Santa Fe: “Find Thyself”

Do they know what Santa Fe means? 

Our question is:

“How many of the tourists who have visited Santa Fe since 2010, knew this after going there? 

Santa Fe translates to “Holy Faith” in English. This gives us a clue as to what could be one suggested route for a very successful campaign based on the data we have. All the potential is there if it has the right execution.

Engaging senior level members of BinkNyc team ( ) should come in time and on an as needed basis. Let’s see how two of us may help first.


Hello Cynthia, Raul and Julien,

We know that your decision making process is difficult. You want to make sure that all decisions are not only sound but, will make you look amazing. When we make the right decisions we shine, make more money, have more freedom and receive greater respect from our peers. We all win.

When you win, we win. You don’t need us to tell you this.

We create situations where you win, the public wins and the team behind the campaign wins as well. We are the invisible team that make fantastic things happen for our clients.

In time, you may even be considered a visionary for choosing the right people for the right job and people will want to know how you did it. They ask you to do speaking engagements in their cities and universities.

BinkNyc Culture uses a leading edge system based wholly in Neuroscientific findings and Neurochemical data which is highly effective. This may be the reason why the 4A’s called us up one day and asked to join their INNOVATION LABs and teach employees at prestigious international ad agencies.

BinkNyc, Breuk Iversen, Bink NYC, Advertising, Branding, Communications, Design (click to view)

I’m under an NDA and NCA with many of these companies and can’t discuss what I am doing/done for them. I take these confidentiality agreements seriously and have been doing this successfully since 1994.




Let’s Begin with Advertising and Publicity

“Research is often used the way
a drunk uses a lamppost:
for support rather than illumination.”

— David Ogilvy

According to another great idiom by David Ogilvy is that there is such a thing as Unadvertising”. This is when a business or organization puts forth information in hopes of luring people to their service or product but, achieves the opposite effect. They can also do this through ‘disseminating purely logical information’ (sans emotional and subconscious info) and this moves only small sector of the American population (11.2%).

It seems that logical and relevant, CONSCIOUS thinking campaigns should work but they don’t. In essence, they may work for some businesses but only if they understand their market’s Values, Attitudes and Lifestyles. The survey we will ask you to take is one of 8 systems we use to create successful campaigns.

[ *We will ask you to take a highly specialized survey toward the end of this letter and then ask to please share with us what your Primary and Secondary types are. It’s fun and takes 7-10 minutes to do. ]


When campaigns neglect the emotional and subconscious needs of an audience, the campaign is likely to fail. Not only that but, one can also lose visitors in time primarily with any competition that brands a better campaign.

A good example of how to attract visitors is our Williamsburg campaign. As we New Yorkers say, “Here’s a ‘ferinstance.”


Williamsburg, Brooklyn, 11211, BinkNyc, Breuk Iversen, Bink NYC, Advertising, Branding, Communications, Design,
To fully understand what happened in Williamsburg and why the neighborhood (pop. 48,000) had made such a miraculous turn around, there were a few things to consider. Williamsburg was a seriously depreciated neighborhood with all kinds of drugs and crime especially in the manufacturing and industrial areas by the waterfront. Many of these buildings had been empty for years.

One: We gently uncovered the hidden culture that had weathered these dark days since WWII.
Two: Hidden were the artists in illegal lofts in industrial/manufacturing areas.
Three: Underground parties, art galleries, writer meetings, musical events and happenings were in their infancy.

Back in the day, the MTA, L train subway was slow and infrequent, the streets were desolate and dangerous especially at nightfall and weekday (9-10AM) mornings on the Bedford Avenue subway had 10-15 people on the platform. The business owners there were struggling with the already low storefront rents and there just weren’t enough ‘like-minded’ people to frequent their businesses. The 3,000 or so artists, who were there were originally brought in by Suzy Kline’s Realty. In the early days of the 1990s, she filled the empty industrial lofts in Williamsburg with “artists”. Suzy was NYC’s very first female Industrial real estate broker and did it to help her industrial clients who sat on their amortized properties.

We still argue today as to who did more for Williamsburg, she or I. We are currently at a 10 year stalemate.

One of the earlier campaigns run in Williamsburg asked people Not to come from Manhattan. This was an equally shared belief among us illegal loft dwellers. We openly stated that we did not want them to come, but we silently did.

This reverse psychology brought people who were curious and primarily from one particular market segment called “Experiencers” who represented only 11.8 – 12.3% of the NYC population.

In 2000, the borough of Brooklyn did not keep track of the number of tourists who came. A year later, when they started tracking numbers of tourists in 2001, they had recorded under 1 million. In 2004, Brooklyn, and more specifically Williamsburg, was consider one of the top US tourist destinations according to Lonely Planet (international).

