Monday, September 26, 2016
Top Entrepreneur News

Mon, 26 Sep 2016 23:00:00 -0500

Now, photos, videos, GIFs, polls and Quote Tweets no longer count toward Twitter's limit. How cool is that, marketers?

Mon, 26 Sep 2016 22:30:00 -0500

From hotspotting to clothes-rolling, business travel has morphed into a series of hacks, all aimed at lowering stress.

Mon, 26 Sep 2016 22:00:00 -0500

Millennials aren't all that different from older generations.

Mon, 26 Sep 2016 21:30:00 -0500

The question is, when will this high-speed internet service be coming to where you live?

Mon, 26 Sep 2016 21:00:00 -0500

You need to define legal responsibilities and develop a filter process to ensure you promote only high-quality submissions.

Mon, 26 Sep 2016 20:30:00 -0500

Do potential clients understand what you have to offer?

Mon, 26 Sep 2016 20:06:10 -0500

Forbes released its list of actor salaries, and let's just say the number-one guy gets a lot of 'bang' for his buck.

Mon, 26 Sep 2016 20:00:00 -0500

'Well-being' isn't just about physical health. It's how employees envision their future, goals, overall outlook and attitude.

Mon, 26 Sep 2016 19:30:00 -0500

Paying attention to these three reasons employees still aren't getting the performance feedback they need may boost your staff engagement big-time.

Mon, 26 Sep 2016 19:15:00 -0500

Our friends at TechBargains have rounded up these can't-miss deals.

Mon, 26 Sep 2016 19:00:00 -0500

Don't look for a role model, become the role model your business deserves.

Mon, 26 Sep 2016 18:30:00 -0500

How political campaigns find and energize volunteers is a model for finding brand evangelists from among your best customers.

Mon, 26 Sep 2016 18:21:58 -0500

No one was hurt in the explosion, which could be heard 30 miles (48 km) away from SpaceX's launch pad 40 at Cape Canaveral Air Force Station.

Mon, 26 Sep 2016 18:00:00 -0500

Use data and technology to amplify your strengths as a small business owner and get even stronger.

Mon, 26 Sep 2016 17:30:00 -0500

The first step is to keep calm.

Mon, 26 Sep 2016 18:29:00 -0500

Given the sad and deteriorating state of IRS collections, this move is probably a free lunch for the government, since the accounts would likely otherwise expire with the ten year statute of limitations on collections. The IRS will send written notice to the taxpayer and representatives that their account is being transferred to a collection agency. The private collectors will be able to identify themselves as contractors of the IRS.

Mon, 26 Sep 2016 15:32:00 -0500

It’s assumed that Boeing will try to extract major concessions from its unions in return for a pledge to assemble a planned new middle of the market aircraft at the Everett, Wash., plant. Changes at its machinists union mean that it could be one heck of a fight.

Mon, 26 Sep 2016 13:36:00 -0500

Bad bosses come in all almost endless array of flavors. Sure, some are blatantly unethical, abusive, or bigoted, but many more are just flawed in an entirely human way that makes them frustrating to work for, even if it doesn’t brand them as terrible people in general. Often, your only opportunity to identify a bad boss in advance is during a job interview. It’s a small window and a fairly short interaction, but if you spot one of these signs when you meet your future check-signer, think twice about whether you want to join their team.

Mon, 26 Sep 2016 13:00:00 -0500

Are you bored at your current job and only giving half of what you are capable of giving? If so, there’s a good chance that you’ve lost your passion. Here are four suggestions for getting it back.

Mon, 26 Sep 2016 03:29:00 -0500

Find out how many titles changed hands at the WWE Clash of Champions pay-per-view.

Sun, 25 Sep 2016 21:00:00 -0500

There are signals about a company's value and culture during your hiring process, but it can be easy to miss the signals. Here are five signals that the employer you're interviewing with is not worth your time or talents!

Sun, 25 Sep 2016 19:38:00 -0500

Why do employers base so much of their hiring process on technical and functional skills when there are more fundamental factors that make someone a good or bad hire? Here are ten reasons not to hire a job candidate, even if they're qualified on paper

Sun, 25 Sep 2016 10:58:00 -0500

Forthe past five years, ONE Championship has made incredible strides building up MMA in the region where martial arts first came into being. This past week, the promotion’s hard work was apparent in a gathering of industry leaders atthe 2016 Asia Summit — an event ONE is planning to put [...]

Sat, 24 Sep 2016 18:27:00 -0500

We often think of conflict as something we don't want, but in reality, a little adversity can be a great motivator and catalyst for change, risk, and creative thinking. Here's how to uncover the solutions you need to make adversity work to your advantage.

Sat, 24 Sep 2016 02:55:00 -0500

New to NBA 2K, or just stuck playing the same modes? Here's a list of things you should experience in your first week with the game.

Latest News & Information

Current Articles | Archives | Search

The A,B,C's of Chaldean Marketing
By Bedre Konja :: Monday, August 13, 2007 :: 16698 Views :: Article Rating :: Business & Finance

Claifornia, USA - Learn how to adapt your marketing strategy to the needs and wants of the growing Chaldean demographic.  If they're not on your marketing radar, chances are you're already one step behind your competition. The Chaldean population is growing exponentially, and their purchasing power far outpaces other cultural groups.

