Thursday, December 18, 2014
Top Entrepreneur News

Fri, 19 Dec 2014 00:00:00 -0600

When setting up an office overseas, don't hamper operations by being stingy with resources. Provide oversight but grant autonomy.

Thu, 18 Dec 2014 23:15:00 -0600

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Thu, 18 Dec 2014 23:00:00 -0600

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Thu, 18 Dec 2014 22:45:00 -0600

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Thu, 18 Dec 2014 22:30:00 -0600

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Thu, 18 Dec 2014 22:00:00 -0600

Paying taxes is a joyless duty but there are ways to make the process less painful.

Thu, 18 Dec 2014 21:45:00 -0600

The tech giant aims to expand the number of data centers it offers clients around the world by 25 percent to meet fast-rising demand for internet-based services.

Thu, 18 Dec 2014 21:30:00 -0600

A look into what worked and what hasn't worked in online retail, along with what's on the horizon.

Thu, 18 Dec 2014 21:21:00 -0600

The attack was an example of 'destructive activity with malicious intent that was initiated by a sophisticated actor,' a White House spokesperson said.

Thu, 18 Dec 2014 21:15:00 -0600

The best things in life are often free. And that's the case with scores of public information sets.

Thu, 18 Dec 2014 21:00:00 -0600

While many entrepreneurs would love to be in the Targets and Walmarts of the world, it can be an extremely stressful time.

Thu, 18 Dec 2014 20:57:00 -0600

In developing Yahoo's myriad tech products, Mayer obsessively references data and metrics. In honing the company's media strategies, however, she prefers to go with her gut.

Thu, 18 Dec 2014 20:45:00 -0600

The company behind Just Mayo has closed its Series C round, which includes investments from an eclectic group from Salesforce's Marc Benioff to Renaissance man Jean Pigozzi.

Thu, 18 Dec 2014 20:30:00 -0600

It's important to effectively manage your time and schedule, at least if you don't want to burn dozens of bridges.

Thu, 18 Dec 2014 20:28:00 -0600

Paramount has pulled the plug on theaters' answer to 'The Interview' fiasco.

Thu, 18 Dec 2014 20:15:00 -0600

Check out these four ways how it's possible to guide new staffers so that everyone thrives.

Thu, 18 Dec 2014 20:15:00 -0600

Sometimes it makes sense to merge with your competition. Yael Cohen Braun and Julie Greenbaum didn't always think so, but they do now.

Thu, 18 Dec 2014 20:00:00 -0600

The One Kings Lane co-founder urges young entrepreneurs to seek the guidance of others when first starting up.

Thu, 18 Dec 2014 20:00:00 -0600

Entrepreneurs often anguish over determining the value of their companies. Here are some tips to help avoid mistakes.

Thu, 18 Dec 2014 19:59:00 -0600

That's right – he can control the bionic limbs with his thoughts.

Thu, 18 Dec 2014 19:45:00 -0600

What makes some presentations go viral, shared by millions on social media? This list offers some clues.

Thu, 18 Dec 2014 19:30:00 -0600

Updating your website can be one of the biggest challenges you face when it comes to marketing your business, but it doesn't have to be.

Thu, 18 Dec 2014 19:15:00 -0600

What do you want to feel like in 2015? Learn where to draw your line.

Thu, 18 Dec 2014 19:00:00 -0600

After nearly being killed by a distracted driver, this entrepreneur was moved to help prevent others suffering as he had.

Thu, 18 Dec 2014 18:54:00 -0600

The state's banking regulator says it will soften proposed rules for virtual currencies.

Thu, 18 Dec 2014 18:33:00 -0600

The humble smartphone could throw a wrench in the works of the car sector's post-crisis turnaround.

Thu, 18 Dec 2014 18:30:00 -0600

Monitoring and analyzing multiple social-media channels faster and better opens more time for growing your business.

Thu, 18 Dec 2014 18:26:00 -0600

Baked fresh from us to you: A festive batch of wise and witty words to cling to, all season long. Happy holidays.

Thu, 18 Dec 2014 18:20:00 -0600

After Sony's 'The Interview' is cancelled, a theater finds a creative marketing hook to fight back.

Thu, 18 Dec 2014 18:15:00 -0600

See the five ways these ne'er-do-wells imperil company success.

Thu, 18 Dec 2014 21:46:00 -0600

Where you needn't work full-time to get a 401(k) or insurance.

Thu, 18 Dec 2014 21:09:00 -0600

More than 250,000 physicians and other health professionals are being notified as early as today that their payments from Medicare and Medicaid will be cut because they aren’t adequately using electronic health records in their practices, the Obama administration confirmed. The Centers for Medicare & Medicaid Services, known as CMS, is [...]

Thu, 18 Dec 2014 20:52:00 -0600

The conclusion to Peter Jackson's 'Hobbit' trilogy is a fitting farewell to the series.

Thu, 18 Dec 2014 20:18:00 -0600

Though I run a long-only strategy for my clients, I'm often asked for short ideas.  Though I haven't specialized in the industry in quite some time, my Wall Street background is as an equity research analyst following automotives, so I am often asked about car stocks.  So, in looking for [...]

Thu, 18 Dec 2014 19:14:00 -0600

The sharp drop in oil prices in the past few weeks confirms the oil price forecast that I published back in May 2013, when West Texas crude sold for $94.50: “Oil prices are headed down, and I mean down at least $20 a barrel. The key reason is that [...]

Thu, 18 Dec 2014 19:04:00 -0600

Is Apple about to announce a new TouchID sensor for iPhone and iPad?

Thu, 18 Dec 2014 14:54:00 -0600

The agencies I have selected have a clear sense of how much is changing, including the new role of the consumer, the migration away from interruptive messages, and the technologies and platforms that make listening more important than talking. They embrace what’s coming, not what has been.

Thu, 18 Dec 2014 14:00:00 -0600

Armed with new computer systems that can crunch massive amounts of data more quickly, Baidu has built a new "deep learning" speech recognition system that it says works better than current systems that power Google, Apple, Microsoft, and others.

Thu, 18 Dec 2014 10:28:00 -0600

"Those who do not know how to fight worry die young." - Dr. Alexis Carrel. The effects of letting anxiety control you include less life-or-death level consequences, too, including negative effects on career. The career detriments of uncontrolled anxiety and worry emerge most clearly during a job transition. Regardless of experience, [...]

Tue, 09 Dec 2014 15:00:00 -0600

We all know that living under stressful conditions has serious physical and emotional consequences. So why do we have so much trouble taking action to reduce our stress levels and improve our lives? Researchers at Yale University have the answer. They found that intense stress actually reduces the volume of [...]

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The A,B,C's of Chaldean Marketing
By Bedre Konja :: Monday, August 13, 2007 :: 12339 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.