Professional Documents
Culture Documents
ONE
Unveiling the new science of marketing without marketing
Neuromarketing
How it better powers your ROI and inspires timeless sustainability
Generational Sciences
Predictable behavior traits and trends of emerging generations in the new paradigm shift
http://btoone.com
OVERVIEW:
people on an emotional level to win their hearts and minds. Neuromarketing is currently the domain of larger corporations with significant marketing research budgets. But traditional forms of research have shown that the more emotionally charged a commercial is, the more likely the message is to be imbedded in a consumers mind. Thats because in order for a long-term memory to be created, it must first have an emotional component to it. (This explains why most people recall the Taco Bell Chihuahua or the Energizer Bunny both of which tickled our emotional funny bones but cant recall the last Tylenol commercial they saw.)
http://btoone.com
You have just experienced the left brain - right brain conflict. The question is if the left and the right brain are in such conflict who then decided to buy? Let us understand that the major motivational circuit of our actions is the quest for pleasure and satisfaction. While the emotional brain loves to max-up the credit card, the rational one insists on saving for the retirement.
http://btoone.com
While the closet is full of pairs of shoes that go with every dress, more often than not, she finds herself buying an extra pair just in case. While his cell phone is still working, he emotionally wants the latest model. Neuromarketing is psycho-analyzing our cerebral activity, understanding the results from the sphere of emotions, sensations, rational and even consciousness and translating them into valuable marketing guidelines.
Ah he understands me!
The main driving force to a rewarding interpersonal or organization relationship is TRUST and CONNECTION. In other words, being on the same values platform. Trust can only settle in if integrity, intent and CREDIBILITY become the pistons that drive the engine of the relationship forward. At this point the door of TRUST yields to productivity and long-term success. How does it work from the brains perspective? The following visual will give a firsthand look at the brain under the microscope:
http://btoone.com
As you can see, the reptilian brain a.k.a. the Primitive brain is the kingdom of Nucleus Acumens in plain English: the zone of merits and rewards, the survival reactor. The primitive says: your pretty brand may get you to the door but it will not guarantee you a chair at my table. The primitive is all about You muddle with your brand value you lose everything.
value merits.
Does this sound familiar? If the answer is yes, do you know why we say it? In the next segment well share with you from a neuro-scientific perspective why we use this term.
We wont go deep in this analysis, but wed reserve it for when you require
http://btoone.com
an in depth presentation. But we can tell you this, not having the precise image that reflects the consumers value system and connects both the left and the right brain hemispheres to it, will be treated as non credible. In the previous image, take a look at the red dot in the middle, youll notice that it is connected to the emotional hemisphere of the brain while the prefrontal cortex (rational) is in the outer layer of the brain. Studies have proven that before the act of purchase is activated, the pleasure zone of the brain reacts at 500 milliseconds before the rational zone. The Putamen is the pleasure zone that releases dopamine into the blood (related to the sensation of pleasure) before the act of purchase.
It is no wonder that our impulses can lead us on various wild sprees of spending. And it is no wonder that banks gladly offer you credits cards because they are well aware of the human pleasure-based spending behavior.
http://btoone.com
THE 6 FUNDEMANETAL BRAIN STIMULI 1) 2) 3) 4) 5) The reptilian brain is self-centered He reacts only in contrast situations i.e. noise/silence He only understands basic elements He only concentrates on the beginning and the end Hes quite visual (the optical nerves transport 25 times more information than the audible). 6) Hes very emotional.
