Why Having A Long-Term Marketing Plan Is Vital To Your Business

“Once born, a brand needs advertising to stay healthy.” – Al Ries

“Marketing is about creating the future” – The Chartered Institute of Marketing

Every CEO on the planet will agree that marketing is not just important to the success of your business, it is absolutely vital. However, while large businesses engage in comprehensive, long-term, and consistent marketing strategies, a surprising number of small and medium-sized businesses do not have a marketing plan and do not have personnel focused on marketing, branding, and advertising.

At Brand Edge Marketing, we specialize in making sure that small and medium-sized Montana businesses have a marketing plan for success–and that that plan is executed, analyzed, and improved year after year.

Is your business suffering because you fall into the following short-term marketing traps?

  • You don’t have a dedicated marketing budget, so you market whenever you have some extra funds to donate to the cause.
  • You don’t have a dedicated marketing or advertising staff, so you only engage in marketing when you or someone on your team as a few spare moments to squeeze it in.
  • You don’t have a marketing plan or marketing strategy, so you just make things up as you go along.
  • You don’t analyze the success of past marketing tactics and ad campaigns, so you develop new campaigns without learning from old ones.
  • You’ve set up a marketing plan with the help of professionals, but now that they’re gone, you haven’t changed anything about your plan for months or years.

The Benefits Of A Long-Term Marketing Strategy

Why should you spend time and money developing and nurturing a long-term marketing strategy? There are lots of reasons:


  • It gives you clear goals. As the saying goes, if you aim for the moon, you will land among the stars. A big-picture marketing plan gives you the opportunity to really let your imagination run wild and really think about how you want your business to grow.
  • It helps you get to know your customers. A comprehensive marketing plan involves in-depth analysis of the consumer and your customers. It will give you a window into the minds of the people who keep your business successful–and the tools you need to deliver what they want and need.
  • It helps your budget. Not having a solid marketing plan means not spending money on marketing with much thought. A comprehensive plan comes with careful pricing and careful pricing means not over-spending or under-spending.
  • It gives you the opportunity to analyze data. When you run an organized marketing plan, you have the opportunity to collect vital data about which campaigns are working and which campaigns aren’t.
  • It illustrates the value of your products and/or services. A thoughtful marketing plan determines the right marketing messages and right branding before you even begin. Taking the time to develop a long-term marketing plan means understanding exactly what you are offering to customers and exactly how to let them know what you offer.


  • It gets a leg up on the competition. You would be surprised at how many of your competitors are not dedicating significant time and effort into marketing. Imagine what would happen if you started doing what no one else has: committed yourself to marketing smart and marketing for the long-term.

Create Your Marketing Campaign Today With Brand Edge’s Team

Are you ready to create a long-term marketing plan? To as a question, schedule a meeting, or learn more about our specific services, contact us today online or call 406.258.0258.

Making A Successful Marketing Plan: A Closer Look At The Brand Edge Needs Analysis

One of the biggest mistakes that a marketing agency can make is jumping into action without surveying the field first. While it is all well and good to get a quick start, at Brand Edge Marketing, we know all too well how important it is to ask questions and learn a lot about each of our clients before deciding on a plan and executing that plan.

For this reason, the first step we take with all clients after the initial consultation is a Needs Analysis. This three-page questionnaire allows us to build a solid foundation of knowledge and facts before beginning on the major structure of your marketing plan.

The questionnaire covers a large volume of information related to your business, your past and current marketing strategy, and your future goals, including:

  • What are the goals of your business?
  • Who are your customers and how do you serve them?
  • Who is your biggest competition?
  • What is your current marketing plan?
  • What is your current marketing budget?
  • What is the state of your website and online presence?
  • Do you engage in online advertising?
  • What campaigns have been most successful in the past?
  • Do you like your current logo and the state of your brand?
  • What would you like your marketing plan to achieve?

Why do we ask so many questions? The answer is simple: if we only know that your business sells hamburgers, we are still much too ignorant to create a marketing plan that is just right for you. If you are the Mo CLub, you don’t want to market like McDonald’s. Marketing plans have to accomplish two big steps: to communicate your exact value to customers, and to forward your business’ goals. If we are not familiar with both your customers’ needs and your long-term goals, we aren’t going to be able to create a successful marketing strategy.

From Needs Analysis To Marketing Plan

How do we utilize the information we discover from your needs analysis? The first step is processing everything we learn about your business and your customers. The next step is identifying the areas that most need help immediately–whether it may be your website, your logo, or your TV and radio presence. Finally, we construct a 12- or 24-month marketing plan that balances your greatest marketing needs with your available budget.

Only then do we get started–and hit the ground running, knowing that we are making the right choices at the right time to get exactly what your business needs.

Get The Competitive Edge With Brand Edge Marketing

Don’t continue to engage in marketing or advertising in a haphazard manner. Get a plan that works for the local market as well as your long-term goals.

Don’t continue to blindly feel your way around issues of branding, marketing, and advertising. Get a team that can ensure that your marketing strategies are sensible, on-budget, and successful.

We are here to help. To ask a question, request a free consultation, or learn more about our services, contact us today online or call 406.258.0258.