Over the past decades Eid Al-Fitr, like so many holidays, has become a season of increased consumerism. With this this time of year bringing a renewed interest in shopping, marketers are under more pressure than ever to understand what it takes to reach consumers.
In this brief guide we’ll cover the basics of Eid marketing, so you can take advantage of the opportunities, avoid marketing mistakes, and be as successful as possible with your seasonal marketing efforts.
Message to use
Eid Mubarak translates “blessed festival” and is used not only used during Eid Al-Fitr, but also during a number of other Islamic holidays. While the saying is occasionally used during the lead up to Eid al-Fitr, it is far more common to see and hear it once Ramadan is over and the celebrations have begun.
It should be noted that this seasonal saying is taken directly from Arabic and therefore may have varying spellings in English.
Imagery plays an important role in nearly all aspects of modern marketing, and Eid Al-Fitr is no exception. Understanding the symbols and their meanings allow you to better align your campaigns with the spirit of the holiday.
The Crescent Moon
One of the most common symbols for Eid, Ramadan and Islam is the crescent moon. The first sighting of the crescent moon marks the beginning of each month, and this includes the months of Ramadan and Shawwal which marks the start of Eid al-Fitr.
With a clear connection the Eid celebrations, the crescent is one of the the most common symbols used in Eid advertising. If you are planning on doing any type of visual marketing during Eid holiday be sure to incorporate the crescent moon.
During the month of Ramadan, many Muslims shift to later hours and spend much of their nights awake. As a result, lanterns have become synonymous with the Ramadan season, especially in countries like Egypt where the tradition began.
Though the lantern isn’t as common as the crescent moon during the Eid season, many marketing campaigns utilize lanterns in various ad formats to convey the spirit of Ramadan and Eid Al-Fitr.
Respecting Culture in Your Marketing Messages
As with any cultural or religious holiday, you need to be cautious when creating ads and selecting messaging. Your ads not only need to be relevant to the holiday season but it needs to be respectful of Muslim culture and tradition.
In any campaign you have to remember that Eid Al-Fitr is a religious tradition with strong emotional ties for all Muslims. If you have any doubt about your marketing messages, reach out to locals who can confirm the content will not be read in the wrong way.
Eid Al-Fitr can be a very lucrative season when marketing campaigns are executed properly, but If you want to be successful you need to understand as much as possible about the holiday. Hopefully this guide has given you a foundation to understand your target audience, respect their beliefs, and develop creative campaigns that align with the theme of Eid Al-Fitr.
Have you seen any Eid campaigns that captured the spirit of the holiday season? Let us know in the comments below. Eid Mubarak and thanks for reading the PAYFORT blog!