Ramadan is around the corner!
There are over 1.7 Billion people observe Ramadan with fasting. The day long fasting follows by evening breaking the fast(Iftar) and subsequent dinner make the households certain ‘food planning’ for this season.
Background:
It’s important Restaurants and food brands create tailor-made Digital Marketing & Branding, subtly.
There are fine-dine Restaurants (independent & outlets which are attached to hotels/hotel apartments’ properties). There are mid-size independent restaurants and fast food outlets. Finally, there are the large chunk of normal ones.
Normally, people go to restaurants for Iftar from the 5th or 6th day of Ramadan due to ‘coping-up’ duration/seasoning.
Conventionally, restaurants distribute flyers with Iftar menu, emails to their regular patrons, may be social media posting. Restaurateurs/food brands with large budget may go for FM & publication(magazine/newspaper) ads or even Television commercials(TVCs).
There are several ways you can handle it professionally, when it comes to Digital Marketing & Branding.
Thematic Venue/Restaurant/Food packaging:
Patrons like to be in a setting where they soak their souls n hearts to this auspicious occasion.
You may decorate your outlet with Ramadan exclusive theme (eg.Moroccan/Egyptian, etc.). May the staff adorn similar attire. Make the venue a ‘Ramadan exclusive with a cultural depth’.
You may also play suiting (soothing too) music/audio..
Food brands shall have special Ramadan packaging, delivery staff uniforms with ‘special messages’, delivery vehicles’ Ramadan greetings, etc.
Thematic menu & Online Presence:
This exclusive thematic menu can be designed and make available in different formats(PDF/HTML/printed version, etc.).
Your website shall have the ‘Ramadan theme/graphical elements’(lanterns, Crescent, Dates, Camels, etc).
Corporate Social Responsibility (CSR):
CSR touches people’s hearts! You may think about providing food to the poor and needy, thus live up to the idea of true Ramadan!
It’s not for boasting, however it certainly motivates and inspires many to do good.
Email Marketing:
Many do not know the power of Email Marketing. If done professionally (& creatively), statistics suggest the ROI(Return on Investment) is as high as 44 times(yes, 4400%).
Generally, digital marketing ‘open rates ‘ are less than 3-4%, whereas Email marketing can go up to 15-20%. You may have to’ procure ‘quality data’ with ‘sanity check’. Use different domains, quality servers, creative designs, clear and impressive Call to Action (CTA)methods/buttons, metrics to measure and follow-up emails/drip marketing, etc.
Emails have more lifespan, than any other online communications.
Blogs:
Blogs can reach out like wildfire! Fresh and relevant content targeting the prospects are a good bet. For instance, history about Ramadan and how different cultures observe can be something interesting to your readers.
Mention very gently your CSR program and many discerning can participate.
Blogs have high scope in Search Engine Optimization(SEO).
Social Media Channels:
If it’s for people, it must be social!
Go for Facebook, Instagram, LinkedIn, Snapchat, etc. discretely. Understand the nature of each social channel and work aroud that. For instance, Facebook is more of families with 30+ years old. They need stories, testimonials, short videos, etc.
Instagram is pictorial. You may use lots of food & beverages’ shots, etc. Using customers’ dining images are welcoming.
LinkedIn is more corporate. One can use this for ‘corporate parties’, etc.
On the other hand, Snapchat is for very teenagers/ youngsters.
Always respond on social media comments/queries as soon as possible. Many prospects judge you with the ‘swifter and cordial responses’ from the marketer.
Google & YouTube channels:
Google touches everybody’s lives, like FB! You may consider Google Display Network(GDN) for display ads targeting lifestyle/food/entertainment/religious/cultural - portals and publications.
People immerse on YouTube. Give them videos (stories), poems, musical pieces, restaurant views and F & B shots to engage.
Metrics/Results:
Once the campaign has been running, you can monitor and evaluate, periodically. This helps you to take the right direction, further.
At the end, you need the best results.
All the metrics shall be used for future campaigns with great understanding and insights about your prospects/customers/patrons!
You may develop a CRM(Customer Relationship Management) program to deepen the ‘customer engagement’.
May this Ramadan be an engaging & people-oriented one! That makes your brand a good one.
Remember, a good brand is a promise!