Now that Ramadan has come to a conclusion, we want to use it as a springboard towards a better you and me. This is true for both our personal life and the way we run our business.

Over the course of the COVID-19 lockdown and Ramadan, we created several blog posts ranging from how to close your business during the lockdown to how to reopen your business after the lockdown ends, and everything in between.

As an entity that helps Muslim businesses grow, we would not be doing you justice if we did not remind you that your business is also part of worship. Therefore, in order to reap the rewards and get the blessings from your creator, your business needs to be in line with what He prescribed for us.

After the lockdown, you will be eager to start attracting customers to your business. Hopefully, that eagerness does not become desperation (business might be slow after the lockdown). To avoid that, you can use this article as guidance on how you can do your marketing while adhering to the Islamic ethical framework for doing business.

The basis for the list of 7 things to remember comes from a research paper: “Islamic Marketing and Muslim Consumers’ Behavior” published on the Asian Journal of Social Science Studies where Islamic marketing is defined as:

“The process of identification and implementation of value maximization strategies for the welfare of the stakeholders in particular and the society in general governed by the guidelines given in the Quran and the Sunnah. Adherence to such marketing practices will not only benefit us in this world but in the world after hence value-maximization is based on equity and justice for the buyer, sellers, and society at large.”

Disclaimer: We find value in the research conducted and the methodology used (descriptive-analytical approach). However, we are not experts in the Quran and Sunnah. Therefore, by no means does our reference to the study equal an endorsement of the accuracy of the use of the Quran and Hadith in the research paper.

1. Marketing for Needs versus Marketing for Wants

Islamic marketing focuses on two basic needs: the physiological needs of food, water, clothing, etc. and the need for safety. While conventional marketing, for the most part, is based on wants and desires

Lesson: Don’t use marketing to deceive your audience to consume more than what is beneficial to them. This does not mean consuming for fun or pleasure is prohibited (when done in moderation). Just don’t tell your audience that they need something when they actually don’t.

2. Not all Muslim Consumers are the Same

This one you might already know. Muslim consumers are not homogeneous as they speak different languages, have different cultures, and so on. On top of that, some are more conservative than others. What may attract one Muslim may repel the other.

Lesson: Know who you are targeting and translate this into your marketing language and media assets. Also, if you have been targeting mostly Muslims of the same ethnicity, let’s say you are a Moroccan targeting Moroccan Muslims, you are missing out on a huge opportunity. Especially after the lockdown when businesses may struggle, it is perhaps a good time to broaden your targeting.

3. Muslim Advertising

Islamic marketing framework is governed by Sharia principles in all sectors. This means that when advertising, the tone of language, the products being advertised, the product promise, the benefits that are being presented, and everything else needs to be in line with the Quran and Sunnah.

Lesson: Make sure that what you are advertising and how you are advertising it is within the framework of Islamic marketing. For example, you cannot advertise cigarettes because they are considered impermissible (Haram). But you cannot also advertise coffee, which is permissible (Halal) while highlighting the benefits as giving the consumer the ability to stay up all night to go clubbing.

4. Ethical Advertising

Do not use manipulative language or psychological tricks that may trick the consumer into thinking they are buying one thing but actually end up buying something else.

Lessons: Do not deceive in quality or quantity. An example of quality deceit is when you add bogus quality labels or certifications to a product page on your website. An example of quantity deceit is when your product image shows a set of five when the product is a set of three hoping that the customer will not read the description carefully.

5. Apply Good Conduct

With good conduct, we mean ethical behavior, as this is core in the Islamic religion. Islam is not a religion of rituals alone, but the way we carry ourselves and treat others is a big part of being a Muslim.

Lesson: When advertising, avoid images and videos of people behaving in ways that are not in line with what is considered acceptable in Islam. Using a video that glamorizes someone who is driving over the speed limit is an example.

6. Mutual Consent

This point is quite straightforward. There should be fair and free will of buyer and seller and it should be clear that there is no coercion.

Lesson: An example of coercion or rather a hidden type of coercion is when you know there is a huge demand for your product but it can only be purchased in combination with a complementary product that no one needs but you want to clear out.

7. The Concept of Falah

Falah is a superior word to “success” for those seeking good in this world and in the hereafter.

“Success in Islam is more closely related to spiritual solace and pleasure that can be shared among those who are in need (well-being).” – Azaddin Salem Khalifa

Lesson: Whereas today many firms have special departments for corporate responsibility, in Islamic business corporate good is part and parcel of business. For example, a manufacturing company must only take and use natural resources that it needs to manufacture products. A company must not lay off its workers just for the sake of maximizing profits. The Zakat on wealth to help the most vulnerable people in the community must be paid promptly.

A business must serve stakeholders, employees, and the community. Keep this in mind when you are revisiting your marketing plan (which you should after the lockdown).
Start working with experts in the field of targeting Muslim audiences through online advertising.

Bonus: What the Ramadan Consumer Survey 2022 Says About Advertising to Muslims During the Holy Month

The post 7 Things to Remember When Your Marketing Efforts Resume After Ramadan and the COVID-19 Lockdown appeared first on Muslim Ad Network.

