Integrated Agency Blog

Phoenix Advertising Agency’s Unique Methodology, Neuromarketology, Sparks National Media Interest

​The marketing and advertising spotlight is focused on a new methodology for the 21st century.

National media interest in FabCom’s innovative, strategic approach to advertising and marketing is growing. We are noticing the industry spotlight is focused more now, than ever before, on FabCom’s core methodology, Neuromarketology™, and our application of it where the rubber meets the road. Industry experts are now finally considering Neuromarketology™ as the science of marketing for the 21st century.

Neuromarketology™ is a methodology that feeds the new marketing and advertising capability and helps marketers map a company’s target audience’s behavioral, demographic and psychographic connection points to their brand or product attributes.

FabCom, a Phoenix advertising agency with a strategic marketing focus, has been practicing and developing the new methodology for over a decade, and not only am I excited at all this means for clients but this approach also is generating industry wide excitement throughout the country. Our Phoenix advertising agency gets amazing results when the focus is turned to bottom line conversions of individual prospects versus the topical and misguiding, homogenizing last click attribution focus in many marketing departments today.

As CEO of FabCom and author of the book Neuromarketology: Harness Converging Technologies and Diverging Audiences to Create Dynamic One-to-One Marketing and Astonishing ROI, I’ve been approached at an accelerated pace, since my Dscoop presentation in Washington DC, by reporters from all over the country who want to know more about this new integrated, strategic marketing methodology, and how and if traditional media channels like print, TV and direct mail continue to play a role in multi channel, cross channel dynamic marketing, advertising and targeting. Examples of recent media interviews include InfoTrends, and paperspecs magazine.

For more than a decade, FabCom has been implementing, testing and refining the concepts that form the science of Neuromarketology™. Almost by a divine accident, it evolved just in time to become the basis of the perfect solution for the new approach required in integrated, multi-channel, cross channel marketing as each of the new channels and capabilities emerged in both marketing and advertising.

The Neuromarketology™ science promotes dynamically configuring marketing messaging to connect brand attributes with each of the individual target audience’s brand-matched characteristics through dynamic marketing automation that results in the most relevant method (channel, message, timing and call to action) for influencing the specific target.

So why now the increase in attention?

Neuromarketology: The Time For Smart Marketing Is Here

The emergence of Neuromarketology™ is similar to other revolutionary developments such as desktop publishing in the ‘80s and internet use in the ‘90s. It takes time for innovations in technology to ultimately take hold and new methodologies outlining how to wield them to develop – especially the ones that change our way of thinking, the way we live our lives and build successful businesses. New channels have evolved, such as social media, interactive TV and more, communications technologies including mobile computing and bandwidth availability convergences (a few of the many examples),and innovations in areas like database CMS, CRM marketing, enterprise analytics and others. The aggregate capabilities of all these channels are seamlessly embedded into the fabric of our society and together serve as the basis for an entirely new way for our advertising agency to approach advertising and marketing.

Gone are the days when people received information about the world around them in limited channels or ways. As the 21st century emerged, we realized the marketing and advertising playing field was about to undergo significant change and it was essential that our marketing approaches change too. That change has escalated, transforming the playing field of advertising and marketing more in the past three years than in the previous 10 years. Traditional methods of creating and deploying marketing messages have fallen by the wayside, getting lost in translation and in transit. Any more, traditional marketing approaches in a converging world can leave companies hemorrhaging market share. Those companies that have learned to harness the best of traditional and new marketing and advertising capability are the clear winners. Those spinning old methodology within new channels and with new capabilities are seeing market share hemorrhaging. As usual it is not the “what” that separates the clear winners – it always comes down to the “how” when you implement!

We are talking about an entirely new methodology in creating advertising and marketing messaging to best leverage an entire host of new capability that did not even exist for most marketers until 3-5 years ago. Think about this for just a second: If the places where potential targets consume marketing messages have changed, if the ways they consume them have changed, if the time they take to consume them has changed, if the targets’ expectations of what they see and get have changed …I think it is due time we change not only the way we create our advertising and marketing but also the way we distribute and track it.

But beware; we cannot have our 20 something’s running over a cliff with the new marketing buzzword of the week and relearning the marketing lessons of the past. The new marketing and advertising environment requires a perfect blend of old school experience and new school methodology leadership.

