marketing strategy - do it yourself

DESIGN YOUR MARKETING STRATEGY IN 4 STEPS

#DESIGNTHINKING

#MARKETINGCANVAS

@LBOUTY

Hello,

With the Marketing Canvas, you can describe, design, challenge and pivot your Marketing Strategy on ONE PAGE.

In the following slides, you will find a DO-IT-YOURSELF process for applying this methodology for your business (Startup, SME or Corporate companies).

Enjoy the process and don’t hesitate to comment, criticise or contribute.

Laurent (@lbouty, laurent@bouty.net)

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. www.marketingcanvas.eu

Often referred as Client or User, use personas first as you

should understand their emotions for creating value.

Why you do business is more important than how you do

business. The Brand describes your ideology and your Core

Purpose.

Value Propositions are the reason why people take actions with you and how you monetise it.

It is your operations through customer’s eyes. It is a non linear of divergent and convergent activities.

All conversations with customer through Paid,

Earned, Owned or Shared Media.

All OPEX & CAPEX spent for your Brand, Value Propositions, Journey and Conversations

The monetisation of your business generated from all paid transactions.

DESCRIBE YOUR BUSINESS WITH THE MARKETING CANVAS

DESIGN YOUR BUSINESS BY CONNECTING THE DOTS

www.marketingcanvas.euMARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

1. HUMAN - BRAND 2. HUMAN - VALUE PROPOSITIONS 3. HUMAN - JOURNEY 4. HUMAN - CONVERSATIONS 5. BRAND - VALUE PROPOSITIONS 6. BRAND - JOURNEY 7. BRAND - CONVERSATIONS 8. VALUE PROPOSITIONS - JOURNEY 9. VALUE PROPOSITIONS - CONVERSATIONS 10.JOURNEY - CONVERSATIONS

The lack of consistency between key Lenses is often the root cause of Marketing ineffectiveness. The Marketing Canvas allows you to easily identified where gaps exist in your strategy.

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. www.marketingcanvas.eu

Current Situation

Assess your Brakes and Accelerators through the Marketing Canvas using

the 7 lenses

Financial Challenges

Marketing Ideation

Marketing Solution

Identify Brakes and Accelerator for achieving your financial objectives

Ideate on potential changes for the 7

lenses

Prioritise changes and actions for the 7 lenses

Find the Right Marketing Problem Find the Right Marketing Solution

SET YOUR STRATEGY IN 4 STEPS

IDENTIFY YOUR BUSINESS CHALLENGES FOR THE FUTURE

BRAKES

ACCELERATORSWhat are the brakes that BLOCK me to

reach my objectives in the future?

What are the accelerators that

HELP me to reach my objectives in the

future?

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. www.marketingcanvas.eu

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YOUR COMMERCIAL CHALLENGES

ASSESS YOUR BUSINESS CHALLENGES FOR THE FUTURE WITH THE MARKETING CANVAS

BRAKES

ACCELERATORSWhat are the brakes

that block me to reach my objectives in the

future?

What are the accelerators that

block me to reach my objectives in the

future?

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. www.marketingcanvas.eu

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IDEATE ON POTENTIAL CHANGES NEEDED FOR ACHIEVING YOUR OBJECTIVES

DO THINGS BETTER

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. www.marketingcanvas.eu

DO THINGS DIFFERENTLY

CHANGES USER ? TRANSACTION ? PRICE ? REVENUE COSTS

BRAND

VALUE PROPOSITIONS

JOURNEY

CONVERSATION

PRIORITISE CHANGES FOR YOUR BUSINESS BASED ON YOUR FINANCIAL DRIVERS?

www.marketingcanvas.euMARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

LENSES HUMAN INITIATIVES REVENUES COSTS

BRAND

VALUE PROPOSITIONS

JOURNEY

CONVERSATION

∑ ∑

CONSOLIDATE YOUR INITIATIVES IN A SIMPLE ACTIONABLE PLAN

www.marketingcanvas.euMARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

ABOUT THE AUTHOR

Laurent Bouty is Academic Director of an Advanced Master in Creativity and Marketing at SOLVAY BRUSSELS SCHOOL, Partner of

FUTURELAB, Founder of THE BEYONDERS a new Marketing Strategy Agency.

Connect me on LinkedIN or Twitter (@lbouty)

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.