Office Space News
Regus Pushes Flexibility in Latest Marketing Blitz
Published May 19th, 2009 by Jennifer LeClaire
In a move to build on its stronghold in the global executive office suites market, Regus is taking its “flexibility in a shaky economy” message another step forward this week.
Since the economy went into a tailspin, Regus has been touting serviced offices as a way for companies to leverage flexibility to drive down costs and streamline business operations during a turbulent economy. The message hasn’t changed, but the examples of companies that are taking Regus up on its offer – and finding success in doing so – are giving the message new life in a market where everyone is looking for cost-cutting measures.
“Volatility is the only constant we can be sure of during this financial crisis. The way to manage through the uncertainty is by being as flexible as possible, in all aspects of your business,” says Regus Group CEO Mark Dixon. “Bricks and mortar burden a company with unnecessary fixed expenses and risk. Adopting a flexible workplace strategy reduces facilities costs by up to 60 percent, enables new market exploration and allows a business to match their workplace with their business requirements.”
Are your opportunities drying up?
With business evaporating in core markets, Dixon says many companies need to look for growth opportunities in different cities and seek new revenue streams by reaching into new markets to expand their customer base.
Since Regus customers are exploring markets right next door and across the globe, the executive suites giant is we growing its network of business ready, cost-effective places to work with flexible terms. Regus recently opened new serviced office in Des Moines, St. Charles, Atlanta, North Dallas, and a Dayton suburb, among other places around the world.
Dixon pointed to a Swedish company, Bluefish Pharmaceutical AB, as a good example of a firm using Regus offices to pursue new business opportunities. Regus says its model is allowing the company to launch operations quickly and cost-effectively. That’s because Regus executive office suites come equipped with business and telecommunications infrastructure such as phone, Internet and office support staff.
“For a limited cost per month, virtual offices allow us to move into additional markets throughout Europe such as France, Spain, Hungary, Poland, Portugal, Romania and Ireland, in addition to the one we already have in Austria,” says Olof Nord, CFO of Bluefish Pharmaceuticals. “Thanks to Regus solutions, we are developing in several new locations without having to waste time investigating different sites and taking any investment risks. Moreover, it offers us strategic addresses where it is good to have offices in any market.”
Make your workplace fit your business
Regus is also helping Cat Demetriades, a molecular scientist who runs four companies in London with sister companies in Cyprus, drive her business goals forward with a workplace that fits her company’s needs. Demetriades has discovered a new scientific method of decoding a person’s unresourceful behavior or “way of life” from the DNA.
Demetriades subscribed to Regus’ Businessworld program in February 2009 to support the launch of a new venture in Geneva, Switzerland. The membership gives her access to private offices, meeting rooms and business lounges on an as-needed basis, applicable in 1,000 locations in the world.
“When you do not need to be in office all the time like I do, Businessworld is the ideal solution that gives me an access to an office when needed in the best locations,” she says. “It allows me to work at optimal efficiency because it gives me an access to a professional environment in which it is pleasant to work in and receive clients, giving the newly started venture the professional business edge which pleases both mine and my clienteles’ expectations. Businessworld is an access to worldwide business and is just ideal for business start up.”
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Melanie Jones May 19th, 2009 at 12:59 pm
Regus is running a good campaign. They offer a consistent message around the serviced office flexibility and costs, etc. There isn’t anything particularly unique about what it’s saying it offers. That’s the only problem. Just about any company in the executive office suites industry could say the same thing. I guess the Businessworld deal is a bit different.
Bill Brookshire May 19th, 2009 at 1:28 pm
I really like the customer examples. That really drives it home. I think that’s what Regus does well with its marketing. Some other serviced office companies brag and boast and say the same thing. But the authentic customer testimonies about how the Regus business center model helped them go a long way.
Maggie Correta May 19th, 2009 at 1:58 pm
Regus is really pushing this businessworld membership. I’d love to see some break out of how this is really driving business — or not — to its serviced office facilities around the world. I can’t see it being useful for your average office renter, just heavy travelers.
Rob Zeus May 19th, 2009 at 7:27 pm
Flexibility in a shaky economy. Easy in and easy out. That’s what some office renters want. Others are inking long-term deals at rock bottom prices. The serviced office industry definitely has its target market, but the fact that Regus is pushing so hard makes me think that it’s not the other executive office suites companies they are worried about — but the traditional office developers.
Marcus Hester May 19th, 2009 at 7:49 pm
I just thought of something cool Regus could do as a marketing gimmick. They could do some sort of take off on the Amazing Race where their clients go from serviced office to serviced office using their businessworld memberships. See how long it takes for clients to make a complete circle across their 1,000 locations. Just a thought. There is something creative they could do with that.