Kill Campaigns Based On Performance, Not Attachment

When resources tighten, average marketing teams scatter across channels, hoping something sticks. But we know that repeated exposure increases preference, and your audience needs multiple touch points with your message to convert, not single exposures across scattered channels.

If you aren't already, try concentrating your budget behind fewer single-touch campaigns to create more memorable touchpoints when consumers see it repeatedly in preferred channels rather than once across every platform.

You cannot get around the fact that two campaigns cannot occupy the same mental space in your audience's mind. Better to own one channel completely than to be noise in ten. Concentrated effort creates brand salience, the psychological concept that determines which brands consumers recall during purchase decisions. Scattered presence creates scattered recall.

Go ahead and pause campaigns that haven't driven pipeline in thirty days. Reallocate the budget to the highest performing plays. Review performance weekly and cut anything disconnected from results. These moves require no experimentation or complex testing. The psychological barriers exceed the operational ones.

Cut the noise. Double down on what works.