During the past few years, I’ve learned two things about marketing plans. First: They’re absolutely necessary for organized, continued outreach. Second: They can hinder success if not properly implemented.

Sounds a bit contradictory, I know. As we see it at Bon’s Eye, marketing works kind of like a road trip. You (the business) must sketch out a route to reach your destination: New consumers. Then you come up with a loose itinerary of planned pit stops – at least you do if you’re anal retentive like me!

As is the case with so many family adventures, you hit the highway with a set goal in mind. “Drive for two hours – take a restroom break. Drive for another two hours – grab a bite for lunch. That should put us halfway by afternoon…” Ahhh, to be vacation bound and idealistic!

In reality, our plans never quite work out so smooth. About 15 minutes into the drive, the kid needs a bathroom. Further down the road, someone in the car wants something to eat “Before I PASS OUT.” For the record, I’ve never actually seen that happen.

Rounding out the series of setbacks, detour signs litter the highway up ahead. You’re suddenly redirected through Shady Town U.S.A. – Population: 20 folks who like to stare, and one creepy old man spitting into an RC Cola can.

Before you can say “Where the hell are we?,” your itinerary has been completely uprooted. No more thoughts of record-setting time. No more visions of checking in ahead of schedule. Just you and a whole new list of goals – the main one being locking the doors and getting back to civilization.

Marketing poses the same massive speed bumps. You can either continue to go full speed over them (and totally screw up your alignment), or decelerate to adjust your approach. In certain scenarios, you might even opt to find a different avenue altogether.

See, following a marketing plan (like a roadmap – or GPS for you more techno-savvy drivers) is important to steer your business to where it’s going. However, sometimes we must shift gears or completely reroute to address new priorities.

For this reason, businesses should view their plan as a flexible guide, instead of a required call to action. Yes, the plan was drafted to assure that you drive with direction and purpose. However, the worst thing a company can do is rigidly stick to that course, even when new marketing demands arise in the roadway. That’s like barreling past a “closed bridge” sign in order to stay on the initial track. We all know how that ends.

We must be willing and able to readjust to meet ever-changing marketing needs. That’s why Bon’s Eye recommends implementing quarterly plans, as opposed to the standard 12-month variety.

Doing this every three months allows a business to truly evaluate the demands of the marketplace in real time. Your efforts will be more trend-appropriate and hip to what speaks to today’s current audience.

Plan openly – Drive with real progress!

Related post: We Can Learn About Marketing From Our Driving Habits