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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.

 

Mobile-First Marketing

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Dec 17, 2014

As smartphones and tablets evolve, the bright lines that previously separated digital, print, TV, mobile and PC are now beginning...



The Integrated Email

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As marketers, one of the biggest challenges we face is growing our marketing list at a rate higher than our...



The Data Athlete

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Muscle Marketing

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Direct mail is an effective way to reach prospects and customers. But, we have to admit that both customers and...



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Ah, the holiday season. Your prospects are moving fast these days in an always-on world, with all the trimmings of...



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Andrea Syverson
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
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Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Smart Data - Not Big Data
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As a concerned data professional, I am already plotting an exit strategy from this Big Data hype. Because like any...



The Power Punch

Carolyn Goodman
Mergers and Acquisitions: A Challenge to Brand Loyalty
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In the late 1990's, I discovered ShareBuilder—an easy way to buy stocks (and even fractions of a single stock) through...



IMM-Possible ROI

Stephanie Miller
Mastering the Complexities of Multichannel Digital Marketing
Dec 2, 2014

Integration is like the Holy Grail of marketing. Connecting the dots at the customer level, across channels, devices and owned...



Ruthless B-to-B Marketing

Ruth P.  Stevens
Named Account Marketing: New Tools and Techniques to Reach a Limited Universe
Dec 1, 2014

Some B-to-B marketers know exactly what accounts are in their target market. What a luxury! These marketers can eliminate the...



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Amanda G. Watlington, Ph.D.
If Your Site Is Not Mobile-Friendly—Fix It Now!
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If you rely on search to assist new users in finding your site, you must now make sure that your...



Here's What Counts

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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...



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Michael Lowenstein
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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
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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...



Where Are All the Courageous Clients?

 
I was chatting with a friend of mine over lunch the other day—he's a senior creative in an integrated advertising agency (brand and direct)—and we were asking ourselves: "Where are all the courageous clients?"
  • Where are the clients that aren't afraid to take risks—at least creatively?
  • Where breakthrough results originate from innovative strategy and provocative creative—and not a re-hash or incremental tweak to a tired control?
  • Where tomorrow's ad campaign is designed with the consumer or customer first in mind—not the CEO, CMO or some other elder statesman with purse strings?
  • Where agencies are treated as consultative partners—and the advertising product reflects true collaboration that generates excitement?
  • Where advertising's Golden Age returns, where creative brilliance—advertising that works—returns to the mantle it once held.

There's certainty among us that such clients exist. (Even he admitted he has some in his mix.) It's just that not all the new business pitches these days are with brands that are ready to fly among the clouds. Taking the safest route may win the business, but trying to be safe all the time is so boring—and keeps everyone sadly on the ground all the time.

Judging the Direct Marketing Association International ECHO Awards every year, as I so enjoy doing, really gives me a superb perspective on who's creating magnificent advertising—both here at home and (often) overseas.

There's still time to make that ECHO Award deadline this year, now extended to May 28 (Wednesday this week): http://www.dma-echo.org/.

A helpful video for last-minute entering tips—from the Judges themselves:

There's still time to prove to the world—there really are courageous clients (and the agencies that support them).

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