According to CulturalIntelligence, the Chaldean groups in southeast Michigan and California  spending power has skyrocketed and is projected to grow significantly stronger. The latest U.S. Census Bureau figures demonstrate high concentration of Chaldeans with large amounts of dispensable income. 

Because of this intense growth and dispensable income, Kagan Research estimates that Chaldean advertising is expected to reach record numbers in gross advertising revenue by 2010 for their group classification.

What differentiates Chaldean marketing from traditional forms of marketing? Abid Tomina, director of Middle Eastern marketing with the Urban Concepts division of New York, says it's all about relevant marketing. "Anyone can do Middle Eastern marketing, but to be relevant is the challenge. You use a lot of the same marketing strategies as traditional advertising, but then you fine-tune them to fit your target consumer, and that's the key," says Tomina. "You don't have to reinvent the wheel, but you do have to be cognizant of who you're talking to."

Marketing directly to Chaldean consumers can be a risky move--not only do you risk offending the very group you're trying to target, but you also risk offending groups you aren't targeting. Ongoing controversies surrounding the Middle East conflict and recent international issues has made marketing to the Middle Eastern communities much more difficult.

“Companies have to be careful when advertising to select groups.  It is easy for other cultural groups to become upset and take an adversarial stand against your product or service.  Plus, the Middle East is so polarized and divided on issues of rights and religion the western style of marketing can be construed as offensive and demeaning very easily,” adds Tomina. 

The medium by which an advertisement is presented is also just as important.  Tomina points out that it's important to differentiate between different types of Middle Eastern consumers.  Chaldeans are Catholic and tend to be business minded, energetic, very intelligent, and fiercely loyal.  Middle Eastern Christians favor local advertisements that demonstrate a partnership in their small communities.  Media channels include local radio, television, and online websites, church bulletins, event sponsorships, community scholarships, and other locally targeted efforts.

Traditionalists vs. Second, third and fourth generations also creates a unique audience.  Ttraditionalists and second generation-plus, Tomina refers to recently arrived immigrants as traditionalists because they integrate their traditions from their countries of origin into their lives here in the United States. Tomina, whose father emigrated from Iraq to the United States, mentions his mother and grandmother as examples of this group.

Second generation-plus refers to Chaldeans who live the Chaldean lifestyle, but speak English. Tomina says marketers are missing out on this booming key demographic--choosing instead to advertise to the traditionalists. "If you're going to market most of your dollars and spend them on the traditionalists that's fine for my mother and grandmother, for example, but who's talking to me? What brands are talking to that second generation-plus?" Tomina asks.

Tomina says he's trying to get his clients to grasp this concept because this is where he sees the biggest growth in the cultural markets.

4 Ways to Advertise Authentically, Not Offensively
As Tomina mentioned, understanding your target consumer is vital to a Chaldean marketing campaign. But there's more to it than just that.

1. Know your market. Swad Hadim, CEO of Ethnic Marketing with clients across the United States is Chaldean and Lebanese and resides in San Diego California.  He says you don't necessarily have to be Chaldean to market to Chaldeans. "I made a conscious decision 10 years ago to work with the Hispanic community and adopt their culture as my own," says Swad, who believes he's so well accepted within the community because of his effort to make a connection at the community level. 

His clients participate in small community activities that larger chains tend to ignore. For example, in June one of Swad’s clients showed their commitment to community soccer by sponsoring the Copa Lowes soccer tournament in El Paso. The chain also recently sponsored the Festival Hispano de la Salud in Dallas, a health festival dedicated to teaching families healthy habits for free.

2. Be aware of cultural nuances. "What's good for one Arab or Hispanic can be bad for another. Make sure you really look into the cultural sensitivities of the group you're targeting," says Tomina. "When I first started, people only thought Arabs should be marketed to in Arabic, but nowadays, marketers are realizing that Arabs speak English, too."

3. Be sincere. "You really have to search your heart and find out why you want to market to this group," advises Swad. "If it's strictly because you want to have a measurable monetary return, it never works that way. You have to build your brand awareness, and it takes time." When Swad opens up a new location, one of the first things he does is post a sign on the door with the words "proudly serving Hispanic communities since 1996."

4. Follow up. "It's important to follow up after planting the original flag in your campaign. Some people are so eager to tap into this market that they expect instant results, but that's not going to happen," Tomina says. According to Tomina, you can't just sell your product and leave. If you're serious about marketing to this demographic, you need to take the time to develop a program, not just a one-time deal.

Swad,  has helped his client Jose Cuervo succeed by creating a long-term campaign called "Cuervotón." The campaign is actually a U.S.-wide talent search for the next generation of Latino artists in urban music. With this campaign, Swad says Cuervo is ensuring the longevity of Latinos in the music industry. "It's marketing that shows you really care about this demographic. Cuervo is actually doing something for their target customer, and they'll be rewarded—small cultural groups are very loyal," says swad.

Bedre Konja is a senior business consultant and entrepreneurial manager for Illinois and Michigan based, Magi Consulting,   Mr. Konja is a CPA and licensed tax attorney.  Magi Consulting specialize in helping entrepreneurs start, grow, and manage their business.   Services offered by Magi Consulting  include capital fund management, new business development, acquisitions and mergers, organizational policy and procedures, technology integration, auditing, and assisting private companies in going public.   Mr. Konja lives in the Chicago suburb with his wife, and six children.