marketing strategy - do it yourself
TRANSCRIPT
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, [email protected])
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.