For the past three years, the Direct Marketing Association has awarded a Special ECHO Award in its International ECHO Awards competition dedicated to incorporating sustainable, environmental concerns in marketing: The ECHO Green Marketing Award.
The three winners to date—the United States Postal Service (2009), the World Wildlife Fund (2010), and Consumer Reports (2011)—each have taken the direct marketing process and used the DMA “Green 15” environmental marketing practices and principles to illustrate how marketing activity can be both successful in driving response and interaction, and adhere to best practices for environmental performance. Note, 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.
Importantly, the award—which is judged by members of the DMA Committee on the Environmental and Social Responsibility, under the auspices of the DMA ECHO Awards Committee—looks to evaluate and recognize the marketing process, and not the product or service being marketed. Thus, the product or service being marketing need not be environmentally focused (though it certainly can be). What the judges look for is the usual hallmarks of an ECHO Award-winning direct-response campaign—strategy, creative, results—and adds a fourth component, adherence to environmental principles which apply to direct marketing. These principles are clearly stated in the DMA Green 15, which articulate list hygiene, paper procurement and use, printing and production, mail design, fulfillment and recycling collection & pollution prevention in everyday direct marketing business decision-making.
To date, each previous winner interpreted this objective in in very different ways. The USPS sought to demonstrate how direct mail advertising can be very environmentally sensitive (and sensible) in its multi-faceted “Environmailist” campaign, targeted at advertising agencies and brands that use the direct mail channel. In Australia, the World Wildlife Fund, working to promote its “Earth Hour” environmental awareness effort, sent carbon-neutral plant spikes via potted plants to office managers around the country to promote greater efficiency in office environments. Last year, Consumer Reports—in promoting subscription to its ShopSmart and Consumer Reports magazines—used the Green 15 to audit each of its business decisions in data management, supply chain engagement, procurement, production, logistics and customer communication, and to apply the principles where they made economic sense or were revenue-neutral.
The deadline for entering the 2012 DMA International ECHO Marketing Award competition is April 25, 2012, with a late deadline of May 2, 2012: http://dma-echo.org/enter.jsp
As brands and agencies enter the Awards, there is an entry field where consideration for the ECHO Green Marketing Award is prompted. If the “yes” box is checked, an additional Green Marketing Award Addendum can be promptly accessed that allows up to 1,000 words to explain how the entry:
- Employs Innovative Green Tactics & Strategies Employed Throughout the Direct Marketing Process
- Inspires Action & Making a Difference to the Planet
- Demonstrates Measurable Environmental Impact of the Campaign
- … all the while being a successful marketing campaign overall.
Happy Earth Day 2012—and take the time to show others how your brand or your client’s brand is leading the way in incorporating environmental sensitivity in its everyday marketing decision-making—and producing outstanding, profitable results. I’m hopeful I will be writing about your winning campaign once the 2012 winner is announced during the DMA2012 Conference this October in Las Vegas, NV.