America is waking up to the idea that our new capability requires a new marketing and advertising methodology. (Thank goodness, because I was getting tired of being on this soap box all alone and discounted as just another advertising agency saying they are different or trying to sell a better mousetrap.) The idea, I think, is hitting corporate America’s marketing departments squarely at their bottom lines.

Leaders are now asking the right questions after years of drifting with the idea that “we are working on that” and approving one more IT initiative that did not pan out. This one concept is starting to resonate. It is NOT just the software or the buzzword that makes for successful, sustainable marketing and advertising; it is what we put into those new capabilities and how we approach the integration of the new and the old that determines what kind of advertising return they yield. Many marketers have invested in the new capabilities, although they have dutifully deployed their traditional marketing approaches with them.

Neuromarketology™ is finally being noticed more now for the life changing aspects it yields for companies. The first 5 years we were working with this new marketing and advertising methodology, we invested 90% of our client time informing potential clients what could be accomplished by linking up the new pieces differently – with different thinking. Of course, the first reaction to change by those that are NOT change agents (9 out of 10 in corporate America’s marketing departments, and on average 8 out of 10 agencies), but instead hired for their ability to manage a department can be in denial and stalling to buy time to learn how to defer the need to change or inform management, “I can do that too.”

This anti-change phenom manifests itself many times as people thinking they do not “need all of that.” (The mind can grasp only what the eyes can see; we also reworked our presentation 7 times in 4 years to attempt to reassemble our message so it was not so threatening to those we need to appeal.) Sometimes, we see great brands that are motivated, to the shareholder’s dismay, by protectionism of head count. Many potential customers have squared up with me and said, “Brian it all makes sense – it is obvious it would work better but if half of what you say is true this would be devastating to our in-house headcount.” They would go on and say, “It is just too threatening. If you deployed this and had all the embedded real time multi channel attribution analytics and twice the bottom line conversions, what would my people do all day?” Many would leave our Phoenix advertising agency with the idea they would just work through it all with what they know and have done in the past.

So the market invested the next 2-3 years getting lulled by the new features embedded into the wonderful multi channel marketing software that was emerging. Again, human nature being what human nature is, most in the corporate marketing departments or old school advertising agencies invested a couple of years more in debilitating marketing results to realize it is NOT just the software capability that they convinced management or their clients to invest in, but somehow they need to drive that capability with different methods.

Then, over the last two years the leaders started to see value with the ground our advertising agency had traveled as innovators during the last five years. This simple concept is starting to resonate; harnessing the new capability requires new capability and new methodology.

The fragments of the old marketing and advertising paradigm right sized for the new online marketing channels is just not cutting the mustard. That’s because the traditional messaging and approach is not hyper relevant to each target based on the new standards of the new marketing economy (that’s marketers’ code for your customers). Instead, marketing and advertising agencies across the country create advertising on the basis of finding “the singular essence” of a brand or product and economically communicating that to the greatest number of targets that would be interested [frequency]. All of us who are marketing professionals have been taught with this type of thinking, but that methodology was built for a different day (See Trout and Ries’s 21 immutable laws of marketing). When we found the singular essence that communicated to the greatest number of targets over the last 40 years, it used to mean advertising and marketing success.

As customers demand more and utilize more communication avenues, it’s important that we adjust the methods we market to them. In fact, my ultimate success would be that Neuromarketology™ becomes, over the next 25 years, the defacto methodology of creating real-time dynamic cross channel marketing and advertising, similar to Trout and Ries’s work that was the bible we all used to create our marketing messaging in a world were we could concentrate frequency because we only had a few channels with which to start. Neuromarketology™ is not software. It is not a technology. It is simply a methodology that fits the new capability of marketing and advertising best today and built with transition from the old to the new in mind.

FabCom’s Neuromarketology™ methodology is a combination of essential new marketing technologies and methodologies deployed end to end with a hands on team – from strategy, to development and ultimately to deployment – that stops the bleeding and produces astonishing ROI every time. FabCom clients have the advantage of strategic marketing planning that sets apart this advertising agency. With expertise in cross channel, cross media advertising and online and offline marketing, relationship and data base marketing, public relations, SEO/SEM and marketing communications, our team unlocks the formulas for marketing and advertising success, and results for clients are guaranteed.

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Brian Fabiano


Bob House