When to not do video

Two years ago I helped a Mom and Pop shop create a little campaign. We spent one day filming and one week in post-production. The owners were excited; we were excited. A year later, I asked them how the video was performing. Their answer was unexpected: They hadn't used it at all. They didn't even have a marketing team in place to utilize the assets we created. They had spent thousands of dollars on a beautiful video with no strategy or initiative behind it. It was a pure distraction. For...