By 2010, 15,000,000 tourists came through Brooklyn and Williamsburg is now one of the nation’s fast growing neighborhoods in NYC. It is also now a considerably expensive place to live with property values jumping to $900 per square foot, up from $200 in 2000. The > B O O M < continues.

Breuk Iversen, BinkNyc, 11211, Astoria, Williamsburg, NYC, NeurochemicalBreuk Iversen, 11211 magazine

11211 Magazine printed half a million, high quality, heavy weight, glossy magazines exclusively promoting the businesses, arts and culture within the Zip Code. More than half of these magazines were distributed in Manhattan and specifically in the areas of Greenwich Village, SoHo, the East Village and to New York University dorms (Achievers). This publicity both changed the perception and acted as an invitation to come to Williamsburg.

The primary destination that we focused on was Bedford Avenue. This stop on the L Train subway would act as the “The Hub” for explorers, visitors and travelers. Long term residents are still scratching their heads over what happened there.


Culture and Systems
Catalyzing a new culture requires an emotional and subconscious approach. Below you will find links to these very illuminating studies from Ivy League schools and institutions who have discovery and support these claims.

One sophisticated system we used in Williamsburg was a thought process called Tetrad Management developed by Marshall McLuhan. It worked with spectacular effect. This system allowed us to view the Culture as an artifact and know that Change (evolution) is an inevitable piece of an artifact’s picture. It illuminated us as to what we could do and the information we should put out there and how and where to maximize a return. The Tetrad allowed managers to put forth an intention without having full control over the “time factor”. This is why it took us six years instead of the projected three.

We were a small independent Advertising and Design firm who operated in the private business sector. We did what would work, not what would be popular or politically correct. If you asked Community Board 1 in Williamsburg what they wanted, it was to keep everything just as it was. Change and growth was not in their agenda. They even made it difficult for new restaurants to get liquor licenses. They also disliked the 11211 magazine and its content.

When we went for the emotional and subconscious reasons why people would want to come to Williamsburg and what was happening there, that’s when we hit it. They came in droves—riddled with curiosity.

What Williamsburg was NOT:

  1. It was Not based on a “normal” approach
  2. It was Not based on a “rational” approach
  3. It was Not politically motivated
  4. It was Not politically correct
  5. It was Not the kind of place that was perceived as clean and pretty
  6. It was Not a developed area interested in prestige, it was a depreciated NYC area and the magazine reflected that clearly.

What it was:

  1. It was subversive
  2. It was irreverent
  3. It was emotional
  4. It was subconscious
  5. It embraced the entire ethnic culture, not just the hipsters
  6. It was a merge between Art & Culture and Commerce
  7. It was a method based on a unique set of schematics, science and mathematics
  8. It was based on research and a sophisticated system (Tetrad) used by think tanks, like the Rand Corporation uses today.

This took us six years instead of the projected three. : ))

• Decisions-are-emotional-not-logical-the-neuroscience-behind-decision-making
• The Subconscious Mind of the Consumer




That was then, Here is today
Tourism to Santa Fe is perceivably dropping, especially among young people (Millennials) and we now know the reason why (at least from an outsider’s view). On your Santa Fe Facebook page, one person commented, “It’s great if you are over 40 and single.”

We do believe that this is a commonly shared mindset and perception. Some sources say that residences are up, perceivably or not.

In California, esp. among the younger generation, one of our systems has identified them as “Experiencers” (VALs System). California is very different, from  NYC and the rest of the states in the nation, holding the largest amount of Experiencers in the US (22%). These are 20-30 somethings that have the resources and travel regularly. they also shop for cool, unique and interesting things.

We have identified several items that have happened since 2011 and why the drop in tourism numbers may have occurred. You taking the VALs survey below will illuminate us all even more.

We have so much more data to share. Once you hire us, we will open up our arsenal of talent and knowledge to give you pretty fantastic results greatly improving the campaigns you are already doing— along with some things you are not doing. We believe the foundation needs to be rethought.


What have we done so far?
My team and I have been up and down the Santa Fe websites several times and have read all the reports provided in the last couple of weeks. One person on our staff commented on the research reports: “It’s like looking at last week’s lottery numbers.”

We laughed. It’s true. It doesn’t have any bearing on what we can do now.

Several perceptions we have on Santa Fe are

  1. We don’t believe that anyone is coming to Santa Fe because you ask, plea or pray for them to.
  2. We don’t believe that people are coming because of logical and purely conscious reasons.
  3. We DO believe they will come for self-discovery, knowledge and illumination.
  4. We DO agree that it is a Word-Of-Mouth occurrence, as it should be.
  5. We very strongly believe that Santa Fe (“Holy Faith”) is or could be a place of self-transformation.

The more you expose and publicize sub-optimal information to people (logically, unemotionally and consciously), the less they will come. We agree with David Oglivy’s quote and may call this “Unadvertising”.

