Wallace & Washburn Associates LLC www.decisionmode.com

1770 Massachusetts Ave, Suite 177, Cambridge, MA 02140 Tel: 781-235-8882 Cell: 781-799-5444

Intuitive-Based Communications

Deeper Connections in the Digital World

DecisionSCAN

Wallace & Washburn Backgrounds

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Kim Wallace

NCK, SSC&B (Noxzema, Colgate Palmolive)

Arnold/HBM (Salada, General Mills)

Radcliffe Seminars faculty

Top 5% LinkedIn Profile Kim Wallace CEO

Harry Washburn

• Harvard Extension School faculty

• Benton & Bowles (General Foods)

• Harvard Business School

Faculty 20 Years

Co-Authors

• Top 1% in Amazon sales

• Published in 4 languages

• 3 Decision Making Modes

Kim Wallace Harry Washburn

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“Lively, lucid, smart and on target. I’m impressed.”

Ted Levitt, Dean Emeritus, Harvard Business School

“ The most pragmatic book on consumer marketing in

years!” Amazon.com

Representative Clients

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A Changed Internet World * New consumer freedom now due to empowering Internet experiences. “Within a few years the Internet will turn business upside down.

Be prepared-or die.” Matthew Symonds, The Economist 1999

* Change from PUSH (TV, radio, etc.) to PULL online. “Thanks to the Internet, car buyers now hold the cards.”-Boston Globe 2013

*Messaging overload creates consumer “tune out.” * Greater need to measure customer experience. “Your customers’ perceptions of their interaction with your company impacts your bottom line. You NEED your customers more than they NEED you. Even investors reward customer experience leaders!” –Forrester Research 2013

* Shift occurring from rational to emotional customer research. “The industry will shift from questioning to discussing, insight to forecast,

rational to emotional.” - StrategyOne, Washington, D.C.

3 DecisionMODES

Thinker (verbal), Visualizer (non verbal) Commander (non verbal)

Sample DecisionMode Question

Q: Let’s imagine you were buying a car today. What in your

opinion, would be most important? Why? (Pick one)

• It looks great?

• It feels great to drive?

• It makes logical sense?

Thinkers (20%) “It makes logical sense.”

•Thinking, reasoning, answers,

details, numbers, planning

•Careful, thoughtful Steve Jobs

decision-makers

•Favorite Words: “Think, hear, sounds, logic, future, know, understand”

T

Visualizers (50%) “It looks great.”

•Quicker decisions

•Interested in the features and benefits

•Favorite Words: “See, look, Ralph Lauren

show, picture, focus, perspective, impression”

T

Commanders (30%) “It feels good to drive.”

•Ready, fire, aim

•Team leaders/players Oprah Winfrey

•Favorite Words: “Feel, sense, touch, hit, tackle, win, team, power, people”

What are the Intuitive “Trigger Words”

“Trigger Words”

Intuitive Feelings

Logical Thoughts

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DecisionSCAN

Major Packaged Goods Example:

Determine the trigger which will motivate consumers to request a

prescription from their dentist.

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DecisionSCAN

Q. In your opinion, what would motivate you to ask your dentist for a prescription?

You have possible damage to the bone, the tooth, you should do something about it in advance and try to stop it from ever reaching that point, and this is one way to do it. Certainly a deterrent to it, and so, yeah I would think that somebody who has that problem, that kind of a picture would catch their eye, especially is they saw red blood. I do have you know, if I brush my teeth hard enough or my gums, I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. I do my share of it. I haven't been told that I have gum disease or anything, but I, you know, maybe that's something that could stop it from happening, if there's any indication at all that it might be there. That's something that if I thought I could use that and it would help the situation, sure. Without even thinking about it too much, and I think you…

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The Mouthwash Words Assembled Raw Verbatims 1

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Determine Word Frequencies 2 DecisionScan

You have possible damage to the bone, the tooth, you should do something about it in advance and try to stop it from ever reaching that point, and this is one way to do it. Certainly a deterrent to it, and so, yeah I would think that somebody who has that problem, that kind of a picture would catch their eye, especially is they saw red blood. I do have you know, if I brush my teeth hard enough or my gums, I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. I do my share of it. I haven't been told that I have gum disease or anything, but I, you know, maybe that's something that could stop it from happening, if there's any indication at all that it might be there. That's something that if I thought I could use that and it would help the situation, sure. Without even thinking about it too much, and I think you. u , I do get bleeding sometimes. When I go to the dentist and I have my teeth cleaned, I bleed fairly well I guess. tooth, you should do something about

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Analyze Trigger Words 3 Trigger Words

Prescription Mouth Wash: Results

Objective Find key “trigger” words

Data Source Audio taped focus groups

Question “What do you feel would motivate you to take action?”

Logic vs.

Intuition Avoid pain/expense “Bleeding gums is a problem!”

VERBATIMS SCAN FREQUENCY

gum/s 132

bleeding 80

problem 38

ThoughtTalk “If I have persistent bleeding gums I’d want it.”

“Bleeding does show there’s a problem in the works.

Results

The product was successfully launched nationally with TV

and print ads featuring a dentist referring to “bleeding gums"

and pointing to a tooth illustration with a blood red gum line.

The brand went national successfully in one year. 16

DecisionSCAN

Tag Line/Branding Example: Northeastern University

Problem Determine the most powerful message for admissions

Data Source Surveys of students, parents, staff, alumni and prospects

Key Question “What do you feel makes Northeastern better?”

