Seven marketing tips for Ramadan
Weightlifting organization modifies rules for hijab BY HAJAR NAILI
Kulsoom Abdullah will be able to compete in weightlifting after the International Weightlifting Federation (IWT) on Wednesday approved new guidelines that allow more modest attire during competitions involving women. Kulsoom Abdullah, a 35 year-old Georgia Tech graduate who wears a hijab and trains as a weightlifter, waged a personal campaign to see the international rules changed, pressing both the U.S. Olympic Committee (USOC) and USA Weightlifting to push for reforms. It was the USOC that urged the international body to consider changes during a meeting in Malaysia this week. Smart marketers are constantly working to stay leading edge -- keeping a pulse on consumer trends, identifying emerging lifestyles, and assessing life stages to best identify how to better target new groups. Holidays and seasons are often leveraged so brands can have an excuse to insert themselves into consumers’ lives. This August, an estimated eight million Americans will be observing Islam’s most holy month, Ramadan. Along with fasting, traditional Ramadan evenings encompass festive celebrations and feasts among family, friends, and communities. For brands and retailers, this month-long celebration offers an ideal entry point for creating rapport with Muslim consumers -- a growing niche that is increasingly gaining attention. For most brands in the U.S., given that the field of “Marketing to Muslims” is something new and often intimidating, Muslim consumers are presently not included in the ‘standard’ multicultural marketing mix. The fact remains, however, that Muslim Americans represent an estimated $200 billion market and the Muslim American population is expected to double by 2030. For brands that are savvy enough to court Muslims while the market is still mostly untapped, Ramadan offers a timely and relevant opportunity to do so. Here are seven ways your brand can leverage Ramadan appropriately and begin to create a relationship with
Muslims: • 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 and charitable giving in your brand messaging & actions • Consider offering holiday greetings to Muslims on your Web site, weekly circular, in-store signage or other promotional materials • Support the local Muslim community by sponsoring iftar (breaking of the fast) feasts or making charitable donations • Reach out to Muslim lifestyle media about your Ramadan activities • Identify influencers within the Muslim community such as bloggers and request their support • Consult a multicultural marketing expert who understands the diversity of Muslim American consumers and can dig deep to uncover how they think, behave, and buy Muslims in the U.S. certainly have particular needs in the marketplace; however, they are for the most part well assimilated into mainstream American culture. Because of this, it is advisable for brands to avoid being overtly religious in their outreach. Being authentic and respectful in your efforts is an absolute must. Acknowledging Muslim consumers is not just about making a sale, but rather RAMADAN continues on page 8 >>
The athlete argued that the previous weightlifting attire was too revealing, tight-fitting, with arms and legs exposed. The outfits also did not cover her head. Kulsoom Abdullah began weightlifting as an exercise routine a few years ago at her gym in Atlanta, Ga. “It was just something for fun,” she said. “It gave me something to achieve as a goal.” She then teamed up with a trainer and set her sights on competing, training five to six days a week.
She qualified for the American Open Weightlifting Championships last December, but the event’s sponsoring body, USA Weightlifting, told her that she would not be able to compete in her dressing. The USA Weightlifting follows rules set by the IWF, which required outfits to be close-fitting, have no collar and not cover the elbows and knees. The IWF said the new rules will promote and enable a more inclusive sports environment and breaks down barriers to participation. “As far as wearing coverings on the athletes head, such as the hijab, the sport of Olympic Weightlifting has always allowed this,” IWF vice president Sam Coffa said. “Our rules simply mandate that the athlete cannot touch the head with the barbell; if the barbell touches the covering, it is considered to be part of the head.” With the new rule, Kalsoom Abdullah may now attend a national competition in July, and possibly move on the Olympics if she qualifies one day. “I’m relieved and happy,” Kulsoom told the Lookout.
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