Professor Sameer Deshpande’s Tips on Social Marketing

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.

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Professor Sameer shared his 7 Tips to Highly Effective Social Change, briefly:

  1. 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.

  1. Be the change you want to see in the world

Be research-oriented, understand human behaviour, interests and localise your solutions.

  1. Rationality = Mumbo-Jumbo

Condition the change you want to become a default behaviour by making the immediate environment more attractive.

  1. Communications itself (read: brochures) doesn’t change the world

….but it can mainstream behaviours.

  1. Be real

Promote single, doable behaviours and expect gradual change.

  1. Have both head and heart
  2. 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!

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