Free Veil and Icon

Many ways to promote veil. One of them is distributing free veil to the women who have not veiled. Rabbani on this Ramadan has Kadongora programs: veil gift by Rabanni. Demand? Booming.

Sunday afternoon in early September and on the 4th floor of Rabbani Building Jalan Dipati Ukur 44 Bandung, over 150 women to sit neatly in the room. When they arrived, their hair still visible. A moment later hoods were distributed to them and at the same time they wore it. The atmosphere changed so crowded. Like magic, the moment they wear a hood with a similar beige-colorful motif. “I am pleased with the motif and the model of hood,” said Iin, one of the participants who joined the event.

According to Heri Gustian, Store Manager of Rabbani, Rabbani shares 200 thousand hoods this year, through 78 reShare (outlets) in 67 cities in Indonesia. “This program is part of the mission, which had led those who have not worn veil to wear it,” said Heri.

To obtain a free veil, said Heri, how pretty easy. Those, who are interested can stay request vouchers in Rabbani outlets to be exchanged with a hood. Vouchers can also be obtained by Rabbani buyers with purchases worth at least Rp100 thousand (a voucher) and multiplication. To attract demand, Rabbani put a banner in the corner of the city of Bandung and take promotion through the mass media. Of course, in addition to preaching, the novice wearer of the hood is potential customers targeted by Rabbani. And indeed, after stepping down from 4th floor, some of them burst into the hood display and other clothing either indoors or in the tents outdoors.

More lucrative prize from Rabbani is a free Umroh package exclusively for members.
Member is the term for members of the community of loyal customers who like the products of Rabbani. They get the first information if Rabbani produces new products and when they get a discount shopping. Rabbani now has 48 thousand members. The same term is used by Shafira. Shafira has 23 thousand members, 15 thousand of them are active members. You certainly can not imagine, buying a hood for some thousands, getting a chance to win free Umroh reward. This is the business trick to increase consumer’s purchasing.

Another way to attract consumers is by using famous artists as icons. Rabbani now calling Astrie Ivo model for women’s hood and dress. Astrie’s poses are shown in all Rabbani campaign media.

Shafira used to call Marissa Haque and Inneke Koesherawati as icons of its products. After Inneke, Shafira now using models that are relatively not famous and non-members. “People already know our products,” said Willa Rosmilasari, PR Media of Shafco Enterprise, the main company that produces Shafira brand. But one condition that must not be violated: the model must be beautiful, graceful, and attract the eye. Because, from the view that consumers expected to buy the hood as the model worn.

The current way is through soap operas and films. Rabbani products worn by actors such as Kalila, Haifa, and Dara KDI in the soap opera Para Pencari Tuhan, Titi Kamal in the Muslimah. Several other soap operas become a means of “promotion” of Rabbani products. Shafira products are also worn by Cinta Fitri soap star, soap opera starring Inneke Koesherawati, and some other soap operas. “The mothers and teenagers who watch a lot of soap operas,” says Willa.

Hoods and clothing worn during the filming stunt. The hope, of course, the audience interested in models who wear the hood which sintron star’s in. Their products are not directly mentioned in the direct promotion of the scene but the scene after the show is usually shows a gratitude to the various parties, including suppliers of clothing to movie players.

Not only soap star, Mamah Dedek, religious speaker in the morning show of Indosiar becomes the star of Rabbani products. Hood manufacturers know that television has become the big “role model” media that has influence on the choices of viewers, including the model and type of the hood.

On the big screen, hoods of this campaign were scattered. Shafira hood worn by the casts in the Ayat- Ayat Cinta and Ketika Cinta Bertasbih. Rabbani hood worn by Eliana figure (played by Alice Sofie Norin) in Ketika Cinta Bertasbih. Also by Husna (played Meyda Sefira), Anna (played by Dewi Setiani Oki) in the same movie.

Outside the screen, graceful poses of pretty soap star and the film are also mounted on the banners, booklets, promotion media in the room attached on the wall in outlets of the producers of this hoods. Rabbani’s forwarding step, again, is to conduct an indie film competition, with requirement of at least one player using Rabbani fashion. Of course, the old ways to follow the fashion show, exhibitions and bazaars, they still do.

The results of the new campaign was not in vain. “After our products promoted through soap operas or movies, sales would rise,” said Nurbakti Amalia, Rabbani Bandung Merchandise Manager.