Written by: Vickie Sullivan  |  May 31, 2018

When to Bail On a Marketing Campaign

It looked like such a good idea at the time. Your team is excited. But halfway into the campaign, the results are not as expected. The question that looms large: Do you keep going or is it time to bail?

It’s hard to determine when to quit and when to adjust tactics. Here are two questions that can help you see the forest from the trees:

•What’s the real source of the struggle? Sometimes we need to answer unforeseen objections; sometimes we need to rethink our commitment. Listen closely to the “no’s”—these prospects tell you what to change. Example: I had a great opportunity to market in a “target-rich” environment. We tested my ideas, and the initial interest was strong. The problem? I underestimated the high hustle factor to close the sale. After six months of trying it “my way,” I learned it was too much work for too little benefit.

Listen: The difference between perseverance and being stubborn

• What’s the real approach here? Take a wide-angle look at your engagement. In other words, are you rushing around doing half-a*sed work because you are behind the eight ball or are you rushing with excitement because you see so much opportunity? The former is playing defense; the latter is the thrill of playing offense. Big difference.

Sometimes marketing campaigns look better far away than they really are. It’s OK to go for broke and then quit. Time, energy, and resources get wasted when you ride a dead horse.

You May Also Be Interested In:

• Achieving Goals: The Power of a Heads-Up
• Springboard Marketing: Leveraging Your Expertise Into an Empire