Sameer Deshpande, Associate Professor at University of Lethbridge, popped by Starcom MediaVest Group Singapore to share insights on social marketing. Previously a media planner at Grey India, Professor Sameer crossed verticals in 2003 to become a social marketing academic and was armed with an arsenal of relevant and witty anecdotes.
Professor Sameer shared his 7 Tips to Highly Effective Social Change, briefly:
- Scare versus Fun
While governmental units tend to focus on marketing fear, marketers place the focus on benefits – a combination would likely be more effective.
- Be the change you want to see in the world
Be research-oriented, understand human behaviour, interests and localise your solutions.
- Rationality = Mumbo-Jumbo
Condition the change you want to become a default behaviour by making the immediate environment more attractive.
- Communications itself (read: brochures) doesn’t change the world
….but it can mainstream behaviours.
- Be real
Promote single, doable behaviours and expect gradual change.
- Have both head and heart
- Create legacy
Motivate ongoing behaviour.
At the end of session, the Singapore team had an impromptu birthday celebration for Ranga Somanathan (bottom right), COO, Starcom MediaVest Group, SEA. What a great way to chase away the Monday blues and kick-off the week!