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Applied Behavioral Sciences Marketing, L.L.C. |
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Value marketing techniques generalize
a group’s overall values and construct benefits that relate the overall
values to a product or decision. Unless values are relevant in the purchase
context, this type of message can be irrelevant or damaging. Mothers, for
example, often have safety of their families as a primary value but many of
their purchase decisions are unrelated to safety. Whole Brain Marketing®, in contrast, identifies motivations and values relevant to the
underlying specific purchase decision that are linked to creating action. Is Whole Brain Marketing® subliminal? Subliminal advertising was hidden
from view; the consumer was not aware it was present. Whole Brain Marketing®, in
contrast, guides the creation of images and words that are fully visible and
are linked to audiences’ hidden internal decision processes. The result is
that the audience feels both compelled and comfortable to act without
hesitation. What do you mean by “predictive model?” Many consulting models and
research-based techniques mine databases for historical information and
attempt to project past decisions into the future. Others examine past
decisions and assume that future decisions will be similar. The Whole Brain
Marketing® model gains insights about current
needs, values, and unconscious drives or motivators that are contextually
relevant to future decisions. The model predicts specifically what will cause
people to take the action that you want, how many of them will likely act,
and identify relevant factors that you can harness to influence decisions in
your favor. Does Whole Brain Marketing® always
result in dramatic increases in revenue? No, in fact, Whole Brain Marketing® studies have resulted in clients
leaving marketplaces that competitors unsuccessfully pursued. Advanced
knowledge that a market or product is not viable can be valuable in
redirecting resources to areas that will produce success. My field is unique. How do I know that Whole Brain Marketing® will work
in my industry? Many consulting firms employ industry
consultants with specific knowledge of an industry or process. In contrast,
Whole Brain Marketing® is a
scientific model that predicts how to influence behavior by applying
scientific understanding of human decision making processes. Prior knowledge
of a market, industry, or population is not required. The model has been
proven effective across many cultures and countries, and with unfamiliar
decisions, products and services. If your situation involves a need to
motivate a group of people to take action, Whole Brain Marketing® will most likely add significant
value. (And, we have likely worked in your field or one related to it.) Do you produce communication such as advertising or collateral
materials? Our firm provides assistance to
internal corporate communications departments or external consultants,
agencies, and others. We do not directly produce advertising or media
materials, as we feel this would be a conflict of interest. We sell results,
not glamour, and have no incentive to recommend over-priced advertising
placements or unnecessary, expensive advertising productions. Do you work from a database of existing information and tailor
it for my results? Each Whole Brain Marketing® study
begins with the Whole Brain Marketing® model and a blank sheet of paper. We do not have notions of
expected outcomes. Your project will be completely unique and created for
you. How can Whole Brain Marketing® be more
effective than hiring industry experts? Industry experts can offer valuable background
and generalized knowledge about a field. They are typically focused on what
has worked in the past and in specific circumstances. In contrast, Whole
Brain Marketing® measures what will produce specific results today in your
specific product and your specific target audience or market. It fully takes
into account actions of competitors, changes in marketplace, and changes in
buying patterns that an industry leader may misread. What process do you use to complete projects? Using advanced psychological
techniques; one-on-one interviews are used to determine key questions that
may not be apparent with conventional techniques. Whole Brain Marketing® methodology
statistically validates these hypotheses with a valid questionnaire and
statistical techniques that are used to reveal hidden predictors of customer
behavior. We deliver a detailed, clear and actionable presentation and report
that contains strategic recommendations including communications strategy and
other specific requirements you may identify. How long does a Whole Brain Marketing® project
take to complete? Projects take as little as three
weeks to several months depending upon the complexity of the problem. Is Whole Brain Marketing® just a form
of market research? No more than writing is a form of
typing or brain surgery is a form of sewing. Market research tells you what
happened and what people plan to do. Whole Brain Marketing® tells you how to change what people will do. A very
sophisticated research technique is needed to produce Whole Brain Marketing® strategy, and the research is an embedded part of the process.
But the results achieved are both broader and deeper in scope than even the
most sophisticated polling and research methods could hope to accomplish.
Whole Brain Marketing® is a comprehensive process that
functionally integrates processes that are typically performed by senior
strategic consultants, advertising agency or internal branding specialists,
and the most sophisticated of qualitative and quantitative academic researchers.
Whole Brain Marketing® produces an entire strategy built around a scientific
understanding of how the brain processes information and how people make
decisions in the specific context of your
purchase decision. Whole
Brain Marketing® uses proprietary sophisticated model
of decision-making based on understanding that motivation is an unconscious,
emotionally linked process. People usually cannot articulate what would cause
them to act because they are not consciously aware of why they act. Market
researchers have neither the understanding of the process nor the skills to
identify unconscious motivators that change purchase behavior. Market
researchers gather information about how subjects may have justified and rationalized past
decisions. While sometimes useful, rationalization will not help influence
future decisions. The Whole Brain Marketing® predictive model links specific communications with your desired
objective with statistical precision. The process has solid academic
grounding in cognitive psychology, linguistics, brain theory, counseling
psychology, and advanced statistical analysis. The 300 step process begins
with a in depth interviews of clients’ executives, background research on the
topic searching available knowledge, and produces a precise identification of
measurable outcome of the ultimate use of the work. After identifying and
agreeing with clients on the scope of the work and specific targets that we
wish to influence, we began to investigate the decision process of buyers or
others that you wish to influence. The market investigation process
begins with in depth individual interviews of target market members conducted
by highly trained consultants holding advanced degrees. These interviews
uncover preconscious and unconscious concerns and motivators. (Most market
research firms use contract interviewers that typically do not hold degrees
at all.) The results of the initial interviews are used to construct a
larger, more structured study of a broader sample of individuals. These may
be conducted in person, by telephone or Internet. These results are analyzed
and results derived using a customized proprietary multivariate predictive
model. This means that we will commit to the degree of change or influence
that will be produced by implementing the model. The result is branding,
messaging, and specific guidance to influence people to take the action that
you desire, usually, buy your product. Whole Brain Marketing® clients receive in-depth written presentations and explanation
of how to influence the population by segment using advertising, media
relations, web pages, sales presentation, mailings, or other media. Whole
Brain Marketing® recommendations include exact
wording, imagery and influence appeals by segment. Executives in general
management, product management, sales management, and others use the insights
to set strategy and choose tactics. In this interaction, clients gain
sustainable knowledge of what must be present in every marketing or
advertising communication in order to succeed in its objectives. Clients
learn what questions that they must ask in any influence situation in order
to influence the outcome. They also get briefings that can be used by
creative teams or agencies to produce the most effective communications. Our
reports commit to the response you can expect if you follow our advice. While market research can be useful
in measuring effectiveness of past advertising and understanding historical
context, it is frequently of less value in understanding how to achieve your
marketing and other influence objectives. What kind of demands do you make on our people in executing a
project? The Whole Brain Marketing® process includes interviews with key people in your
organization. We need either telephone or in-person access for typically 45
minutes from each person. While we fully include staff’s knowledge base, we
do not expect your staff to execute the project nor do we interrupt your
work. We only need assistance in scheduling interviews and gaining access to
available background information. If the project involves influencing your
staff or customers, we will need assistance in gaining access to a relevant
sample of those people. Finally, if we are to work with an external partner
in implementation, we need to meet and get input from the partner in the
design phase of the project. |
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Main
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