If it's not profit, then what!?

We limit ROI to money. But time is an investment, and it's return could be happy faces.

I am a firm believer that not all company efforts have to make a profit.

That's to say that not every marketing photo or video you streetwear brand posts has to make money.

Especially ones that are brand focused and not product focused.

But here's the thing:

If a business effort isn't going to make a profit, than what is it going to achieve?

No one makes something for nothing.

I think that's called crazy!

Marketing is expensive in time and resources.

And because it costs, when any sort of marketing material is made, a return is expected.

BUT, it doesn't have to be money.

So I've created a list of 10 other business benefits of a marketing campaign other than making a financial profit:

• Building brand awareness
• Converting one-time buyers to loyal customers
• Cultivating a community
• Achieving sign ups
• Instagram followers
• Instagram shares
• Instagram shares
• Website visits
• Memory of your brand
• Word of mouth sharing

Each of these business benefits has varying levels of value according to which areas a brand is lacking in.

For example, a brand that has low check out value may focus their efforts on marketing that converts one-time buyers to loyal customers.

Or a brand that has high customer churn may create marketing campaigns that look to sign up followers for a real-world activity.

And notice that these ARE financial problems addressed with non-financial solutions. In other words, an issue of clothing product sales is addressed with a marketing campaign that has nothing to do with the product.

See if this helps:

There are two things to remember when creating any sort of marketing material, whether it be product focused, brand focused, or something in between.

Number one: Financial gain isn't the only business benefit. In fact, companies that have content dispersed fairly evenly across the list have better financial gains than those who only focus on financial gains (contradictory, I know!).

And number two: when the prioritized business benefit ISN'T profit, one must define what it IS in order to effectively achieve their goal.

Hope this helps :)

Truly,

Elijah