Marketing Canvas, Marketing Strategy
Laurent Bouty
Marketing Strategy in Context

If you want to design the marketing strategy for your business, you should first start to analyse where you will play. What does it mean? It means that your product/service will be associated by consumers/buyers with other alternatives they have on the market (maybe no alternative exists which means that you creating a new category also referred as a blue ocean).

Marketing Canvas Explained

Marketing Canvas - Budget

Marketing Canvas - Budget

Discover the importance of a well-structured marketing budget in our comprehensive guide. We delve into the critical role of budgeting within the Marketing Canvas method by Laurent Bouty. Learn how to track and manage marketing expenses, whether you're a multinational corporation or a budding startup. Understand the significance of budgeting in terms of industry benchmarks, and discover strategies to spend wisely. Our guide offers practical tools to translate your budget into action, from understanding your audience to tracking expenses effectively. Moreover, learn to evaluate and improve your budgeting practices with our score-based self-assessment. Lastly, get inspired by a real-life example of green clean use case. Whether you're a marketing novice or an entrepreneur seeking new insights, this article offers an essential exploration of the powerful tool that is your marketing budget.

Marketing Canvas - Lifetime

Marketing Canvas - Lifetime

The Marketing Canvas is a framework that identifies 6 main categories for building a marketing strategy: Customers, Brand, Value Proposition, Journey, Conversation, and Metrics. Lifetime is one of the 4 dimensions of the Metrics category, which is important for measuring customer retention. Customer churn rate, which measures the percentage of customers who discontinue using a company's product or service, is a critical metric for companies to monitor.

Marketing Canvas - ARPU

Marketing Canvas - ARPU

This comprehensive guide delves into the significance of Average Revenue Per User (ARPU) as a potent metric in business success. Through this exploration, businesses can better understand how much revenue they generate per user and how they stack up against industry competitors. The article not only explains how to calculate and evaluate ARPU but also provides practical strategies to leverage it for sustainable growth. This includes segmenting customer bases, forecasting revenues, and even assessing the effectiveness of various growth strategies like upselling or price optimization. To illustrate the concepts, the article incorporates a real-world case study from the green cleaning industry. Whether you're an entrepreneur, marketer, or non-marketer interested in business strategy, this guide equips you with the knowledge and tools to transform ARPU from a simple number into actionable business insights.

Marketing Canvas - Acquisition

Marketing Canvas - Acquisition

This article dives deep into the intricacies of Customer Acquisition, a critical aspect of any marketing strategy. It defines key performance indicators - Customer Acquisition Rate (CAR) and Cost of Customer Acquisition (COCA or CAC), and elucidates their relevance and calculation methods. The importance of measuring these metrics is brought to life using practical examples and industry insights. The piece further delves into the arsenal of tools available for customer acquisition, and how these can be effectively harnessed to drive growth. From there, we outline how to turn acquisition strategies into action, evaluate their performance, and make necessary improvements. Through the lens of a real-world 'Green Clean' use case, we demonstrate the practical application of these principles. An essential read for entrepreneurs and marketers aspiring to master the art of customer acquisition.

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

This comprehensive guide delves deep into the role of media in marketing, helping entrepreneurs and marketers, novice or experienced, understand the subtleties of different media channels and how they can be leveraged for success. We explore Owned, Earned, Shared, and Paid media, providing examples and practical tips for each. This guide also outlines how to translate these theories into effective actions and offers a scoring system for evaluating your current media strategy. It covers potential reasons behind scores and offers insights for strategic improvement. The article concludes with a case study from Green Clean to illustrate how a well-executed media strategy can propel a business forward. This guide serves as an essential read for anyone looking to harness the power of media in their marketing strategy.

Marketing Canvas - Content and Stories

Marketing Canvas - Content and Stories

This article offers an extensive guide on how to harness the power of content and stories in your marketing strategy, following the renowned Marketing Canvas framework by Laurent Bouty. From understanding the significance of content in attracting and retaining customers, to choosing the right tools, and translating your content into actions - the article comprehensively covers it all. It further discusses how to evaluate and continuously improve your content and stories, ensuring they reflect your organization's goals and meet users' needs. Lastly, the article provides a practical use-case example to illustrate the application of these concepts. Whether you're a non-marketer, an entrepreneur, or a marketer seeking fresh insights, this article offers valuable knowledge and actionable strategies to elevate your marketing efforts.

Marketing Canvas - Listening to

Marketing Canvas - Listening to

In today's digitally connected world, the importance of listening to customers has never been more paramount. This comprehensive guide dives deep into the process of establishing an effective Voice of Customer (VoC) system. It lays the groundwork for understanding why listening is crucial, how to listen effectively, and how to translate customer feedback into actionable insights. The guide also offers tips for choosing the right tools for the task, provides a step-by-step assessment for evaluating your listening methods, and even includes a real-world case study to demonstrate these principles in action. In a world where customer satisfaction drives business success, this guide will arm you with the knowledge you need to ensure that your customers always feel heard.

Marketing Canvas - Magic

Marketing Canvas - Magic

In our ever-evolving digital landscape, creating a memorable and unique customer experience is paramount. This article delves into the realm of 'Magic' in marketing, a concept that encourages the creation of extraordinary events throughout the customer journey. Drawing inspiration from industry-leading tools, we discuss how to inject Magic into every customer interaction. We further illuminate the role of sensory engagement and personalization, breaking down their importance in nurturing a remarkable customer journey. Unpack the significance of 'Moments of Truth', those crucial points that shape a customer's relationship with your brand. Furthermore, we explore effective evaluation techniques to ensure your strategies truly work their magic. Incorporating examples, actionable tips, and deep-dives into each concept, this article seeks to empower businesses to create enchanting customer experiences that drive loyalty and growth.

