neuromarketing Canada: The Science of marketing without marketing

8/14/2019 neuromarketing Canada: The Science of marketing without marketing

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B.TO.ONE

Unveiling the new science of marketing

without marketing

NeuromarketingHow it better powers yourROI and inspires timelesssustainability

Attractor pattern researchExtracting essence from appearance

Generational SciencesPredictable behavior traits and trends ofemerging generations in the newparadigm shift


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OVERVIEW:

A NEW WORLD OF MARKETING IS HERE,

ARE YOU READY FOR THE

NEUROMARKETING

THE NEW

MARKETINGFRONTIER

Neuromarketing research turns grey

matter CLEAR

Why do people who prefer the taste of Pepsi loyally buy Coke? Will the

Catwoman movie make you want to see the film? And are women

subconsciously drawn to the sight of a bikini-clad model hawking beer on

television?

Neuro scientists and top researchers have untangled advertising mysteries

of neuromarketing, a new spin on market research that focuses on those

seeking revolutionary technologies such as functional magnetic resonance

imaging (fMRI) that gazes directly into the customer behavioral and

attitudinal scientific findings.

While traditional marketing is still using old-age demographic equations to targetaudiences, Neuromarketing proves these methods no longer relevant and

emphasizes Psycho-graphic layer processing: consumers attitudinal and behavior

morphogenesis.

While traditional marketing still considers people targets, Neuromarketing has

humanized and erased the term target and reshaped the process to connect wit


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people on an emotional level to win their hearts and minds.

COMPANIES INVOLVED IN NEUROMARKETING

RESEARCH:

Coca ColaLOreal

Nestle

Volkswagen

DaimlerChrysler

Ford

Altadis

Camel

Levi-Strauss

2008

Nielsen Research Read the articleGoogle:read the article of March 18 2008

Google neuromarketing book

More neuromarketing resources

Get intimate with your brain

DEMONSTRATION

Take your brain to the gym for a moment

In the next image you will be asked to pronounce the color not the word. You will

experience something that you probably never thought possible. This test will

demonstrate the left brain - right brain conflict and its effect on your purchasing

behavior
http://www.imagilys.com/neuromarketing/http://www.imagilys.com/neuromarketing/http://www.reuters.com/article/pressRelease/idUS144628+07-Feb-2008+PRN20080207http://www.reuters.com/article/pressRelease/idUS144628+07-Feb-2008+PRN20080207http://www.democraticmedia.org/jcblog/?p=770http://www.democraticmedia.org/jcblog/?p=770http://books.google.ca/books?id=iSjzP-MH81AC&pg=PA154&lpg=PA154&dq=what%27s+neuromarketing&source=bl&ots=rz8liQAJ3S&sig=2LTI1OxoT_mzPFRErYH1AFDdPHE&hl=en&ei=RKLKSdycLaLinQfnndzkCQ&sa=X&oi=book_result&resnum=2&ct=result#PPA3,M1http://books.google.ca/books?id=iSjzP-MH81AC&pg=PA154&lpg=PA154&dq=what%27s+neuromarketing&source=bl&ots=rz8liQAJ3S&sig=2LTI1OxoT_mzPFRErYH1AFDdPHE&hl=en&ei=RKLKSdycLaLinQfnndzkCQ&sa=X&oi=book_result&resnum=2&ct=result#PPA3,M1http://neuromarketing.blogs.com/neuromarketing/2008/11/advertisers-ride-a-brain-wave-called-neuromarketing-but-is-it-for-real.htmlhttp://neuromarketing.blogs.com/neuromarketing/2008/11/advertisers-ride-a-brain-wave-called-neuromarketing-but-is-it-for-real.htmlhttp://neuromarketing.blogs.com/neuromarketing/2008/11/advertisers-ride-a-brain-wave-called-neuromarketing-but-is-it-for-real.htmlhttp://books.google.ca/books?id=iSjzP-MH81AC&pg=PA154&lpg=PA154&dq=what%27s+neuromarketing&source=bl&ots=rz8liQAJ3S&sig=2LTI1OxoT_mzPFRErYH1AFDdPHE&hl=en&ei=RKLKSdycLaLinQfnndzkCQ&sa=X&oi=book_result&resnum=2&ct=result#PPA3,M1http://www.democraticmedia.org/jcblog/?p=770http://www.reuters.com/article/pressRelease/idUS144628+07-Feb-2008+PRN20080207http://www.imagilys.com/neuromarketing/


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Take the test now:see next page

You have just experienced the left brain - right brain conflict. The question

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.

