THE COMPLETE RAMADAN & 7 EID MARKETING GUIDE Expand market share and increase your sales in the Muslim market.
2! Who Is Writing This? Sara Salmani LinkedIn Twitter Instagram Facebook Creative Director/Partner HKI Qufi Creative Having years of experience in managing large projects, Sara is a creative director who knows the millennial Muslim market inside out. Her Scandinavian and Middle Eastern background helps her to understand what appeals to both worlds. Anmar Matrood Brand Strategist/Partner HKI Qufi Creative LinkedIn Twitter Instagram Facebook Over 10 years of experience in the creative industry. A strategiest with a longterm vision for creating agile brands that thrive on change. Matrood is a cultural melt living and working in Amsterdam, London, Helsinki, Amman and Baghdad. Kevin Robinson LinkedIn Twitter Executive Creative Director NY Juniper Jones Kevin Robinson is an entrepreneur and innovator in the truest sense of the word, continuously expanding his skills as both a live action director and creative director; essential in today s ever evolving media landscape.
Index 03Introduction 04 05 06 07 08 09 10 What is Ramadan? What is Eid-Al-Fitr? When is Ramadan? Seasonal and Geographic Considerations Beyond the Middle East! Interesting Facts Which Industries Sell? 3 12 13 23 Best Times For Marketing & Best Marketing Channels Practicle Ramadan Marketing Tips So, Who Is QUFI?
Introduction Ramadan, like Christmas, is a season of increased consumerism and attention to shopping. The Muslim holiday is celebrated annually for an entire month, and it is the biggest Islamic holiday. Brand managers and marketers need to understand the opportunities that this peak season offers, and how to effectively attract loyal customers and increase sales. In this guide, we touch on the various aspects of Ramadan marketing, which will help your company to be more successful with your seasonal marketing targeted towards Muslims. 4 Keep in mind that for consumers, Ramadan is not a commercial festival, but a time of self-improvement and spiritual gain. It s crucial for your brand to integrate Ramadan marketing with a wider strategy that is aligned with your brand values. Don t think about Ramadan as a one-off marketing attempt, but as a chance to boost an ongoing relationship.
What is Ramadan? 5 Ramadan is the most important month for Muslims. For one entire month, Muslims fast from sunrise to sunset, abstaining from drinking, food, and sexual intimacy. The fast starts with suhoor, a meal just before dawn, and ends with a mini-festive evening meal called iftar, usually shared amongst family and friends. During Ramadan, Muslims focus on strengthening their spirituality by reciting the Quran daily, attending the mosque, and performing acts of charity. Ramadan is viewed as a happy occasion, spent closely with family and friends.
What is Eid-Al-Fitr? 6 Ramadan ends with a three day celebration called Eid-Al-Fitr. This is the biggest holiday for Muslims and on this day fasting is considered to be haram (forbidden by Islamic law). Eid is spent with family and friends, who tend to go out, eat at restaurants, and exchange gifts. Preparation for Eid starts weeks in advance, as parents buy gifts for their children, and new clothes to be worn on Eid day are purchased for everyone. Young adults tend to receive money instead of gifts and spend the evenings with their friends going to the movies, bowling, or other fun activities.
When is Ramadan? 7 The Islamic Hijri calendar is a lunar calendar consisting of 12 months in a year of 354 or 355 days. That is why, when comparing to the Gregorian calendar, Ramadan moves 10 days forward each year. For example, in 2016 Ramadan started on 7th of June whereas in 2017 Ramadan starts on the 27th of May.
Seasonal and Geographic Considerations 8 In Northern countries like Sweden, Norway and Finland, Ramadan days during the summer are extremely long. Likewise, in Middle Eastern and Asian countries, the heat of the summer makes fasting more difficult than usual. That s why traveling during Ramadan is popular amongst Muslims, who wish to enjoy the month in more bearable conditions. This is a good thing to take heed if you re in the travel and tourism industry.
