Digital Media and the Branding of Downtowns: Strategies for New Business Development Using Paid, Owned and Earned Media November, 2013 | Page 22

space can be simple and small as long as it includes easy access to networking and the internet. The
Smoffice became a symbol of this attitude; an office space of just 25-square feet in the front window of
a downtown coffee shop.
They chose to market the Smoffice the same way they marketed the Startup Stampede. They created a
very simple website and used the connections of an established, successful entrepreneur to request
video applications for six months of free rent through personal emails, Facebook and Twitter. “Him
saying, ‘Hey, this is important. You guys should apply for this or spread the news’, really got the
drumbeat going and got lots of entrepreneurs aware of the initiative and communicating it to their
fellow entrepreneurs,” said Klein.
The simple idea won the 2013 award for “Best Unconventional Project” at the International Chamber of
Commerce World Chambers Federation compe F