While the closet is full of pairs of shoes that go with every dress, more ofte

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 th

results from the sphere of emotions, sensations, rational and even

consciousness and translating them into valuable marketing guidelines.

Ah he understands me!


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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 ifintegrity, 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:

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 value merits.You muddle with your brand value you lose everything.


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THE AGE OF IMAGE CONSUMPTION

A PICTURE IS WORTH A THOUSAND WORDS:

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 perspectiv

why we use this term.

THE RETINAL IMAGERY

We wont go deep in this analysis, but wed reserve it for when you require

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


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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.


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The purchasing act:

Decoding the brain buying stimuli:

THE 6 FUNDEMANETAL BRAIN STIMULI

1) The reptilian brain is self-centered

2) He reacts only in contrast situations i.e. noise/silence

3) He only understands basic elements

4) He only concentrates on the beginning and the end

5) Hes quite visual (the optical nerves transport 25 times

more information than the audible).

6) Hes very emotional.


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The corporate identity:

(the logo memory test)

1- Let us introduce: John smith

John Smith: 2 names John and Smith

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

5- Let us introduce: John Edward William Wayne Bernard Kaycee

Smith

7 names John, Edward, William, Wayne, Bernard Kaycee Smith


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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.

The Corporate logo

TAKE A LOOK AT THESE COMPANIES CORPORATE ID EVOLUTION

Why do companies change their logos? Why do they re-brand? Here is a

cohesive reason.

Follow the process till the end and it will become clear how a logo design is more

of a methodological process than just a personal decorating project.


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Have you noticed anything in all previous corporate logo evolution?

Take a look at all of their final logo design outcomes


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And take a look at the following logos together

What do they all have in common? Im sure your answer is: theyresimple

Market leaders corporate logos involve a methodological design process. Their logos are

based on the famous credibility-based formula by Saulbass.


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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.

The long term memory under the

microscope

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 tocreate 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


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The Corporate Logo Credibility-Based Principles

Company managers, large and small, can now assess the power of their logo by

using a relatively new basis for judgment: If the company logo is credibility-

based it will have power to influence company messages in the minds of

company stakeholders.

We know how effective credible people are, but now credibility principles apply

to company logos. When a company speaks, it must be considered a credible

source.

Many studies in interpersonal communication (people to people) conclude that

if the source is competent, reliable, and forward thinking the message will be

more readily accepted by the receiver. Competent, reliable andforward

thinking make up the components of being crediblein interpersonal

communication.

In short, a person high in the dimensions ofcompetent, reliable and forward

thinking will be more credible, and therefore, more influential. Again, these are

the three prongs of being credible. Likewise, a company high in dimensions

ofexpert, trustworthy and forward-thinking will be credible and, therefore,more influential. (Note the similarity of words.) This is because people relate to

companies the same way they relate to people. These are brand-customer

relationships.


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Take a look at these credibility-based logo design examples byB-to-one

Logo 1:

When placed next to the leader, we get this:


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Logo 2::

When placed next to the leader, we get this:

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


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CREATIVE V.S PROFITS:

Why creative thinking doesnt cut It?

Creative vision and flashes of inspiration are all very nice, but they are worse

than useless unless you actually do something with your ideas.

We all do plenty of lateral thinking every day, but nothing much comes of it.

What separates real creators from daydreaming amateurs is their keenness to

roll up their sleeves and get on with the hard work ofcreativitypaired with

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 excellententrepreneurs. 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.

or visit our Website for more information: http://btoone.com
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1- WHEN ADVERTISING &

SCIENCES MAKE GOOD

BED FELLOWS

BAPTIZE YOUR ADVERTISING STRATEGY WITH NEUROMARKETING:

Todays advertising is a bit like playing make-believe and our society's values are

being corrupted by advertising's insistence on the equation. In a world of visual

pollution with bad intent, the last thing you want to do is:


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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 .


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THE NEW DISCIPLINE

The future is NO LONGER about selling but knowing the audience from the


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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.

IT'S NOT CREATIVE IF IT DOESN'T SELL

In today's ferocious advertising jungle, you miss te target, you miss the boat.

it's about the critical link between advertising and marketing goals versus

advertising that simply entertains or wins awards while it's costing you your

arms and your legs.

