Why Profit and Non-Profit Marketing are not so different after-all

If you Google “Profit vs. Non-Profit marketing,” you will probably find many websites claiming that they are two completely different types of campaign. This is simply not the case. While profit and non-profit companies are very different in many ways, their goals when it comes to marketing are very similar.  Let’s take a closer look:

Goal: Making a sale

The main difference between profit and non-profit organizations are their end goals. For-profit organizations are generally looking to make a sale and generate a profit. Non-profits are also interested in generating revenue, but instead of these revenues going to individual people they are used in ways that work towards the benefit of society as a whole. With these differences in mind, both types of organizations still use marketing in the same way - attempting to raise money and generate profits.

Goal: Creating relationships

While profit and non-profit organizations each have different end goals, both types use marketing as a way to gain attention and (hopefully) raise money. The best way to do this is through creating trusting and long lasting relationships. Both types of organization can use similar methods of marketing to do this. Social media marketing, online communities, and in-person demonstrations/talks are all great ways to market your organization and develop more personal relationships with your “customers.” If managed properly and regularly, these personal relationships can lead to long-lasting clients for both profit and non-profit businesses.

Goal: Connecting Emotionally

For any business, the best way to attract a customer is to connect with them on an emotional level. If you can appeal to someone’s emotions, you are much more likely to make a sale. This is called “emotional branding” and is often used by many large and small businesses alike. Both profit and non-profit organizations can benefit from emotional branding, but it is specifically important for non-profit organizations. Most non-profits often raise money through donations, and people don’t tend to give up their money easily. Emotional responses allow us to connect with one another – and if you can connect your “customer” with your purpose, you are much more likely to achieve your end goal of raising a profit for societal benefit. Luckily, this is a much easier task for non-profit organizations than it is for profit organizations because most social causes generate an emotional response on their own. With that said, it is your job as the organizational leader to push that emotional response as far as you can and lead your viewer to make a final commitment.  

Goal: Customer satisfaction

Customer satisfaction is the key to any long-lasting relationship. The way in which profit and non-profit organizations achieve this goal is very different. For-profit organizations may create this relationship through providing a quality product or service. Non-profit organizations can do this by showing donors how their donations are making a difference. In both business types, customer communication is essential. Emails, social media interactions, and regular updates are all essential forms of marketing that can help you to keep your customers interested and involved.

As you can see, strategies for profit and non-profit marketing are really not that different after all. Even though money is being raised for two different purposes, the end goal of both types of organizations is to generate a revenue. Regardless of what type of business you run, the best way to raise funds is by creating lasting relationships, connecting with your audience on an emotional level, and providing your clients with customer satisfaction. If you can do this, than you are on a good path towards successfully marketing your non-profit organization.

Marketing to Today’s Hipsters – Knowing Your Audience

Rule number one in marketing – know your target audience. If you don’t know the characteristics and traits of your target audience inside and out, you can’t develop a campaign that will appeal to their emotional senses. And when trying to market to a hipster audience, nothing becomes more important than targeting their emotional needs and interests. Let’s take a closer look at the characteristics, interests, and values of today’s hipster audience to give you a better idea of how you can target your marketing campaign towards them.

Hipsters don’t follow the conventional rules of society

One of the most important things that a small business owner can know about hipsters is that they don’t follow the traditional rules of society. Mainstream clothes, music, and trends? No way! Hipsters are all about creating their own personal identity and being uniquely their own. As a business owner, if you want to appeal to this need, you need to create a brand and marketing campaign that is also unique. Seek to do something that no other company has done before. And as a general rule of thumb? The more shocking, the better!  

Hipsters are well educated

Despite popular belief that most hipsters are “too cool for school,” most are actually quite the opposite. In today’s society, hipsters tend to be well educated and enjoy expanding their knowledge base regularly. They can often be found in the nearest coffee shop or under the coziest tree reading their newest book or catching up on recent news. In addition, hipsters are usually very creative thinkers. It is not uncommon to see them working in the fields of art, music, or fashion.

Because hipsters are so smart, it’s usually more difficult to market towards them. Typical advertising techniques simply won’t work on this type of audience. Your best bet? Connect with them on a more personal level. Hispters don’t want to feel like consumers, they want to feel like partners. They have the goal to break and set trends, and it is your job as their “partner” to give them the avenue to do so.

Hipsters spend a lot of time on Social Media

While hipsters are unlike mainstream society in many ways, one way in which they follow societal norms is by regularly using social media. They often use social media outlets as a way of showcasing their creativity and uniqueness and displaying it to the world. This makes them an attractive target group for small business owners for two reasons:

1)      They get your brand name out there:

Social media is an extremely helpful way of getting your brand name out there. If you can get people on social media wearing or displaying your brand, you can gain attention from more potential consumers quickly

2)      They are trend setters:

Any type of exposure on social media is good exposure, but when a hipster is exposing your brand, this is even better exposure. Hipsters are often seen as the trend setters of society, so if a hipster likes your product or business, it can quickly catch on in the mainstream. In addition, hipsters tend to attract a lot of followers and, as we all know, the more followers you supporter has, the more attention they will attract.

To hipsters, Cool is Uncool

If something is defined as “cool,” it is uncool to a hipster. They like to wear and use things that are seen as “uncool,” and their goal is to look like they are never trying too hard. The contradiction here, of course, is that hipsters actually put in a great deal of effort into making it look like they aren’t trying at all. And in an even more contradictory turn, by trying to look “uncool,” hipsters actually end up being the coolest of them all.

So here is the job that you face as you create a marketing campaign to hipsters:

·         Appeal to their emotional needs, as well as their likes and dislikes

·         Educate your hipster

·         Make your hipster feel like a partner instead of a consumer

·         Make your campaign shocking and uncool (in an attempt to actually be cool, of course)

·         Try hard, but make it look like you are not trying hard at all!

This is not an easy task, but if you can appeal to today’s coolest, uncool societal group, than promoting to the masses will easily follow.