Thursday, February 11, 2016
Top Entrepreneur News

Wed, 10 Feb 2016 23:30:00 -0600

The focus shouldn't be on improving CRM technology. It should be on revolutionizing the sales force's ability to use the data it provides.

Wed, 10 Feb 2016 23:00:00 -0600

A lot rides on a sales presentation, but follow these tips, and you will set yourself, and your company, up for success.

Wed, 10 Feb 2016 22:30:00 -0600

Fintech startups are trying to 'put a ring on it' by urging banks to keep up with digital makeovers and strategic partnerships.

Wed, 10 Feb 2016 22:17:00 -0600

News of the virus, which spreads via bites, has caused companies in the space to change strategies.

Wed, 10 Feb 2016 22:12:31 -0600

From roses and jewelry to dinner and champagne, Feb. 14 can be a costly affair.

Wed, 10 Feb 2016 22:08:00 -0600

Eateries in one particular state dominated the list.

Wed, 10 Feb 2016 22:03:00 -0600

'It's so obvious,' says the company's head of North American operations. 'I don't know why we didn't do this before.'

Wed, 10 Feb 2016 22:00:00 -0600

A new entrepreneur's 'fast-success' launch of a fitness center proved to have some unhealthy aspects.

Wed, 10 Feb 2016 21:57:00 -0600

The teen heartthrobs-turned-entrepreneurs break down how building a business is like making music.

Wed, 10 Feb 2016 21:56:00 -0600

The prominent venture capitalist and Facebook board director had condemned the Indian government for banning the social-media company's free Internet service.

Wed, 10 Feb 2016 21:54:00 -0600

The company's shares have more than halved in value since co-founder Jack Dorsey returned as CEO in July.

Wed, 10 Feb 2016 21:30:00 -0600

You want to hear "yes,'' and you will survive hearing "no,'' but you can't work with a "maybe'' that never ends.

Wed, 10 Feb 2016 21:00:00 -0600

Allegations from a special needs applicant in Pennsylvania illustrate ongoing concerns about job discrimination.

Wed, 10 Feb 2016 20:43:00 -0600

Models from LG and Samsung will constantly show the time and notifications.

Wed, 10 Feb 2016 20:30:00 -0600

Large companies with existing resources and qualified people have different rules than the little guys for innovative efforts.

Thu, 11 Feb 2016 07:42:00 -0600

Elon Musk took to Twitter again, this time to break the news that the low-cost Model 3 will go on sale March 31 for $1,000 down. Online buyers will have to wait an extra day to get in line and demand is likely to be high for the 200-mile sedan, which Tesla says will arrive late in 2017.

Thu, 11 Feb 2016 07:17:00 -0600

When you and your hiring manager can't close the gap between your desired base salary and the company's offer, here are ten other elements you can bring into the negotiation conversation!

Thu, 11 Feb 2016 00:01:00 -0600

China's emerging middle class is hitting the road. After decades of economic and political barriers, the winners of China's capitalist surge are using their cash and freedom to travel the world. Despite current Chinese economic crisis, China's travel market grew 19% in 2015, according to Barron's. The investment magazine, in a [...]

Wed, 10 Feb 2016 20:10:00 -0600

WWE reportedly suspended Titus O'Neil for grabbing Vince McMahon, but will a harsh punishment send the wrong message?

Wed, 10 Feb 2016 16:49:00 -0600

For most, working a job (or jobs) takes up the lion’s share of our waking hours. So, aside from squabbles with family and friends and money issues, our careers provide a sizable chunk of life’s stresses. And unless you work in a Xanax testing facility, you’re going to feel job [...]

Wed, 10 Feb 2016 15:25:00 -0600

Physicists can now simulate the interiors of black holes using high-powered computers--and it looks like science fiction authors were right: black holes could be portals for space travel.

Wed, 10 Feb 2016 14:00:00 -0600

Jeff Huber Jeff Huber, who helped lead the development of Google’s ad software and its iconic maps application will be the chief executive of Grail, a startup that raised $100 millionlast month tocreate a blood test to detect cancer early, when itis treatable. His reasons are scientific, but also personal. On November [...]

Tue, 09 Feb 2016 17:54:00 -0600

Capitalism has generated massive wealth for some, but it’s devastated the planet and has failed to improve human well-being at scale. Species are going extinct at a rate 1,000 times faster than that of the natural rate over the previous 65 million years(seeCenter for Health and the Global Environment at Harvard [...]

Tue, 09 Feb 2016 17:15:00 -0600

Exceptional employees rely on skills that you won’t find in a job description. Dr. Travis Bradberry shows you what sets them apart.

Tue, 09 Feb 2016 15:30:00 -0600

New study reveals what Windows 10 is doing behind your back, and it's shocking...

Latest News & Information

Current Articles | Archives | Search

The A,B,C's of Chaldean Marketing
By Bedre Konja :: Monday, August 13, 2007 :: 14924 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.