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5 Questions For Clockwise Bromley: What Happens When Events Become Part of the Product?
You don’t have to be an events business to benefit from the power of events.
Clockwise Bromley is a flexible workspace and coworking provider, with locations across the UK and Europe. But alongside shared offices, private workspaces and meeting rooms, there’s another important part of the Clockwise offering: a year-round programme of events designed to bring its community together.
From networking and knowledge-sharing to creating opportunities for members to meet potential clients, collaborators and mentors, events have become part of the wider Clockwise experience. It’s a great example of how businesses can use events not as their core product, but as a tool to add value, strengthen relationships, build community and, ultimately, support business growth.
We had a quick chat with Aline Moreira, the General Manager at Clockwise Bromley to find out how events work within their business. Let’s dive in!
The Interview
Clockwise Bromley is ultimately a workspace business, so what role do events play within the wider Clockwise proposition for members?
It’s a huge part of our offering, it supports connecting the community & driving business opportunities, retaining members and improving networking, recommendations, helping them grow and develop, get connected and of course,business growth.
How important is the events programme when it comes to attracting new members? Do prospective members now expect more from a workspace than simply somewhere to work?
It’s one of the most important things, it’s the first thing we introduce on our tours, we always have a monthly board visible at the front of reception. Potential members always comment on the variety of things we offer compared to others, especially as all our events have catering and are open to everyone!
How do you decide what goes into the events programme? How much is driven by what members actually need or want?
It’s very driven by members' wants and needs, we tend to focus on four key pillars: wellness, social, development and networking, every Clockwise has a different pillar strength, ours in Bromley is social, our members really enjoy getting together after work. We always ensure every event is analysed, measured, considered and reviewed.
Have you been able to see a relationship between the events programme and things such as member engagement, retention, referrals or new enquiries?
Yes, members are our biggest promoters and enjoy showing people across Linkedin and other platforms the events they enjoy here at Clockwise Bromley. We have seen a lot of great business partnerships come through members meeting each other at our events and it’s the biggest reason we put so much effort into creating them.
And finally, if a business wanted to start using events as a tool for growth, what's the one thing you'd encourage them to think about before they start planning?
Consistency and planning ahead is KEY, also ensuring you give your team or employees time to attend events throughout the working week.
Final thought
What we love about the Clockwise Bromley example is that events aren’t their business - but they’ve become part of the value their business offers.
Yes, members are buying access to a workspace, but they’re also gaining access to a community, knowledge, connections and opportunities. Events are one of the ways Clockwise Bromley brings those less tangible benefits to life and makes them part of the wider member experience.
And it raises an interesting question for any business: could events add value to what you already sell?
For a professional services firm, that might mean demonstrating expertise. For a retailer, building a community around its brand. For a membership organisation, increasing engagement and retention. For a venue, bringing prospective customers through the door.
Events don’t have to be your business to help grow your business. Sometimes, their greatest value is in making the thing you already offer even more valuable.
How to get in touch with Clockwise Bromley
Telphone: +44 (0) 2039 899 000
Location: Bromley Old Town Hall, 30 Tweedy Road, Bromley. BR1 3FE