Top tips for promoting your new business venture

As vice president of Ogilvy Noor, the world’s first Islamic branding and marketing consultancy agency, it’s safe to say that Shelina Zahra Janmohamed knows a thing or two about helping a new business reach its target audience. And the British executive is very in-tune with the new generation of Muslim entrepreneurs and consumers. Last year, Janmohamed released her book Generation M: Young Muslims Changing the World, which lays out why understanding the mindset of young Muslims is critical for success.

With global brands now realizing the real opportunity in reaching out to Muslim audiences, now’s better than ever for businesses serving the Islamic economy to explore this untapped potential and think about products or services that can help meet the lifestyle aspirations of young Muslims.

“For Generation M, it’s the spirit, the ethos of what it means to be Muslim, or to live that halal lifestyle … To be good, wholesome, ethical, organic and to use that as an inspiration to look at every single aspect of the way they live their lives,” Shelina explained. “So, it’s not just about [whether an animal was slaughtered] the halal way, for example; it’s also about ‘What did the animals eat?’, ‘How were the workers who reared that animal paid?’, ‘Did they work in a good environment?’, ‘Were communications ethical, honest and authentic?’”

Therefore, not only should businesses focus on the development of the right products and services, they should also think about how they can communicate their message in a way that is authentic to the values Generation M aspires to live by.

Here are seven tips Shelina shared on how smaller businesses can grow:

1.) KNOW YOUR USP (UNIQUE SELLING POINT)

“The most important thing is to have a strong and clear point of view. What is it that your business is saying to the world? There’s no point in just turning up with a product, and saying, ‘Would you like to buy this?’”

“What is it that your business does to make a difference to the world, and what would the world be missing if your business wasn’t there? Have a strong and clear brief about what it is that you want to achieve.”

2.) KNOW YOUR AUDIENCE

“It’s very easy when we start a business to have the people around us say, ‘Oh, that’s a fantastic idea! I would definitely buy that product.’ You’ll never hear people in your immediate circle challenging your idea. But you have to really understand who is buying your product. Have a very clear idea of who your consumer is.”

“Within Generation M, you need to know: is it women, 15 to 25? Is it men, 15 to 20? Are parents the decision-makers for children? Have a very clear idea of who your target consumer is. And then think about how are they getting from being blissfully aware of your products, service or brand, to the fact that they’re going to buy, and they’re going to come back to buy. That shopping journey is vital.”

3.) INVEST IN COMMUNICATION

“Your brand is your point of view on the world. It’s worth digging deep to see what you have invested in that, because that’s your shopfront. That is what tells the world what you are about. It’s your promise.”

4.) IF YOU DECIDE TO OUTSOURCE, GO TO AN AGENCY THAT BELIEVES IN WHAT YOU DO

“Choose an agency that is aligned with your understanding of the world and has the same values that you do. Because that will really show in the kind of work that you produce. It will feel authentic to your brand as well as to your audiences.”

“Your audience will know immediately if you’re trying to sell, say, as someone who doesn’t understand their values.”

5.) BUDGET, BUDGET, BUDGET

“Budget is really important. You must use it effectively and think clearly about what it is you want the communications to achieve, whether it’s something you’re developing or if you’re using an agency.”

“And don’t just turn up to an agency and say, ‘I need an ad that’s going to sell my product to 1.6 billion Muslims around the world.’ Because what you’ll get is something that is very fuzzy, very unfocused, and will spend all the money that you have.”

6.) NOT ALL COMMUNICATIONS ARE CREATED EQUAL

“We all get very excited when we see a TV ad or a cool piece of video content, but you have to think about YOUR consumer and the element of communication that is going to help you deliver against that objective. It might be a TV spot, but it could also just be social media influencers getting behind your campaign. Think carefully about the right way to reach your Muslim consumer or B2B audience.”

7.) AND REMEMBER, DON’T MAKE PROFIT THE HEART OF YOUR BUSINESS

“This is about supporting people in their lifestyle. We are not about encouraging people to buy for buying’s sake. This is not about excessive consumption and commercialisation.”