Small Business Integrated Marketing: More Focus Is Needed, Especially in the B-To-B Space

Small businesses who operate in the business-to-business space do a lot of things right, but marketing is not one of them. This article will explain why this is the case and explore associated pitfalls and opportunities, as well as give you a definition of b-to-b (business-to-business) marketing and suggest some effective solutions to the problem.Typically, companies with 20 to 100 employees or so who are in manufacturing, distribution, professional services and the like do not have a marketing manager, and rightly so; these firms are simply too small to justify that position. So the president or general manager is responsible for marketing. This doesn’t work very well because that person has more important things to do such as keeping the place running and keeping the doors open. So, there’s little or no time for marketing planning or to implement a plan consistently.First let’s define “marketing” as it applies to the b-to-b space. Simply put, marketing is not advertising. Advertising is part of marketing, but a small part.The correct definition of b-to-b marketing is that it’s the integration and orchestration of all of the tactics that go into bringing a product or service to market: marketing research and competitive analysis; face-to-face selling; online support including an optimized website with an SEO (search engine optimization) strategy; downloadable white papers and how-to’s; email marketing; trade shows; sales lead generation; a customer retention strategy; sales tools such as brochures and literature and testimonials; online and offline press and publicity. You get the idea: it’s not just advertising.Most small business owners and general managers know they should be doing something to generate business other than shove their salespeople out the door. But they don’t get around to those other things, meaning marketing. Suddenly a year has gone by and their sales and market share have suffered. So they scramble to do something like build a new website or try some online advertising. But they have no plan. As the saying goes, “He who fails to plan, plans to fail.”On the other hand, with a well-crafted marketing and advertising plan the business can actually have a strategy to develop a consistent market presence, generate sales leads, create a better brand and retain existing customers. But can the business afford to do this, and how does it get done?The first part of the answer is, they can’t afford to not put a marketing plan in place because their market is full of competitors who can and will beat them in the marketing arena. It’s a market-share battleground out there and the best marketer wins.Another argument for investing in an integrated marketing plan is this: companies pay for legal, IT and accounting services, right? Marketing expertise is no different.In terms of cost, it comes down to needs. If there hasn’t been a formal marketing plan in place for some time and if the company doesn’t know where it stands in terms of its status (market share, perception etc.), some research will be needed and a marketing plan should be developed.The plan will comprise three main components: the company’s business objectives; its sales and marketing strategies; and the tactics and media spend necessary to achieve the objectives. Depending on where the company goes to get this done, the cost will probably be between $3,000 and $7,500 for a plan. Then the plan must be implemented.Where does a company go to get this done? For smaller businesses, it’s best to avoid larger ad agencies; those with 50 employees and above. They’ll want to work with big marketing budgets, say, $500,000 at minimum. It’s also better to work with an agency that specializes in the b-to-b space; they understand the integration referred to above. While it’s handy if the agency is local, it doesn’t have to be. It’s more important that the agency is a good fit for the company.Another alternative is to contract a good b-to-b marketing consultant to do your research and draft your marketing plan. But have the second step lined up, too: an agency who can implement the plan, ideally a smaller agency specializing in b-to-b marketing. Check their work and get referrals from their clients.Whatever route you choose, make sure the firm you choose is very knowledgeable in the online space. Today, almost all marketing in the b-to-b space occurs online: information gathering and downloads of white papers and how-to’s; organic search results, online ads, web engagement, SEO, email marketing, press, articles, etc.Actually, this is good news since online marketing and the analytics associated with it are far less costly than the traditional methods b-to-b marketers have been used to such as trade magazines, lavish literature, direct mail and trade shows (not that those traditional tactics should be abandoned.)So what is the cost for a full-blown integrated marketing plan, media spending and implementation-management by an agency or a consultant?The best budgeting method is the “task method”, meaning determining what tasks need to be done considering your market circumstances, then assigning costs to those tasks and their associated media. It varies by company. That’s something a good marketing agency can do for you. If you have a very limited budget a good agency can develop your plan and focus on its most critical tasks, working with a first-year budget as small as $50,000.But a full-blown integrated marketing-media plan is highly recommended if you want to be a market leader. As a rule of thumb, the higher your gross sales, the less you’ll pay as a percentage of your sales. Roughly, if you’re a smaller company, say, sales of $5 million or so, count on spending about three percent of your gross sales, or about $150,000. At $10 million in sales, perhaps two percent, or $200,000. At $20 million, probably between one and two percent, so about $300,000.One thing is certain: a well-planned and well-implemented b-to-b marketing and advertising plan with a strong online component pays off. It helps you compete better for market dominance. However, marketing planning and implementation takes focus, consistency and the help of professionals.

