Office Space Advice
Regus businessworld membership for mobile workforce, part 1
Published December 14th, 2008 by Mike Sullivan
Regus is increasing its focus on marketing Regus businessworld membership packages. I recently received an (automated) email from the North American VP of Sales offering me the free version of their membership that allows the mobile worker access to Regus facilities and services. So I signed up, and they promised to send me a welcome package in a few days. I’m excited to see what I get.
The interesting thing is that I’m not sure what REAL benefits the Blue membership confers. If you look at the comparison on their website, the tangible items are a newsletter (not really that interested in another newsletter), 10% discount on use of conference rooms or offices, “access” to administrative support and “access” to group discounts. Except for the group discounts, I bet I could walk in many of the Regus business centers and talk my way into getting these same benefits without the card.
I would think the Blue card would at least give you access to sit in the cafe and do some work, but it looks like that offer is only extended to the Gold membership and up.
Once I get the package, I’ll stop by Regus to see what benefits I can get that aren’t clear from the website.
Click to see a larger version:
Comparison of businessworld membership levels
I will write part 2 of this post to give more details of my experience in a couple weeks.
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Elizabeth Sanchez December 15th, 2008 at 8:04 am
I’ll be fascinated to see what Regus is really offering. It looks like you got a teaser e-mail that aims to keep you on the hook while Regus works out its final offer. I’ve seen other companies do this in the tech sector. They announce a special offer is coming, even though it’s not ready, so that folks who are about to make a purchase decision will wait and see what the new offer is. When it comes to serviced office, Regus is the undisputed leader. So it will be interesting to see where they set the bar with this new membership aiming at the mobile worker.
Nathan Jansch December 15th, 2008 at 10:07 am
Don’t expect too much. I signed up for their Blue Card a couple of months ago to see what their program was all about. All I received was a physical card to carry with me and a sales pamphlet marketing their centers. This is really just a way for Regus to gather names of prospective buyers and stay in touch with them… there are no “real benefits” behind it. It’s free after-all and Regus isn’t known for giving away things to their clients.
Mike Sullivan December 15th, 2008 at 8:23 pm
Yeah, I’m not expecting much, but I am interested in the marketing aspect of it: whether they can take something with very little value and give it some perceived amount of value. But it sounds like they don’t even attempt it in their materials. I am also very interested in seeing how they’ve trained the staff to handle blue members. They are very good at maximizing their non-core (office) revenue, and I am interested in seeing the tactics.
Rob Zeus December 18th, 2008 at 8:07 am
I think it’s fascinating to watch the customer-facing marketing serviced office providers are sending to their clients. It’s one way to gauge how competitive the industry is, as well as how innovative its players are. I don’t see much innovation here. Looks like a strategy to breed customer loyalty or prospect for upsells in services more than anything else. But we’ll see…