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1
DESIGN
MARKETING STRATEGIES
WITH MARKETING CANVAS
@lbouty - https://laurentbouty.com - laurent@bouty.net
#DESIGNTHINKING...
WHY ARE YOU HERE?
2
STRATEGY IS …
a plan of action designed to achieve a long-term or overall aim
3
4
PROBLEM ?
why a plan if you would get your
target without any intervention ?
START WITH A
FOCUSING STATEMENT
that indicates your target and what's the
problem
5
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
WHAT’S YOUR
FOCUSING STATEMENT ?
HOW TO ANSWER THIS
STATEMENT?
8
WE ARE IN A VUCA WORLD
TRANSLATION: IT IS GETTING REALLY DIFFICULT TO ANSWER
PROBLEM!
VOLATILITY- UNCERTAINTY - COMPLEXITY...
MARKETING STRATEGY IS
AN I(N)TERA(C)TIVE PROCESS
10
DESIGN THINKING IS THE NEW WAY
TRANSLATION: SYSTEMIC APPROACH,OBSERVATION, CO-CREATE
WITH OTHERS, IDEATE AND TEST IDEAS!
11
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
FINANCIALS
SITUATION
SCENARIOS
CHOICES
CONNECT
FINANCIALS,
STRATEGIC
CHOICES AND
ACTIONS
13
SET THE TEAM
FILL THE CANVAS
DISCUSS BRAKES
DISCUSS
ACCELERATORS
ANSWER
QUESTIONS
REVIEW
FINANCIALS
YOU NEED TO CO-CREATE ...
HOW TO UNDERSTAND
MORE ABOUT THE
PROBLEM?
STEP1 - DISCOVERY
15
You need to describe system structure including the behavio...
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
GOING DEEPER INTO
THE ISSUES
STEP 2 - INTERPRETATION
20
VISUALISE
YOUR DISCUSSIONS ON THE MARKETING CANVAS
WHAT’S BLOCKING YOU?
IDENTIFY PAIN POINTS AND DISCUSS WHY YOU MIGHT HAVE IT
WHAT’S HELPING YOU?
IDENTIFY STRONG POINTS AND DISCUSS WHY YOU HAVE IT
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
WHAT ARE MY
OPTIONS ?
STEP 3 - IDEATION
25
HOW TO PLAY?
Compete 

through Emotions
Compete 

through Price
Compete 

through Ecosystem
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
PLAN YOUR ACTIONS
STEP 4 - EXPERIMENT
30
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License...
READY?
34
Hello,
Marketing job is probably the most exciting job you can have in a
company (I know I am biased). In this turbulent p...
THANK YOU
36
ABOUT THE AUTHOR
Laurent Bouty is Academic Director @ Solvay Brussels School.
Connect me on LinkedIN or Twitter (@lbouty) ...
HOW TO BUILD A MARKETING PLAN by Laurent Bouty is
licensed under a Creative Commons Attribution-
NonCommercial 4.0 Interna...
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4 Steps for designing your marketing strategy with Marketing Canvas!

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Veröffentlicht am

How to design your Marketing Strategy withe the Marketing Canvas? Marketing job is probably the most exciting job you can have in a company (I know I am biased). In this turbulent period with a lot of new changes (societal, technological, environmental,…), it is not so easy to know what to do.

In these slides, you will see a process based on the MARKETING CANVAS that I developed for myself. I think it makes the job and can be used in any business (Startup, SME or Corporate companies). It is also integrating latest thoughts like customer experience, meaningful brands, value proposition canvas and design thinking approach.

This is the humble idea behind this ebook. Hope you did enjoy the reading and don’t hesitate to comment, criticise or contribute.

A simple tool for helping smart marketers to become smarter.

Veröffentlicht in: Business
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4 Steps for designing your marketing strategy with Marketing Canvas!

