Three marketing lessons from visiting Bloomberg’s headquarters in NYC

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Upon receiving an invitation from Judy Kelly, media sales manager at Bloomberg, I had an opportunity to tour Bloomberg’s headquarters in New York City.

This company employs approximately 5,500 employees and offers unlimited snacks and drinks (got to love that!). Koi pond, fish tanks, funky art and fresh flowers are seamlessly integrated into the space.

At Intel, most of us have an office cube composed of short panel walls. I have a space that I, somehow, can call my own. In Bloomberg, no panel divides you and the person sitting next to you. Your desk is right next to your colleagues. All the conference rooms are built with see-through glass and are named after the cities in which Bloomberg has branches.

I was impressed by a couple of 24x7 TV studios completely surrounded with no-wall, open-space office areas. Even though I didn’t see Charlie Rose, I was still in awe when I passed the studio that he has used to interview renowned icons and celebrities.

Here are my three marketing take-aways, after touring with Judy:

Customer experience starts at the reception desk:

I was asked to show my ID and take a photo (by the way, the camera is built into the black glass wall behind the reception desk—you can’t even tell it’s there). A paper badge was immediately printed with my photo and the host name. Judy, my host, was also immediately informed upon my arrival. The whole check-in procedure was done in less than three seconds. I didn’t even have to lift a pen to sign my life away. I was immediately impressed by how efficient they were.

One bonus point: Guest WIFI access username and password were printed on my badge. Way cool!

Office design reflects its corporate persona, thus, its own brand:
The focus of their design was to break down walls. Excluding selective studios and multi-purpose rooms, there are really very few walls.

By taking down the walls, it provides an environment to foster communications.

Real-time collaboration and communications are essential in the fast-paced financial industry. This design is an expression of the corporate philosophy of communication, transparency and openness.

Architecture incorporates marketing and sales’ needs:

The needs of marketing and sales departments are rarely taken into account when an office is designed. In this case, Bloomberg incorporated the planned functions into their design. Not only the TV production facilities, but even the multi-purpose rooms have state-of-the-art AV, hardware and teleconference capabilities enabling the hosting of sponsored industry events, conference and private functions.

Their sales team can easily utilize TV production and events as part of a coordinated sales program.

They also have in-house creative and production departments, which are readily available to work with their customers to create content.

Before my visit, I had thought Bloomberg’s main focus was on their core business of selling trading terminals. After a 40-minute, enjoyable visit, I walked away with a better understanding of the products, their corporate values and a belly full of free drinks and snacks. This is the best advertising a company can do for a marketing professional!

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