Failing video campaigns

If at first you don't succeed, give up.

The mantra of a successful business? Unlikely. Faced with a marketing initiative that is failing, what are the options? Consider it a lost cause, a sunk cost, and move on? Sometimes, to quote a sage (ok, Bananarama), 'It ain't what you do it's the way that you do it'. What has caused the failure - the idea or the execution? If you undertake a leaflet drop or direct mail campaign and get a negligible response, what was at fault - the wrong audience, the wrong message or the wrong physical design? When I met a business recently whose YouTube video has had 2 views in the last 6 months, my first thought is not to forget it and try something else. I see opportunity, not failure. The business has decided that video is not a priority at the moment. Another way to put this is ' having invested time and money in a marketing initiative, we are not interested in seeing a return on our efforts'. Or 'rather than having a marketing channel that will repeatedly deliver after a one-off investment, we would rather spend money on a weekly basis'. 'Video isn't working for us'. This is only a valid response when all practical avenues have been explored and all sensible efforts have been put in to give the best opportunity for success. To fail without trying is woeful. Failing video campaigns are unforgivable. One of my own marketing initiatives was failing due to my own lack of knowledge. So, give up, or hire a knowledgeable specialist to make it work? No contest.