It was Not intentional and there’s no one in particular to blame. If there was anyone to blame, this could be the fault of the principals who have the final VETO on what campaigns run and which ones don’t. They are NOT their audience and they are Not necessarily well-versed enough to make professional decisions on ad campaigns.


So What Now?

“No business plan survives
first contact with customers.”
— Steve Blank

For us to set forth a plan, in writing, to commit to and arduously adhere to, becomes problematic. It means we have stopped listening to what the audience wants and started to tell them what they want. Instead, we listen.

It also means that refining and adjusting a plan for more optimal results will change things. After we find out what they want, we’ll need address it and can do much more through ‘on-site research’.

It’s an evolving process of first testing ads and publicity, and seeing what the results from these efforts are. We should do this research first and fine-tune our plan from there.

We know you have logical and conscious results and speculative data and have read the reports. This isn’t the type of research we mean or plan to do.

Once we have this data we can only add a tremendous value to your existing marketing and media plan. There are 1000s of ideas to employ and finding the one or two that double, triples or quadruples tourism is what we’ll be looking for.

Don’t worry. If Plan A doesn’t work out, there are 25 more letters in the alphabet.


What a Word-Of-Mouth (WOM) campaign is based on.
As we have read the research, your report clearly indicates that a Word-Of-Mouth (WOM) campaign is How People Are Deciding To Choose Santa Fe As A Visiting Destination (4.1%).  In your report, this was rated as the highest generator of a response rate. If we listen to that, we develop a new WOM campaign and that is the perfect place to start. This should happen irrespective of the ad campaigns and publicity plan you are already doing and committed to. We are not here to interfere with a well thought out plan.

We can do our work this “under the radar and off the map“. In fact, it should be done under the radar because people want to be able to discover something special, something secret and something that NOT EVERY BODY ALREADY KNOWS ABOUT.


How Do We KNOW this with certainty?
Please read the chart below.

Neurochemical Infographic, BinkNyc Brand—ID Bink Neurochemical infographic (in PDF form)

There are 5 statistics consistent with the human condition illuminated by well-tested, scientific findings we would like to draw your attention to. We use a little over 80 of them in our full system but, here are just 5 of them:

The first three figures are primary human dispositions:

  • 56% of the population are Visually orientated
  • 28% are Kinesthetic (feel the world around them)
  • 16% are Audio (uses sound to listen, learn and make decisions).

Illuminating Applications:

This means that if you want to allure 56% of the population, show them gorgeous pictures and visuals. If you want 28% of the population, give them a feeling they want to feel. Finally, for 16% of the population, tell them what they want to hear aesthetically. These numbers actually work.

The next two figures are even more startling:

  • 90% of what we believe are conscious decisions are emotional first.
  • 95% of the population makes decisions based on their subconscious minds and not their conscious decision making process.

Illuminating Applications:

This means that if you want to attract 90% of the population, give them an emotional reason to come. The second figure reveals that if you want 95% of the population to come, address their concerns, willingness, needs, wants and the desires of their subconscious minds.

These number work. Believe it or not, you are already using them. I’m going to throw out an educated guess here. You may like this one.

Whoever has been making the ultimate decisions for the City of Santa Fe is probably older than 40. The reason why I can guess this is because, while they may be THINKERs, they are also basing their decisions subconsciously toward bringing more and more people who are like-minded and fall within their own mindset, demographic age, lifestyle, with similar values and attitude. No one is saying that they are “bad” for doing so but the psychological conditioning of their particular type is superimposed over a sociological target and goal.

I could be wrong.

A good example of this would be to take this survey, we will all be more illuminated:


[ Please click the graphic above to take the survey. ]

A) In most cases the THINKERs are the often the decision makers; CEOs,  politicians, councils and committee, become their own worst enemies. They make marketing (sales, advertising, publicity) decisions based on logic and reason but, fail to remember or retain the fact that human beings are primarily emotional and acting out of their subconscious needs, wants and desires. There’s a serious disconnect between what the science shows and what business decision makers do and they fail to understand THAT THEY ARE NOT THEIR AUDIENCE. They, again, are THINKERs and represent only 11.2 – 12.3% of the US population. Consequently, their decision-making process removes them out of what is known to work for their ideal market and identifying what THEIR AUDIENCE’s needs, wants and desires are.

B) ‘Ferinstance, when we send out hundreds or thousands of messages and get a 5-10% return, this is considered GOOD. You get a 5-10% return! That’s because you are writing something that is rational and conscious which precisely hits accurately 5-10% of the time.

We’re not handing over medals for hitting the average status quo [although, in the new new America everyone is getting a medal and on the honor role nowadays]. BinkNyc would view this 5-10% ROI as a dismal failure.

