Watch the video for an overview, get the full story below.
Here’s a question: why do people use coworking spaces instead of their mom’s free basement?
Well, they have better coffee and nicer sofas. That draws a lot of people in. But if you really wanted to, you could go to Ikea and ask your mom to start buying Lavazza.
The real reason people stick around coworking spaces is less material: to be part of a community.
For OneCoWork, both design and community are key. Its beautiful office spaces are home to swashbuckling freelancers, grown-up corporates, and everything in between.
And so far, they pretty much filled themselves. Who wouldn’t want to work here:
But with their third and largest space about to open—and plans to expand their network across Europe and beyond—their community needed a boost in growth. That’s why they hired marketer Ray Slater Berry, who’s now wearing more hats than a Pharrell Williams video.
Ray’s first job was simple: grow OneCoWork’s community enough to fill the new space.
Here’s how he did it.
Four Years From Now (4YFN) is a Barcelona-based tech conference full of exciting new startups—exactly the kind of people who might be interested in becoming OneCoWorkers.
So Ray and his colleagues set up a mini coworking space in the heart of the venue to show people what they’re all about:
They figured if they embodied their brand, the right people would find them. That way, they’d end up with a shortlist of interested people rather than a stack of cold leads.
So how do you embody a brand?
OneCoWork designed its mini coworking space using its own custom made furniture—the same stuff you’ll find in all their spaces. They served free, high quality coffee as a conversation starter.
And if someone was interested in joining the OneCoWork community? They filled in this custom designed typeform:
Here’s why Ray chose Typeform:
This made an ideal first impression on conference goers. Ray ended up with a list of people with a keen interest in booking their place at the new space. Exactly what he needed.
But to build a community, Ray had to make that first impression last.
How can a one-man marketing team build a community? By turning to the right tools.
Ray used the Typeform-Mailchimp integration to automatically send the info he collected straight to Mailchimp. The typeform asked people about the size of their company, whether they wanted a personal desk, hot desk, or private office, and their email address. Then each person was placed in a different Mailchimp audience based on their answers.
And when you’re wearing as many hats as Ray, a little automation goes a long way.
By segmenting his audience, Ray used Mailchimp to speak to different potential OneCoWorkers in the right way. By personalizing their email marketing, OneCoWork speaks to people based on their interests—and turns conference acquaintances into brand ambassadors.
The result? Incredibly high email click-through rates between 50 and 80 percent. And a bunch of people booking tours of the new space, with some becoming members.
Not bad for three days’ work at a conference.
OneCoWork’s typeform automatically sent both email addresses and multiple choice answers to Mailchimp, creating segmented audiences. Learn how to hook this up here.
Whether it’s at their reception or on a form, ‘hello’s are important at OneCoWork. So they created a welcome screen for their form with custom copy on the start button. For info on how to do this, click here.
Ray designed the typeform to match OneCoWork’s brand colors and aesthetic, so it fit seamlessly with their mini coworking setup. Find out how to do this yourself here.