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Cultural Club

Use ethnic holidays to attract new customers.

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This story appears in the September 2007 issue of Entrepreneur. Subscribe »

For Theresa Ortega, the December holidays aren't nearly as exciting as Chinese New Year or Confucius' birthday. Her Terre Haute, Indiana, martial arts and boxing supply shop, Kamikaze Karate, celebrates Asian holidays to teach customers about the culture of martial arts. "It gives us visibility," explains Ortega, 47. "We're out in the community promoting the culture of our business."

Cultural holidays can also target consumers of various religions, races and ethnicities, says Givi Topchishvili, president of multicultural marketing firm Global Advertising Strategies. This can be a critical relationship-building tool in multicultural communities. His tips for integrating multicultural holidays into your business:

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