How can international brands leverage promo seasons in Egypt?

Christmas, Ramadan, and Valentine's Day—these seasons are more than just festive times; they are prime opportunities for brands to engage with potential customers and boost sales. Let's explore how international brands can strategically utilize promotional seasons to maximize their impact in Egypt.

In today's digital age, online shopping has become seamless, leading to a surge in e-commerce. However, for brands, attracting customers requires meticulous strategy, planning, and technology long before the purchase happens. Promotional seasons are particularly effective in drawing consumer attention and driving sales. Understanding the unique discount periods in different countries and continents is crucial for international brands.

Different countries celebrate different holidays, each offering unique marketing opportunities. In Egypt, significant occasions like Ramadan, Eid, and national holidays play a vital role in shaping consumer behavior. By aligning marketing strategies with these cultural events, brands can attract new customers and re-engage inactive users.

Ramadan, observed by over 1.8 billion Muslims worldwide, is a month of fasting and abstinence. Despite the fasting, food consumption increases significantly during Ramadan due to festive meals after sunset. This period also sees a rise in spending on fashion, cosmetics, and household appliances. Brands can leverage this by offering discounts on food items suitable for fasting, fashion and accessories for festive gatherings, and household appliances for meal preparations.

Local events like the Cairo International Book Fair and various cultural festivals also present opportunities for brands. Offering special promotions and discounts during these events can attract a large number of potential customers who are in a festive and spending mood.

A well-thought-out promo strategy involves understanding the specific needs and behaviors of the target audience during different promotional periods. Here are some key strategies:

• Early engagement: Increase customer interest by informing them early about upcoming offers and maintaining their attention with timely retargeting ads.
• Personalization: Use deep learning and first-party data to create highly personalized and segmented campaigns. The more personalized the ads, the better they perform.
• Flexibility and adaptation: Be prepared to adapt strategies based on real-time data and market feedback to ensure maximum relevance and impact.

Global events like the Super Bowl, though primarily a U.S. event, can also be leveraged in Egypt. Brands can create special packages or promotions that resonate with local audiences, such as party snack bundles or discounts on electronics for watching the event. This approach can create a sense of participation in global festivities and drive sales.

In times of economic difficulty, consumer loyalty may wane. This presents an opportunity for brands to attract new customers by generating excitement around their offers. Providing value through well-timed discounts and promotions can help retain customers and build long-term loyalty.

Using data to understand consumer behavior and preferences during different seasons is crucial. Analyzing purchase patterns and feedback can help brands refine their strategies and improve the effectiveness of their promotional campaigns.

For international brands, it's essential to tailor their marketing efforts to fit local customs and cultural norms. Ads should reflect the values and traditions of the target audience to resonate more deeply and foster a stronger connection with consumers.

To successfully navigate the promotional seasons in Egypt, international brands must strategically plan, personalize their campaigns, and be flexible to adapt to real-time data. By understanding the cultural context and leveraging local and global events, brands can maximize their impact and drive significant sales growth.

This article is adapted from an article by Daniel Voloz in Marketing Boerse.