Tuesday, October 21, 2014
Top Entrepreneur News

Tue, 21 Oct 2014 23:00:00 -0500

Maybe you're just presenting the quarterly financials but there's a story in there somewhere. That's what everybody wants to hear.

Tue, 21 Oct 2014 22:30:00 -0500

Whether intentional or not, a few misappropriated dollars here and there can easily add up and can be hard to detect.

Tue, 21 Oct 2014 22:00:00 -0500

Entrepreneurs' biggest enemies are not competition, the market or the economy.

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

A mentor can be an entrepreneur's secret weapon, offering not only expertise but also a rolodex of valuable connections. Here is how to find one – and not break the bank.

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

You did the hard work of making the first networking connection (the meeting or phone call). Now don't squander the power of those moments.

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

Whether a company is expanding beyond 10 employees or 50, living through the transition can be a challenge. Proper planning can help.

Tue, 21 Oct 2014 20:45:00 -0500

Writing down your goals and reviewing them daily are critical for success.

Tue, 21 Oct 2014 20:30:00 -0500

The CEO of a marketing and sales software company used a business trip as an opportunity to bond with his 18 year old.

Tue, 21 Oct 2014 20:15:00 -0500

Yes, women can comprise a greater proportion of your company's leadership team.

Tue, 21 Oct 2014 20:14:44 -0500

Our latest conference in the New York area highlights the challenges of modern branding.

Tue, 21 Oct 2014 20:00:00 -0500

To continually have a pipeline of potential leads, salespeople have to always be prospecting.

Tue, 21 Oct 2014 19:48:00 -0500

FBI officials warn business owners and the financial sector to stay vigilant.

Tue, 21 Oct 2014 19:45:00 -0500

Apple's new payments system, Apple Pay, has launched. This is exactly how easy it is to set up and use.

Tue, 21 Oct 2014 19:30:00 -0500

There's a big opportunity in expanding your business to more than one location. But it can be a disaster if you haven't prepared right.

Tue, 21 Oct 2014 19:20:00 -0500

Put simply, no. Splitting the roles saves money and improves a company’s performance. So why isn't Corporate America listening?

Tue, 21 Oct 2014 19:13:00 -0500

Little is known about the company's augmented reality product.

Tue, 21 Oct 2014 19:00:00 -0500

There is no contradiction between realizing financial security is crucial to happiness and that money really isn't everything.

Tue, 21 Oct 2014 18:45:00 -0500

Career and professional growth don't just arrive at your doorstep without your taking the leap.

Tue, 21 Oct 2014 18:30:00 -0500

Having strong social and analytical skills is crucial for both leaders and their employees. They promote problem-solving ability and the ability to work together as a group.

Tue, 21 Oct 2014 18:10:00 -0500

Parents are outraged over the toy chain's bizarre decision to sell drug-dealing action figures.

Tue, 21 Oct 2014 18:00:00 -0500

While every business can advertise on Facebook, not every business should. Find out what makes Facebook ads a good choice for your company.

Tue, 21 Oct 2014 17:45:00 -0500

While the hoverboard's actual capabilities are limited, the project is intended to get people interested in applications for hover technology that extend beyond the board.

Tue, 21 Oct 2014 17:45:00 -0500

Reviving a once-hot app is tricky. Foursquare, the darling of mobile check-ins, is hoping to lure new users in the old-fashioned way: with ads.

Tue, 21 Oct 2014 17:33:00 -0500

Soon, Indiegogo users will be able to fund campaigns with the mere tap of their Touch ID buttons.

Tue, 21 Oct 2014 17:30:00 -0500

Losing a client is a disappointment. But it can also be a growth opportunity if you truly listen, learn, and embrace the new possibilities that present themselves.

Tue, 21 Oct 2014 17:17:00 -0500

The 8-year-old San Francisco startup Brightroll helps leading brands target their video ads for the web's biggest video publishers.

Tue, 21 Oct 2014 17:15:00 -0500

The right chat at the right time can lead to a fresh idea, a new friendship or a long-lasting business relationship.

Tue, 21 Oct 2014 17:00:00 -0500

Plus take a helpful quiz to determine if your business might benefit from ads on the social network.

Tue, 21 Oct 2014 17:00:00 -0500

Life's too short to just stay where you are instead doing everything possible to live a better life.

Tue, 21 Oct 2014 16:52:00 -0500

The fast-food giant is struggling to retain customers domestically and abroad.

Tue, 21 Oct 2014 20:42:00 -0500

Samsung upgrades the Galaxy S5 and the new 'Galaxy S5 Plus' is a rocket ship.

Tue, 21 Oct 2014 20:09:00 -0500

"The great thing about capitalism is that it's a system that works," says Danny Meyer, the restaurateur and founder of Union Square Hospitality Group. "And there's nothing in the doctrine of capitalism that says you need to be a greedy bastard."

Tue, 21 Oct 2014 19:16:00 -0500

By David Cearley Gartner, Inc. Gartner’s top 10 strategy technology trends have the potential for significant impact on organizations in the next three years. While this doesn’t mean adoption and investment in all of the trends will occur at the same rate, companies should make deliberate decisions about them during the next [...]

Tue, 21 Oct 2014 19:00:00 -0500

Google's head of people operations, Laszlo Bock, explains how the giant search-engine company does its hiring.

Tue, 21 Oct 2014 17:57:00 -0500

VideoGoogle is pouring money into Magic Leap, a mysterious Florida company that does, well, something cool and visual that it calls "cinematic reality" and that others can't agree on how to describe. The funding, which was announced Tuesday and first reported a week ago by Re/code, isn't just surprising because of its size [...]

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 [...]

Tue, 21 Oct 2014 14:54:00 -0500

Many Destiny fans have found themselves "maxed out" on content lately. Either they've reached a high enough level for their own purposes and have put down the game and moved elsewhere, or they're stuck in a loop repeating the toughest aspects of the game over and over, squeezing the last [...]

Tue, 21 Oct 2014 13:32:00 -0500

Is what you’re doing at work today really the best thing for both your company and for you? Spare a few moments to gain some work perspective. You might discover you’re making some fatal mistakes, or even fourteen of them.

Tue, 21 Oct 2014 01:51:00 -0500

President Obama’s failed reset and his weak response to Putin’s War Against Ukraine stuck him with a reputation of indecisiveness and naïveté, reinforced by cumulating foreign policy failures. Obama, unlike Angela Merkel, members of Congress of both parties, and Hillary Clinton, still appears not to understand Putin’s global threat and his goal to destroy NATO. With one intense bill-of-particulars against Putin, Obama can outline his plan to stop Putin’s expansionism before it is too late. Such a move could save the last two years of Obama’s presidency.

Mon, 20 Oct 2014 14:14:00 -0500

Many sheriffs in states that recently passed gun-control laws have signed letters saying they are opposed to the laws, saying the gun bans won’t make America safer. Some even say they won’t enforce these new laws. This has gotten some press. What hasn’t been reported is the very governors in [...]

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The A,B,C's of Chaldean Marketing
By Bedre Konja :: Monday, August 13, 2007 :: 12035 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.