http://btoone.com
2- Let us introduce: John Edward William Wayne Smith 5 names John, Edward, William, Wayne Smith
3- Let us introduce: John Edward William Wayne Bernard Smith 6 names John, Edward, William, Wayne, Bernard Smith
4- Let us introduce: John Edward William Smith 4 names John, Edward, William Smith
http://btoone.com
Alert: DO NOT look at the next page and answer the following question
What are all the names listed in #3 of the previous page Please take a few moments to think and then look at the next page for the answer
Introducing the Hippocampus also called the LTM (long term memory)
http://btoone.com
Let us get intimate with our Hippocampus: Our memory stock room Since you were unable to remember the 6 names, let me explain why. Youre not alone, anyone else would have also failed the same test and here is why: Humans, as well as animals, when confronted with organizing objects into a hierarchy, and are forced to prioritize a given set of objects simultaneously, their hippocampus (human long term memory) cannot yield attention to two or more at objects once. It is normal for the human brain to be unable to remember a set of six names previously read.
http://btoone.com
http://btoone.com
Have you noticed anything in all previous corporate logo evolution? Take a look at all of their final logo design outcomes
http://btoone.com
What do they all have in common? Im sure your answer is: theyre
simple
Market leaders corporate logos involve a methodological design process. Their logos are based on the famous credibility-based formula by Saulbass. http://btoone.com
We can all agree that these corporations are capable of hiring top graphic designers to produce elaborate, three dimensional logos with special effects, yet they did not. The credibility-based formula, takes into account one objective only: immediate recognition and long-term memorability.
You probably noticed print ad, radio spots and TV commercials campaigns; Noticed the frequency of their appearance? When companies insist on frequency is because, in order for the long term memory to retain the information effectively, the neuronal stimulates and creates connection with other nervous cells in the brain. The more the neurons are stimulated, the more they multiply the points of contact. The neurons and the implicated connections points in the LTM begin to create web of circuits to end up with a well synchronized cerebral map. To remember is to recreate one of these neuronal maps stored in the hippocampus
http://btoone.com
http://btoone.com
Logo 1:
http://btoone.com
Logo 2::
Does your logo conform to these principles? If it does not, let us give revitalize your corporate identity and give it a new credibility-based face-lift. Call us today
http://btoone.com
productivity.
So weve replaced lateral thinking with Lateral Action. And if you stay with us on this journey, well offer you some solid practical proof to will translate creative visions into profitable reality. Another reason we emphasize action is that things have changed since the time of Michelangelo, even since the heyday of Amis and Levitt. Great artists have always been good at getting things done. Some of them, such as Shakespeare and Hogarth, were also excellent entrepreneurs. But these days theres a lot more pressure on artists and creatives to be businesslike and professional, not just in their working habits but in how they (whisper it) sell themselves and their work.
http://btoone.com
http://btoone.com
While advertisers still drive over exhausted and depreciated advertising Vehicles, neuromarketing insists on leveraging growth and sustainability via Value-driven and customer-centric and ethical advertising methodology. Trust ethical professionals to focus on your ROI not their awards. Neuromarketing had baptized todays advertising and marketing intent so you can have that peace of mind
and .
http://btoone.com
inside and connecting the brand with their value system. It's all about TRUST: Trust had become the only horse power that sets the buying wheel in motion.
Today, advertising is a journey, and not an end state of utopia. It's about optimizing the impact, and creating value via the process and the provision of
communications support. In the rising racket of global choice and competition, brands are the most effective way of cutting through the noise to reach people's hearts and minds.
http://btoone.com
INTRODUCING THE ARTIFICAL INTELLIGENCE Do you know what your customers/users are looking at?
ARTIFICIAL INTELLIGENCE RESHAPES THE DESIGN PRINCIPLES
This revolutionary technique has reshaped visual communication design principles. We can now predict customers visual attention using artificial intelligence algorithm technology.
HOW IS IT DONE?
