Stopping something that is actually working (a big no-no!) If you have successful marketing promotion or other marketing actions that are bringing in clients or customers, keep doing it and don’t stop until it is no longer working.
A promotion piece or strategy that is working should be continued until it is not getting results. Don’t stop doing something just because you want a change. That is a common failure.
I have seen companies stop getting good mailing lists and sending out promotion that was working, then try a big advertising campaign in newspapers or magazines that they never did before. They lost money and business—all because their Ad Agency got a percentage back from the ad placement in the magazine or newspaper or TV, and nothing from the direct mailings. But the mailings were working! This applies also to the internet. Make sure you monitor who is going to your website, where they are coming from, and if it is increasing or decreasing.

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