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Marketing Strategy - Do It Yourself

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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)

Veröffentlicht in: Business
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Marketing Strategy - Do It Yourself

  1. 1. DESIGN YOUR MARKETING STRATEGY IN 4 STEPS #DESIGNTHINKING #MARKETINGCANVAS @LBOUTY
  2. 2. 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)
  3. 3. 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
  4. 4. DESIGN YOUR BUSINESS BY CONNECTING THE DOTS www.marketingcanvas.eu MARKETING 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.
  5. 5. 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
  6. 6. IDENTIFY YOUR BUSINESS CHALLENGES FOR THE FUTURE BRAKES ACCELERATORS What 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 + - YOUR COMMERCIAL CHALLENGES
  7. 7. ASSESS YOUR BUSINESS CHALLENGES FOR THE FUTURE WITH THE MARKETING CANVAS BRAKES ACCELERATORS What 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 + -
  8. 8. 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
  9. 9. CHANGES USER ? TRANSACTION ? PRICE ? REVENUE COSTS BRAND VALUE PROPOSITIONS JOURNEY CONVERSATION PRIORITISE CHANGES FOR YOUR BUSINESS BASED ON YOUR FINANCIAL DRIVERS? www.marketingcanvas.eu MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
  10. 10. LENSES HUMAN INITIATIVES REVENUES COSTS BRAND VALUE PROPOSITIONS JOURNEY CONVERSATION ∑ ∑ CONSOLIDATE YOUR INITIATIVES IN A SIMPLE ACTIONABLE PLAN www.marketingcanvas.eu MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
  11. 11. 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)
  12. 12. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution- NonCommercial 4.0 International License.

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