Marketing Sustainably

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.

As a public relations professional, I suppose I should be happy that Facebook is going to soon enable “dislikes” as much as “likes” — giving its account holders the capacity to rip on photos, posts, pages and other assets to which they wish to convey a negative sentiment quickly.

Somewhere down the line, I missed the memo that “continuity clubs” is now a yesterday term and that “subscription marketing” is preferred. While some of us may recall “12 CDs for $.01” or may even today have a favorite product-of-the-month subscription, it seems marketing has fallen in love with subscriptions.

Postal topics are not always top-of-mind for integrated marketers, but direct mail and the “mail moment” continue to be a workhorse in direct marketing — generating in excess of $45 billion a year in advertising revenue, according to The Winterberry Group. This week, I caught up with Jody Berenblatt, senior advisor with GrayHair Advisors, and a recognized “postologist” expert and industry speaker.

Part exercise, convenience, sustainability, and time and cost savings, I choose to ride a bike for many great reasons. However, when I arrive at my destination, I’m also exhilarated from near-death experiences. A good number of them are mobile related.

For nearly half a century, Marketing EDGE has been helping to develop the next generation of marketing leaders … and as we prepare to turn 50 in 2016, we’re ready to soar! There’s one thing that has remained consistent throughout the history of this organization: Our mission and purpose! We educate, develop, grow and employ college students in our field.

I have education on the brain, both my own and that of thousands of new graduates entering the marketplace this month. With anticipation, I am certain, the education will be bidirectional ... they'll learn new marketing maxims from my colleagues and me, while they teach us just how Millennials tick.

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