  1. 1. 1 DESIGN MARKETING STRATEGIES WITH MARKETING CANVAS @lbouty - https://laurentbouty.com - laurent@bouty.net #DESIGNTHINKING #MARKETINGCANVAS#COCREATE #DISRUPT #AGILE #LEAN
  2. 2. WHY ARE YOU HERE? 2
  3. 3. STRATEGY IS … a plan of action designed to achieve a long-term or overall aim 3
  4. 4. 4 PROBLEM ? why a plan if you would get your target without any intervention ?
  5. 5. START WITH A FOCUSING STATEMENT that indicates your target and what's the problem 5
  6. 6. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter START WITH A STATEMENT HOW CAN I GROWTH MY REVENUE BY 5% IN AN AUTOMATED AND DIGITAL ENVIRONMENT? (Shoe Store) HOW CAN I (FINANCIAL AMBITION) IN (YOUR TOP #1 FEAR) ? HOW CAN I PROTECT MY REVENUE NEXT YEAR IN A MARKET WHERE UBER IS ARRIVING? (Taxi company) HOW CAN I BE PROFITABLE AFTER 1 YEAR IN A MARKET WHERE NOBODY KNOWS ME YET ? (Startup company)
  7. 7. WHAT’S YOUR FOCUSING STATEMENT ?
  8. 8. HOW TO ANSWER THIS STATEMENT? 8
  9. 9. WE ARE IN A VUCA WORLD TRANSLATION: IT IS GETTING REALLY DIFFICULT TO ANSWER PROBLEM! VOLATILITY- UNCERTAINTY - COMPLEXITY -AMBIQUITY 9
  10. 10. MARKETING STRATEGY IS AN I(N)TERA(C)TIVE PROCESS 10
  11. 11. DESIGN THINKING IS THE NEW WAY TRANSLATION: SYSTEMIC APPROACH,OBSERVATION, CO-CREATE WITH OTHERS, IDEATE AND TEST IDEAS! 11
  12. 12. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter Discovery How do I interpret the current situation of my business? What are the causes and correlations? Interpretation Ideation Solution Build a common & factual understanding of the current situation Ideate on potential solutions for achieving your revenues/ margins? Prioritise changes and actions across all dimensions: Human, Brand, Value Propositions, Journey & Conversation. Consolidate your BUDGET & CLV Find the Right Marketing Problem Find the Right Marketing Solution GENERATE AND STRUCTURE YOUR ANSWERS USING 4 STEPS DESIGN
  13. 13. FINANCIALS SITUATION SCENARIOS CHOICES CONNECT FINANCIALS, STRATEGIC CHOICES AND ACTIONS 13
  14. 14. SET THE TEAM FILL THE CANVAS DISCUSS BRAKES DISCUSS ACCELERATORS ANSWER QUESTIONS REVIEW FINANCIALS YOU NEED TO CO-CREATE AND COLLABORATE START WITH FINANCIAL GOALS FIND CAUSES FIND CORRELATIONS IDEATE PRIORITISE TEST & PRIORITISE 14
  15. 15. HOW TO UNDERSTAND MORE ABOUT THE PROBLEM? STEP1 - DISCOVERY 15 You need to describe system structure including the behaviour patterns. Building these patterns helps in understanding more about the problem, and it can be formed as a system archetype.
  16. 16. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter MARKETING CANVAS CONVERSATION CLVBUDGET HUMAN BRAND VALUE PROPOSITION JOURNEY
  17. 17. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter MARKETING SYSTEM How can I have more positive Conversations with my prospects & customers? How can I growth my CLV (Customer Lifetime Value) tomorrow and in 10 years (and margin)? Where should I invest my marketing Budget for getting the revenues I want (tomorrow and in 10 years)? Do I really know the Human buying or interested in my products? How can I make my Brand more admirable and engaging? How can I offer Value propositions that drive customers ‘actions ? How can I offer the best Journey for my customers that drives more sales & advocacy? 7 DIMENSIONS THAT HELP YOU TO UNDERSTAND YOUR MARKETING SYSTEM
  18. 18. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter MARKETING SYSTEM YOU CAN EVEN DRILL THIS DIMENSIONS DOWN INTO 28 SUB-TOPICS
