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.
Ruthless B-to-B Marketing
Digital Developments in B-to-B Event Marketing
May 25, 2012Event marketing has long been a staple in B-to-B, where the face-to-face conversation enabled by a trade show or corporate...
Making Social Sell
How 'Keeping Up' With Social Media Will Sabotage Your Ability to Sell With It
May 25, 2012What separates the leading social sellers from the aimless, follower marketers? Thinking. Sure, most of us believe we're thinking about...
The Power Punch
Is Frequency a Pay-off or Piss-off Strategy?
May 18, 2012We've all heard about contact frequency strategies: Send (often) the same communications to your target audience repeatedly over a period...
Online Video Marketing Deep Dive
How to Convert a Direct Mail Package to Online Video
May 16, 2012Today we demonstrate how to convert a successful direct mail package into an online video. You'll see how copy style...
Who's Your Data?
MDM: Big Data-Slayer
May 9, 2012There's quite a bit of talk about Big Data these days across the Web … it's the meme that just...
Muscle Marketing
An ABC Introduction to Data Mining for Dollars: Slicing and Dicing Your In-House List for Profit (Part 2 of 2)
May 7, 2012In my last post, I introduced the RFM method, an effective direct response strategy to slice and dice your list...
The Whole Magilla
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...
Denny Hatch's Blog
The Internet Can Make You a Chump—Forever!
Sep 25, 2010Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...
SEO & Content Marketing Revue
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....
'Every Door Direct' Not for Every Mailbox
For approximately the past year, the U.S. Postal Service has offered an innovative program called "Every Door Direct" that is designed to convince more small businesses to use direct mail for household geo-targeting. I love it. While social and mobile are all the rage—so, too, is "local"—and direct mail marketing, among other channels, is a powerhouse for local advertising. Mail pieces may be addressed to "Our Neighbors at Fill-in-the-Address"—as are some of the offers I receive from...
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How to Make a Billion: The Costs of 'Undeliverable as Addressed'
The USPS recently shared some interesting data on the volume and cost of undeliverable as addressed (UAA) mail. That tab was $1.3 billion in 2010, and that was just the cost to the Postal Service, which has to incorporate these costs into its rate-setting. All this UAA is money down the drain to the mailers—who designed, produced and labeled it and applied its postage—and to the Postal Service that has to deal with its final disposition.
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Have a Happy & Profitable Earth Day 2012! A Good Time to Enter the ECHO Awards' Green Marketing Competition
For the past three years, the Direct Marketing Association has awarded a Special ECHO Award dedicated to incorporating sustainable, environmental concerns in marketing. The award is given NOT for being "green" (which is self-limiting), but for being successful in marketing—read, profitable—and demonstrating environmental performance in the process.
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New Paper Recovery Data Shows Impact of Recession, Digital Media
New data from the American Forest & Paper Association regarding paper recovery rates in the United States has some good news—and not-so-good news—regarding U.S. recycling collection. As marketers, we need to pay close attention to these rates, and take active steps to support increased recovery, since such recovery can have positive impact on recycled paper supply and pricing, as well as other marketplace concerns regarding our print communications and paper packaging.
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4 Tips to Improve Environmental Performance of Email and Digital Communications
When discussing the sustainability of marketing, attention very much needs to be paid to digital communications. Many fall into a trap: We may believe we are being environmentally "good" when we use a digital message in place of a print message. Evidence increasingly tells us to think more deeply.
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