3. Professionalism and credibility for brand image
Although a lot of attention is paid nowadays to the digital image of brands, the ‘physical’ image remains relevant. Coworking spaces are designed with high aesthetic and functional value, creating a pleasant, high-performance environment that conveys professionalism, authority and credibility. Holding meetings and events in a well-equipped and visually appealing office enhances the perception and feeling that clients, partners and staff have of your new business, thus boosting the success of deals and the mood of your team.
In addition, many coworking spaces are located in prestigious urban and business areas. Using their address helps to reinforce the image and reputation of your newly launched brand.
4. Reinvesting savings and time into marketing
The simple fact of having more money or time also helps the marketing of a business. Substantially cheaper than an own office, especially for freelancers and small teams, coworking spaces help to reduce operating costs and reinvest the savings in marketing and advertising strategies, which are crucial in the early stages of a business. It is not only about saving money, but also time and efforts, as coworking spaces also outsource maintenance, cleaning, refurbishments and all the office management (supplies, insurance, legal and tax issues, etc.). Thanks to coworking centres, you can fully focus on your business and marketing actions while enjoying a perfect ambience.
In addition, coworking spaces offer flexible membership packs that can be personalised to the changing needs of a business. This flexibility is especially useful for new businesses, which often face changes in their revenue and operational needs.
Coworking in Marbella: linking the city’s local and international talent
We are met at the doors of one of Marbella’s leading coworking centres by María Pérez, Head of Marketing at IDB Mobile Technology. She and her company are part of the Work in Marbella community, whose ecosystem aims to connect local talent and businesses with international professionals and teams, including digital nomads. “Both local and international networking is one of the things we appreciate most”, says María. “Work in Marbella has not only given us more visibility in the Marbella market, but it has also helped us connect with opportunities abroad“. Indeed, María recommends an international coworking space such as Work in Marbella “for entrepreneurs and businesses looking to expand outside Spain, or looking to take advantage of Marbella’s vibrant international outreach“.
Apart from the networking opportunities, María highlights the benefits of her coworking in Marbella in terms of facilities, and how these improve the satisfaction and performance of the IDB Mobile Technology team. “Working in such a well-appointed space, full of natural light, with an open terrace and a free coffee & tea station, undoubtedly improve our mood and inspiration to face every work challenge, especially in such a strategic and creative field as marketing”, adds María. Work in Marbella also offers easy accessibility, including ample parking and direct access to the A-7 highway, as well as a strategic position between Marbella and Estepona. Finally, the space provides a small flat to accommodate clients and partners visiting members of the centre, which greatly helps to improve the perception and service they have of them.
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