Wednesday, April 23, 2014
Top Entrepreneur News

Wed, 23 Apr 2014 03:37:00 -0500

Running your own business is stressful, tiring and risky. So, why bother? A new survey reveals some surprising insights.

Wed, 23 Apr 2014 03:15:00 -0500

Did the mistake lie not with a faulty part but rather with how the entire company dealt with problems?

Wed, 23 Apr 2014 02:35:00 -0500

Cognitive, artificial intelligence is moving into e-commerce.

Wed, 23 Apr 2014 02:32:00 -0500

Consumers must opt into the advertising initiative that adds weekly events to their electronic calendars via Apple, Microsoft, Google and Yahoo.

Wed, 23 Apr 2014 02:28:00 -0500

A newly published paper says geo-tagged tweets can assist in the prediction of crime.

Wed, 23 Apr 2014 01:30:00 -0500

Before you get too carried away with excitement, it’s important to slow down, take a deep breath and make sure that you’re actually ready to launch.

Wed, 23 Apr 2014 01:00:00 -0500

Explore these six ways to generate money from individuals and groups in order to make your non-profit organization a success.

Wed, 23 Apr 2014 00:55:00 -0500

New York-based startup Casper is looking to bring some transparency -- as well as vertical integration -- to the $13 billion mattress industry.

Wed, 23 Apr 2014 00:30:00 -0500

For those just jumping on the social-media bandwagon, here are a few tips on getting started.

Wed, 23 Apr 2014 00:00:00 -0500

When it comes to leadership, different employees take to different approaches. Having a cookie-cutter strategy can lead to disaster and in this case, losing top talent.

Tue, 22 Apr 2014 23:41:00 -0500

The program, which could earn customers store credit, is part of a larger environmental stewardship campaign.

Tue, 22 Apr 2014 23:30:00 -0500

In this video, tech expert Veronica Belmont shares some important business takeaways from the world of gaming.

Tue, 22 Apr 2014 23:20:00 -0500

When Netflix raised its subscription prices two years ago, users rebelled. This time, the company is doing it differently.

Tue, 22 Apr 2014 23:08:00 -0500

In a quarter that saw fast-food breakfast wars and the polar vortex, here's how McDonald's is measuring up to the competition.

Tue, 22 Apr 2014 22:30:00 -0500

If entrepreneurs raise a round of capital the more than likely will face the angst-inducing conundrum of determining board structure. Here are a few pointers.

Tue, 22 Apr 2014 22:18:00 -0500

The controversial streaming TV startup has battled broadcast goliaths before -- and won both times. Will it prevail again? Either way, Aereo's fate could forever change the way we watch TV.

Tue, 22 Apr 2014 22:00:00 -0500

You might not have heard of this company before. But that might soon change. It’s using guerilla-style marketing to aggressively get the word out about its forthcoming Android-based smartphone.

Tue, 22 Apr 2014 21:56:00 -0500

Looking to bolster your LinkedIn profile? You can now add photos from your phone.

Tue, 22 Apr 2014 21:55:00 -0500

As the SEC works on final regulations for equity-based crowdfunding, one of the pervasive fears has been that non-professional investors will be swindled by fraudsters. But is there really reason to worry?

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

Fail. Hope. Repeat. How a few simple steps can help you spring back if your startup fails.

Tue, 22 Apr 2014 20:00:00 -0500

Make sure your business capitalizes as users start to check out on Fridays.

Tue, 22 Apr 2014 19:54:00 -0500

Tony Lutfi started his career in franchising as a cook at Jack in the Box. Now he owns 21 restaurants – plus five other brands.

Tue, 22 Apr 2014 19:30:00 -0500

A subtle but important trait of the most successful entrepreneurs is the ability to manage uncertainty and strategically problem solve.

Tue, 22 Apr 2014 19:00:00 -0500

The root of behavior change and building better habits is your identity. If you change the type of person that you believe that you are, then it’s easier to change your actions.