The artificial intelligence simulates human attention on objects and generates attention maps and eye fixations via its robotic/scientific research and its physiologic / neurological relationship to humans. In today's visual pollution, knowing your audience and understanding their behavior also mean understanding what simulates their attention to your advertising material or Website
http://btoone.com
Lets examine its emotional calibration and consumers eye behavior pattern: But before we that, here is a quick on conventional old advertising Formula called A I D A : (Attention, Interest, Desire, Action). Advertisers say Give it an Attention grabber headline, throw a quick Interests in the sub head, garnish it with a copy that activates the Desire then watch the consumer take
http://btoone.com
Action. Even this magical bullet that once was a hot fire cracker, Its undercoat has slowly corroded, overused then lost its shine in the eye of the consumer. Did you notice in the first ad:
You probably havent, to understand the retinal trajectory of any given ad, one must first understand the science behind the retinal imagery and the process that image go through before understanding how the brain reacts to the latter. If the image is deemed non credible the both brain spheres, the prefrontal cortex will Treat this image as non credible and therefore will not be stored in the LTM: long term memory. In this case when the trajectory was examined, we know prior to publishing the ad it will fail the performance metric test. Therefore money flushed won the toilet. And now imagine running the ad for several weeks. !
56%
http://btoone.com
http://btoone.com
The Web
Welcome to the mother of all jungles: The Internet
56 million Websites, 7.5 billion Web pages now imagine, only 5500 Web sites passed the performance metric test Shocking enough?
Statistics show: 97.9 % are designers have little or no marketing skills and are considered decorators only. Fewer than 2% are visual communicators.
Introducing the
TECHNO-GRAPHIC ANALYSIS
Here is an example:
http://btoone.com
67% of the adult population goes online, including 68% of men and 66% of women 86% of women ages 18-29 are online, compared with 80% of men that age. 34% of men 65 and older use the Internet, compared with 21% of women that age. 62% of unmarried men compared with 56% of unmarried women go
online 75% of married women and 72% of married men go online 61% of childless men compared with 57% of childless women go online 81% of men with children and 80% of women with children go online. 52% of men and 48% of women have high-speed connections at home 94% of online women and 88% of online men use email
http://btoone.com
Introducing the
http://btoone.com
http://btoone.com
For a site to be usable, it must meet these criteria to pass the performance metric test:
Engaging: How well the visual interface design draws the use and engage them into deeper Website layer with actionable objective Easy to use: How easy its navigation site ergonomic and its information architecture is Effective: Accuracy of work and experience competed or goal reached. Error Tolerance: How well the site prevents errors and help users recover from mistakes that do occur Efficient: How fasts the users objective is compelled
http://btoone.com
Unfortunately, many designers concentrate on winning awards, instead of focusing on the clients objectives. Does this look familiar? Thats your money not mine yours. Now dont get me wrong this is not just the designers fault, part of it in some cases the sites owners lack of understanding of the main Web site objective.
Please take a moment to explore this link that will make you think twice before investing in a Website. http://btoone.com/whydowebsitesfail.html You invest your hard earned dollars building a small business or a large corporation, yet when it comes to building a proper window that will give you
credible presence on the Web. You begin to question the designers, you
know what you have every right to do so, as a user yourself, how many time you arrived to a main page of a Website and started rubbing your eyes and shaking your head? Many times right?
http://btoone.com
Now think for a bit, since youre not the only users surfing the Web, imagine another user landing on your own Website and starts shaking their heads and rubbing their eyes, one thing for sure, they wont be giving you their money for that, do we agree?
through the
eyes of the consumer. When you visit the link mentioned above,
you will realize the true reality facing all business people wishing to have a
The test
First, you must have sincere intent and respect the rules before participating in this test. You will be show an interface of a Website, then youll be asked to observe this page as of youre a user arriving on the site, then after 5 seconds youll be asked to look away for one second. Then look at the results of your own behavioral pattern on the site in question Here it goes, see the interface in the next page.
http://btoone.com
Interface:
Although, this interface is reduced in size, due to the space allocated, you can still go through with the test. Under normal circumstances the test is conducted on the actual dimensions of the interface.
