Friday, October 31, 2014
Top Entrepreneur News

Fri, 31 Oct 2014 17:30:00 -0500

If you're seeking money for your startup, you should be prepared to address potential issues that may face your business.

Fri, 31 Oct 2014 16:45:00 -0500

Understanding how we listen helps us forge stronger connections and solutions.

Fri, 31 Oct 2014 16:30:00 -0500

A millennial explains that building a great reputation is not a project for Day 1 at a new gig. Rather, bear down on the work or the assignment. The rest will follow.

Fri, 31 Oct 2014 16:06:00 -0500

The IFA plans to file a request with the National Labor Relations Board to disclose the reasoning behind deeming franchisors 'joint employers.'

Fri, 31 Oct 2014 16:00:00 -0500

Learn why documenting your processes is just as helpful for startups as it is for established businesses.

Fri, 31 Oct 2014 15:51:00 -0500

Once burned, twice shy doesn't apply. Amazon’s not tapping out of the smartphone market just yet.

Fri, 31 Oct 2014 15:30:00 -0500

The wind is howling, it's getting darker earlier, and homes are decorated with scary looking creatures. And, you know, being an entrepreneur can be kinda scary.

Fri, 31 Oct 2014 15:24:00 -0500

The actor is apparently 'being eyed' to play the Apple co-founder in the still untitled Danny Boyle directed film.

Fri, 31 Oct 2014 15:18:00 -0500

The billionaire's penchant for playing dress-up has served as an effective marketing tool.

Fri, 31 Oct 2014 15:00:00 -0500

You'll need to tap your determination, persistence and trust to reach success, but there will be many barriers in the way.

Fri, 31 Oct 2014 15:00:00 -0500

There’s more to being lean than cutting costs.

Fri, 31 Oct 2014 14:47:00 -0500

Tim Cook, in acknowledging his homosexuality, perpetuated a politically charged myth about gays in the workplace.

Fri, 31 Oct 2014 14:39:00 -0500

Howard Schultz calls the coffee giant's plans to deliver food and drinks "ecommerce on steroids."

Fri, 31 Oct 2014 14:30:00 -0500

Get ready to turn the old idea that 'sales minus expenses equals profits' on its head.

Fri, 31 Oct 2014 14:15:00 -0500

The more you plan ahead, learn about the successes and failures of other business leaders while simultaneously creating an agile, easily adaptable company, the more likely you are to pass new milestones seamlessly.

Fri, 31 Oct 2014 13:34:00 -0500

Kevin Weil, who was head of revenue-generating products, will now take charge of all products at the company.

Fri, 31 Oct 2014 13:30:00 -0500

Customers are not simply making cold calculations when they decide from whom they will buy. When they know the family, they trust the business.

Fri, 31 Oct 2014 13:05:00 -0500

Danae Ringelmann along and her two other co-founders launched the crowdfunding platform around four primary values. The company has grown, and what those values mean for the company has evolved, too.

Fri, 31 Oct 2014 13:00:00 -0500

Your top weekly headlines from Entrepreneur.com.

Fri, 31 Oct 2014 13:00:00 -0500

The latest iteration of Penguin is no earthquake, unless you've been taking shortcuts to build traffic to your site.

Fri, 31 Oct 2014 12:48:00 -0500

Rubin will start a company to support startups interested in building technology-hardware products.

Fri, 31 Oct 2014 12:30:00 -0500

The drive to innovate and disrupt defines entrepreneurship but when what you've invented works, the opposite qualities are necessary.

Fri, 31 Oct 2014 12:00:00 -0500

Define who you are and where you want to go. Then make it official with your statement.

Fri, 31 Oct 2014 11:30:00 -0500

How two young former fast-food employees caught the entrepreneurship bug and really started ‘cooking.’

Thu, 30 Oct 2014 23:00:00 -0500

The initial adopters of your product play a pivotal role for your company. They bring in revenue and can open doors to other purchasers.

Thu, 30 Oct 2014 22:30:00 -0500

The tools for effective public relations are available to everybody but only work when you put them in hands of people who know how to use them.

Thu, 30 Oct 2014 22:00:00 -0500

Cricket, the precursor to baseball, was popular in early America. Immigration from South Asia is boosting the sport and displaying the skill required to lead a team.

Thu, 30 Oct 2014 21:45:00 -0500

As the pace of business shifts quickens, forecasting can become even more vital.

Thu, 30 Oct 2014 21:30:00 -0500

Working from home often solves the dilemma of balancing career and personal life while improving productivity and retention. That's what companies want, right?

Thu, 30 Oct 2014 21:00:00 -0500

By putting a cap on the amount of time a team can work on a project, you create an urgency that determines whether projects should be pursued further.

Fri, 31 Oct 2014 15:48:00 -0500

Wave goodbye to Windows 7 and Windows 8 purchases.

Fri, 31 Oct 2014 15:24:00 -0500

While political slanting continues to dominate the public’s opinion on Obamacare, there is nothing like throwing a few facts into the mix to cause people to begin scratching their heads in confusion. One of the best sources of actual facts is the annual study done by the McKinsey Center for U.S. [...]

Fri, 31 Oct 2014 14:31:00 -0500

Our Facebook personas doesn't just reveal how we see ourselves - our profiles may also provide insight into how other people perceive us.

Fri, 31 Oct 2014 14:09:00 -0500

Great ideas can take root at any age, including your college years. Perhaps your role in an on-campus activity inspired you to create an events management firm, or your experience as an intramural sports captain encouraged you to pursue an idea for a health club. When I began Varsity Tutors, I [...]

Fri, 31 Oct 2014 12:14:00 -0500

As online gaming advances, matchmaking failure is no longer an option.

Thu, 30 Oct 2014 23:27:00 -0500

Updated 2015 Federal tax brackets and income tax rates, retirement plan contribution limits, annual gift tax exclusion, kiddie tax, medical savings accounts, LTC premium deduction limit.

Thu, 30 Oct 2014 16:34:00 -0500

The Internal Revenue Service has announced the annual inflation adjustments for a number of provisions for the year 2015, including tax rate schedules, tax tables and cost-of-living adjustments for certain tax items. If you're looking for 2015 tax rates, here you go!

Thu, 30 Oct 2014 12:19:00 -0500

On October 17 of this year, investigative journalist Mubasher Lucman was banned for life from television in Pakistan. The case was taken up suo motu by the judiciary and found that Mr. Lucman maligned the judiciary egregiously enough to merit a lifetime ban from appearing in any capacity on television. As he says, [...]

Thu, 30 Oct 2014 10:22:00 -0500

The critical reckoning over forced quarantines is still to come. Consider this scenario. Sometime in January or February – as the Ebola epidemic explodes out of West Africa – we’ll start experiencing larger, more frequent outbreaks in American cities. With the flu as a background to confound suspected cases of Ebola, public [...]

Wed, 29 Oct 2014 21:27:00 -0500

What happens when you end up with a really bad boss ? Do you just grin and bear it, complain to higher authorities, look for an escape route, or do something else? Here are some ideas about how to survive.

Latest News & Information

Current Articles | Archives | Search

The A,B,C's of Chaldean Marketing
By Bedre Konja :: Monday, August 13, 2007 :: 12063 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.