Tue, 22 Apr 2014 18:30:00 -0500

If you want to success in business, a daily workout should be considered a must.

Tue, 22 Apr 2014 04:42:00 -0500

Shucks. 'Streetlamp of-the-sea' didn’t make the final cut. What did? We know you're dying to know the lucky newby's winning web name, so come find out.

Tue, 22 Apr 2014 04:38:00 -0500

Tom Preston-Werner's departure comes a month after an employee publicly stated that she was harassed by members of GitHub's leadership team.

Tue, 22 Apr 2014 04:12:00 -0500

Get ready to see more photos that are relevant to your interests.

Tue, 22 Apr 2014 03:30:00 -0500

Competition for all-star sales reps has never been fiercer. Adopt a winning strategy to build your team.

Tue, 22 Apr 2014 02:30:00 -0500

There's a reason why kids eat their vegetables, and you can apply it to business.

Tue, 22 Apr 2014 02:00:00 -0500

Decide that you desire to achieve your goals (and build a startup) more than you're afraid of the obstacles.

Tue, 22 Apr 2014 01:45:00 -0500

The sportswear company is shifting its focus from hardware to software.

Tue, 22 Apr 2014 01:30:00 -0500

There is no magic equation between taking control and leaving it up to a higher presence.

Tue, 22 Apr 2014 01:00:00 -0500

From 'You've Got Mail' to 'Office Space,' modern technology would have altered -- if not outright killed -- the plot of these films.

Tue, 22 Apr 2014 01:00:00 -0500

Why reinvent the wheel when you can take what’s worked for others and apply those principles directly to your business?

Tue, 22 Apr 2014 00:38:00 -0500

E-reader company Oyster has released a classic business best seller in a new pulsating format created by startup Spritz.

Tue, 22 Apr 2014 00:30:00 -0500

Access to capital can pose a challenge ot many a new business. Make sure you obtain financing from legitimate sources.

Tue, 22 Apr 2014 00:23:00 -0500

You've got to bring in the money if you want to achieve your mission. Here are five financial sources you should consider.

Mon, 21 Apr 2014 23:59:00 -0500

Bowing to customer outrage, the food giant has done an about-face on its terms of service.

Mon, 21 Apr 2014 23:30:00 -0500

In this video, tech expert Veronica Belmont discusses the one thing business owners need to do better when it comes to technology.

Mon, 21 Apr 2014 23:07:00 -0500

Silicon Valley's biggest tech rivals are seriously upping their game in the mobile gaming battle. Here's how.

Mon, 21 Apr 2014 22:30:00 -0500

The first hires for any startup are the most important. Here's what to look for.

Mon, 21 Apr 2014 22:26:00 -0500

The billionaire has announced plans for a 240-room hotel in trendy Nashville, Tenn., following additional slated properties in Chicago and New York.

Mon, 21 Apr 2014 22:07:00 -0500

You may be able to order pouches of powdered vodka, Cosmopolitans and 'Powderitas' as soon as this fall.

Mon, 21 Apr 2014 22:00:00 -0500

The popular Entrepreneur.com contributor will talk about confidence, founding a startup around your passion and growing that business so that you can live the type of life you've always wanted.

Mon, 21 Apr 2014 21:45:00 -0500

Hate writing? You're not alone. Here are top tips from writing professionals on how to break through the paralysis and start to put words on the page.

Mon, 21 Apr 2014 21:27:00 -0500

The mobile-payments company founded by Twitter co-founder Jack Dorsey has reportedly been talking to suitors about selling itself.

Mon, 21 Apr 2014 21:00:00 -0500

Becoming an entrepreneur is a process.

Mon, 21 Apr 2014 20:30:00 -0500

For entrepreneurs, hiring is an essential function for their startup. A bad hire can lead to major headaches, while an amazing addition can help propel a company to the next level.

Mon, 21 Apr 2014 20:00:00 -0500

As one company 'breaks up' with the social-media company, some tips for how your page can stay relevant and in front of your customers.

