Hewar presents at Advertising Week 2011

The ARF presents:Social Media Forum October 2011

Halal History in the MakingSaffron Road™ & Whole Foods Market® Team up to Reach Muslim Consumers During Ramadan Lisa Mabe @LisaofArabia Founder, Principal Hewar Social Communications

Agenda§  Why target Muslim consumers?§  Our social approach§  Campaign challenges§  Results: everyone wins§  Opportunity for other brands to court Muslims

Why Target AmericanMuslim Consumers?

Opportunity to reach newconsumer segment§  Relevant opportunity to tap into a fast growing consumer segment§  Could be one of the first to reach Muslims during Ramadan§  Muslims are an attractive consumer to tap into§  Opportunity to meet an unmet consumer need§  Ramadan presents an ideal entry-point to building a relationship with Muslims

Our Social Approach

Reaching Muslims Online (and off)§  Ramadan focused content§  Partnership with influential bloggers§  Price reduction on Saffron Road brand at Whole Foods Market§  Giveaways (free products & gift cards)§  Social charity / donation drive§  Online coupons with popular Muslim websites§  Editorial features targeting Muslims

Campaign Challenges

Navigating uncharted territory§  Addressing promotion backlash from bloggers and voices online§  Leveraging our 15 minutes of fame in the news cycle to: •  Quickly communicate the facts – “Our promotion is still on” •  Deliver feedback to influential voices & media •  Reinforce the message

Results: everyone wins

Brand, retailer & consumers win§  Saffron Road sees sales increase over 300% across retail partners during Ramadan and emotionally connects with Muslims§  Whole Foods Market gains loyalty of thousands more shoppers§  A group of American consumers finally see some validation from a retailer and brand, and now have a convenient grocery market to purchases Halal foods that meet their dietary needs.§  Both Saffron Road and Whole Foods Market are now top of mind for Muslims

Opportunity for otherbrands to court Muslims

Should your brand market to theMuslim community?YES! And here’s why…§  There are 8 million reasons to focus on the Muslim consumer. Estimated $200 billion in spending power.§  In many categories, it’s difficult to find products that meet Muslims’ needs (i.e. Halal food)§  American Muslims are more likely than other Americans to be influenced by brands when making purchase decisions§  Muslims have potential to flock to brands that are smart enough to acknowledge & engage with them§  98% feel brands don’t actively reach out to Muslim consumers§  Tendency to become loyal brand advocates & spread WOM§  Muslim population expected to double in U.S. by 2030 – making it 16 million strong§  Could be one of the first to court this market

Tips: 7 ways to reach Muslimsduring Ramadan§  Get to know Muslims, honing in on understanding their values – especially those mutual values shared with mainstream culture§  Emphasize the holiday’s focus on hospitality, family & charitable giving in your brand messaging & actions§  Consider offering holiday greetings to Muslims on your website, sales circular, in-store signage & other promotional materials§  Support the local Muslim communities by sponsoring an iftar§  Reach out to Muslim lifestyle media about your Ramadan activities§  Identify influencers within the Muslim community such as bloggers§  Consult a cross-cultural marketing expert who understands the diversity of American Muslim consumers and can dig deep to uncover how they think, behave and buy

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Hewar presents at Advertising Week 2011

by Hewar Social Communications on Oct 10, 2011

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Hewar presents at Advertising Week 2011 — Presentation Transcript