An award for green junk mail?
How popular is the color green? Well, it’s so popular nowadays that the folks who brought you junk mail have created a new award for “green” direct marketing.
OK, OK. In fairness, direct marketing isn’t limited to junk mail. Telemarketing, e-mail marketing and other methods of inundating you with advertising that you never asked for fall under the definition of direct marketing. The defining factor is that the message skirts other media to get straight to the consumer.
The Direct Marketing Association’s annual ECHO Awards (which will be announced this year in San Diego by none other than Jay Leno) will for the first time include an environmental award. From DMA’s website:
Green marketing is increasingly important from a global, social, economic, and ethical perspective. To this end, the Direct Marketing Association (DMA) is establishing a new ECHO “Green Marketing” Award to honor the most innovative campaign employing environmentally responsible and sustainable marketing strategies and techniques.
The ECHO Green Marketing Award recognizes the most creative and strategic use of eco-responsible marketing tactics to deliver outstanding results, from a response or return on investment perspective, while producing impacts that affect the environment in positive ways. The new award is open to all ECHO entrants, in any media, market or channel. This award will be chosen from all green marketing entries received, and judged by the DMA Committee on the Environment & Social Responsibility (CESR) in cooperation with the DMA ECHO Committee.
Specifically, the ECHO Green Marketing Award winner will have successfully integrated sustainable, creative and strategic environmental considerations throughout the life cycle of the direct marketing process, while delivering outstanding results, as well as inspiring eco-action, promoting green awareness, and/or otherwise making a positive impact on the environment.
To be eligible, the marketing communication efforts need not center on an eco-issue – any campaign that markets any product or service will be accepted in the competition. However, entrants must demonstrate and support claims regarding the environmental innovations, impacts, and/or savings and benefits achieved by the direct marketing campaign and reported in the entry
That’s progress.
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