Mon, 21 Apr 2014 19:30:00 -0500

Twitter is a great way for your business to share news, engage with customers and attract new ones. While it takes a bit of work to gain a large following, the payoff is huge.

Mon, 21 Apr 2014 19:00:00 -0500

While business owners call in SEO experts, ask their friends for freelance referrals and even search through the latest content-dating sites, finding quality writers to produce content may just be right under their nose.

Mon, 21 Apr 2014 18:30:00 -0500

Even though a reported 80 percent of all U.S. enterprises are family run, doesn't mean it is easy. Here are a few pointers on how to get along (and be successful).

Mon, 21 Apr 2014 18:30:00 -0500

After nine years in the military, Tai Jeffries refuses to settle for anything less than her male counterparts as a cleaning franchisee.

Mon, 21 Apr 2014 18:15:00 -0500

Procrastination may be hereditary, but that doesn't get you off the hook: It's still possible to develop better habits and change your behavior.

Mon, 21 Apr 2014 17:00:00 -0500

Seeking out top-notch young employees often leaves business owners feeling disillusioned.

Mon, 21 Apr 2014 03:00:00 -0500

While both genders are hooked on social media and mobile devices, they prefer to use the technology differently. Here's what organizations need to know.

Mon, 21 Apr 2014 01:00:00 -0500

A corporate nomad explains her discovery of ways to absorb the amazing places in her travels while still accomplishing her business goals.

Sun, 20 Apr 2014 02:00:00 -0500

A roundup of some of the Apple co-founder's thought-provoking words, collected from various interviews and speeches.

Sat, 19 Apr 2014 23:30:00 -0500

Oakland A's second baseman Eric Sogard discusses how he manages his finances, so he can make smart future investments.

Sat, 19 Apr 2014 05:00:00 -0500

Robin Chase says that to make positive change on a large scale, social entrepreneurs need to make sure they are first and foremost catering to the needs of their customer.

Sat, 19 Apr 2014 04:30:00 -0500

A new generation of corporate buyers is seeking ways to evaluate enterprise technology in the same way that shoppers tap Yelp for insight about consumer products.

Sat, 19 Apr 2014 04:00:00 -0500

Trying to pick the best option as you move through the startup paces? Gain insights from someone who's been through both types of programs.

Sat, 19 Apr 2014 03:00:00 -0500

Adoption of better safeguards in the physical world will drive criminals to electronic theft, argues payments validation entrepreneur.

Sat, 19 Apr 2014 02:18:00 -0500

You’ve probably seen that viral video claiming moms have the toughest job in the world. Now, men are getting their time in the limelight with a parody video by Bud Light.

Sat, 19 Apr 2014 02:00:00 -0500

With consumers' attention span shrinking by the second, companies need to think quickly. One solution is micro-content.

Sat, 19 Apr 2014 01:30:00 -0500

Increases in staffing at a growing company can pose a challenge when juggling the wide swings in client workload.

Sat, 19 Apr 2014 01:29:00 -0500

Olle Lundberg, founder of Lundberg Design and the man behind Twitter's birdhouse-themed San Francisco headquarters, shares tips for improving office productivity and morale.

Sat, 19 Apr 2014 01:23:00 -0500

Fast-food chains have been trying to one-up each other with wacky offerings like the Waffle Taco and Chicken Corsage. Here are some of the weirdest items on the menu.

Sat, 19 Apr 2014 01:00:00 -0500

If you hit it right, antique toys can be a highly valued part of your investment portfolio.

Sat, 19 Apr 2014 00:49:00 -0500

Mothers are some of the most engaged people on Facebook, so make sure your business has a Mother’s Day campaign ready.

Sat, 19 Apr 2014 00:28:00 -0500

If you're not sure where to locate your business, these tips can help you decide whether to start at home or rent commercial space.

Sat, 19 Apr 2014 00:14:00 -0500

Target's online subscription service launched in September with just 150 baby-care items. Now, it's increasing its product offering tenfold, offering everything from K-cups to dog food for regular delivery.

