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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.

 

Here's What Counts

Chuck McLeester
Mindset and Measurement
Jul 2, 2014

In her book, "Mindset: The New Psychology of Success," Stanford University Professor Carol Dweck purports that people possess one of...



Direct Mail for the Modern Marketer

Summer Gould
Is Every Door Direct Mail Right for You?
Jul 24, 2014

Every Door Direct Mail is a service designed by the USPS to help businesses reach every address in a neighborhood....



Brand Matters

Andrea Syverson
Linger Longer: A Branding Imperative
Jul 23, 2014

"Summer afternoon—summer afternoon; to me those have always been the two most beautiful words in the English language," wrote Henry...



Reinventing Direct

Gary Hennerberg
Stimulating Action With Color
Jul 22, 2014

There is growing scientific evidence of how the brain processes color and how color impacts our feelings and how we...



The Power Punch

Carolyn Goodman
Trickery Is Not a Marketing Strategy
Jul 18, 2014

Despite what some people may think, I was not born yesterday. But lately I feel like I've been duped by...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Big Data Must Get Smaller
Jul 17, 2014

Like many folks who worked in the data business for a long time, I don't even like the words "Big...



Marketing Nuggets

Michael Lowenstein
Avoiding the One-Night Stand
Jul 15, 2014

Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's "Animal...



The Integrated Email

Cyndie Shaffstall
Collaborating With Sales for Sales
Jul 14, 2014

I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been...



Making Social Sell

Jeff Molander
LinkedIn Prospecting: What Should You Post on LinkedIn and When?
Jul 11, 2014

What should you post on LinkedIn and when should you post it? These are common questions for B-to-B marketers and...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google: The Elephant for Search Marketers
Jul 8, 2014

Pierre Trudeau, the former Canadian Prime Minister, once remarked about the United States: "Living next to you is in some...



Muscle Marketing

Wendy Montes de Oca
How to Create High Performing Sweepstakes for Lead-Gen Efforts
Jul 1, 2014

OK, I know what you're thinking … viable leads typically don't come from sweepstakes and contests. And when not done...



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)...



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...



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...



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...



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...



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...



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....



Marketing Data: Do I Own My Own Name?

I've always been uncomfortable with the position taken by some privacy advocates that each of us owns our own information—and thus has some form of property rights derived from this information—and that marketers shouldn't have use of that information without first having permission and providing compensation  Read More >>

Companies Mentioned:

Irrational Customers and 2013's Tip Top Marketing Campaign

Exhale, just landed from a jam-packed Direct Marketing Association DMA13 conference ... You have to hand it to New Zealanders. For two years' running, that nation's marketing practitioners have nailed a Diamond ECHO from the Direct Marketing Association's International ECHO Awards, which were presented last week during DMA13, the association's annual conference in Chicago.  Read More >>

Chicago With a Purpose: Wrapping up the DMA2013 Session Picks

With apology, I want to say that this blog is a little about me—what topics I'm interested in, and sharing a little bit of this knowledge (or lack of knowledge) with blog readers. In the process, I'm hopeful you're doing the same bit of pre-conference research—because it is this forethought and planning, beyond the engagements and booth visits on the Exhibit Hall floor, which make for a truly informative DMA13 conference  Read More >>

Look Who's Arguing for Higher Postage

It was a busy past week for postal reform followers, as the Senate Homeland Security and Governmental Oversight Committee convened a hearing on a bipartisan measure to implement various Postal reforms. Perhaps the most contentious part of the Senate's current bipartisan proposal was the centerpiece of the 2006 Postal Accountability and Enhancement Act: The annual rate cap on postage increases tied to the Consumer Price Index.  Read More >>

Companies Mentioned:

Will There Be a 'Snowden Effect' on Marketing Data?

I didn't even want to write this headline or blog post, given the fault-filled linkages some people make between marketing and something completely different from marketing. But it never seems to fail: Whenever some big news event captures the media's attention, politicians' attention surely follows. And when it has to do with consumer privacy, the results for the private sector—and use of marketing information in particular—are rarely favorable  Read More >>

A Possible USPS 'Exigent' Rate Increase - Playing Politics on the Backs of Ratepayers?