If you read the infographic and links, you will see 90% and 95% are all our decisions are made based on their emotionally and subconsciously so, the math is still accurate. When you address these needs, want and desires in an audiences mind, you get a much greater return in the 90-95% range.

To be fair, I’ll let you know what my VaL type is. I’m an INNOVATOR/ACHIEVER.


The reason why we ( are much more effective than other publicity firms is because we look deeply into Neurochemical factors into the subconscious and emotional benefits and come up with better than a 5-10% return. We usually land hard between 40-70% with client intervention and opinion. In some cases we’ve hit 90% but, that is because the client embraced every idea we suggested and not only SOME of them.

The type of research we have used over the last six years has led us to startling success. The human being is not a rational, logical thinking being. Here are the scientific findings that show that we are guided primarily by E-MOTIONS.


Our decisions are NOT nearly as conscious as we like to believe. Our subconscious is the primary decision maker and we later rationalize the reasons for purchasing and deciding on things. The science has clearly shown this to be the case.


Here’s an interesting example. We are getting Neurochemical on you: (Last one, I promise.)

  • Can you visually describe what it looks like when a person smiles?

Think for a moment.

  • Now can you describe what it looks like when a person is sad or crying?

I’ll bet you can.

Clincher: Do you know why that happens?

Our answer to this will be at the end of this proposal (in orange).
Santa Fe Old


This all looks easier than it is.
Traditional forms of media are fading fast and are being replaced by Social Media and mobile. Depending on the audience you want to attract, it’s a new paradigm today and one that is cheaper to facilitate (Facebook) but harder to manage. It is all about conveying the right ideas (MEMEs) to the right people and hitting that core target market. In almost all cases, it happens without them being consciously aware of it. They somehow just want it.

Finally, we act primarily out of our subconscious and secondarily, out of our emotions. This behavior, when applied to ad campaigns, branding and publicity is now consistent with ‘outside of the box’ thinking and it draws people in droves.

If you want more hotels to open up, more shops and outlets for artists to sell work, more tourists to come, and get people excited to come to Santa Fe, let us know. It would be our pleasure to assist. Two of us would like to come down, see the city, experiencing it first hand.

We’ll need to come there and work for 7 – 10 days. We’ll share everything we find. 


What will it cost:

  1. Roundtrip airfare for two (7-10 days)
  2. Hotel fare for two (7-10 days)
  3. Transportation pass and car rental
  4. Light expenses and meals
  5. $2,500 salary (for two)

The above figures are for a process called Discovery, and after we have that, we will provide several avenues for you to choose from. Then, we apply The Process on any and all executions.

We can schedule to come down and meet everybody. We would like to do 3-4 days in the city and the rest of the time outside visiting with locals and natives.  

Julien has shared so many fascinating stories about Santa Fe and there are so many angles to work a campaign besides green chili burgers and the usual suspects of tourist sites.

BinkNyc Culture


What we give you in return for this trip:

  1. A 15 page report of our preliminary findings.
  2. A 10 page report identifying optimal attitudes, values and lifestyle (a taste of our Brand—ID (segment)).
  3. Why advertising is an exceptionally difficult way to get people to come to Santa Fe when using a logical/rational approach.
  4. How another delivery systems like Word-Of-Mouth (WOM) would be a wiser and much more effective approach by strengthening your strengths.
  5. Reviewing some of the 2015 projections and metrics and sliding in optimal paths for media campaigning.

The targeted segmented market is still to be determined. We’ll give you many the choices to pick and choose and whom you would like that to be.

This is our proposal. 😀

Thank you for reading. We hope you engage us.


Breuk Iversen

Santa Fe Old
Here is the answer to the questions:
• Can you visually describe what it looks like when a person smiles?
• And can you describe what it looks like when a person is sad or crying?

Do you know why that happens?

It’s neuropeptides that are released from glands in and around our skulls. When we see data that ignites an emotion, chemicals are released and pull the muscles in contortions that look like a smile or a person crying.

This is why we don’t have to teach a baby how to cry or laugh. Their body’s chemicals already know. 

We at BinkNyc are using these human default patterns to develop mathematical and scientific based strategies for companies and hopefully, Santa Fe. These techniques work.    


What else are we doing?

Some memberS of the BinkNyc team will be Re-Branding Brooklyn beginning later this year. We are designing the structure and plan to set up franchises and pop-up stores by this time in 2015. This will include 70-100 Brooklyn Brands so you don’t have to come all the way out to Brooklyn to get a piece of Brooklyn.

Do you think Santa Fe has the same potential in the next yea or two? We do.

Let’s see if when we can get Santa Fe looking better than before. Let’s see if we can get Santa Fe to be exciting again.

We are not a fan of the top down approach. We think Culture starts from the bottom, up.

bink c-green

BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.