Sat, 19 Apr 2014 00:00:00 -0500

Buckling down to accomplish heaps of tasks seems to have fallen out of fashion lately. But success demands massive amounts of this very stuff.

Fri, 18 Apr 2014 23:30:00 -0500

Instead of being afraid to share information about your firm, embrace it as a new way to hire (and retain) social media-savvy job seekers.

Fri, 18 Apr 2014 23:25:00 -0500

More Americans report they would rather forgo sex than a mobile phone, and almost 70 percent of Americans say they check their mobile phone even when it hasn't made any indication of a message arriving.

Fri, 18 Apr 2014 22:30:00 -0500

Content marketing and social media expert Jayson DeMers talks about one of the big social trends to watch out for in 2014.

Fri, 18 Apr 2014 22:13:00 -0500

A security hole allowed data thieves access to some customer card information but not names, addresses or PINs.

Fri, 18 Apr 2014 22:00:00 -0500

Television interviews are a high-stakes game that can pay major dividends. With these strategies, you’ll be able to enhance your ability to get your message across.

Fri, 18 Apr 2014 21:30:00 -0500

Pitching to investors can be a full-time job, but if you prepare yourself for meetings, it can save you precious time.

Fri, 18 Apr 2014 21:00:00 -0500

Nonstop flights are great. Nonstop talking seatmates? Not so much. We turned to some experts for help.

Fri, 18 Apr 2014 20:00:00 -0500

A snapshot of what works best in the current Facebook landscape and how quickly things can change.

Fri, 18 Apr 2014 19:30:00 -0500

Professional coach and Entrepreneur.com contributor Lindsay Broder on what you need to keep in mind when managing a startup -- and a team -- through a rough patch.

Fri, 18 Apr 2014 19:00:00 -0500

Sonja Rasula was tired of boring business conferences. So, she used her summer camp memories as a launch pad for CAMP, a new kind of networking event for adults.

Fri, 18 Apr 2014 18:30:00 -0500

After her father's death, Jane Daume was inspired to become a franchisee for an in-home care business for seniors.

Fri, 18 Apr 2014 17:31:00 -0500

In the wake of the recent Heartbleed SSL bug revelation, it's more crucial now than ever to update all of your online passwords. Here's how in one easy, neat and tidy infographic.

Fri, 18 Apr 2014 17:00:00 -0500

A device called the MIDI Sprout, which transforms plant biorhythms into a sort of music, is sowing major seed funding on Kickstarter -- to the tune of over $27,000.

Fri, 18 Apr 2014 03:36:00 -0500

The American food manufacturer has made an unprecedented sneaky, (anti)social media move to keep itself out of court.

Fri, 18 Apr 2014 03:30:00 -0500

A recent court ruling finds companies aren't protected from suits by public figures if corporate ads feature them without prior consent.

Fri, 18 Apr 2014 02:25:00 -0500

Facebook's latest feature allows you to see which of your friends are near your physical location in real time.

Fri, 18 Apr 2014 02:20:00 -0500

Boston Pizza customers can now vote on whether the chain should begin selling a Pizza Cake, a gas-powered pizza cutter or a pizza air freshener.

Fri, 18 Apr 2014 01:40:00 -0500

According to a new Pew study, if you're like a lot of Americans, you'd like to own something that gets you places faster, lets you time-travel or somehow prolongs your life.

Fri, 18 Apr 2014 01:30:00 -0500

The White House has made April National Financial Capability Month.

Fri, 18 Apr 2014 01:13:00 -0500

Follow these tips for determining a price that makes you a profit without gouging your customers.

Fri, 18 Apr 2014 01:03:00 -0500

If you’re thinking of quitting Facebook, get in line.

Fri, 18 Apr 2014 01:00:00 -0500

Before Americans start celebrating a drop in the number of uninsured, you first have to look behind the numbers.