There are rumors that the USPS may request another exigent rate increase. Why are we going through this again? Advertisers, marketers and the business community love certainty—and have a strong distaste for uncertainty. When one considers the financial situation of the U.S. Postal Service during the past couple of years, it's enough to keep mailers at bay in planning their ad budgets, and keep them from devoting much to direct mail in the overall media mix.  Read More >>

Creeping Up Fast: DMA13 and Making Plans for Chicago

August 6 marked the mid-point of summer—so now we're closer to summer's end than summer's beginning. It's as if all the back-to-school advertising wasn't enough to have us looking forward (except perhaps for schoolchildren). In the world of data-driven marketing, my mailbox reminded me this past week, too, that fall is just around the corner: I received a DMA2013 conference brochure mailer
 Read More >>

Companies Mentioned:

PMG Fights Congress on Postal Reform

The U.S. Postal Service reiterated this past week—in hearings before the House Oversight and Government Reform Committee—just how crucial it is that Congress undertake reforms that are necessary for the USPS to accrue the savings to restore its fiscal state. There should be no "half measures," Postmaster General (PMG) Pat Donahoe stated  Read More >>

Companies Mentioned:

Judging the 2013 ECHOs: A View of Data-Driven Marketing's Best

Two weeks back, I had the opportunity to judge Rounds 1 and 2 of the ECHOs this year—and while sworn confidentiality requires me to remain mum on actual campaigns I encountered there, I want to comment on the value of judging itself, from my perspective as a public relations practitioner in our field. The ECHOs have been around a long time—since 1929 to be exact. But what really makes me excited to see the campaigns as a judge each year, is that they represent agencies' and brands'...  Read More >>

Companies Mentioned:

Calling Any Ideas for a Postal Service Future!

I read a review of a recently published biography of President Calvin Coolidge by Amity Schlaes, and it was the first reference I have found to a President who objected to public ownership of the Postal Service. That was nine decades ago! Nothing so earth-shattering is in the works these days, but the Postal Service itself is very much trying to tune up for a future look  Read More >>

Companies Mentioned:

Direct Mail Benchmarks From DMA

In my years following the direct marketing field, one of the resources I've most appreciated is the Direct Marketing Association's annual roundup of direct and interactive marketing statistics, the DMA Statistical Fact Book. Each year, this compilation of research studies—this year, 40 prominent sources—offers benchmarks and other metrics related to nearly a dozen categories. Examining direct mail-related data, here are a few stats from this year's edition that jump out at me. Did you...  Read More >>

Is There a Generation Gap Among Direct Mail Responders?

I was listening to a Direct Marketing Club of New York presentation recently by Covenant House, a nonprofit organization dedicated to helping homeless kids in various cities. One of the challenges that the organization is facing is that its donor base is aging. The need to attract a new demographic among donors is apparent. However, its direct mail efforts haven't been performing as well among younger prospects as it continues to do with its best donors—so the organization has turned to...  Read More >>

Companies Mentioned:

What Is 'Omnichannel'? And Is It Different From 'Multichannel'?

This is the year of "omnichannel" based on the amount of occurrences that I've heard this term. I've never been a fan of jargon—but I sure use it enough in some of my clients' communications, often at their request. When I comply, I usually advise that a short explanation may be in order upon first reference to help define whatever the term is and to set a marketplace expectation. So what does "omnichannel" mean to me?  Read More >>

Companies Mentioned:

3 Things You Can Do Now to Make an 'Earthly' Difference

Readers of my blog know my distaste for financial service companies, utilities and other brands that admonish me in my mailbox to switch to digital statements "to help save the environment," "save trees," "pay it green" and other marketing hyperbole with absolutely no scientific backing. I'm waiting for three things
 Read More >>

Companies Mentioned:

Does Channel Even Matter Anymore? Prove It With an ECHO!

I've heard it said, and I believe it, that the consumer has gone "omnichannel" on us. As customers have taken all the power in which brands they choose to interact with, we've awakened to find ourselves in a world where we—the brands and the marketers behind them—need to be everywhere the customer is. Digital created a real-time, on-demand environment where communities could easily tap and share knowledge. There is a collective intelligence there that, in tandem, empowers individual...  Read More >>

Companies Mentioned:

Postal Delivery: Which Will It Be—5 Days or 6 Days?

I just had a great exchange with my letter carrier while at my mailbox today. Of course, I brought up the likelihood of five-day delivery come August, to which she gave a candid response, "Well, we've been losing money." That's why it's easy to be indignant when some members of Congress, perhaps predictably, jumped onto the current appropriations bill with mandates for six-day delivery. Yet, one has to ask, where are the means for real relief from some of the costliest demands of the

...  Read More >>

Augmented Reality, Wearable Electronics and the Postal Service's Future

In my previous blog post, I commented on the United States Postal Service and its announced plans for five-day delivery, discussing the importance of hard-copy communication and a commitment to deliver such communication on a daily basis. In extending this commentary, I claim no nostalgia for daily mail delivery, rather simply recognition that such communication has its unique position as a vehicle for superb brand engagement. The Postal Service is not standing still in the digital age.  Read More >>

5-Day Delivery: Cost Cutting or Congressional Gambit?

As a citizen and a close follower of postal goings on, I realize the United States Postal Service and Postmaster General Patrick Donohoe ultimately are not to blame for the 5-Day Delivery announcement which transpired on February 6. Postal customers, labor unions, direct marketers and Americans in general have reasons to be angry—or at least very concerned—as to what is really going on here  Read More >>