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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 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
Best Practices Exist for a Reason, Part 2: Landing Pages
Apr 23, 2015

In my last post, I gave some specific and proven best practices for the creation of successful emails. In this...



Here's What Counts

Chuck McLeester
How to Tell If Your Marketing Works
Apr 23, 2015

My live Target Marketing Group Webinar yesterday, "How to Tell if Your Marketing Works," deals with my favorite topic: measuring...



Search Made Simple

Phil Frost
Google's Mobile Algorithm Update: What You Need to Know
Apr 22, 2015

Google announced some very big news about a major algorithm update that landed on April 21, 2015—yesterday. Due to the...



Creative Caffeine

Dani Cantor
Flash (Sale) AAAHHH!!
Apr 20, 2015

Part of me feels like, since I revealed my obsession with song lyrics in my first entry, I can't keep...



Making Social Sell

Jeff Molander
Drive Leads on Facebook by Getting Customers to Gab
Apr 17, 2015

What can a regional supplier of HVAC products and services teach you about Facebook? Plenty. I've already explained how Steelmaster...



Psychology-Based Marketing

Jeanette McMurtry
The Purpose-Driven Brand
Apr 16, 2015

Since the beginning of time to this very moment, we humans have been driven by purpose. Consciously and unconsciously, we...



Reinventing Direct

Gary Hennerberg
Stimulating Awe, Goosebumps and Chills in Copy
Apr 15, 2015

When your copy stimulates awe, your customer should experience a physiological reaction like goosebumps or chills. A physical reaction comes...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail: Data Makes All the Difference
Apr 14, 2015

The draw of the latest marketing trends pulls at us all. Many companies have integrated their direct mail with technologies...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Marketing and IT; Cats and Dogs
Apr 9, 2015

Cats and dogs do not get along unless they grew up together since birth. That is because cats and dogs...



IMM-Possible ROI

Stephanie Miller
An Inside-Out View of the Customer Funnel
Apr 7, 2015

No one in business ever profited by change for change's sake. However, no one ever stayed in business long without...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google Finally Shuts the Door on Doorway Pages
Mar 31, 2015

Google seldom gives search engine marketers advance warning of algorithmic changes; however, in a rare move recently Google announced plans...



The Data Athlete

Mike Ferranti
Channel Collaboration or Web Cannibalization?
Mar 24, 2015

Multichannel marketers experience the frequent concern that online is competing with, or "cannibalizing," sales in other channels. It seems like...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 More Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
Mar 20, 2015

B-to-B data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

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



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

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



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...



Premium Employment: Half the U.S. Workplace Relies on Data

Last month, the U.S. Department of Commerce issued a report titled "The Importance of Data Occupations in the U.S. Economy." It's a fascinating read. The report found that data plays a central role in 7.8 percent of all employment (That's 10.3 million jobs)—and more than 50 percent of all jobs involve working with data as a central component of the position  Read More >>

What Does a Data Marketer Look Like?

The currency of nearly all marketing today is data. Ten years ago, we might have said much the same of digital marketing, and all the email, display, social, search, and mobile that's came forward from it.

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What I’ve Learned (So Far) From Stuart Elliott

When I first joined the Direct Marketing Association public relations team in 1988, Stuart Elliott had just left Advertising Age to join USA Today, covering the ad business there. Then in 1991, he took over the ad column, and the advertising business beat, at The New York Times. In December 2014, after 23-plus years, he chose to depart the Gray Lady  Read More >>

Should I Accept Your LinkedIn Invitation?

Recently I accepted a full-time position with one of my clients, the Digital Advertising Alliance, which makes me particularly happy to have benefits again, but I sure will miss my daily freedoms from the past six years. Since I updated my LinkedIn profile, a plethora of people I do not know have reached out to me asking for LinkedIn invite acceptances—but not stating anything specific or particular in their request of me  Read More >>

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A Welcome to the 74th Postmaster General and CEO Megan Brennan

Happy President's Day, and a warm welcome to the new USPS Postmaster General and Chief Executive Officer Megan Brennan. In a recent letter to USPS employees, upon her term of service beginning February 1, Brennan shared these statements, which I thought would be noteworthy enough to share here.

