29 Mar Ramadan Marketing: 3 Values That Marketers Need To Implement
Although fasting might sound dreadful, Muslims actually love it! Ramadan is a month of spirituality, shared values, great company, and good food. Here’s our top three values that you need to understand to create great Ramadan marketing.
1. Hear No Evil, See No Evil, Speak No Evil.
Islam is a way of life and the month of Ramadan is when spiritually is at its peak. It is the most important month of the year for every Muslim, a time when self-reflection and spiritual improvement takes place. It is common to read the entire Quran, visit the mosque daily, and pay extra attention to Islamic values and principles. Fasting is not only a physical experience, but a spiritual one, where an individual refrains from bad thoughts, words, and actions. So if the bus is late or the airport lost the luggage, instead of swearing or telling you off, a Muslim will most likely greet you with a smile.
There are various solutions for direct or indirect marketing. You can consider altering messaging or promoting services that would benefit the consumer’s improvement of spirituality. For example, things such as scheduling tools or promoting health benefits can do the trick.
2. Meet The Parents. Every day.
Muslims are incredibly family oriented, but during Ramadan these ties are highlighted even more. Every Muslim mom makes sure that you don’t miss out on the family iftar! Meeting family and breaking the fast together is essential to the spirit of Ramadan, especially on Eid day celebrations. Implementing family values in your communications; things such as sharing food, moments, and health, will speak to your Muslim consumers.
It’s important to note that family structures have changed, as more Muslim women enjoy both working and family life. Be smart about this, and be careful about promoting a cliché family image during your Ramadan marketing.
3. What Goes Around Comes Around, Inshallah.
Charity, known as zakat, is one of the five pillars of Islam. This means, that it’s really really important. Great marketing campaigns highlight the values of charity. You can even take it a step further and offer a donation channel through your product or service being sold. Humanitarian, especially helping the children and the poor, speak closely to Muslim values.
Author: Sara Salmani, Creative Director/Partner