Saturday, October 25, 2014
Top Entrepreneur News

Sat, 25 Oct 2014 16:05:00 -0500

Martha Stewart didn’t do any home decorating until she was 35. And Charles Flint started IBM at 61.

Sat, 25 Oct 2014 16:00:00 -0500

In a little over two years, Golden Road Brewing has become a $15 million-plus business with 155 employees.

Sat, 25 Oct 2014 14:00:00 -0500

He inspired many with his words layered with wisdom and designed with wit. Now see how his reflections might speak to you.

Sat, 25 Oct 2014 11:30:00 -0500

Maggie Harlow knew plenty about franchising before becoming a franchisee. But, she didn't want to take over the family business.

Fri, 24 Oct 2014 22:30:00 -0500

Among the many decisions you need to make when launching a business is selecting a business structure. Here are a few pointers on the tax benefits of an LLC and corporation.

Fri, 24 Oct 2014 22:00:00 -0500

The payoff for landing a large company as a customer is huge, but a lack of preparation can seriously jeopardize future opportunities.

Fri, 24 Oct 2014 21:30:00 -0500

Since even the most earnest workers long for the weekend, miss their kids and job and want to have some laughs, turn those into perks.

Fri, 24 Oct 2014 21:00:00 -0500

The fastest way to learn any business is to study someone who has been successful at it.

Fri, 24 Oct 2014 20:30:00 -0500

Follow these tips to elevate the overall experience of your video conference.

Fri, 24 Oct 2014 20:15:00 -0500

Before making a leap to a new company, figure out the workplace culture to know how best to have influence as a leader of change.

Fri, 24 Oct 2014 20:10:48 -0500

New York City residents and professionals seemed to take news of the city's first case of Ebola in stride.

Fri, 24 Oct 2014 20:00:00 -0500

The law, more commonly referred to as Obamacare, kicks in for businesses with more than 100 employees this January.

Fri, 24 Oct 2014 19:45:00 -0500

A chief technology officer, a visionary, a user design pro and a rainmaker are among the players who are critical for launching today's successful companies.

Fri, 24 Oct 2014 19:30:00 -0500

Entrepreneurship is not simply the frenzy of a startup, it is a set of values that can be passed from one generation to the next.

Fri, 24 Oct 2014 19:26:00 -0500

The charges could apply to late, unplanned packages or the shipping giant might turn down the business if it threatens disruptions during the peak holiday season.

Fri, 24 Oct 2014 19:25:00 -0500

The founder of a co-working space reveals the hidden benefits that come from regularly mixing up its composition and flow.

Fri, 24 Oct 2014 19:15:00 -0500

The buzzy social network with an anti-advertising mission takes small, important steps toward eventual revenue generation.

Fri, 24 Oct 2014 19:10:00 -0500

Designer Klaus Geiger has reimagined the Power Mac G5 with a utilitarian slant.

Fri, 24 Oct 2014 19:00:00 -0500

One expert shares tips to ensure your data stays safe and secure in the cloud.

Fri, 24 Oct 2014 18:55:00 -0500

Learn about actions your company can take to return to civility in the workplace and minimize rudeness with customers.

Fri, 24 Oct 2014 18:30:00 -0500

The generation born between 1945 and 1964 could give a startup some needed expertise and credibility. Here are five roles they can easily fit into.

Fri, 24 Oct 2014 18:15:00 -0500

The essential dynamic of a quality service relationship comes down to a company's addressing these core questions.

Fri, 24 Oct 2014 18:00:00 -0500

With news outlets welcoming brand journalism with native advertising opportunities, marketers need to be careful that they aren’t misleading or blurring the lines between "real journalism" and straight advertising.

Fri, 24 Oct 2014 17:56:58 -0500

You may be tempted to try the rumpled-hair, hoodie look – just don't.

Fri, 24 Oct 2014 17:45:00 -0500

When your phone is less interesting, you look at it less. And that can make you feel like you have all the time in the world.

Fri, 24 Oct 2014 17:30:00 -0500

The benchmark of recruitment isn’t the number of high-caliber candidates who get a job but the number of unsuccessful candidates who would recommend your company to friends.

Fri, 24 Oct 2014 17:25:00 -0500

In downtime between launching companies, Greg Muender decided to try on a pink mustache. And he tracked every penny that came and went.

Fri, 24 Oct 2014 17:03:00 -0500

The tech giant is hiring more than half a dozen leading academics and experts in the field to accelerate its efforts.

Fri, 24 Oct 2014 17:00:00 -0500

Tactics can be great. And tools can save you time. But ultimately sharing on networks is about building real relationships with real people not a company or its brand.

Fri, 24 Oct 2014 17:00:00 -0500

One expert says to set good daily habits, stop operating on autopilot.

Sat, 25 Oct 2014 16:38:00 -0500

How did college football programs stay in touch with their fans before the digital age? Today, WVU is hosting its third annual Mountaineer Nation Day, to coincide with WVU's football game versus Oklahoma State.  The event is aimed at bringing together as much of WVU's 190,000-person global fan base as possible [...]

Sat, 25 Oct 2014 15:15:00 -0500

What happens when you take a flagship handset and decide to make a smaller version? Samsung has taken the Galaxy S5 (reviewed previously here on Forbes) and hit the minimizer button. Can a smaller Galaxy S5 compete in a market of high-powered compact handsets thanks to the Galaxy name when the power and performance has been minimised as well?

Fri, 24 Oct 2014 18:38:00 -0500

A roundup of the latest and greatest LinkedIn features.

Fri, 24 Oct 2014 14:19:00 -0500

LG will launch a phablet suspiciously close to the Nexus 6 at the same time and in some ways it is the better device.

Fri, 24 Oct 2014 02:22:00 -0500

Ebola has come to New York City. A heroic physician who returned to the city last Friday after treating patients in Guinea with Médecins Sans Frontières has tested positive for the disease. The doctor, identified in press reports as Craig Spencer, is a reminder that even some of the most stringent [...]

Thu, 23 Oct 2014 20:36:00 -0500

A company founded by a married couple has unveiled the world's first ever graphene 3D-printed battery, heralding an era when consumers will be able to produce their own homemade power sources. A team from Graphene 3D Lab, based in Calverton, New York, has spent more than five years designing a material [...]

Thu, 23 Oct 2014 10:50:00 -0500

Ebola is scary. Ebola is a global crisis. But you don't need to be scared that the deadly disease carries an automatic death sentence — especially in the United States. As I wrote earlier this week, the Ebola survival rate in the United States was 80% after the first five cases and [...]

Wed, 22 Oct 2014 19:00:00 -0500

BPA is found in everything from plastics to dental fillings. Researchers say receipt papers may pose the most risk.

Wed, 22 Oct 2014 17:20:00 -0500

In Brazil's presidential election, voters have a better chance with the opposition.

Tue, 21 Oct 2014 15:26:00 -0500

Toxic people defy logic. Some are blissfully unaware of the negative impact that they have on those around them, and others seem to derive satisfaction from creating chaos and pushing other people’s buttons. Either way, they create unnecessary complexity, strife, and worst of all stress. Studies have long shown that stress [...]

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The A,B,C's of Chaldean Marketing
By Bedre Konja :: Monday, August 13, 2007 :: 12045 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.