Help build the new Social Marketing Association of North America (SMANA)

I am excited to officially announce the creation of the Social Marketing Association of North America (SMANA). SMANA is a professional membership organization, similar to regional associations in Europe and Australia and affiliated with the International Social Marketing Association (iSMA), but serving the professional needs of social marketers in Canada, Central America , the Caribbean, and the United States.

Over the last year a small group of social marketers and behavior change agents created SMANA’s value proposition, wrote the nonprofit bylaws […]

Share/Bookmark

Mistakes to Avoid in Social Marketing (Behaviour Change)

I was recently asked to give a presentation in Toronto to the Canadian Partnership for Responsible Gambling’s (CPRG) symposium, “Social Marketing for Responsible Gambling: Leading the Way to Behavioural Change”. The two-day symposium was organized by member organizations of the Canadian Partnership for Responsible Gambling .

My presentation at the conference was on mistakes I see organizations make when trying to develop and/or implement a social marketing strategy. As a managing partner and senior consultant at the Centre of Excellence for […]

Share/Bookmark

Marketing to Canadians of South Asian and Chinese Origin – An Update

One of my first blogs eight years ago was Marketing to Canadians of South Asian and Chinese Origin… a hot trend. I have had many requests to update the blog. So here goes.

Chinese and South Asian Canadians are an increasingly important audience in the market, with populations expected to grow by 80% and 130%, respectively, over the next 15 years.

But according to IPG Mediabrands, marketers have very little resources on the audience’s attitudes towards brands as well as […]

Share/Bookmark

What Marketers Need to Know About Generation Z

Many readers of my blog are developing marketing initiatives aimed at youth, especially adolescents. If you thought that understanding and marketing to millennials was a big challenge, wait until you have to market to Generation Z

Over the past few years, marketers across all industries and categories have been obsessed with millennials — how to reach them and build meaningful connections with their brands. This captivating generation has a unique sense of self and a nontraditional approach to […]

Share/Bookmark