Ensuring the success of a local franchise partnership requires some savvy marketing techniques. But there is no end to how creative you can be, especially when you’ve got an experienced team at IWG supporting your ideas.

Earlier this year, demand for IWG flexspace was up 15% in the UK compared with pre-pandemic levels. In the USA, there’s been a 43% surge in enquiries. IWG Founder and CEO Mark Dixon says that, to meet this demand, the company is aiming to expand its network “mostly by franchise”. The ultimate aim, he says, is “to provide a flexible workspace in every village, town and city”. 

Here’s how you can work with IWG to capitalise on the flexspace opportunity as a franchisee – and get the word out to a wider audience of prospective clients and partners…

1. Take advantage of being in the IWG family

When you become a franchise partner it opens a wealth of opportunities to promote you and your business through IWG’s global social media channels. Also, IWG can help franchisees reach the right audience, rather than adopting a scattergun approach to social media. For example, Regus customers are more likely to engage with the brand on LinkedIn, while Spaces users are more likely to be using Instagram.

When you identify your demographic you can also use geo-location to target people who live near your coworking space.  

2. You are part of something bigger

You can talk about your journey or your franchise story through IWG’s global channels. You’re encouraged to share news with the marketing team that can be featured in the IWG, Regus or Spaces Magazines. That story can also be promoted within IWG’s regular newsletters. This means you could be reaching a new audience, some of whom could be potential customers.

For example, IWG recently published an article on Tommy Nevin who became its first franchise partner in Scotland.

IWG also spoke to Gaurav Sharma, who is set to open eight Regus centres across the Indian state of Rajasthan in 2022. Sharma talked about how IWG helped him through the uncertainty of the pandemic and provided some useful advice for anyone planning to become a franchise partner.

3. Leverage partner power

Thanks to IWG being the world’s number-one workspace and coworking provider, it provides a highly effective marketing strategy and global sales platform for franchisees that generates more than 100,000 enquiries globally every month. By mentioning IWG’s 30 years of experience in the industry in your other marketing channels, you will also be able to quickly win trust and stand out against lesser-known competition.  

4. Look out for sponsorship opportunities

Having a forward-looking approach to sponsoring projects, events or even awards can be a great way of getting the word out about your business. It’s a ‘softer’ approach that is effective because the audience is already receptive. 

Focusing on local community endeavours – and thinking small rather than big, can be a good approach. For example, you could sponsor a five-a-side kids’ football team (the parents of those kids may well run businesses that become your customers). 

Consider the 15-Minute City urban planning concept, whereby everyone in the neighbourhood is within easy reach of workspaces, restaurants, schools, parks and other amenities. Thinking ‘local’ allows you to tap into demand right on your doorstep – and will also help to reinvigorate places that have suffered during the pandemic by supporting family enterprises. 

5. Be generous to boost word of mouth

Generosity quickly engenders goodwill, which people talk about among their friends. Try giving away free trials to your IWG workspace, host free events and give gifts to new members. Training your team to remember members’ names and welcome them personally on arrival also helps people feel special – you’d be surprised at how far this goes in boosting positive word of mouth.

6. Commission some street art

Depending on what the rules are in your local area, renting a wall to have a striking mural painted on to advertise your flexspace is a creative way to capture the attention of local people. A billboard works in a similar way but, if you are looking to appeal to Millennials, a bit of spray paint can help you stand out from the crowd. For example, there is a wall opposite Shoreditch House in London that always has inspiring adverts spray painted on it – from high-end fashion labels to oat milk.

Flexible workspace is the fastest-growing sector of the global workplace market. Make the most of this exciting investment opportunity by partnering with IWG today.