Copyright 2006 - All rights reserved (except where indicated).
Issued: June 5th, 2006.
DMLR*Newsletter — GOLD Edition n.28
|I. Direct Mail.
The ancestor of e-mail marketing is obviously the direct mail, that's history... Listen to the green direct mail principle as follows...Direct marketing avoids the use of retailers and relies on direct communications between the customer and producer or wholesaler, typically involving mail-order. Direct mail uses an advertising message in the form of a mail shot targeted directly at customers using a mailing list, usually held on a computer database.
Direct mail has come under strong environmentalist pressure over 'junk mail' (poorly targeted direct mail). One report which gained widespread media coverage suggested that two trees are posted through the average Briton's letterbox annually, with a large proportion accounted for by junk mail. The obvious answer for the direct green marketer is to switch to recycled paper for direct mailings. This helps to reduce the potential hostility of green consumers to the direct marketers' message on the grounds of wasting trees. (Text from 'Green Marketing' by Ken Peattie, M+E Handbooks).
PS. I've mentioned now this book because June 5th, 2006 has been the World Day of the Envinroment. Wouldn't you think that direct marketing via the Internet only is the good one because it's environmentally inert?
II. Mas Que Nada.
I have virtually contacted some Brazilian people in order to introduce and discuss the magazine I have set up for exploring this great country via the Internet. Maybe they represent an international elite seeing that Brazil seem actually to excel as one of the leading nations with regards to the digital economy in South America. Here I will condense a Selecçao do Brasil --no mundo da Web-- through the resulting by-product of the preparatory work of selecting and writing about on-line resources that deserve attention because of their original contents...
Indeed I have visited very interesting Web sites owned by Brazilian professionals i.e. graphic designers (www.vitorvilela.com.br), photographers (www.emmanuellebernard.com), and creatives (www.nandocosta.com) who are using the Internet as medium to promote a personal business and basically to present a portfolio where both clients and committed projects are easy to browse. Among those boys from Brazil I have chosen Isabela Rodrigues (www.isabelarodrigues.com) whose Web site gets the mention as the best personal site of the month at the People category on the listing of marketing oriented sites.
As a green thin line goes all over this issue, I can't forget Brazil has always attracted a great deal of attention in the environmental debate in order to mainly prevent the destruction of Amazonian rainforest, being wood the earliest known and most widely used source for energy and fuel in developing countries. But right there new and more sophisticated ways of harnessing biomass energy are being developed. Brazilian cars run totally or partly on ethanol derived from sugarcane fermentation. (Text from 'Green Marketing' by Ken Peattie, M+E Handbooks).
Mas que nada...
III. Lady Anderson Presents.
This is about TV marketing and animal cruelty and how green activists boycott the monkey business through their network of Websites. Peta.org has launched a media campaign against the abuse of apes being used as on-screen comedians, dressed up in silly costumes to sell credit cards! From the columns of the Wall Street Journal Pamela Anderson, the honorary chair of PETA, wrote on April 28th: "Let's drop the curtain on ape «actors» by sticking to animatronic animals or willing human performers for our ads."
What You Can Do For The Animals.
CareerBuilder promotes cruelty to great apes through its commercials that feature chimpanzees dressed in suits, ties, and dresses while «working» in an office setting. Please contact CareerBuilder as well as the advertising agency that created the commercials, Cramer-Krasselt, to explain to them that great apes who are used for commercials suffer behind the scenes and to ask that both companies sign PETA's pledge agreeing not to use great apes in any future work.
(All details at www.nomoremonkeybusiness.com.)
Fine, let's go back to our guide to green marketing and see what it considers animal cruelty by the conventional marketing!
There is increasing concern about the ways in which animals are treated and exploited for commercial purposes by mankind. This includes the ways in which they are housed, fed, used and killed. Issues of animal cruelty cover a wide range of areas including farming methods, transportation of livestock, vivisection, bloodsports and the use of animals as pets and for entertainment. (Text from 'Green Marketing' by Ken Peattie, M+E Handbooks).
Related items on www.dmlr.org here:
Global ZOO Web pt.1
Global ZOO Web pt.2
PS. PETA is a pressure group very active in the extraction and dissemination of information about companies' animal impact.
IV. Remix 86 (pt.I).
Every year this newsletter looks after some facts happened twenty years ago within the consumer markets. This time we are holding back the year 1986. What's going down?
[:o] The environment re-emerged as a key and global issue in response to the Chernobyl nuclear accident. The growth rates in nuclear power generation experienced during the 1970s (+24%) and in the early 1980s (+16%) would have slowed dramatically because of the concern about the environmental risks of nuclear power which followed that disaster.
In Italy it was released a temporary prohibition of consuming both large leaf vegetables and fresh milk in order to protect consumers from radioactive food contacts. But the main contaminating vehicle was the rain fallen on May 3rd and 4th of that year.
[:)] Italians did consume toilet paper for about 42 million kilometers, equal to 656 times the equator distance --and Scottex brand got 30% of market share.
[:(] The methanol scandal was all the rage in the Italian wine industry, so the Agriculture minister summing up the situation said: "La criminalità ha avuto un soprassalto di fantasia". Lost in translation: will they trust us again?
[;)] Meanwhile, fortunately, the bank system was launching the Bancomat method of payment and the consumer was learning the use of the POS, point of sale, as cash dispenser and smart card to pay at large distribution stores. Only a thousand POS terminals were operating after a 12-month testing period but it was enough to establish the dawn of the electronic money, and the forerunner of home banking too!
V. Direct Marketing.
The DIRECT MARKETING glossary is available on DMLR in a 3-document edition (PDF) you can browse here or easily download onto your desktop.
It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
Select and print the three parts of the glossary in English on http://www.dmlr.org/come/menu.htm.
Sure the Internet has been changing the traditional snail-mail based direct marketing. And yet the Internet marketing is a consequence of the old direct marketing somehow. Many terms you'll find inside the DM glossary are suiting for the email marketing too...
(As for Merlin Stone I've selected the following excerpt from his article originally appeared in April on Database Marketing, a special UK magazine on-line at www.dmarket.co.uk)
Lately I've been looking at how those working with customer information should be organised. This is part of a wider discussion on setting up any internal function to serve the rest of the business, and a department's structure will vary depending on how dependant on customer information a company is. For some manufacturers and retailers, supply chain information is just as important.
There are two main issues here. First, what should the customer information team focus on? If it concentrates mainly on internal customers (internal account management), its organisational structure will reflect that of user departments, marketing, sales and service, and in financial services, credit and risk. Perhaps it should be organised by competence: operations, reporting, analysis (including data mining), information architecture and data quality? Or by data type: database or market research, for example?
(To read the opinion by Prof. Merlin Stone on how managing a customer information team, download the whole article as PDF!)
Industrial countries are consuming 25 times more energy than poor or developing countries. How many domestic electronic appliances were found every 100 households in the USA and Europe by surveys conducted 1973 and 1998?
Question in reserve: how much recycled paper save one high-trunk tree to fell?
Find answer on www.dmlr.org/webmarketing/MYQUIZ.htm next July.
Dondi --word processing, HTML and the ropes.