When youre ready, jump to the next page to see your own results
http://btoone.com
As you can very well, youre probably confirming your own behavior pattern on this site. It is our pleasure to explain in depth what happens when a user arrives on particular Website and what his/her intentions are when visiting your site. The behavior analysis indicates many things to us. Unfortunately we cannot provide all details of what you see.
Imagine,
This technology today allows us to run any Website interface under the microscope to ensure
speak of relevancy we speak of the mother of all relevancies, today the Web is about one only thing:
http://btoone.com
Today, if Web designers do not respect the principles, your site will find itself buried in the deepest cyber rubbles, ignored with no chance of ever being used.
usability
http://btoone.com
TV Commercials, their components and viewing audience targeting. Direct Mail Logo and Design Graphics Market Evaluation Corporate Communications. Policy, Program and Research Proposals Speeches (evaluation, testing only) Training and Presentation
Leading research has show that when a commercial is viewed, the neurons respond in various parts of the brain depending on our reaction to the commercial. The question was: what tells the neurons in the brain to light up? The answer was found to be consciousness itself. Therefore, if consciousness tells the neurons to light up and indicate in the buy centers of the brain when we see an advertisement or hear a speech, then how do we communicate with consciousness? How do we communicate with the source, not the indicator? Consciousness can be calibrated as to its attractor patterns. This has been a very practical tool for predicting behaviors of groups and individuals similar to how Lorenz used the attractor patterns found in massive amounts of weather data that appeared to be chaos, but out of that chaos emerged patterns that could be useful. How could the information that was being found be used to measure the effectiveness of commercials, movies and communications in general before millions of dollars were being spent? Often where the weak spot is in a form of communication is within the subjective. It has been found that some ads have within them, places where the physical body goes weak leave the customer and target audience with the feeling of not liking the product or trusting manufacturer. Often this surfaces as I just dont like the product and cannot tell you why of I dont know why, I just dont trust them. Millions of advertising dollars can be used more effectively, when proper testing is done. The objective is often easily measurable by scientific inquiry, but how does one measure the subjective? For instance, it is easy to objectively measure an experiment involving the chemical reaction between baking soda and vinegar, but to measure the subjective such as love and other emotions has been more difficult. Until now, there has really never been a method by which to measure or quickly evaluate emotions. For instance you cant prove you love your spouse or children, but you can observe it and demonstrate it. There had never been a way to tell a wolf in sheeps clothing, what a thing is vs. what it looks like, the difference between determining essence, not appearance. Now, through new research and a scale by which these attractor patterns can be measured, one can tell essence from appearance, what patterns an ad or communication actually are communicating, not what they appear to be communicating. It has been proven to be a very effective tool.
Case Study #1
A Look at what can be done during TV ad production. A commercial being designed for a movie company. Two variations were tested by us during its production. http://btoone.com
They were both identical in content (video, music, and script) except for the announcers voice. The content of the video, music, and script had been tested during design or production and were at acceptable levels for the customers market. Then two different announcers voices were added. One in each commercial. In the case of the first ad the announcers voice made the audience go weak during a very specific portion of the ad. In the case of the second ad there were no spots within the ad that tested weak. Further testing would reveal that the first announcer, whether he knew it or not, did not believe that portion of the script he was reading. The second ad was sent to final production by the client. Many problems in the commercials that were worked on for this client were identified in the script and design phase of the work. Often we test a script paragraph by paragraph, line by line, to find the low testing points.
Case Study
A look at direct mail. One client was having a direct mail piece written and produced. The client himself had written the majority of the piece and thought it was very good and sent it to us for testing. We had previously tested where his market audience was at and knew his communication with them had to be over a certain level. We looked at the direct mail piece content and tested it paragraph by paragraph. One paragraph tested low. Further testing revealed one sentence that brought down the whole document. One specific word, we was the reason. The context was changed to they and to things was accomplished. The testing level of the communication rose to the level a little above his target market where it needed to be. While most thought it was a good piece, the audience would have considered it a lie (whether they realized it or not) because of it technical inaccuracy. It acceptable to everyone who had read it. Interestingly, research reveals that merely by looking at the mail piece, the consciousness of the reader picks up the energy of the inaccuracy. Consider that research reveals of all the products on store shelves throughout the world, over 56% contain parts that test negatively. http://btoone.com
Until now there have never been methods available to test for these negatives.