What's the point of 30 or 60 seconds of entertainment if consumers can't

remember what the ad was about a few seconds later?

What does this ad sell? What brand?


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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

VISUAL POLLUTION THAT WENT WRONG

Take a look at this ad and ask yourself what do I see?

The answer is: nothing and to prove it we ran this on cognitive task analysis

take a look at what people saw: nothing


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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 Interestsin the sub head,

garnish it with a copy that activates the Desire then watch the consumer take


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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: the 56% discount?

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. !

Giving the ad a face lift

See bellow the new revitalized ad and its behavioral cognitive task analysis

result difference: it will show a whole new perspective of the behavior pattern

results.

The following analysis clearly shows the attention of the consumer was

undeniably focused on the56%discount while in the previous version, theeye fixation were on anything but the discounts.


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The Web

Welcome to the mother of all jungles: The Internet56 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.

Know your audience:Its the first Website rule.

You designed the site for them, how do you know what engages them, what

appeals to them and what they dislike.

When we say know your audience, we dont mean, their age, profession blab

la, in neuromarketing that is irrelevant, what relevant is, is their behavior, we

call also the psycho-graphic / techno-graphic characteristics.

The Website User

The audience intelligence

Men are from Google, Women are from YahooWhile women view the Internet as a place to extend, support, and

nurture relationships and communities, Men tend to see it as an

office, a library, or a playground.


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Introducing the

TECHNO-GRAPHIC ANALYSIS

Here is an example:

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


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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

Understanding the Generational

science techno-graphic behavior is

vital to a Website success.

Do you know:

Who your techno-audience is?

Do you know where the hang out?

Do you know what they see?

Do you know the keyword what theyre

searching for?

Does your site use social media strategy?Do you know their likes and dislikes?

Do you know their pet peeves

Do you know what their actions are on failed Websites?

And more


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INTRODUCING THE WEBSITE AUDIT:

1- Explorative study of the site performance

2- Respective client expectations.

Website audits 4 core elements:

The four key Website audit elements are:

Coherence of the strategy and site objectives

Quality and site ergonomics

Search engine visibility

Website evaluation / risk assessment


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Discover the Website 5 Es

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 siteprevents errors and help users

recoverfrom mistakes that do occur

Efficient: How fasts the users objective is compelled


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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 mewrong 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, youknow 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/whydowebsitesfail.htmlhttp://btoone.com/whydowebsitesfail.html


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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?

Life on the Web is always more real when you see it through the

eyesof the consumer.When you visit the link mentioned above,you will realize the true reality facing all business people wishing to have a

crediblepresence on the Web. The reason we repeat the wordcrediblesince the beginning, its because we must reiterate the fact that youas a consumer will never give your money to any when they show lack of

credibility. In the mother of all jungles, credibility is the only drivingforce to taking action.

So let us share with you what users see on a particular Website through

artificial intelligence. You probably ask yourself how credible is artificial

intelligence?

We always let people decide for themselves when they show true intent.

in the next page you will experience first hand the power of artificial

intelligence Through your own eyes, fair enough?

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.


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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


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Cognitive task analysis results

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 ensurerelevancyis not tempered with. Today when we

speak of relevancy we speak of the mother of all relevancies,engage,

today the Web is about one only thing:USABILITY


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Today, if Web designers do not respect theusabilityprinciples, your sitewill find itself buried in the deepest cyber rubbles, ignored with no chance of

ever being used.

Rise to the new consumer

The new consumer changed business practice forever

Brand owners are no longer in control.

Do you know why someone who buys Kraft food drives a gas guzzling 4x4?

Empowered, informed and using the money in their pocket to make a point, not just a

purchase, the consumer now, more than ever had taken control of your brand.

They and only they decide if your brand is worthy of their loyalty.

Corporate vanity is out

It is no longer relevant what you say about your brand, no the opinions other

endorsement of your spokes persons. If your brand deems non credible it will to

connect to the consumer value system.


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ATTRACTOR

PATTERNRESEARCHBy: Darryl Howard associate

Oregon, USA

Determining Essence From Appearance

Examples uses of Attractor Pattern Research: Communication Testing

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

Determining Essence from Appearance

It has been found that objective measurements have, until now, been the only forms

available to advertisers and others involved in communication. Even the most

advanced testing done in Neuromarketing today with functional Magnetic ResonanceImaging (fMRI) is still within the domain of the objective. Testing that uses fMRI can be

expensive and time consuming.