Arcade Fun

An arcade often refers to an entertainment establishment or an area within an amusement park that houses different coin-operated machines and video games. It is a popular hangout for many teenagers and young adults alike. However, there are still a number of adults who still enjoy a game or two when visiting arcades. The different types of arcade games include video games, pinball machines, shooting galleries, ball toss games, crane machines, dance and music games, and simulated games, among many others. Most, if not all, arcade games are coin, token or magnetic card operated, and you can get a prize immediately or collect tickets or points for redemption of various items depending on the number of tickets or points.Arcade and video games’ origins can be traced back in early 20th century and grew in popularity in the 1970s with machines built mostly by Japanese companies such as Atari. However, coin operated games can actually be traced back as early as 350 BC during the time of Alexander the Great. According to one story, there was a man who presented Alexander the Great a game that once you placed a coin in it, the players would be able to bring balls up and down to disappear in several holes as controlled by the players. The winner could get twice what was given as a bet. Another coin operated machine used as a game of chance and to win some money was a slot machine invented by a jester in 1108. It was described similarly to the slot machines we know today – put in a coin, operate the level and get a chance to double your money.


Subsequently, other coin operated games were invented and introduced to the public with intention of providing entertainment and multiple chances of winning more than they betted. The rise in producing different kinds and types of coin operated machines for entertainment started around the late 1800s but reached its highest peak, including other arcade and video games, in early 2000. However, from 2004 until pretty much today, there was a decline in arcade games with the rise in popularity of portable video game gadgets such as Play Station and PSP, Xbox, Wii, PCs, and even mobile phones, among many others.Nevertheless, arcades in different parts of the country still have considerable following especially as part of amusement parks and inside shopping malls. Young kids and teenagers can still be seen hanging out in arcades to meet friends and to compete with others who have the same interest on playing arcade and video games. Nowadays, the most popular arcade and video games include Sega’s Extreme Hunting 2 Tournament (video kit), JVL’s Retro (countertop), Raw Thrills-Betson’s Fast & Furious (video dedicated), Raw Thrills-Betson’s Fast & Furious Super Bikes (video simulators), Stern Pinball’s Disney’s Pirates of the Caribbean (pinball game), Skee-Ball’s Skee-Ball Too! (alley bowlers), Skee-Ball’s Super Shot (sports games), Rainbow’s Rainbow (cranes & rotaries), Betson’s Sponge Bob Jellyfish (children’s games), ICE’s Deal or No Deal (novelty games), Family Fun Co.’s Football Fortune (coin drop), Benchmark’s Wheel Deal (coin drop), Andamiro’s Hammer (bopping/stomping games), and LAI Games’ Stacker (prize vendors), among many others.

Financial Planning – A Road Map to a Secure Financial Future

Would you leave on a trip to a new destination without a map? What if your destination is a successful financial future? Without a map, would you know how to get there?Financial planning provides a road map for your financial life. It can make the journey less stressful, more fun, and more successful. And, you can start right now – even if only a few steps at a time.In today’s uncertain economy, financial planning has become increasingly important. With an overwhelming number of options for saving and investing, managing your finances can be difficult. Creating a financial plan helps you see the big picture and set long and short-term life goals, a crucial step in mapping out your financial future. When you have a strategy and a financial plan, it’s easier to make financial decisions and stay on track to meet your goals. Working with a CFP CM professional can secure your financial wellbeing and give you peace of mind and help you reach financial planning success.Some people decide to do their own financial planning, but you may want to seek help from a Certified Financial Planner CM professional if you:Want to better manage your finances, but aren’t sure where to start.
Don’t have time to do your own financial planning.
Want a professional opinion about the plan you’ve developed.
Don’t have sufficient expertise in certain areas such as investments, insurance, taxes or retirement planning.
Have an immediate need or unexpected life event.


