Applied Behavioral Science is the Cornerstone
“Applied Behavioral Science” – really a synthesis of social or cultural anthropology as well as psychology – is the cornerstone of the philosophy and approach of Sam Waltz & Associates LLC Business & Communications Counsel.
That is, it’s about the translation of the organization’s goal into “desired behaviors” – whether consumer, or public health, or political, or whatever – and then developing the strategy and designing and implementing the tactics to achieve those.
Despite the fact that the firm has historical roots in PR, and Sam’s own deep background is as a journalist, it’s not about press clippings, or mentions on TV.
For example, if it’s about reducing cancer, then how do we get more men to get their prostrate checked and more women to do breast self exams (BSEs) and baseline mammograms? If it’s about reducing highway fatalities, how do we reduce drinking and driving?
If it’s about growing a business, how do grow the existing base of customers, how do we get more people to try and buy the product and service?
If it’s about reducing crime, and bringing a saner approach to sentencing, how do we reduce and eliminate “mandatory minimums” that rob the respected judiciary of its sentencing discretion and prerogatives?
“Engineering of Consent,” per Edward Bernays
Each of these questions – frankly, in fact, most all of the situations we encounter – have a “human calculus” that depends on influencing behavior. Behavioral scientists learned that eons ago. “Engineering of Consent” is what it was called by Edward Bernays in 1947, and Bernays, a nephew of both Sigmund Freud and his wife, was a pioneer of the field who died in 1995 at 103 ½.
Developing a winning strategy and tactics is about, then, (a) audience segmentation, understanding the Demographics and Psychographics of the audience, (b) about Abraham Maslow’s “Hierarchy of Needs,” and understanding the “needs, wants and values” of members of that audience segment, (c) defining both behavioral and intermediate goals, (d) compelling messages, and (e) the strategies and tactics that are necessary to advance towards the goal.
AIDA Continuum: Awareness, Interest and Desire (Engagement), & Action
Marketing > Engagement / Relationship > AFTO /Transaction
>> A >>>>>>>>>>>>>>>> I >>>>>>>>>>>>>>>> D >>>>>>>>>>>>>>>>A>>
Awareness Interest Desire Action
The AIDA Continuum – Awareness, Interest, Desire, Action – outlined above is the cornerstone to our own Syntonics© – Branded approach to Business – Building. Based upon Social Science Research, it represents one approach that is known to move people through a buying / choice decision, or a continuum, from basic Awareness to Action. The more considered the decision, often the more valuable is this process in influencing the choice.
Emphasized in this approach is a Strategic Approach to Reputation Management & Relationship Building, something that experience proves can be valuable in attracting and retaining stakeholders who are important to you. Elements of the plan will include:
Business Objectives for your Organization;
Marketing Objectives to Achieve the Business Objectives, with a focus on Measurable Benchmarks for Creating Desired Intermediate Behaviors, e.g., Leads;
Targeted Stakeholders, Audience Segmentation, who Marketing & Sales Need to Reach, with Focus on their Needs, Wants & Values that Deserve Consideration in order to Create Desired Behaviors;
Critical Message Strategies for Each of the Targeted Stakeholder Groups, in order to Influence and Create the Desired Behaviors;
Marketing & Marketing Communications Strategies, likely several Critical Strategies that focus on creating Reputation Management & Relationship Management among the Targeted Stakeholder Groups that will Create the Desired Behaviors;
Marketing & Marketing Communications Tactics that will support and execute each of the Strategies, complete with Task, Timetable, Accountability & Budget, to improve the likelihood of Successful Execution of the Program; and
Evaluation of the Plan Efficacy, with a focus on Implementation and the Business Efficacy (Did the Plan help the Organization accomplish its business objectives?) and Marketing Efficacy (Did the Plan accomplish the marketing objectives that it set out to accomplish?).