Neuromarketing Canada: The Science Of Marketing Without Marketing

B.TO.ONE Unveiling the new science of marketing without marketing

Neuromarketing How it better powers your ROI and inspires timeless sustainability

Attractor pattern research Extracting essence from appearance

Generational Sciences Predictable behavior traits and trends of emerging generations in the new paradigm shift

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OVERVIEW:

A NEW WORLD OF MARKETING IS HERE, ARE YOU READY FOR THE

NEUROMARKETING THE 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? 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 target audiences, Neuromarketing proves these methods no longer relevant and emphasizes Psycho-graphic layer processing: consumer’s attitudinal and behavioral morphogenesis. While traditional marketing still considers people targets, Neuromarketing has humanized and erased the term ‘target’ and reshaped the process to connect with http://btoone.com

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

COMPANIES INVOLVED IN NEUROMARKETING RESEARCH: Coca Cola L’Oreal Nestle Volkswagen DaimlerChrysler Ford Altadis Camel Levi-Strauss 2008 Nielsen Research Read the article Google: 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

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Take the test now: see next page

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. 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! http://btoone.com

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 brain’s 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 You muddle with your brand value you lose everything. http://btoone.com

value merits.

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 we’ll share with you from a neuro-scientific perspective why we use this term.

THE RETINAL IMAGERY

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 http://btoone.com

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) 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 He’s quite visual (the optical nerves transport 25 times more information than the audible). 6) He’s 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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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

If you respected the previous , the answer is:

You’re unable to remember. Why are you unable to remember?

Introducing the Hippocampus also called the LTM (long term memory)

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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. You’re 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? 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. 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.

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 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

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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 credibilitybased 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 and forward thinking make up the components of being credible in interpersonal communication. In short, a person high in the dimensions of competent, 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 of expert, 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 by B-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 http://btoone.com

or visit our Website for more information: http://btoone.com

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. Some of them, such as Shakespeare and Hogarth, were also excellent entrepreneurs. But these days there’s 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.

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1- WHEN ADVERTISING & SCIENCES MAKE GOOD BED FELLOWS BAPTIZE YOUR ADVERTISING STRATEGY WITH NEUROMARKETING: 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…

and ….

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THE NEW DISCIPLINE The future is NO LONGER about selling but knowing the audience from the 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.

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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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 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:

the 56% discount?

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. !

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

56%

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

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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.

Know your audience: It’s 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 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.

The Website User The audience intelligence Men are from Google, Women are from Yahoo While 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. http://btoone.com

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

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 they’re 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

USABILITY FIRST STRATEGY Don't decorate, communicate Why doesn’t your website perform? If users can't find the sense and order they need, they soon grow exasperated and give up: 1- The more elaborate the design, the greater the risk of confusion: Over-excitable, over-design layouts fail miserably 2- Take into account the eye-tracking 3- Know your audience (demographic/psychographic/technographic) 4- Focus on design that draws attention to the message, not to itself: design that serves your Website visitors rather than dazzle them. The audience can't give you money while they're rubbing their eyes or scratching their heads.

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INTRODUCING THE WEBSITE AUDIT: 1- Explorative study of the site performance 2- Respective client expectations.

Website audit’s 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 E’s

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 user’s objective is compelled

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Unfortunately, many designers concentrate on winning awards, instead of focusing on the client’s objectives. 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.

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 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 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? 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 microscope to ensure

relevancy is not tempered with. Today when we

speak of relevancy we speak of the mother of all relevancies, today the Web is about one only thing: http://btoone.com

USABILITY

engage,

usability

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.

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 PATTERN RESEARCH By: 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 Resonance Imaging (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. http://btoone.com

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 don’t like the product and cannot tell you why” of ‘I don’t know why, I just don’t 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 can’t “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 sheep’s 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 announcer’s 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 announcer’s voices were added. One in each commercial. In the case of the first ad the announcer’s 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.

An audience’s 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 viewer’s 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. http://btoone.com

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 use attractor 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. http://btoone.com

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 what’s the proof? WHAT ARE THE FOUR TURNING?

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•

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.

•

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, it’s universal – a marking point. You belong to it, too.

ARE WE ENTERING “THE 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”

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•

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.

•

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)

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They cycle over and over each about 20 years Behavior as they go throughout the phases of life has a predictable pattern

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This is tracked this back five centuries.

NAMES OF REPEATING GENERATIONS • • • • • •

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Hero Artist Prophet Nomad Hero Artist

1901-1924 GI 1925-1942 Silents 1943-1960 Boomers 1961-1981 Gen Xer’s 1982-2001? Millennials 2002-????

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

What’s in and what’s out in the emerging generations: A few highlights:

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For a more in depth look at what’s in and what’s out of the emerging generations, please email us for a comprehensive presentation.

What’s 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

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