Destination: Setting Goals
Financial planning starts with setting goals. After all, you need to know where you want to go before you can decide how to get there. Your goals can be short-term – for example, paying a credit card debt in six months; medium-term – such as saving for a down payment on a house in two years; or long-term – such as sending your kids to college in 15 years or your retirement. Write your goals on paper, including rupee terms and dates. Keep the list in sight so you can refer to it for motivation as you keep working toward your goals.Starting Point: Where Are You Now?
Next, get a realistic picture of where you are financially. List everything you owe (liabilities) and the value of everything you own (assets). Also, track your monthly income and expenses in a notebook or on a budget form. Even if it’s not a pretty picture now, that’s OK. You’ve faced your financial situation, and financial planning will help you improve the picture.Avoiding Potholes: Insurance, Debt, Job Loss, Taxes and Estate Planning
Financial potholes will inevitably come your way – stock market downturns, recessions, losing a job, wrecking the car, paying for an illness. You may not be able to avoid these potholes, but you can minimize their financial impact. Here are a few suggestions:• Have adequate insurance. Insurance prevents financial catastrophes, so don’t put off getting it. Insure what you cannot comfortably afford to replace. For most people, that means having the following insurance: auto, renters or homeowners, liability, health, disability and life insurance (if someone depends on you financially). Take advantage of insurance offered to you at your job and supplements it with insurance you buy on your own. Shop for the best price, but make sure you buy from a reputable, financially sound insurance company.• Control debt. Having a lot of debt puts you at financial risk. If you’re spending more than you earn, start using a budget to plug spending leaks, and make paying off your credit cards a top priority.


• Job loss. You can’t control the economy or a company layoff, but you can control how much time you invest in keeping your skills sharp and in meeting people who may help you find a job in the future.• Taxes. Computer software can help you find deductions on your tax return. However, if your financial situation is complex, you may benefit from working with a tax or financial professional who can suggest tax strategies and make sure you are getting all of the credits and deductions due to you.• Estate planning. Every adult should have these four basic documents: will, general durable power of attorney, medical power of attorney and a living will (also called a medical directive). A financial planner can guide you and refer you to an estate planning attorney to draft these documents.There are many benefits of financial planning. If any of the above questions apply to you, it may be time to call a Certified Financial Planner CM professional to help you reach your financial goals and achieve financial success.

Understanding Science – Its Application in Daily Life

Science is derived from the Latin term ‘scientia’, which means ‘knowledge.’ It is a systematic explanation of every element present in the universe. To understand the subject, you simply have to look around you. Everything you see, whether it is your computer screen, a pen, papers, your pet, the sun, or other things are all elements of science. Science covers everything from the smallest particle in an atom present in the circuits of your computer, to the complicated electrical fluctuations and chemical interactions within our bodies that enable us to read and perform other normal activities.The Characteristics of ScienceScience helps in answering questions in a simple and logical manner. It can also lead to advancements in technology, and help us improve our knowledge on enormously useful and important topics, like the environment, natural hazards, our health, and others. Science is the reason for the developments in the modern world, and scientists across the world continue to work, to unravel the mysteries of the universe. A multi-faceted and complex subject, science has fairly straightforward basic characteristics.


Science limits its focus to the natural world, avoiding supernatural explanation about any given matter. It educates us about the natural world, what it is made of, what it contains, and how it works. It is more than a collection of factual data, and science is a long road to understanding the universe. It identifies answers by carrying out tests rather than speculating results. Observations and ideas form an integral part of science. Scientific ideas are accepted because they go through rigorous testing processes, but the emergence of new perspectives and evidences make these ideas subject to revisions.Fields and Branches of ScienceScience is commonly classified under two major categories: Social sciences (study of societies and human behavior), and natural sciences (study of natural phenomena such as biological life). Other disciplines in the subject include applied and interdisciplinary sciences, such as medicine and engineering. Although these scientific disciplines have their own expertise and nomenclature, they often include other inter-related disciplines.


Formal science is another branch of the subject, which includes mathematics, logic, and statistics. Formal sciences are crucial in the formulation of laws, hypotheses, and theories related to social sciences (the manner in which humans or animals think or act), and natural sciences (the explanation about how everything works). Each discipline of science has sub-divisions that focus on particular sections of the subject.Why Study It?Science offers wide scope for people who are interested in exploring the mysteries of the universe. Getting science help will ensure that you better understand the natural world and how it works. A good science tutor is greatly beneficial for students who find the study of science difficult.