Tad Clarke’s comments on the USPS sponsorship underscore a common misunderstanding among executives in both public and private-sector organizations (“Field of Dreams,” Aug. 12). Too many organizations continue to hang onto sponsorship as a cure-all, feel-good marketing tactic with little consideration for the results.
Generating PR is good; generating PR within the right target audience should be the goal. And it needs to be integrated with the other marketing vehicles intended to generate sales. Measurement is critical not only for evaluating the sponsorship but for determining future initiatives.
Volker Mendritzki, Managing director, LoyaltyVision