Seth Godin wrote an interesting post last week, predicting a deterioration of the quality of marketing – a "coarsening," he calls it – as marketers increasingly prefer direct response advertising, clickable and measurable.
"Coarse" is a great term to describe the Kraft strategy I described in the previous post, "Big is not a strategy." No nuances, no subtlety, no human touch. Just a big noodle. A big hot dog.
Some sponsors skip over activation entirely, which is like buying a TV or radio spot and not giving the station the spot. In other words, it's a waste of money.
Some marketers bemoan the measurability of sponsorship, expecting instant results from a qualitative medium, when perhaps they are unsure what to look for.
Setting up a jumbo noodle in a park is like the equivalent of speaking louder when having a discussion with a person who speaks a different language. It doesn't mean you're getting through.
Godin ends the post by saying, "Measurable isn't always the only thing that matters." True for sponsorship, too.