Fri, 18 Apr 2014 00:30:00 -0500

For nonprofits, fundraising isn't just about the 'ask.'

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

The tech giant's latest mobile operating system may boast a song recognition feature in a partnership with Shazam.

Thu, 17 Apr 2014 23:05:00 -0500

The peer-to-peer lending site announced today that, with its acquisition of Springstone Financial, it would be expanding its reach in consumer finance.

Thu, 17 Apr 2014 22:46:00 -0500

No, you're not mean. Just smart. Sometimes it's okay to ignore connection requests on the world's most popular career social networking platform. Here's when you probably should.

Wed, 23 Apr 2014 06:05:00 -0500

The Philippines hopes to be the next big thing in Asian gaming, and its biggest step toward that goal just completed its first year of operation. Solaire Resort and Casino opened in March last year (see page 77; payment required), the first of four planned US$1 billion-plus integrated resorts (IRs) in Entertainment City on Manila Bay.

Wed, 23 Apr 2014 00:28:00 -0500

When making decisions, most people like to think they are pretty good at weighing up the pros and cons and choosing the smartest course of action.  Unfortunately though, when it comes to assessing potential risks,  most people are lousy at it. If you’ve ever engaged in a meaningful conversations with someone in the final chapter of their life (a very worthwhile thing to do!) and asked them about the risks they took, or didn't take, most will tell you they wish they'd settled less and spoken up more; that they'd been more bold and less cautious. Likewise if you look back on your life until now, odds are that you probably wish you’d trusted yourself more often, and been less reticent to make changes and taken chances. By studying activity in the brain, neuro-researchers have discovered that we are innately wired toward caution, and away from situations that involve taking a risk.  As I wrote in my latest book Stop Playing Safe, the primal emotion of   So consider whatever challenges, choices or changes you’re facing right now, and before you decide what you’ll do – or won’t do – take into account these four ways that you’re wired to avoid risk.