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Q. “In your opinion what do you feel makes Northeastern better than other universities?”

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TRIGGER WORDS DECISIONSCAN

FREQUENCY

coop 149

good 134

program 114

education 78

enter 76

work 75

job 72

get 22

contacts 15

something 16

occupation 35

employment 24

people 21

Northeastern University

Problem Determine the most powerful brand position and

tag line for admissions

Data Source Surveys among staff, faculty, grads, students,

parents and prospects during 1986.

Question “In your opinion what do you feel makes

Northeastern better than other universities?”

Logic vs. Intuition Hands-on educational “Education that

experience Works”

DecisionSCAN

VERBATIMS SCAN FREQUENCY

co-op 149

experience 114

work/job 107

Trigger Words “Their co-op program gives experience.”

“With co-op you can get a better job.”

Solution

The “Education That Works” tag line was created,

incorporating key trigger words. Used for over 25

years. Over 46,000 applications were received

last year, elevating NU to the top 3 universities 19

Public Relations Example: National Car Wash Association

Objective Determine how frequent car-washers justify the expense

Data Source Intercept interviews at car washes

Question “In your opinion, what is there about getting your car

washed that justifies the price?”

Logic vs.

Intuition

The vehicle looks better “I feel better in

a clean car.”

VERBATIMS SCAN FREQUENCY

feel 122

good 89

better 256

ThoughtTalk “I actually feel better when my car has been washed.”

“I feel good when my car is clean.”

Results

Press releases issued nationally. The “feel good” story

(Commanders) was picked up by hundreds of publications

including the Wall Street Journal and Forbes. Reaction so

successful website changed to www.cleancarfeeling.com. 20

DecisionSCAN

Results: National PR stories, a new “Feel Good” poster campaign and a new online address (cleancarfeeling.com)

PUBLIC RELATIONS 21

PSA Messaging: Homeland Security

Objective Create messaging that prompts Floridian consumers to

get better prepared and download tips on the website.

Data Source Surveys among current and potential customers

Question “What in your opinion would prompt you to get better

prepared for, god forbid, a terrorist attack?”

Logic vs.

Intuition

Get prepared better when you “Do it for the kids.”

are not in a crisis situation. (They’d be helpless.)

VERBATIMS Scan Frequency

Prepared 78

Family/Kids 77

Survival/Protect 68

ThoughtTalk “Get prepared and protect your family.”

“Do it for the kids and the family if not for yourself.”

Results

The new PSA message “Do it for the Kids” scored well

with parents and singles. The impactful message

generated over 10,000 downloads of “Top Tips for

Survival.” A new web address was also added,

www.mysafeflorida.com. 22

DecisionSCAN

Merger Name: Beth Israel Hospital/Deaconess

Objective Create new name for the combined entity of Beth Israel

and Deaconess hospitals

Data Source Surveys among consumers (patients and non)

Question “In your opinion, what words, thoughts or feelings come

to mind regarding Beth Israel Hospital?”

Logic vs.

Intuition

Two of Boston’s Best “The CareGroup”

Hospitals Combine Resources

ThoughtTalk “Beth Israel has caring nurses who treat you special.”

“It’s the nursing care at BI that makes it so special.”

Results The name CareGroup was adopted to reflect Beth Israel’s

perceptual strength: caring. 23

NAME TESTING

VERBATIMS BI MGH Brigham & Women’s

good/excellent

care/ing

doctors/surgeons

reputation

maternity

nurse(s)

85 72 43 39 9 78

125 35 89 93 27 19

86 32 36 62 69 46

DecisionSCAN

Public Relations Positioning: BASF Biotech

Objective Uncover possible negative reactions to proposed

biotech plant site

Data Source Telephone surveys among location residents

Question “In your opinion, what’s your greatest concern

regarding this new biotechnology site?”

Logic vs. Intuition

It’s a drain on “Bio-waste expert hired from

local resources UMass Worcester with

Harvard credentials”

DecisionSCAN

VERBATIMS Scan Frequency

concern/ed 41

waste 35

dangerous 29

ThoughtTalk “What about dangerous waste disposal”

“Accidentally releasing radioactive waste!!”

Results

BASF aligned itself with a bio-waste expert from

Harvard University at UMass Worcester featured

prominently in all press materials to allay potential

fears. Plant constructed successfully.

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Objective Determine the most powerful advertising message to

increase leads.

Data Source 450 interviews nationally among Outward Bound

graduates.

Question “What have you said to recommend Outward Bound?”

Logic vs.

Intuition

Commune with the “Personal Growth builds

Great Outdoors self confidence”

DecisionSCAN

VERBATIMS SCAN FREQUENCY

grow(th) 126

personal 88

experience 57

ThoughtTalk "You'll grow as a person. Builds self confidence.“

"I grew personally through the experience."

Results

Using a Personal Growth Experience promise, Outward

Bound is now the #1 adventure-based education

program in the world. It works. 80% of students want

another course.

PR/Advertising: Outward Bound

Wallace & Washburn Associates, LLC www.decisionmode.com

1770 Massachusetts Ave, Suite 177 Cambridge, MA 02140

kwallace@wallacewashburn.com 781-235-8882 Cell: 781-799-5444

For details please contact Kim Wallace:

DecisionSCAN