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Hiding Tax Increases: USPS Taps Mailers’ Budgets, Again

When the cost of oil and gas plummets, that's when states—looking for revenue—make a move to raise taxes on gasoline, in hope voters will hardly notice. Of course, when the price of gasoline inevitably increases months or years later, that tax on gasoline becomes painfully obvious and more pronounced: Small cars get driven, while the big guzzlers stay in the garage or showroom. Conservation rules the day.

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Golden Nuggets: Advertising’s ‘Data’ Wave Has Arrived

When I look at the world of advertising, by way of my career path through the Direct Marketing Association and Harte Hanks and now with the Digital Advertising Alliance—I confess I've been a "direct response" snob by training. (As a PR guy, I tend to enjoy Kool-Aid.)

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Security, Cowardly New World | Privacy, Brave New World

What kind of world have we become? To see Sony, theater owners and distributors initially cower over release of "The Interview," in the face of a cyberterrorist threat was—and is—unnerving. Clearly, businesses feared that Sony's victimhood would be exported to others. Yes, the movie eventually was released online and in limited theaters, but the initial fear expressed was disconcerting, to say the least.  Read More >>

‘Programmatic’ Goes the World - Media Buying Is Audience Buying

Direct marketers have long had a love affair with data-driven media buying. In the world of direct mail, for example, list rentals and exchanges are filled with data cards (once print, now electronic) rich with audience measurements—the very attributes marketers need to intelligently target their offers to would-be buyers.  Read More >>

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A Postal Wish List for 2015 - I Wish I Could Say I Am Thankful

We are amid the Holiday 2014 mailing season, based on my home address catalog count of 33 so far (since Nov. 1). In the batch, I have just one duplicate, a J. Peterman catalog that I don't mind receiving twice since the copywriting is so entertaining—so I keep one at home, and take one for the road.

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The 'Sustainability' of Giving Back: How Marketers Look After Their Own

Sustainability in business is often referred to as "the triple bottom line"—financial, environmental and social. This past week, I had the opportunity to see firsthand how we—as marketers—address social sustainability, specifically our fostering of human resources and marketing talent. It is a critical need  Read More >>

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San Diego Dreamin' - Charging Through 'The DMA'

The last time the Direct Marketing Association held its annual conference in San Diego, it was 2009, we were all amid The Great Recession, and having been recently thrown out of a job, money was just too tight to attend on my own. Since then, marketing has changed—a lot—and the U.S. economy overall is in better shape than it was. Folks, looking back, we avoided a Depression  Read More >>

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Truly Greening Digital: The DMA ‘Green 15’ Gain a Digital Edge

With little fanfare, the Direct Marketing Association just published a "refresh" of its "Green 15" sustainable marketing practices first announced in 2007, via the good work of the sustainability team from the DMA Ethics Policy Committee.

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Digital Onslaught: I'm Losing My Brain, and What’s Left Is Being Rewired

I am convinced that the ubiquity of and access to knowledge—largely digital and increasingly mobile—that I have come to depend upon today is rewiring my brain. What I used to commit to memory, I increasingly assign to libraries on my computer and in the cloud. Am I being lazy, or old, or am I equipping myself to a new age of information—and analysis-on-command?  Read More >>

Death of the Agency? Not So Fast ...

The last season of "Mad Men" is approaching, but let's not be so fast to bury the ad agency with it. Media outlets are reading trends and are raising questions. The Economist has a special report on digital disruption in the advertising supply chain, and is quite taken by how "Big Digital's"
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My Summer Reading List Includes Facts About Direct Mail

The "dog days" of summer are about to end, so I'd better wrap up my summer reading fast. Of course, my summer reading list really is my only opportunity to delve into those volumes of research that have been accumulating, that I've been meaning to get to, that I really should be on top of  Read More >>

Should USPS Retrofit Facilities for E-commerce Fulfillment?

Three trends make me wonder if there's money to be found in U.S. Postal Service real estate. First, the Postal Service continues to bleed, despite higher revenue—no thanks to Congress for its inability to pass meaningful, fixable reforms. Second, network consolidation continues apace—with 141 facilities consolidated to date in the Postal Service's plan for Network Rationalization—and another 82 slated for 2015  Read More >>

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A Pictorial Trip to the Mailbox

After my previous Mailbox Memory post, a few mailboxes started to make some appearances in my inbox. With a little more research, I found there's quite a bit to choose from, like those on this Pinterest account. I even found a pictorial tour of mailboxes in Santa Barbara, Calif. Click on the images in the media player to see some my favorites.  Read More >>