Tue, 22 Apr 2014 15:00:00 -0500

You believe that you’ve got something great to offer. That your business is built on the quality of your product or service. You believe that because that’s what most people believe. Features, benefits, warranties—in fact, none of this has much to do with what draws customers or clients to you. That’s because it’s what you stand for, not what you sell, that matters. I’ve watched Simon Sinek’s 2009 “Golden Circle” TED talk a few times now, and it’s a real game changer. In it, he says that “as it turns out, all the great and inspiring leaders think, act, and communicate in the exact same way, and it’s the complete opposite of anyone else.” Getting into the Golden Circle entails starting with your why and working your way out to the what, rather than the other way around. “People don’t buy what you do,” he says. “They buy why you do it.” Case in point: . Because they don’t lead with “Hey, we make great computers.” Apple challenged the status quo with their innovation, their vision of what technology is and could be, and have become the market leader. We don’t buy Apple products just because they’re a quality product; we buy them because we believe in why they do it. Know Why They’re There While the Golden Circle approach is a critical shift for anyone trying to get business in the door, it’s just as important to keep it in mind as you engage your employees and grow your team. Because if you and they are there for the money alone, your loyalty, your growth potential, and ultimately your impact, will be limited. In helping powerful teams to up their resilience, we’ve seen the power of the purpose-driven business: having a connection to what you do not only elevates your sense of worth and contribution; it builds your resilience so that you can cope with stress and setbacks. Without any inner alignment or connection to your work, why even bother getting up in the morning? Why would your team show up when the going gets tough? There’s being there for the money, there’s being there for the company, and there’s being there because you believe what you do matters and makes a difference. That is the sweet spot. And just as cost-driven models of business (i.e., competing for lowest price) don’t tend to build loyalty or profit (unless you’re WalMart), teams built on paychecks alone also do little to create growth. Anyone driven by money alone will go wherever they find the best offer. So why does your team keep showing up? We are each responsible for finding our own path, of course—but it is the job of a leader to provide the context, the vision, the purpose for the organization. You know this. But as Sinek says, there are leaders, and there are those who lead. And so the question is, are you providing authority or leadership? An authority figure sets rules, signs checks, keeps the lights on and the wheels of business in motion, and all the cogs in place. But leaders give us someone to follow. Someone we seek not just to please, but to emulate. Or, as Sinek says, not because we have to, but because we want to. So really none of this Golden Circle stuff can pan out if you’re pasting on a mission after the fact, or trying to find a “reason” why you do what you do after you’ve done it. It must be driven by something bigger. Find your purpose. If you don’t know why you’re there, no one knows why they’re there, either. Every year or so it’s worth revisiting these four questions to ask yourself how true you are to what you believe, and how much your actions are paying it off. There will be some distinction between your personal goals and beliefs, and your vision for your organization, but there’s going to be an overlap—there must be something personal in it for you or you’ve got no skin in the game. Communicate it. But it’s not enough just to know it, to write it down in a journal. It needs to be shared and made clear--not just to your clients, but to your team as well. Articulate and affirm the values you stand for, and the vision you have for your collective effort. Live it. And if knowing it and saying it are one thing, none of it holds water if you don’t walk your talk. That also means you must be consistent. If your organization stands for quality of life but everyone works 12 hours a day with no lunch breaks, you’re not in alignment. If you believe in promoting gender equality, but you have no women in your C-suite offices, you’ve got a problem. Make sure that when it comes to your “why,” the rubber meets the road. Hire people, not resumes. Resumes showcase where someone’s been, and not necessarily where they want to be. So ask the questions that matter most to you, not just the ones that seek to limit or qualify experience. The most loyal employees won’t be won just by a good offer (though a lousy one won’t do much), but by the opportunity to connect with something bigger. Just as you’re not looking for a cog, she’s looking for more than a wheel. Make room for others. If your vision is big, it will take many hands and minds. Take pleasure in making room for others in your purpose-driven business. When you can strongly communicate and exhibit how aligned with your mission you are, you’ll not only attract great talent; you’ll keep them. And they will help you bring your biggest goals to fruition.

Tue, 22 Apr 2014 14:46:00 -0500

(Disclosure: the author is a strategic advisor and mentor for the Citrix Startup Accelerator. This post is part of a series of articles exploring corporate innovation and creativity.)

Tue, 22 Apr 2014 13:38:00 -0500

For decades large companies have gone shopping in Silicon Valley for startups. Lately the pressure of continuous disruption has forced them to step up the pace.

Tue, 22 Apr 2014 13:34:00 -0500

By Cory Treffiletti

Tue, 22 Apr 2014 09:02:00 -0500

1. Don’t change the two most important people in the organisation at the same time

Tue, 22 Apr 2014 02:17:00 -0500

Ain't no sunshine any more in Lakerdom, as rebuilding drags into its second season.

Mon, 21 Apr 2014 14:24:00 -0500

Workplace uncertainty has created a survival of the fittest mentality where people are being forced to look after themselves, with the hopes of finding a leader who can be a mentor they can trust and that guides them rightly. Employees are inspired by leaders who provide them with their wisdom and access to resources; that open new doors of opportunity and connect them to meaningful relationships to help them achieve career success.  Employees want leaders who have their backs and best interests at heart.   Twenty-first century leadership requires new skills that tap into your natural characteristics and an elevated awareness of employee strengths and capabilities. Enabling their authentic engagement and earning their trust and loyalty keeps  people motivated, focused and productive.   , especially when you consider that leaders must adapt to behavioral nuances from a more diverse, multi-generational and cross-cultural talent pool that demands specific attention to boost their full potential.    Every leader must be a change agent or face extinction.

Fri, 18 Apr 2014 13:30:00 -0500

The following guest post is by Eric Schiffer, chairman and CEO of Patriarch Private Equity and CEO of Digitalmarketing.com. 

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The A,B,C's of Chaldean Marketing
By Bedre Konja :: Monday, August 13, 2007 :: 10973 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.