We needed the ability to test all the components used in a communication prior to

dollars being spent on production and testing.


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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 wecommunicate 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 quicklyevaluate 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 #1A 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.


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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.


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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.

An audiences attractor pattern energy level can be calibrated.

What happens when a communication is not at or above the attractor pattern of the

target audience? The human body goes weak. It is similar to an On / Off indicator

on a calibratable scale. The results of the Off Position would be the customer does

not like the product as well as it could have been. In the case of the On position, our

clients have found the greatest opportunity for their target audience to like the

product.

Over 80% of advertising in the United States today physically makes the viewers body

go weak, or stuck in the Off position.

Through the use of this research, we have been able to identify points within a

communication that drive customers away and recommend changes for our clients.


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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.

We test all forms of communication.

We assist companies test advertising, strategies, and campaigns.

We work with your existing creative structure to offer solutions that eliminate parts of

your communication that test negatively.

About Darryl Howard

For the past several years Darryl Howard using his experiences in attractor pattern

research to help companies refine their message to their targeted audience. He

conducts seminars on this work to those in advertising, world-wide organizations,

companies and all levels of government in both the United States and abroad. He

serves as a consultant to movie production and corporations on a variety of

applications of the work.

Darryl is currently working on a book on the subject of how others can effectively useattractor pattern research in their business and other endeavors.

For nearly 20 years prior to devoting his time to this research, he was involved in

generational behaviors and trends for the movie industry. He has been a consultant in

politics at all levels. He is a nationally recognized expert in Generational Sciences and

the behavior of, and communication with, all generational cohort groups.


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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.


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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.

So whats the proof?

WHAT ARE THE FOUR TURNING?

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.


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The Fourth Turning: A Crisis Decisive era of spectacular upheaval

driven by defense of values.

Why do generational changes occur?

Generations are divided by some historical event that changes societal

behavior, you go through it together, its universal a marking point.

You belong to it, too.

ARE WE ENTERINGTHE FOURTH TURNING?

What a Fourth Turning means?

Dramatic cultural changes and mood shifts

come as a result from a threat or a perceived

threat.

Remember all three American Fourth

Turnings have been national crisis?

9/11, terrorist attacks, gas prices, the world

has turned against the US. Polarization vs. everything negotiable.

Something different is happening Why?

Traits of Fourth Turning

Fourth Turnings always combine human happenings with natural

disasters. Natural disasters happen all the time.What is different is how we react to them. Our REACTIONS in a Fourth

Turning are very different.

The first World Trade Center bombing in 1993 vs. 9/11:

Commission took out two foreign countries.


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Now we have: Tsunami, Earthquakes Whole cities destroyed.

Price of oil going up

Clearly, we are approaching a new Fourth Turning.

So where are we?

Generations have repeating personalities.

They are categorized by:

Hero (G.I. & Millennials)

Artist (Silents)

Prophet (Boomers)

Nomad (Gen-Xers)

They cycle over and over each about 20 years

Behavior as they go throughout the phases of life has a predictable

pattern

This is tracked this back five centuries.

NAMES OF REPEATING GENERATIONS

Hero 1901-1924 GI

Artist 1925-1942 Silents

Prophet 1943-1960 Boomers

Nomad 1961-1981 Gen Xers

Hero 1982-2001? Millennials

Artist 2002-????


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Life phasesPhase of Life, a 22 year age bracket defined according to central social role.

Whats in and whats out

in the emerging generations:

A few highlights:


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For a more in depth look at whats in and whats out of the

emerging generations, please email us for a comprehensive

presentation.

Whats the new look and feel

of the emerging generations?

How to benefit your campaign with

generational strategy?

To develop an effective campaign strategy and tactics, we can no longer rely

just on demographics:

Generational hierarchy of influence

Generational morphogenetic behavior analysis

Generational techno graphic analysis

(age of the Web: age of engagement)

Generational custom targeted messages

New Generational look & feel generational tactics prediction analysis

How to predict the accuracy of the generational /

consumer behavior with the power of

GENERATIONAL

SCIENCES

neuromarketing Canada: The Science of marketing without marketing

Documents

Transcript of neuromarketing Canada: The Science of marketing without marketing