Beyond the Middle East! LONDON 427,734 Muslims representing 9% of the city s total population NEW YORK 800,000 Muslims representing 10% of the city s total population PARIS 330,000 Muslims representing 15% of the city s total population BERLIN 350,000 Muslims representing 10% of the city s total population Only 20% of the 1.6 billion Muslim population lives in the Middle East. Young Muslims, especially in Europe, USA, and South-East Asia are paving the way for halal-friendly industries from modest fashion to halal-foods and tech-startups. 9
10 Some Interesting Facts: + + + + Ramadan boosts sales with 100m for UK supermarkets Sainsbury s rice sales go up 100 percent each year Morrisons shifts 80,000 boxes of dates during Ramadan Bicester Village sales rose by 276% compared to the seasonal average thanks to Eid shoppers from the Middle East + + Westfield increased 20% in sales during that period Itis shopping centre boosted 12% in sales on Eid Day
Which Industries Sell? FOOD As Muslims abstain from eating and drinking during Ramadan, one would assume that food consumption would go remarkably down. However, food consumption actually surges during the month as families gather around and feast in the evenings. Families tend to spend more on delicacies and meat, and this is the reason why in many Muslim majority countries some consumers start stockpiling certain goods before the holiday begins. Due to the busy and modern lifestyles of working Muslim families, fast food and ready-meals are rapidly growing advertising segment during Ramadan. 11 CLOTHES Islam promotes dressing up and looking sharp at all times, but this philosophy gains its peak during Ramadan, as everyone purchases and wears new clothes to celebrate Eid. The National states: The Holy Month of Ramadan is one of the most important periods of the year (for Muslims). All retailers, especially apparel retailers, witness a growth during this period
as the consumers are out shopping for new clothes for Eid. It isn t uncommon to see all sorts of advertisements and promotions worldwide for apparel during Ramadan. JEWELRY Jewelry is not only an accessory in many parts of the Muslim and Arab worlds but is also an investment. This makes it a popular gift choice for loved ones during the season. As a result of this, it is common to see special Ramadan promotions and discounts on jewelry during this season. ELECTRONICS Due to its immense popularity and status symbol of electronics such as smartphones, Ramadan is a common time for purchasing electronics as gifts especially for young adults. Electronics retailers are well known for offering some of the best deals on electronics during Ramadan. To add to this telecom providers often discount their rates or give additional perks like extra minutes during Ramadan which can lead many to invest in new devices. 12
Best Times For Marketing & Best Marketing Channels Mobile activity is at its peak during Ramadan and it s definitely the best channel for your marketing. 13 Think of the following: + Align your strategies especially on social media: 80% of people are on their smartphones while watching TV and more people watch TV during Ramadan. + Time your ads perfectly: focus on the evening if you can schedule. + Beware of ad competition on Youtube: think how you can better target during peak periods. + Be mobile-responsive: if you re not already, you will be losing out.
Practical Ramadan Marketing We ve compiled top tips for you to consider when breaking into the Muslim market during Ramadan: 14 8 TIPS
Make It Halal Like with all consumers, trust is absolutely key with the Muslim market. Halal-food is essential for a Muslim s diet. Find out if your food product is halal and make sure to mention the top halal authorities recognized, and label your product halal visibly. Halal (prohibited by Islamic law) has a much wider meaning than just food, however it s important to note that in relation to food, besides halal-meat, halal also includes vegetarian and fish items. Organic, welltreated, ethical and free-range animal produce is commonly referred to as tayyib (wholesome), and is valued extremely by Muslim consumers as well. 15
Go the Extra Mile Create culturally sensitive products or marketing tailored to your Muslim audience. Muslims love to see a company that makes an extra effort in acknowledging and understanding their needs and values. 16
Celebrate Eid Eid-Al-Fitr, or simply Eid, is one of the most important festivals for Muslims that marks the end of the holy month. On Eid, children and youngsters receive gifts, so take the opportunity to market suitable gifts, gift wraps, as well as festival decorations. Movie theatres and restaurants will be packed by festive Muslims, as Eid is always spent outdoors. If you wish to go the extra mile, you can decorate your store to show that you re celebrating with them. 17
The Bigger The Better Muslim families tend to be large, which leads to buying in bulks during Ramadan. Bulk offers and Ramadan discounts are a definite way to attract Muslim consumers. 18
Be Smart About Branding The last thing your company needs is a marketing blunder or unattractive visuals. Attract loyal customers by getting experts help with your Ramadan graphics and marketing material. Most companies fail to understand the rising trends in the Muslim market and don t stand out amongst competitors. Create a unique identity for the Ramadan season that goes beyond merely changing an aisle graphic or putting up a simple banner. 19
Avoid Tacky Marketing Millennial Muslims are the fastest growing consumer group in countries such as UK, USA, and Indonesia. The tech-savvy Mipsters are masters of social media and trend-setters that inspire and unite other millennial Muslims throughout the globe. Stereotypical and uncreative design elements such as crescent moons, minarets, or poorly arranged geometric patterns are unappealing and lazy. Avoid this kind of creative apathy as it can only reflect a poor understanding of the Muslim audience s rich cultural and religious heritage. 20
Packaging Matters Packaging your products in subtle ways to celebrate the season is not only cost-effective and impactful, but a great way to stand out amongst competition. A simple message of Happy Ramadan or Eid Mubarak already does the trick. 21
Give It Up Charity is an essential part of Ramadan, so aligning your company with a charity is never a bad idea. This can be as simple as donating a share of profits, or sharing cooking recipes for Ramadan meals. Just as an example, Betty Crocker s Ramadan Recipes 2015 earned over 5 million views last year. 22
So, Who Is QUFI? We re the world s first branding agency specialising in the millennial Muslim market. We are based in HKI, NY and LDN. We offer branding, marketing, and design strategies that will help you understand and enter the fastest growing market on the globe. Thinking of doing something for Ramadan or Eid? Get in touch. hello@quficreative.com 23
Let s be in touch! Twitter LinkedIn Facebook Instagram hello@quficreative.com www.quficreative.com 24 www.juniperjones.com HKI: Kaunispääntie 5, Helsinki NY: 202 Plymouth St. ent. B, Brooklyn, New York LDN: 105 Skillen Lodge, HA5 3PR, London