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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.

 

Making Social Sell

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LinkedIn Sales Navigator can be great investment. But recovering the money you invest means having an effective, repeatable way to...



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Your audience is in more than one place—you need to be too. Multichannel marketing means reaching your audience across more...



Reinventing Direct

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The Power Punch

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I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



IMM-Possible ROI

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Happy New Year! As we look ahead this year with confidence in our ability to reach those aggressive goals and...



Ruthless B-to-B Marketing

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Keeping Search Profitable

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As you turn the calendar to 2015, it is time once again to revisit the SEO successes or unmet challenges...



The Integrated Email

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5 Shades of Pop-Up Email Acquisition
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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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Let's look at the ideas, insights and strategies for becoming what I have termed a "Data Athlete." This term has...



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I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



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



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



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



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



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Jul 10, 2013

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



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



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Eve Grey
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Feb 3, 2014

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



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



Denny Hatch's Blog

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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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