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ONE
Unveiling the new
science of Marketing
without marketing
How neuromarketing
better powers
your ROI and inspires
timeless
sustainability
All rights reserved © 2009 http://btoone.com
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OVERVIEW:
NEW
MARKETING
FRONTIER
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?
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While traditional marketing still considers people targets, Neuromarketing has
humanized and erased the term ‘target’ and reshaped the process to connect with
people on an emotional level to win their hearts and minds.
DEMONSTRATION
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
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?
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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 thinking of saving for retirement.
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 is emotionally wanting the latest model.
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.
The following visual will give a firsthand look at the brain under the
microscope:
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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.
Does this sound familiar? If the answer is yes, do you know why we say it?
In the next segment we’ll share with you from a neuro-scientific perspective
why we use this term.
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We won’t go deep in this analysis, but we’d reserve it for when you require
an in depth presentation. But we can tell you this, not having the precise
image that reflects the consumer’s 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, you’ll 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 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.
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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:
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The corporate identity:
(the logo memory test)
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Alert:
Let us get intimate with our Hippocampus: Our memory stock room
Since you were unable to remember the 6 names, let me explain why. You’re not
alone, anyone else would have also failed the same test and here is why:
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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.
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?
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And take a look at the following logos together
What do they all have in common? I’m sure your answer is: they’re simple
Market leaders corporate logos involve a methodological design process. Their logos are
based on the famous credibility-based formula by Saulbass.
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.
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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.
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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.
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Logo 1:
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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
or visit our Website for more information: http://btoone.com
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CREATIVE V.S PROFITS:
Why creative thinking doesn’t 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 of creativity paired with
productivity.
So we’ve replaced ‘lateral thinking’ with Lateral Action. And if you stay with us on
this journey, we’ll 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.
1- ADVERTISING
Today’s 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 today’s advertising and marketing intent so you can have that peace
of mind…
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and ….
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THE NEW DISCIPLINE
The future is NO LONGER about selling but knowing the audience from the 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.
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INTRODUCING THE ARTIFICAL INTELLIGENCE
HOW IS IT DONE?
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VISUAL POLLUTION THAT WENT WRONG
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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Let’s examine its emotional calibration and consumer’s 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
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.
You probably haven’t, 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. !
The following analysis clearly shows the attention of the consumer was
undeniably focused on the 56% discount while in the previous version, the eye
fixation were on anything but the discounts.
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The Web
You designed the site for them, how do you know what engages them, what
appeals the them, what they dislike, what and what…. Know your audience;
It’s the first Website rule.
When we say know your audience, we don’t 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.
Take a look at this valuable link: Users biggest Website pet peeves:
http://www.hostway.com/docs/survey/petpeeves.html
Does this look familiar? That’s your money not mine yours. Now don’t get me
wrong this is not just the designers fault, part of it in some cases the site’s owner’s
lack of understanding of the main Web site objective.
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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?
Now think for a bit, since you’re 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 won’t be giving you their money for
that, do we agree?
Life on the Web is always more real when you see it 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 credible
presence on the Web. The reason we repeat the word credible since the
beginning, it’s because we must reiterate the fact that you as a consumer will
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never give your money to any when they show lack of credibility. In the
mother of all jungles, credibility is the only driving force 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?
Well, 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 you’ll be asked to
observe this page as of you’re a user arriving on the site, then after 5 seconds
you’ll 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 you’re ready, jump to the next page to see your own
results
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Cognitive task analysis results
As you can very well, you’re 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
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Today, if Web designers do not respect the usability principles, your site will
find itself buried in the deepest cyber rubbles, ignored with no chance of ever
being used.
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, calls the shots and brands are no longer in
control.
NEW
MARKETING
FRONTIER
http://btoone.com
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