|
Applied Behavioral Sciences Marketing, L.L.C. |
|
|
Main
Whole Brain Marketing | Clients
| Careers | FAQ
| Contact Us |
|
|
Whole
Brain Marketing produces 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 a
proprietary model of decision-making based on the understanding that
motivation is an unconscious, emotionally linked process. 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. Market research
typically measures what people have done in the past and reports what they say
that they plan to do. People
cannot typically articulate what would cause them to act because they are not
consciously aware of why they act.
Therefore reports are limited to information about how subjects may
have justified and rationalized past decisions. While sometimes useful,
rationalization will not help influence future decisions. In
contrast, Whole Brain Marketing shows how to change what buyers
will do, down to the specific words, images, media, and calls to action that
will produce desired behavior.
The results achieved are both broader and deeper in scope than even
the most sophisticated polling and research methods could hope to
accomplish. The Whole Brain
Marketing predictive model links specific communications with your desired
objective with statistical precision.
In
addition to revealing what will motivate action, Whole Brain Marketing
functionally integrates the processes typically performed by strategists,
branding specialists, statistical modeling, and communications experts. 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 identifies relevant factors that you can harness to influence
decisions in your favor. Is Whole Brain Marketing
subliminal? Subliminal
advertising refers to being hidden from view; the consumer would not be 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. How does Whole Brain Marketing
differ from other types of techniques such as brain scans, eye movement
tracking, ethnography, and other new techniques? Physiological
monitoring and observation techniques have been used to attempt to solve
marketing problems since the 1960’s when lie detector tests were first
employed to track advertising responses.
(This technique was widely discredited.) More recently brain scans, eye
movement tracking, in store monitoring, ethnography and others have been
promoted. While these techniques
can be of some value in some contexts; they can typically only show that some
sort of physiological response has occurred. They are not able show the linkage
between words and action or identify specific communications that will create
action. What
process does Whole Brain Marketing follow to complete a project? The
process has solid academic grounding in cognitive psychology, linguistics,
brain theory, counseling psychology, and advanced statistical analysis. The 300-step process begins with in
depth interviews of clients’ executives, background research on the
topic searching available knowledge, to identify the specific measurable
outcomes. After identifying and
agreeing with clients on the scope of the work and specific targets that we
wish to influence, we begin 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. 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. The results are analyzed and 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. What
are the deliverables from Whole Brain Marketing project? You
receive a detailed, actionable presentation of strategic recommendations and
results explaining how to influence motivation. Whole
Brain Marketing in-depth written presentations explain how to influence your
target market using advertising, media relations, web pages, sales
presentation, mailings, and other media.
Recommendations include the exact wording, imagery and influence
appeals that will produce the greatest change in desired behavior. Our reports commit to the response you
can expect if you follow our advice.
We
typically provide multiple briefings and consultation for clients and expect
to be involved in ongoing dialogue and briefings. During the consultation process we
will brief executives in general management, product management, sales
management, and others on how to 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. Briefings and reference charts are
used by creative teams or agencies to produce the most effective
communications. Additionally, we
review and advise on the development of strategy, and advertising if
applicable, including web content, scripts, and other promotional materials
produced based upon the project’s findings and recommendations. This consultation in included in the
scope of the project. Do you produce communication
such as advertising or collateral materials? Our
firm provides very detailed guidance and assistance to internal corporate
communications departments, external consultants, agencies, and others acting
on your behalf. We do not produce
advertising or media materials. Do you work from a database of
existing information and tailor it for my results? Each
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 unique and created to produce your specific results for your market,
brand, and other issues unique to your company. 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. 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. 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). 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. |
|
|
Main
Whole Brain Marketing | Clients
| Careers | FAQ
| Contact Us |
|
|
|
|