A while back we discussed 14 Tips When Shutting Down Your Business Due to the COVID-19 Crisis for a Quick Bounce Back. During the last few days, we have been witnessing some relaxation on restrictions in the Middle-East and Europe and hopefully, soon we will be able to say the same for North America.

We have spoken briefly about going through the 4 phases of the COVID-19 lockdown and it seems that for some countries, at the time of writing this article, we are witnessing phase 3: “Preparing for a Bright Future”.

What to Keep in Mind When the Lockdown Eases

Business Will be Slow

The authorities have no other choice but to open up parts of the economy so that businesses like yours can start running again. However, your biggest challenge as a business owner will be ensuring that you run your business efficiently despite the constraints. You will need to get your business back on track despite what may be less traffic to your business due to the 1.5-meter (6 feet in the US) distance requirements for example. Work processes will be slow and your expenditure will go up.

A Learning Process

Keep in mind that you will be stepping into a brand-new world. There are many things that you used to take for granted that you will not be able to do easily. The type of effort you used to put in for ten customers may be needed to serve three customers due to the constraints. The use of protective screens at the cash register, sanitizing, and so on will be required and for the most part, there is no guide on a policy. You will have to learn as you go.

Rise in Compassion

You will also need to understand that people’s behavior will be different and that means you need to handle your customers differently. More compassion and empathy should be part of every business owner’s soft-skill set. Businesses that are more humane will do better than the ones that focus solely on performance.

17 Tips for Reopening Your Business

Now that we have that out of the way, here is what you can do. Some things may apply to you more than others depending on the nature of your business.

1. Make sure your location has good air quality; think of high-efficiency filters and better ventilation.
2. Install protective screens at the cash register a.k.a sneeze guards.
3. Make sure everyone knows that it’s OK to stay home when sick.
4. Make the 1.5 meters (6 feet in the US) rule possible by having workers come in on alternating days.
5. If possible, identify those who can work from home and have only those who must come to the office alternate days.
6. Keep an eye out for indicative symptoms.
7. Educate your workers on safety measures and current COVID-19 trends.
8. Just as you will be compassionate towards your customers, be compassionate towards your staff.
9. Put in soft protocols for common areas such as the coffee place, printer toilet, prayer area, etc.
10. Pay close attention to what the authorities in your region are advising.
11. If you are recruiting, make sure you adopt a more virtual process. Here are 8 helpful resources for virtual recruiting during COVID-19.
12. There should be no sharing of equipment, that’s a recipe for sharing germs, make sure every employee has what he/she needs.
13. Don’t assume social distancing will be easy despite all the measures; you will keep learning and adapting.
14. Don’t assume all of your employees will be ready to come back. Some of your staff members may be anxious about returning to work. Make sure you empathize with them and make plans to look for temporary replacements if needed.
15. If your state or region requires your employees to wear masks, have a set policy in place on personal protective wear. This University of Rochester New Face Mask Policy may give you an idea of where to start.
16. If your business is in an office environment, come up with a plan for how to handle visitors. 
17. Have a look at “Getting your workplace ready for COVID-19” by the World Health Organization before opening your business.

It is important to manage expectations for yourself and your employees. Things will not get better overnight, and we’ll all need to get used to the new normal. Remember to stay positive and know that we are moving towards better days. Don’t take any unnecessary risks and be well-prepared.

In a previous blog post, we showed you evidence that advertising during a recession can be profitable for your business. So there is one thing you need to be doing right now and that is staying connected to your target audience. You can do that by advertising with Muslim Ad Network. 

The post 17 Tips for When You Reopen Business After the COVID-19 Lockdown appeared first on Muslim Ad Network.

Ramadan 2020 is finally here! Are you ready? If you are a business owner or a marketer, you may already know that Ramadan not only brings the best out of the Muslims spiritually but also turns them into super-consumers. In fact, Ramadan is the third-biggest festival in the UK after Christmas and Easter. According to Ogilvy.co.uk close to 80% of Muslims would love to see increased engagement from brands and retailers during Ramadan.

“RAMADAN IS A BURST OF SPIRITUAL, COMMUNITY AND FESTIVE LIFE IN BRITAIN’S HOMES AND HIGH STREETS, ALONG WITH AN ECONOMIC SURGE” – Ogivly.co.uk

The Question of COVID-19 and Ramadan

Before we delve into the issue of marketing during Ramadan let us address the issue of the coronavirus pandemic. I am sure everyone reading this article has this on their mind.

There is no doubt that it is going to be a different type of Ramadan outwardly all over the world. The social gatherings, the prayers in congregations, the events at your local mosques; none of that will be happening. 

However, the spirit of Ramadan cannot be impacted by adversity. In fact, Fasting during Ramadan – which as a goal is about increasing the ‘Taqwa’ a.k.a. The fear of disobeying The Creator – also teaches Muslims to function normally during hardships. This is, even more so true in the Western countries where Muslims fast between 16-19 hours, many a time in circumstances that are not exactly conducive.

