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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 Power Punch

Carolyn Goodman
Mistake or Clever Test?
Aug 29, 2014

As marketers, we know that consumers are accustomed to providing personal information in exchange for something free. As business-to-business marketers,...



Muscle Marketing

Wendy Montes de Oca
Penguin 3.0 Is Coming and It’s Time to Clean House
Aug 28, 2014

Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



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...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Mobile-First Marketing

Greg Hoy
Why Contextual Advertising Is Still Hard
Aug 27, 2014

Contextualized advertising is serving the right message to the right person at the right time. Standing in the way of...



Reinventing Direct

Gary Hennerberg
10 Storytelling-in-Content Marketing Lessons Learned
Aug 20, 2014

Storytelling lifts content marketing into more powerful messaging. Today we share 10 lessons learned as a result of a content...



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...



Making Social Sell

Jeff Molander
Writing Effective InMail and Sales Emails: Don't Ask for the Appointment
Aug 22, 2014

Here's my best tip on writing effective sales emails or LinkedIn InMail messages: Don't ask for the appointment. Instead, earn...



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....



Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



The Integrated Email

Cyndie Shaffstall
When All Hell Breaks Loose
Aug 25, 2014

With automation comes risk. In the course of drafting, testing and deploying automated programs, many of us have suffered through...



Direct Mail for the Modern Marketer

Summer Gould
Empower Your Direct Mail With Mobile
Aug 21, 2014

Direct mail marketing has been around for a long time; it's sometimes thought of as the "old goat" of marketing....



Brand Matters

Andrea Syverson
Season's Greetings!
Aug 21, 2014

Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers...



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...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Beyond RFM Data
Aug 14, 2014

In the world of predictive analytics, the transaction data is the king of the hill. The master of the domain....



Marketing Nuggets

Michael Lowenstein
When Viral Marketing Goes Too Far
Aug 12, 2014

A couple of years ago, our local newspaper, The Philadelphia Inquirer, ran a disturbing story about how a mortgage loan...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Is Your Content Fresh, Frequent and Unique?
Aug 5, 2014

Today, your content plays a much larger role in getting top search results than ever before; therefore, it may be...



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...



5-Day Delivery: Cost Cutting or Congressional Gambit?

 

As a citizen and a close follower of postal goings on, I realize the United States Postal Service and Postmaster General Patrick Donohoe ultimately are not to blame for the five-day delivery announcement which transpired on February 6.  Postal customers, labor unions, direct marketers and Americans in general have reasons to be angry—or at least very concerned—as to what is really going on here.

We all know that it is Congress and the White House—as a whole, not any lawmaker in particular—that largely caused the Postal Service's recent default and current fiscal mess. Their inability or unwillingness to stop the mandating of 75-year pre-funding of USPS retiree benefits, and the subsequent raiding of those funds for the federal government's own spending sprees elsewhere, deserves much of the blame.

Cost-cutting and diminishing services to U.S. citizens have been forced on the Postal Service, because a "fiscal cliff" already has arrived at L'Enfant Plaza.

Yes, there are other macroeconomic issues in play at the Postal Service—the digital migration of First-Class Mail, electronic payments and the Great Recession's most recent effects and after-effects, for example. All the same, forcing such draconian budget mandates on the Postal Service is a serious miscalculation that was (unfortunately) included in the 2006 postal reform law. No other federal agency is held to the same pre-funding benchmark, and even fewer responsibly financed and accountable private pension schemes (there are still a few around) ever look to seven decades to the future.

This needed fixing five years ago, when the economy started to teeter and such rosy views of postal finances quickly began to sour. Here we are in 2013, and we're still waiting for Congress to act.

The White House hasn't been helpful either.

Now we're faced with five-day delivery come August—and we're left wondering if it can be stopped, reversed, prevented or mitigated, even if Congress and the White House were able and wished to intervene.

Will the reported $2 billion in said-savings really transpire—and make a difference? Has anyone considered the economic trade-offs? We all know many weekend advertisers that relish a spot in the mailbox on Saturdays—and this generates a lot of commerce. Can it all be simply pushed to a Friday?

The reality is that the Postal Service, as much as it seeks to manage itself as a business, remains a quasi-public institution, a part of our Constitution, and subject to both cycles of Congressional meddling and Congressional relief, the latter now being in short supply.

It's quite amazing that the Postal Service is as efficient and as affordable as any postal service in the world, public or private—delivering communications to our homes six days a week. Still, it must deal with political representation that well may be intended, but which only seems to punt from crisis to crisis—or worse, after each crisis has rendered its most devastating effects.

Here we are in a downward cycle ... again. This time our daily mail—and direct mail advertising along with it—is being expedited, by Congress, to the dilemma faced by dying daily newspapers in stagnant metropolitan markets—going, going, gone, at least on Saturdays. 

Except this is our Postal Service, belonging to the citizens of the United States on paper. Is this squeeze on hardcopy communication inevitable—and our only choice? Or will some in Congress and the Obama Administration wake up to the fact that the Postal Service is a secret weapon for many brands (and political candidates), as well as a service to its citizens, and, therefore, do all their Constitutional best to ensure a viable future here?

By the way, I LOVE this recent piece in Esquire—required reading for our lawmakers: http://www.esquire.com/print-this/post-office-business-trouble-0213?page=all.

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