Office Space News
Newport Executive Center Launches ‘Tenant of Month’ Tradition
Published December 9th, 2009 by Jennifer LeClaire
Somewhere in between publicity stunts and customer relations likes a new program from Newport Executive Center, a provider of office space and executive suites in Newport Beach, California.
The company just announced what it’s calling a new tradition: celebrating the “Tenant of the Month” at the end of every month. Twelve times a year, the company will choose a long-term tenant for this publicity-laden honor.
Self-Promoting Executive Suites
In my opinion, the company’s announcement was a push for self-promotion more than a way to honor the tenant of the month for some special contribution or achievement. The announcement didn’t offer any reason why Gremary Gifts, a jewelry design firm, was chosen as tenant of the month over its neighbors, but rather took the opportunity to get testimonial-style quotes from the winner for widespread publishing:
“We are more than happy being a part of this executive suites at Newport Beach. The professional environment, the interior and the services are great. We never imagined such services in such great prices. We appreciate the award and look forward to continue our tenancy for a long period of time,” said Mr. Gremary, CEO of Gremary Gifts.
“The receptionist does a great job and our customers are pleased with her services. Highly equipped conference rooms provide us with our every business needs. The bathrooms, pantry and the kitchens facilities are world class as well. I recommend every business to go for executive suites at Newport Beach instead of investing in traditional office space.”
How to Promote Your Serviced Office
I don’t mean to be critical, but let’s call the program what it is – a promotional vehicle. In a way, it worked, right? I’ve republished the testimonial. But if I may offer a piece of marketing insight to Newport Executive Center…readers can see this for the self-promotion it is. There’s nothing wrong with the tenant of the month program itself, but the way the announcement was executed doesn’t speak credibility.
Peppering in legitimate reasons for choosing Gremary Gifts based on some real achievement other than being a long-term tenant would help. For example, my chiropractor chooses the ‘patient of the month.’ This patient is chosen first and foremost based on how many referrals the patient made.
Newport Office Market Competition?
Could Newport Executive Center’s new program be a response to competitor Newport Office Center’s new E-Tenant Program that lets tenants book meeting rooms and handle other transactions online? The timing might suggest so.
Don’t get me wrong. It’s always great to see executive office suites companies focusing on their customers, but unless Newport Executive Center’s ‘tenant of the month’ got some sort of discount, free rent, free services, or the like, the winner in its monthly program is the serviced office provider who got two paragraphs of testimonials for its Web site.
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Bill Brookshire December 9th, 2009 at 9:30 am
Are Newport Executive Suites and Newport Office Center owned by the same company? Is that possible? Or are they really competitors? I do agree that this was really self-congratulatory. Seems like a well-intentioned marketing person forgot some of the rules of good PR and leaned toward the side of promotion rather than education. Maybe they’ll get it right next time.
Elizabeth Sanchez December 9th, 2009 at 9:44 am
Yeah, I see what you mean. I went back and looked at the original announcement and it was much more self-promotional than just the quotes you selected. I think Newport Executive Suites intentions are good and I am sure the testimonial is heart-felt, so despite the professional PR faux pas it probably did no harm with potential customers in any way.