Saturday, January 31, 2015
Top Entrepreneur News

Sat, 31 Jan 2015 13:00:00 -0600

When all three work together, you can experience the pure joy of entrepreneurship.

Sat, 31 Jan 2015 12:30:00 -0600

Before becoming a FranNet franchisees, Stacy Swift talked to franchisees who loved the company – and franchisees who weren't doing so well.

Sat, 31 Jan 2015 00:00:00 -0600

A lighthearted touch can open minds to viewing things differently.

Fri, 30 Jan 2015 23:30:00 -0600

After examining the trajectory and possibility of native solutions, it is clear that native will help marketers win big in the new year.

Fri, 30 Jan 2015 23:00:00 -0600

Sometimes the safest way to avoid a misstep is to remain silent.

Fri, 30 Jan 2015 22:30:00 -0600

Every business owner may have dreams of buying a 30-second spot during the mega event. Meanwhile, try these less flashy maneuvers.

Fri, 30 Jan 2015 22:00:00 -0600

In this online panel, our experts explain how mentors can do better by their mentees.

Fri, 30 Jan 2015 22:00:00 -0600

Here's the valuable advice people often don't mention until the entrepreneur has already set up shop.

Fri, 30 Jan 2015 21:30:00 -0600

Change your surroundings to change your thinking.

Fri, 30 Jan 2015 21:30:00 -0600

When pricing your product or service, instead of sweating the pennies, look at how you can charge more by offering a better quality experience for your customer.

Fri, 30 Jan 2015 21:00:00 -0600

In a recent panel, women business leaders share the most valuable lessons mentors and mentoring has taught them.

Fri, 30 Jan 2015 21:00:00 -0600

Sales can be one fling after another but a long-term relationship is far more satisfying.

Fri, 30 Jan 2015 20:30:00 -0600

The online world offers the opportunity to get to know your potential clients and engage them person to person.

Fri, 30 Jan 2015 20:15:00 -0600

Smarten up your approach so staffers won't needlessly assemble without a distinct direction, losing valuable time without a clear outcome.

Fri, 30 Jan 2015 20:00:00 -0600

Establishing and maintaining the right balance in terms of content, tone and messaging is essential for building and maintaining an engaged audience.

Fri, 30 Jan 2015 19:30:00 -0600

To be successful in the business of your ideas, follow these observations from an industry veteran.

Fri, 30 Jan 2015 19:15:00 -0600

Resolving the 'ask deficit' is easier than you think: You just have to muster up the courage.

Fri, 30 Jan 2015 19:14:00 -0600

Depressed and lonely people are more likely to consume back-to-back episodes of entire TV series in a short time span, according to a new study.

Fri, 30 Jan 2015 19:00:00 -0600

Never hire someone who is just 'good enough.'

Fri, 30 Jan 2015 18:30:00 -0600

Neil Patel has been able to build multiple million-dollar businesses by utilizing his personal brand.

Fri, 30 Jan 2015 18:20:00 -0600

Desktop personal assistant Cubic has raised more than $100,000 on Indiegogo -- and found a brilliant way to pitch a reporter.

Fri, 30 Jan 2015 18:15:00 -0600

When you're a newbie business owner feeling intimidated by the competition, remember these essential truths.

Fri, 30 Jan 2015 18:00:00 -0600

What does every mentor need? Our panel of experts explains.

Fri, 30 Jan 2015 18:00:00 -0600

Learn how you were able to get someone to notice your good work and bring it up in conversation so that the magic happens.

Fri, 30 Jan 2015 17:51:00 -0600

The star stealthily filed trademark applications for certain lyrical stylings from her latest album, '1989.'

Fri, 30 Jan 2015 17:30:00 -0600

Did the buyer of the viral website waste his money? Due Diligence would have helped.

Fri, 30 Jan 2015 17:15:00 -0600

Once again, the e-commerce giant keeps its owners – i.e. shareholders – in the dark about the business details.

Fri, 30 Jan 2015 17:05:00 -0600

The Denver-based fast-casual pizza chain is ready to open its third location.

Fri, 30 Jan 2015 17:00:00 -0600

Work-life balance is not any easier for spouses in business but sharing success is an ongoing celebration.

Fri, 30 Jan 2015 16:45:00 -0600

Wearable tech that can alter your mood is a thing now, apparently.

Sat, 31 Jan 2015 11:14:00 -0600

It would be fair to say that Steve Jobs did not like Samsung's smartphone team. He promised all of Apple's resources would be deployed in a "thermonuclear war" against the South Korean company. Tim Cook's Apple never followed up on Jobs' threat... at least not directly. Cook defused the nukes, instead relying on a long strategic play to neuter not just Samsung, but the impact of Android.

Sat, 31 Jan 2015 05:24:00 -0600

Everyone says "You should network over coffee!" but they don't tell you how. Here's the story on networking coffee meetings. You can ask anyone to go to coffee with you, but if you're new to networking, I recommend that you start your coffee meetings with people you already know well. "That's stupid, [...]

Sat, 31 Jan 2015 04:59:00 -0600

When I first started taking business classes a thousand years ago, they were still teaching the old-school definition of management. Back then the conventional wisdom was that managers did five things: planning, forecasting, budgeting, controlling and something else. Who can even remember? I heard the five things that managers supposedly [...]

Fri, 30 Jan 2015 23:50:00 -0600

The impending matchup between the New England Patriots and the Seattle Seahawks, who are presently hunkered down in Scottsdale in preparation for Super Bowl XLIX this Sunday, has unearthed a new rivalry: the Battle of the Croatian Coaches. Thanks to an enterprising reporter, it was revealed at a recent press conference [...]

Fri, 30 Jan 2015 20:30:00 -0600

At the heart of the proposed legislation is a cut in income taxes; Mainers would see their state tax obligation fall from 7.95 percent to 5.75 percent. Understanding that tax cuts cannot exist in a vacuum, LePage crafted a plan that would offset the income tax cut by increasing the state sales tax by a percentage point.

Fri, 30 Jan 2015 19:46:00 -0600

VideoToday Google has announced that Google Earth Pro is now available for free. Google Earth Pro used to cost $399 per year. Google Earth is a geospatial software application that displays a virtual globe, which offers the ability to analyze and capture geographical data. Google Earth was created after Google acquired CIA-funded Keyhole [...]

Fri, 30 Jan 2015 17:38:00 -0600

Which poses a fascinating question about screen size...

Fri, 30 Jan 2015 02:54:00 -0600

My new husband and I got off the plane in Bali, super excited to get our honeymoon started. Our driver picked us up and drove us straight to the co-working space, Hubud, where I was to begin learning the programming language Ruby On Rails. I have been accepted into the Ruby On [...]

Wed, 28 Jan 2015 12:08:00 -0600

I heard it over dinner at a friend's house. I talked about it on a call with a scientist. I discussed it while waiting for public health officials to issue an update on the measles outbreak. The same murmured question, the same growing fear. What happens if a child dies because some [...]

Tue, 27 Jan 2015 14:33:00 -0600

Too many people succumb to the mistaken belief that being likeable comes from natural, unteachable traits that belong only to a lucky few—the good looking, the fiercely social, and the incredibly talented. It’s easy to fall prey to this misconception.

Latest News & Information

Current Articles | Archives | Search

The A,B,C's of Chaldean Marketing
By Bedre Konja :: Monday, August 13, 2007 :: 12577 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.