Guest Blogger: Place Branding
Sallie Maskrey, of the award winning Portal Business Centre in Warrington, shares her views on the importance of Place Branding when seeking to get the edge on your competitors and becomes the latest contributor to our Guest Blogger seriesΓÇª
Guest Blogger ΓÇô Sallie Maskrey, Portal Business Centres
We are all very conscious of how important our own location is when selling and marketing our centres especially when trying to get the edge over our competition. How many of us though consider the need to sell our town / city in relation to others?
We (Portal Business Centres, Warrington) are located halfway between Manchester and Liverpool but had been failing to highlight the benefits of Warrington over the surrounding locations on our website.
The local councils and developments agencies have a myriad of information available and are keen for us to use this to focus on the features of the town.
One small thing we hadnΓÇÖt even considered was the length of time it takes to travel from Euston – 1.75 hours over the others which are over 2 hours and face changes ΓÇô great when youΓÇÖre trying to encourage someone to consider Warrington for a satellite office.
To move this even further forward we are now using an application called foursquare.com to leave tips on neighbouring sites, such as TescoΓÇÖs, about our meeting rooms and offices and to encourage people to check in at our building.
So looking around beyond the walls of your business centre, what else could you be promoting?
Sallie started her career training as a Chartered Accountant and moved into accountancy software research and development. Feeling a need for a change in career after her 3rd child she started a small business centre 18 years ago in empty premises the family owned. In 1996 the business moved to the current location and is now over 20,000 sq ft and more than 40 offices.
Sallie joined the Business Centre Association (bca) ten years ago, the umbrella organisation which represents the serviced office and managed workspace industry. Since joining she has been actively involved with the association on both a national and regional level. In 2009 Sallie joined the bca board as their Ambassador for the Regions.
As an independent company, Portal has over 18 years of experience in providing business centre services to small and medium sized growing businesses. Their success has been built on listening to customersΓÇÖ needs, delivering the highest levels of service and forging strong long-term working relationships with their clients.
You can view information on Portal Business Centres HERE