Marketing Canvas - Channels

Marketing Canvas - Channels

In a world dominated by digital and physical touchpoints, the understanding and orchestration of Channels form a crucial part of any marketing strategy. This comprehensive guide explores Channels in marketing as a sub-dimension of the Marketing Canvas by Laurent Bouty. It delves into the roles channels play in customer interactions, highlights key considerations such as interaction, information, and context, and provides practical tips on choosing the right tools.

The guide further translates these insights into action steps and underscores the significance of continuous evaluation and improvement for optimal channel performance. A detailed look into a use case example of 'Green Clean' elucidates these concepts with real-world relevance. Finally, the guide helps you assess your own marketing strategies with detailed explanations for varying scores in the evaluation process and proposes recommendations for enhancement. This guide serves as an invaluable resource for marketers, entrepreneurs, and non-marketers alike to navigate the complex terrain of channels in marketing.

Marketing Canvas - Experience

Marketing Canvas - Experience

Navigating the complex landscape of customer experience can be a challenging task for brands. This article provides an in-depth understanding of 'Moments'— a crucial sub-dimension in the customer journey aspect of the Marketing Canvas, a strategic tool developed by Laurent Bouty. The piece highlights the importance of consciously orchestrating these moments and how they shape customers' perception of your brand. Using insights from Matt Watkinson's 'The Ten Principles Behind Great Customer Experiences,' the article outlines a structured approach to managing these interactions effectively. It also presents practical tools, evaluation methods, and improvement strategies to enhance these moments. With the aid of a case study on Green Clean, the reader will grasp the tangible application of these principles. This article is an invaluable resource for marketers, entrepreneurs, and anyone seeking to optimize their marketing strategy and create memorable customer experiences.

Marketing Canvas - Moments

Marketing Canvas - Moments

This article offers an in-depth exploration of 'Moments' in the marketing journey - crucial touchpoints that define customers' interactions with your business. From discovering your product to post-purchase stages, these Moments shape customer perception and engagement. We delve into how to identify and understand these Moments, employing strategies like Google's SEE-THINK-DO-CARE framework. The piece also covers evaluation methods for your Moments strategy, offering a scoring system that helps businesses pinpoint areas of improvement. Through a real-world example, it illustrates how this concept can be applied practically, fostering effective, empathetic marketing strategies. This article is a must-read for marketers, entrepreneurs, and anyone eager to enhance their customer experience and overall business success.

Marketing Canvas - Proofs

Marketing Canvas - Proofs

In this comprehensive guide, we explore the concept of "proofs" in marketing - the crucial elements that make your value proposition compelling and credible. We delve into various types of proofs such as studies, expert recognition, social proof, and certifications, demonstrating how each contributes to a solid marketing strategy. To illustrate this concept, we look at a real-world example of a company that successfully utilized proofs. The guide also includes a unique framework for evaluating and improving your proofs, helping you fine-tune your marketing strategy. Whether you're a seasoned marketer or an entrepreneur starting your marketing journey, this guide provides practical insights that can enhance your marketing effectiveness.

Marketing Canvas - Pricing

Marketing Canvas - Pricing

Discover how to effectively leverage the PRICING dimension in your Marketing Canvas strategy. This guide simplifies this complex topic, providing examples, tips, and a step-by-step approach to enhance your marketing success.

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

Unlock the full potential of your product or service with compelling features. This comprehensive guide explores the importance of features in your value proposition, how they can make you stand out, and effective tools to enhance them. Create a unique selling proposition that resonates with customers.

Marketing Canvas - Visual Identity

Marketing Canvas - Visual Identity

Our article delves into the integral role of Visual Identity, a critical sub-dimension of the Marketing Canvas developed by Laurent Bouty. We begin with defining visual identity, as conceived by eminent industry figures like David Aaker and Jeff Bezos, and explain how it goes beyond merely a logo or graphic design. Exploring connections to other sub-dimensions such as Purpose, Positioning, and Values, we highlight its overall impact on your brand's strength. We break down the assessment process into a robust scoring system, identifying potential reasons for various scores and recommending improvement strategies tailored to each scenario. By synthesizing theory with real-world applications, this article offers valuable insights for anyone keen to strengthen their brand's visual identity. Whether you're a seasoned marketer, budding entrepreneur, or simply interested in understanding branding better, our guide aims to make the complex concept of visual identity easy to grasp and apply.

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

Demystify brand positioning with the Marketing Canvas methodology. Understand its significance, different types, and evaluation process. Enhance your brand's market presence with effective positioning strategies.

Marketing Canvas - Purpose

Marketing Canvas - Purpose

The Marketing Canvas is a tool to build a marketing strategy that consists of six categories, including PURPOSE, which identifies a brand's reason for being and contribution to the world. Purpose-driven brands are more successful in today's world as customers want to engage with brands that align with their values. By starting with the WHY and formulating a purpose-driven brand ideal, businesses can differentiate themselves and build a loyal following. TOMS Shoes and Ben & Jerry's are examples of purpose-driven brands. Having a clear purpose is a key driver of business success, according to a Deloitte survey. It is critical to identify and articulate a brand's purpose to guide its marketing strategy.

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