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Chet Dalzell

Marketing Sustainably

By Chet Dalzell

About Chet

Marketing Sustainably: What's Going on Beyond and Beneath the Green? A blog posting questions, opportunities, concerns and observations on sustainability in marketing.

Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of direct marketing. He serves on the Direct Marketing Association Committee on the Environment and Social Responsibility, where he is currently chairman of the Committee's Marketing & Communications Public Outreach Strategy Working Group (2005-present).

Chet co-developed the first professional certificate program in environmentally responsible marketing within the United States. He also served on the United States Postal Service Greening the Mail Task Force (2007-2010), and led its Life Cycle of Mail Subcommittee.

Email Chet below, or reach him at Twitter or LinkedIn.

 

The Integrated Email

Cyndie Shaffstall
The Terms of Your Terms of Service
Apr 21, 2014

Most of us have a terms of service document on our websites, even if they're mostly contained within our privacy...



Reinventing Direct

Gary Hennerberg
Are Autoresponders Killing Email Marketing?
Apr 16, 2014

Two events in the same week have triggered an email unsubscribe flurry on my behalf. First, a change in my...



Making Social Sell

Jeff Molander
LinkedIn Profile Makeover for Sellers
Apr 18, 2014

Are you appealing to emotional and tangible desires of buyers on your LinkedIn profile—in ways they cannot resist acting on?...



Here's What Counts

Chuck McLeester
What Are You Measuring and Why?
Apr 9, 2014

An account manager working on a pharmaceutical brand once asked me, "How should we code the various opt-in vehicles to...



The Power Punch

Carolyn Goodman
I Am the Judge of You
Apr 11, 2014

Pointing the finger has never been so easy ... and so anonymous. I suppose it's human nature to feel (and...



Brand Matters

Andrea Syverson
Verbify! Verbify! Verbify!
Apr 9, 2014

What's your brand verb? Yes, you read that right ... verb. Each and every day great brands are energized by...



Ruthless B-to-B Marketing

Ruth P.  Stevens
How Many Leads Do You Need?
Apr 4, 2014

One key to successful B-to-B lead generation programs is to calculate exactly the right number of qualified leads to provide...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Why Model?
Mar 26, 2014

Why model? Uh, because someone is ridiculously good looking, like Derek Zoolander? No, seriously, why model when we have so...



Marketing Nuggets

Michael Lowenstein
Too Big to Fail - But Not Too Big to Suck
Mar 26, 2014

On a recent "Real Time With Bill Maher" show, Maher responded to the announcement that Time Warner Cable would merge...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Muscle Marketing

Wendy Montes de Oca
7 Magic Ways to Maximize Otherwise Boring Fulfillment and Collateral Pieces for Profit
Aug 7, 2013

Sure, fulfillment and inserts aren't as sexy as other forms of marketing, but they can be viable ways to bring...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Don’t Get Trashed – Is Recycling Discarded Mail Profitable? – Part I

 

Anyone who reads "Marketing Sustainably" knows I'm a huge proponent of recycling options for the mail that consumers choose to discard once they are through with it. Earlier this year, I reported on the U.S. Postal Service's efforts to recycle mail that is discarded in Postal Service lobbies (under the mantra, "Read, Respond, Recycle") and mail that is undeliverable as addressed—all of which generated millions in revenue for the USPS from what might otherwise be a pure cost center.

A "town square" held during the DMA's DMA2012 conference in Las Vegas looked at the profitability of direct mail recycling overall—from a brand's and direct mailer's perspective. Does, in fact, the encouragement of recycling of direct mail create profit for marketers, or simply good public relations (both being beneficial).  Two experts from the field—Monica Garvey, director of sustainability, Verso Paper Corporation, and Meta Brophy, director of procurement operations, Consumer Reports—weighed in with their opinions and observations.

The issue is not a rhetorical one. Earlier this year, the DMA Board of Directors approved a public goal to do just this—get more marketers and mailers to promote and support the recycling collection of mail (and its diversion from landfills) as an industry objective. DMA has a Recycle Please logo program for brands, agencies and mailers that DMA members should use on their printed communications (and digital properties, too). Garvey and Brophy explained why during the town square:

Chet Dalzell: I want my audience to respond to direct mail—not just recycle it! Does use of a Recycle Please logo or recycle please messaging depress response in my marketing materials?

Meta Brophy: Absolutely not. Consumer Reports has tested specifically use of the logo and recycling messaging on our masthead and inside our direct mail materials. We experienced no negative effects. Dozens of companies are using DMA's Recycle Please logo, too, which shows its industry acceptance (www.recycleplease.org).

CD: Let's turn to supply and pricing. Will increasing recovery of mail, catalogs, magazines and paper packaging help create lower costs in recycled paper products?

Monica Garvey: Not necessarily. Currently, an increasing percentage of mixed papers (which includes direct mail and catalogs) collected for recycling does not go back to North American paper manufacturers for products made from recycled paper, most often tissue and boxboard, but are exported to overseas markets where demand is most high. Recovered fiber is a global commodity subject to supply and demand, and much of that fiber in demand (42 percent in 2011) currently is exported primarily to China. Thus, North American manufacturers must compete for this supply, and prices paid for this material, plus the costs of processing the material for remanufacture, and then the manufacturing itself, do not translate normally to lower costs for recycled paper products. Again, most products with recycled content made from collected mixed paper (what we call "post-consumer") are containerboard and boxboard, not printing and writing papers.

CD: This makes sense then on why purchasing recycled paper products sometimes involves premiums. Why should brands pay premiums for recycled paper products?

MB: Here is an area where a brand evaluates the business decision to pay a higher cost, usually. Your brand may have a social responsibility policy, and this type of purchase adheres to that policy, demonstrating the benefits of diverting waste from landfills. Reusing that waste is an efficiency goal with social benefits. Consumers tend to view brands that demonstrate social responsibility better than those perceived not to—that "greenwash" their environmental performance with unsubstantiated claims.

MG: I think that's an important point—demonstrating leadership for socially responsible brands. But also, purchasing certain types of recycled products supports the supply chain, and the recycling collection infrastructure that exists in North America and elsewhere. For forestry and paper manufacturing, that's a commitment to efficient use and reuse of a highly regarded natural resource—fiber. The ultimate goal of paper recycling should be to increase fiber recovery beyond the current 67 percent reported by American Forestry & Paper Association to the maximum possible in the U.S., and then to re-use all fiber recovered in products where the least amount of transporting, cleaning and energy for processing of the post-consumer fiber is needed.

In the next installment of "Marketing Sustainably," we'll continue this discussion and look at the ways to reuse paper fiber at home, the threat of extended producer responsibility laws, and other "drivers" that make recycling collection of our printed communications materials so important.

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