  19. 19. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter UNDERSTAND THE PROBLEM BRAKES ACCELERATORSNot helping Helping +- Is this dimension helping me to answer my focusing statement (financial ambition, top #1 fear)
  20. 20. GOING DEEPER INTO THE ISSUES STEP 2 - INTERPRETATION 20
  21. 21. VISUALISE YOUR DISCUSSIONS ON THE MARKETING CANVAS
  22. 22. WHAT’S BLOCKING YOU? IDENTIFY PAIN POINTS AND DISCUSS WHY YOU MIGHT HAVE IT
  23. 23. WHAT’S HELPING YOU? IDENTIFY STRONG POINTS AND DISCUSS WHY YOU HAVE IT
  24. 24. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter CONSISTENCY CONNECT THE DOTS AND DISCUSS CAUSALITY & CORRELATIONS The lack of consistency between elements is often the root cause of Marketing ineffectiveness. The Marketing Canvas allows you to easily identified where gaps, causes & correlations exist within your strategy.
  25. 25. WHAT ARE MY OPTIONS ? STEP 3 - IDEATION 25
  26. 26. HOW TO PLAY? Compete through Emotions Compete through Price Compete through Ecosystem
  27. 27. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter OPTIONS INCREMENTAL INNOVATION • Improving/Adapting existing value propositions • Strengthening current business (Better, Faster, Cheaper) OPTIMIZE TRANSFORMATIONAL INNOVATION • Redefining existing Value Propositions • Extending into new spaces EXPAND DISRUPTIVE INNOVATION • Replacing current businesses by very different ones • Creating new businesses/ markets/job to be done CHANGE WHAT CAN YOU CHANGE ?
  28. 28. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter IDEATE DO THINGS BETTER DO THINGS DIFFERENTLY IDEATE ON POTENTIAL CHANGES NEEDED FOR ACHIEVING YOUR OBJECTIVES
  29. 29. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter IDEATE WHAT ACTIONS SHOULD YOU DO FOR MONETISING THE FUTURE? What Should I Simplify What Should I Magnify What Should I Do Less What Should I Do More What Should I Stop What Should I Start
  30. 30. PLAN YOUR ACTIONS STEP 4 - EXPERIMENT 30
  31. 31. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter PRIORITISE Credits: https://www.mindtheproduct.com/2017/07/enter-matrix-lean-prioritisation/
  32. 32. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter TEST source: https://www.optimizely.com/ab-testing/ source: http://blog.juntoo.co/rapid-prototyping-for-web-design/ YOUR PREFERRED CHOICES AT SMALL SCALE
  33. 33. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter BUILD THE ACTION PLAN Agile Transformation Plan (http://leanchange.org/2014/02/how-to-create-alignment-for-agile-transformation-with-canvases/)
  34. 34. READY? 34
  35. 35. Hello, Marketing job is probably the most exciting job you can have in a company (I know I am biased). In this turbulent period with a lot of new changes (societal, technological, environmental,…), it is not so easy to know what to do. In the previous slides, you saw a process based on the MARKETING CANVAS that I developed for myself. I think it makes the job and can be used in any business (Startup, SME or Corporate companies). It is also integrating latest thoughts like customer experience, meaningful brands, value proposition canvas and design thinking approach. This is the humble idea behind this ebook. Hope you did enjoy the reading and don’t hesitate to comment, criticise or contribute. Laurent 35
  36. 36. THANK YOU 36
  37. 37. ABOUT THE AUTHOR Laurent Bouty is Academic Director @ Solvay Brussels School. Connect me on LinkedIN or Twitter (@lbouty) or on laurentbouty.com 37
  38. 38. HOW TO BUILD A MARKETING PLAN by Laurent Bouty is licensed under a Creative Commons Attribution- NonCommercial 4.0 International License. 38

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