They don’t all eat shawarmas and samosas: How do you effectively market to Muslims during Ramadan?

Photo: ISTANBUL, TURKEY, 17 January 2015: Man cooking shawarma / Knyazevfoto / Shutterstock.com

The Ramadan season in Muslim-minority countries such as the United Kingdom now has all the hallmarks of a multi-faceted celebration, complete with its own shopping season.

Each year, the Ramadan season ushers in special product launches and new activities anchored in values of sharing and learning. According to research by consulting firm Euromonitor, brands are now actively participating in educational and community-led Ramadan activities to engage with Muslim consumers.

Euromonitor’s report ‘Ramadan and Consumers in 2014: Eating, Travelling and Sharing’ explained: “Ramadan celebrations are noticeably expanding to regions such as the Americas and western Europe, even in cities with small Muslim populations. Using the [Ramadan] month to address this client segment may foster year-round loyalty among them.”

This latent Ramadan opportunity is alluring for brands, but it’s also an endeavour that is fraught with challenges. Abdalhamid Evans, founder of the Imarat Consultants, told Salaam Gateway, “Many Muslims don’t feel like the major brands market to them in a way that respects their cultural differences.”

Evans predicted that halal goods could enter the UK mainstream sector in the next two years. “Companies really need to do their homework. They need to conduct surveys and focus groups to really engage with the end-consumer before it’s too late.”

Evans suggested that brand managers should leverage digital analytics to obtain real-time data from the marketplace and develop tailored communications for Muslims. “It’s not rocket science, but it needs a fairly nuanced approach. Brands have a tendency to view the sector as black-and-white.”

In 2010, global marcoms agency Ogilvy&Mather took the lead in establishing the world’s first bespoke Islamic branding practice, offering expert practical advice on how to build brands that appeal to Muslim consumers, globally.

SHAWARMAS AND SAMOSAS

Shelina Janmohamed, vice president of the firm’s Islamic arm Ogilvy Noor, said the UK has seen high street retailers reach out to Muslim audiences with a high degree of success, especially during Ramadan. “But there is still a huge untapped market, and Muslim consumers are eagerly awaiting responses from brands,” said Janmohamed.

She warned of the potential pitfalls of marketing to Muslims, “The most obvious pitfall is doing nothing at all. But by the same token, brands should show intimacy and courage in reaching out to Muslims. It's also important to avoid generalisations – not all Muslims are the same, and they don’t all want to eat shawarmas and samosas.

“The key is to recognise that Muslim consumers expect to be treated with the same respect and offered the same quality and standards as any other consumer, even while bearing in mind their specific religious and lifestyle requirements.”

COMMUNITY, CONGREGATION

Janmohamed explained that there are a number of aspects of Muslim life that are enhanced during Ramadan, which marketers should be aware of.“The sense of community and congregation is high during Ramadan, so social engagement and word-of-mouth are important. We know the use of social media grows during Ramadan, although the timing of its use changes to reflect a new daily pattern imposed by fasting.”

Janmohamed said that brands should avoid any sense of exploiting Ramadan for commercial gain and should be seen to support Muslims in fulfilling their objectives for the daily fast.

She added: “Avoid stereotypes, and avoid tying in imagery or fasting ideas to products that have nothing to do with fasting.”

Tabish Hasan, chairman of online marketing company Muslim Ad Network, agreed that brands should be sensitive to Muslim consumers' values and beliefs. Referring to Coca-Cola’s recent Superbowl advert in the United States that depicted a hijabi, Hasan explained: “Brands don't need to have overtly Islamic messages in their marketing to appeal to the Muslim consumer.  As long as they show they are Muslim-friendly, this goes a long way to building loyalty with the Muslim demographic.” 

Imarat’s Evans agreed that brands should avoid stereotypes. He suggested using relevant categories to engage with the consumer: “Brands are starting to come up with new terms to bring Islamic goods into the mainstream, like ‘family-friendly’ and ‘modest fashion’. The Muslims get it, they know when they are being acknowledged.”

© SalaamGateway.com 2016