What We do
Discovery of how to use attractor pattern research in the marketplace is an emerging field. After years of study and application we specialize in working with our clients to make it simple and easy to quickly make their advertising better. This emerging practical application for advertising, speeches, and corporate communication in general, has been proven to be beneficial to all the clients that have used the research. The methods used have assisted clients that operate both in the United States and abroad. Contact us today and find out what we can do to help you.
Attractor Patterns
Attractor patterns discovery is credited to Edward N. Lorenz. While plotting weather data he discovered that it was not chaos or random data, but rather an organized pattern. The most commonly known is the Lorenz Butterfly. These attractors are used in the prediction of weather patterns. Attractor pattern research has been extensive since that time. Attractor patterns have calibratable levels of energy. Communications (TV, Speech, Print etc.) can be calibrated to their attractor pattern energy level.
We also use our understanding of the research to help the customer attain what is the known level of their audience, what are their attractions and aversions, and make recommendations associated with those calibration levels.
Presentations
We developed and made presentations for International Corporations and organizations, Business leaders, major Hollywood producers, Members of Congress, candidates and political organizations at the national and local levels in foreign countries and within the United States. Currently, his focus is to help the audience understand the research and work with them to build their own in-house teams that can apply the research. He has presented his research to groups as before executives of world-wide companies doing over three-quarters of a billion dollars and small start-up companies, in front of large groups of several hundred or as few as a conference room of high level staff. Presentations can be tailored from one hour to multiple-day workshops to train and educate staff. Attractor Pattern Research and Communications offers consulting services and training presentations to a variety companies and organizations.
REGIONS OF INTEREST: CANADA /USA/EUROPE/N.AFRICA Canada: Toronto, Ottawa, Montreal, Vancouver, Quebec, Edmonton, Montreal, Winnipeg, Victoria, New Brunswick, Edmonton, St. John's Halifax, Regina, Manitoba USA: New York, Washington DC, Texas, California, Oregon, Utah, Florida Europe: Paris, Geneva, Netherland, UK, Foot note: This section is still under development By Darryl Howard, a 20 year attractor pattern research expert. A more cohesive PDF file will be available soon for download.
http://btoone.com
GENERATIONAL SCIENCES
The culture shifts in the new defining paradigm
Based on 500 years of cycles, we can predict the types of behavior exhibited by generations and the reactions by other generations. As each Generation enters a new phase of life it changes the culture. These cultural changes are called Turnings. A full cycle of the Four Turnings takes 80 to 100 years. You know that the sun will rise and set. You know that Monday follows Sunday. You know to prepare for winter.
But you have no experience of what happens in a Fourth Turning. Why? You have never seen one.
First Turning: High - Upbeat era of strengthening institutions and weakening individualism. Second Turning: An Awakening - Passionate era of spiritual upheaval. Third Turning: An Unraveling -Strengthening individualism and a weakening of institutions, when the old civic order decays.
http://btoone.com
The Fourth Turning: A Crisis Decisive era of spectacular upheaval driven by defense of values.
http://btoone.com
Now we have: Tsunami, Earthquakes Whole cities destroyed. Price of oil going up Clearly, we are approaching a new Fourth Turning.
http://btoone.com
Life phases
Phase of Life, a 22 year age bracket defined according to central social role.
http://btoone.com
For a more in depth look at whats in and whats out of the emerging generations, please email us for a comprehensive presentation.
How to predict the accuracy of the generational / consumer behavior with the power of
GENERATIONAL SCIENCES
http://btoone.com