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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.

 

Making Social Sell

Jeff Molander
Making LinkedIn Sales Navigator Work for You
Jan 23, 2015

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



Direct Mail for the Modern Marketer

Summer Gould
5 Tips for Effective Multichannel Campaigns
Jan 22, 2015

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



Reinventing Direct

Gary Hennerberg
5 Positioning Ideas When Leading With Price
Jan 21, 2015

What works best? Selling product benefits, then revealing the price? Or revealing the price, followed by selling benefits? There are...



Brand Matters

Andrea Syverson
Redefining the Art of Minding Your Ps and Qs
Jan 20, 2015

You know hospitality when you feel it, or as officially defined by dictionary.com it's "the quality or disposition of receiving...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Be a Good Data Scientist
Jan 15, 2015

I guess no one wants to be a plain "Analyst" anymore; now "Data Scientist" is the title of the day....



The Power Punch

Carolyn Goodman
How to Treat a Client
Jan 16, 2015

Over the holidays, I relocated my office a few doors down the hallway in order to accommodate some staff changes....



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...



IMM-Possible ROI

Stephanie Miller
3 IMM Trends to Watch in 2015
Jan 13, 2015

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

Ruth P.  Stevens
Exciting New Tools for B-to-B Prospecting
Jan 12, 2015

Finding new customers is a lot easier these days, what with innovative, digitally based ways to capture and collect data....



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Setting SEO Strategies and Priorities for 2015
Jan 6, 2015

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



The Integrated Email

Cyndie Shaffstall
5 Shades of Pop-Up Email Acquisition
Dec 15, 2014

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



The Data Athlete

Mike Ferranti
Data Athletes in Modern Organizations
Dec 16, 2014

Let's look at the ideas, insights and strategies for becoming what I have termed a "Data Athlete." This term has...



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...



Here's What Counts

Chuck McLeester
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...



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...



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 >>

The Mailboxes of My Memory

In my life, I've had a lot of mailboxes. My current box (New York, N.Y.) is part of an apartment building cluster box—and one that proudly holds about four to five days' worth of mail, including magazines and catalogs. I can run off for a day or two and the incoming mail safely, securely collects there without my having to fill out a "hold mail" card at the local Murray Hill post office  Read More >>

There's GOLD in that Mailbox - and in that Pencil Box, Too

I'm now amid judging the 2014 Direct Marketing Association International ECHO Awards—which is always a pleasure. In just a few days of judging each year, I get to see what agencies and clients the world over put forward as their best in data-driven direct marketing, encompassing all channels. For direct mail, there is always one campaign that gets honored with the U.S. Postal Service-sponsored Gold Mailbox Award, which recognizes the most innovative use of the medium  Read More >>

Connecting Marketing Generations: Our Opportunity

Lucky is the marketing organization that has the best, brightest and newest marketing professionals—the "Rising Stars"—working alongside its experienced, proven marketing powerhouses. Sound like your company? Well, it could be  Read More >>

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The 'Right to be Forgotten' - Ode to Solitude

Alexander Pope is making a 21st Century comeback. I'd love to be in Google's conference room as the team there decides just how to adhere to a European court's decision that European citizens have a right to be forgotten (on Google). Or what about email? A UK court just took a British retailer to task—John Lewis—for having a pre-checked form box for new customers that permits an email communication to the paying customer, along with an easy-to-use opt-out  Read More >>

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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?  Read More >>

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White House 'Big Data' Review Recognizes Innovation and Self-Regulation

When the White House announced its intent to study the rise of "Big Data," as a citizen, I guessed there might be a lot to say about government surveillance, public safety and terrorism, in light of Snowden. As a consumer, I suspected there might be a lot of attention to data breaches, in light of the recent Target incident among others. As a working individual whose livelihood depends on data access and use for more relevant marketing, I was nervous  Read More >>

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