Article (EN)

Marketing Canvas - Budget

Marketing Canvas - Budget

Customer Retention is important component of any viable marketing strategy. Getting new customers is a must do (certainly for a growing business) yet if you loose all these customers (they stop to purchase or subscribe) rapidly, your business won’t be sustainable because your customer base will not grow and you will spend all your acquisition budget for nearly nothing. So, do you know the lifetime of your users/customers? Are you able to influence it?

Marketing Canvas - Lifetime

Marketing Canvas - Lifetime

Customer Retention is important component of any viable marketing strategy. Getting new customers is a must do (certainly for a growing business) yet if you loose all these customers (they stop to purchase or subscribe) rapidly, your business won’t be sustainable because your customer base will not grow and you will spend all your acquisition budget for nearly nothing. So, do you know the lifetime of your users/customers? Are you able to influence it?

Marketing Canvas - ARPU

Marketing Canvas - ARPU

Do you know the ARPU of your business activity? Do you know the contribution of each value proposition in this ARPU? Do you know how to increase the number of paid transactions made by your users on a yearly and monthly basis? More cross-sell? More up-sell? Do you know how to protect/increase the average paid price for each transaction ? more premium products? less promotions/discounts ?

Marketing Canvas - Acquisition

Marketing Canvas - Acquisition

Getting your new customers has a price (Customer Acquisition Cost) and could take time (Customer Acquisition Rate). If your customer acquisition is cheap and easy it will most probably play for you while if it takes time and/or it is expensive it will play against you when building your marketing strategy. These metrics are important to measure and pilot for your Marketing Strategy.

Marketing Canvas - Influencers

Marketing Canvas - Influencers

People are trusting People. Influencer marketing campaigns can help reach a more targeted audience, thus leading to more impactful results. In your Marketing Strategy, you should definitely consider influencer marketing and define whether or not if it could help you achieve your goals.

Marketing Canvas - Media

Marketing Canvas - Media

Monologues are no longer working for engaging users with your brand. Content is the new currency and Storytelling is the process of using fact and narrative to communicate something to your audience. Stories help solidify abstract concepts and simplify complex messages. A solid Marketing Strategy should use these 2 concepts massively and carefully. Don’t forget, we don’t talk about carpet bombing but about crafting dialogues.

Marketing Canvas - Content and Stories

Marketing Canvas - Content and Stories

Monologues are no longer working for engaging users with your brand. Content is the new currency and Storytelling is the process of using fact and narrative to communicate something to your audience. Stories help solidify abstract concepts and simplify complex messages. A solid Marketing Strategy should use these 2 concepts massively and carefully. Don’t forget, we don’t talk about carpet bombing but about crafting dialogues.

Marketing Canvas - Listening to

Marketing Canvas - Listening to

How can you have great conversations with your users if you don't listen to their voices! It is important to have a systematic method for monitoring and collecting customer feedback on customer needs, expectations, understandings, and product improvement. This is what we call Voice of the Customer (VoC). A good Marketing Strategy is a strategy where you collect customer feedback everywhere your customers are.

Marketing Canvas - Magic

Marketing Canvas - Magic

Providing an orchestrated experience with brilliant basics and an omni-channel approach is already a great achievement. Next step is to transform some moments into Moments of Truth (also referred to as wow or magic moments). These moments will create some magic for your customers (something that will positively impact them, they will remind it and share it) and ultimately delight them. So do you have sparks in your customer journey?

Marketing Canvas - Channels

Marketing Canvas - Channels

At each moment, your customer can use different channels (physical or digital). As the number of channels that can be used for transacting with a brand is growing, you should have an answer for all potential channels and orchestrate these channels: this is what we usually call an omni-channel strategy. Not having clearly defined your channel strategy will be a brake to your goals.

Marketing Canvas - Experience

Marketing Canvas - Experience

As a Brand, you need to formulate a clear and articulated answer at each moment. These answers should reflect customer identity, satisfy the objectives and meet expectations. We usually say that your Brand is the experience you offer to your customers. You should have brilliant answers to every single customer need at each moment: these are your brilliant basics!

Marketing Canvas - Moments

Marketing Canvas - Moments

Moments are the different steps a user is going through when he is trying to solve his Job To Be Done. You can use Mental Models for identifying all key moments a user is going through and try to formulate the best brand experience possible. You can also use the See-Think-Do-Care model for helping you when you define these moments. Do you understand your activity through your customer’s eyes?

Marketing Canvas - Proofs

Marketing Canvas - Proofs

Proving the claims of your Value Proposition is what turns your marketing conversation from classical blabla to impactful and relevant information for your customers. Inspired by ground-breaking book The Six Principles of Persuasion from Robert Cialdini, you should have a believable collection of the most persuasive reasons people should notice you and take the action you’re asking for.

Marketing Canvas - Pricing

Marketing Canvas - Pricing

PRICING is probably of the most technical aspect of Marketing. Good pricing strategies are value-based (transformational), connected with the market demands and the brand (purpose, positioning). Not considering a value-based approach will be ….

Marketing Canvas - Emotions

Marketing Canvas - Emotions

Today, differentiation comes through emotions and not functional features. Especially, if you look at it from the Experience Economy (from Gilmore and Pine) [1]. Do you know if you deliver the right emotional features? Can you leverage more the emotional dimensions in your value proposition for creating value? Answering yes means that you can create extra value through the emotional dimension of your value proposition

Marketing Canvas - Features

Marketing Canvas - Features

Features or Functional benefits of your value proposition are also referred as your USP (Unique Selling Proposition). Good marketing strategies are capable to leverage market demands (functional job to be done), maximising value potential (revenue) and being consistent with the purpose of the brand.

Marketing Canvas - Visual Identity

Marketing Canvas - Visual Identity

Your visual identity is how you translate your purpose into visible elements. It can be defined as the collection of all brand elements that you create to portray the right image of your brand. While the Values will help your employees taking the right decisions and having the right behaviours, the Visual Identity will ensure your customers/clients to recognise (without any doubt) who you are and why you exist.

Marketing Canvas - Values

Marketing Canvas - Values

Your values are the translation of your purpose into key behaviors. Most of the commercial activities are delivered through behaviors (from people or from systems). When developing your marketing strategy, you should have Brand values that are fully amplifying your Brand Purpose. It will help your organization to translate your beliefs into action.

Marketing Canvas - Positioning

Marketing Canvas - Positioning

How to address your category will help you make choices and clarify how to stand out from the competition. Are you a leader (power player setting the standards), are you a challenger (playing the leader game but challenging it) or are you a game changer (redefining the game)? Can you leverage your positioning further (be more leader, challenger or game changer)? Not knowing this or answering no means that you need to revisit your current positioning for creating value.

Marketing Canvas - Purpose

Marketing Canvas - Purpose

Having a purpose is probably the most important asset for your long-term business. Great companies are crystal clear about why they exist! Do you know your purpose? Is it robust enough and clear enough? Can you leverage it further for creating value? Not knowing or having a weak purpose will certainly play against your ambition. A strong purpose will help you when looking for extra value!