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May 5, 2019 4:30:00 PM 3 min read

Creating and Managing the Ramadan Experience

Ramadan represents a time of increased devotion, family, peace and sharing for all Muslims around the world. With all it’s moral aspects put aside the holy month of Ramadan and its spirit of prosperity, caring and sharing also presents great opportunities for businesses of all size and type as the reported consumer spending rose by a huge 53% throughout the MENA region for the duration of Ramadan. With this huge potential increase in sales, almost all brands in the region look for ways to cash on this phenomenon triggering a surge of different types of campaigns and promotions to go live throughout Ramadan.

In such a high time for campaigns, promotions and commercial activities, Pisano has you covered once again on all things customer. We want to help you maximize your returns on the opportunity presented by the approach of Ramadan by sharing a few out of the box ways that may boost your Ramadan Campaigns to a staggering success and of course help you maintain all that success by presenting your customers with great experiences during this high season for business.

In the first part of our Ramadan series, we want to cover the issue of marketing channels as things might get a little trickier than they would be during your typical business day. Web traffic and especially social interaction and visual media consumption surge insanely, presenting very tempting opportunities for your brand to pursue or optimize its campaigning channels as traditional channels may not be the best ROI friendly option your brand has.

Why Tv ads might not be the best option for you in Ramadan

Ramadan Campaigns traditionally have a broader audience approach with mass marketing campaigns taking place across all industries for a broad set of audience and the channel of choice for these campaigns predominantly are TV ads and mainstream media channels such as billboards and newspapers. However, Google data shows that in the previous years, over 70% of total ad budgets during the holy month were spent on TV spots which is pretty much betting all your money on a single horse and hoping to hit the jackpot. Interestingly enough, television networks increased the high time for advertising in order to accommodate for the insane increase in demand, morphing the TV add market into a highly crowded and competitive space in terms of demand, and as rules of economics suggest this surge in demand causes the market to become way more price inelastic. In fact, TV advertising costs have been reported to skyrocket by a %165 during previous years.

As businesspeople, we all want to get our products or services to the market despite the situation and enable consumers to engage with our promotional campaigns or incentives to purchase and ultimately convert into happy customers. It’s crucial to keep this initial goal in mind while trying to make the most of the opportunities Ramadan presents for your business. During such a high time for marketing and advertising, spending most of your already limited budget on mainstream media channels is, in reality, hoping for your 30 second TV commercial to be viewed by your target audience with the desired amount of attention to make a decision or consideration to purchase or maybe realize a need. Regardless of the objective of your ad we all know that it’s really shooting for the stars to expect anyone to notice the value and message of a brilliant campaign during a commercial break from there favorite food programme or religious show on tv regardless of their surroundings.

To clarify we state that compared to focusing solely on the mass marketing capabilities of TV ads there are better and more direct channels that you can utilize to engage with your target audience at a much better price and with much higher precision.

At the age of digital and data, it’s hard to argue that you are in fact running data-driven campaigns by just running a TV ad campaign or spending much more than necessary on the wrong campaign strategy, shooting for the stars and hoping to land on the moon, but in fact what is likely to happen is landing on the hill next to your takeoff sight, wasting much of the very limited resources you have.

In our next blog post, we’ll try to cover more on which channels to use and how so if you don’t want to miss out on more great content please subscribe!