On top of that, Muslims believe that Ramadan comes with levels of mercy not witnessed in any other month. This increases positivity and optimism. It is highly unlikely, therefore, that consumption will come to a complete halt. Of course, as a business, you will need to be more creative and take advantage of the fact that online sales are surging at the moment due to the pandemic. However, the core of your marketing and advertising approach for Ramadan will stay the same.

The Ramadan Consumer Activity Timeline

Image Source: Ramadan 2020 series part 2: The 4 phases of Ramadan -Google

The Month of Shaban

The Ramadan consumer activities start at least a month before Ramadan itself. Most preparations start during Shaban, the month before  Ramadan. This is when Muslims prepare their homes with new furniture and accessories, get a new TV, buy new clothes, etc. All in preparation for the Sacred Month.

According to Google:

• Small kitchen appliances see a peak of 164% on YouTube.
• Ramadan fashion videos see an increase of 72% – a growing trend in recent years.

The First Half of Ramadan

Under normal circumstances, after ‘Iftar’ (breaking the fast), Muslims go to the mosque or out to socialize. Some may stay up until the ‘Suhur’ (predawn meal). In 2020, with the pandemic still expected to be dominant in many of our communities, people will stay inside and will probably be on their mobile devices mostly, but also on their tablets and desktops. This is an enormous opportunity for you to target them. If you use paid advertising – which you should in these times – you should take note that people will be online at some rather unusual hours and most of them will be on their mobile devices. The same goes for any business that offers customer support.

Image Source: Five Step Guide to Winning Ramadan Campaigns in 2019 – Google

“The data indicate that conversion is up by 30% during Ramadan. As you might expect, social media is more active as well, primarily at night. The increase peaks at 3 am when it reaches 200%. There is also evidence that customer loyalty, evidenced by repeat online visits and purchases, increases substantially during Ramadan as well.” – Forbes

The Last Half of Ramadan

During the last two weeks of Ramadan, consumers shift their focus towards Eid preparations. New clothes and shoes become the most sought after products. In the MENA region, the search for kitchen appliances as gifts see a spike of 2,782%.

This is that time of year when you see Muslim families crowding shopping malls. This is because, although it would be more convenient to buy online, going to the shopping mall to buy presents and clothes for Eid is considered a nice family outing. With the COVID-19 pandemic, this is unlikely to be the case for Ramadan 2020 and all that foot traffic will turn into online traffic.

Eid Ul Fitr

Eid is a time to visit as many friends and family members as possible and exchange gifts. By this time, most of the shopping has already been done. However, Muslims still spend substantial amounts on eating out and other amusement and fun activities.

Most of these activities will not be possible during Eid 2020. However, this means that if people will stay indoors, they will be on their devices. For example, instead of eating out, they may order in.

These are strange and uncharted lands that we find ourselves treading with the coronavirus pandemic. However, one thing is for sure. The online purchasing activity will be at a life-time high given the restrictions in place. If you do not seize the opportunity and be ready for it as a business, you will have no one to blame but yourself.

Tips for Advertising During Ramadan 2020

Make Your Ads Focus on the Spirit of Ramadan

Ramadan is about spirituality and family. Although shopping is at an all-year high for Muslims in Ramadan, this behavior stems from spending memorable times with the family. It is not driven by price discounts. So no, you cannot refurbish your Black Friday creative assets to use for Ramadan campaigns. Focus on the meaning of Ramadan if you want to catch the eye of Muslims online.

Advertise to Your Customer Base

You can make your life easier by targeting your customer base. If you have run Ramadan promotions before, you can choose to target those customers in a separate campaign. One thing I must point out though is that you will get better results if you engage them throughout the year, before and after Ramadan. Showing up only during Ramadan is not as impactful as being top of mind throughout the year.

Target Mobile Devices More

As we have already mentioned, during Ramadan people spend more time online on their phones. This year with the COVID-19 pandemic it is to be expected that mobile device usage will surge even more as people spend more time indoors. So make sure you target mobile devices and make sure your website pages are responsive.

Use Ramadan as a Springboard for Long-Lasting Customer Relationship

The biggest mistake you will ever make as a brand is taking the money and running. Ramadan is such a special time for Muslims. It is a psychological truth that relationships that are built during a positive experience flourish. So why not build campaigns that connect you with your audience on a  more personal level and keep that relationship going throughout the year?

If You Can’t Sell Create Brand Awareness

If you are a brand or company that has its selling capabilities limited by the COVID-19 pandemic, you can still take advantage of Ramadan’s rush and create brand awareness campaigns. This will help you create lists for retargeting as soon as the outbreak dies down.

Remember that You are not Alone

Muslim Ad Network has been helping businesses reach Muslim audiences since 2010. We know the ins and outs of advertising to Muslim consumers, and we will help you get the biggest bang for your buck during the sacred month of Ramadan and beyond, and especially during these tricky times of the COVID-19 pandemic.  Get in touch with us as soon as possible at sales@muslimadnetwork.com to take advantage of this Ramadan season to market to Muslims. 

The post How to Market to Muslims for Ramadan 2020 During the COVID-19 Pandemic appeared first on Muslim Ad Network.