Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
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 integrated direct marketing. He serves on the Direct Marketing Association International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York and Direct Marketing Idea eXchange, and is a former member of DMA's Committee on the Environment and Social Responsibility, where he led the Marketing & Communications Public Outreach Strategy Working Group (2005-2012).

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. He loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too!

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

 

The Power Punch

Carolyn Goodman
Death of the Salesman
Nov 21, 2014

There's no question that the Willy Lomans of this world have been dying a slow, agonizing death—only instead of losing...



Here's What Counts

Chuck McLeester
How Do You Spell ROI?
Nov 20, 2014

Return on Investment: Everybody's talking about ROI, but not everyone agrees on what it is. Given the various ways that...



Mobile-First Marketing

Greg Hoy
Tracking Mobile Ad Effectiveness With Real-Time Data
Nov 19, 2014

The volume of mobile data and the speed at which it is created continues to increase as the global population...



Muscle Marketing

Wendy Montes de Oca
The Power of Interstitials … Are You Using Them?
Nov 18, 2014

Whether your goal is cross-selling or lead generation, interstitials are a great way to get your website visitors' attention and...



The Integrated Email

Cyndie Shaffstall
Moving Upstream on Cart Abandonment
Nov 17, 2014

After speaking at a conference on the topic of email automation for your online store, I was approached by more...



Making Social Sell

Jeff Molander
Social Selling on LinkedIn Doesn’t Require Thought Leadership (Part 2 of 3)
Nov 14, 2014

This social selling best practice is actually the worst—causing frustration and failure. I'm talking about "becoming a thought leader in...



Brand Matters

Andrea Syverson
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
Dec 9, 2014

Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I...



Direct Mail for the Modern Marketer

Summer Gould
What Can Variable Data Do for Your Direct Mail?
Nov 13, 2014

A direct mail piece is an effective way to reach out to your customers, putting your brand directly in their...



Reinventing Direct

Gary Hennerberg
How to Neutralize the Risk of Backfire
Nov 12, 2014

The mid-term elections are over, where widely divergent points-of-view are on display. The political campaign season (which one could argue...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Not All Databases Are Created Equal
Nov 6, 2014

Not all databases are created equal. No kidding. That is like saying that not all cars are the same, or...



Ruthless B-to-B Marketing

Ruth P.  Stevens
What the Growth of Inside Sales Means to B-to-B Marketers
Nov 4, 2014

I heard an arresting comment at the LeadsCon conference in New York in August. The speaker claimed that inside sales...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Giving Organic Search Credit
Oct 28, 2014

For many marketers, the end of the year marks the end of their budget cycle. It is certainly not revealed...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



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...



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...



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....



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...



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...



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)...



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...



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.

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: