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Marketing Canvas - Engagement

Marketing Canvas - Engagement

Understanding the engagement of your customer base is an important element of your Marketing Strategy. While multiple metrics have been defined for measuring this engagement, the Net Promoter Score has been used widely as the standard for customer engagement. The seminal question “Would you recommend it ?” has been asked to probably millions of clients/customers across the world. Agreeing or Disagreeing on the metric is not relevant. What is relevant is to accept that customers engaged positively with your brand and your services will help you achieving your objective while others negatively engaged will play against your objectives. Do you know it? Do you take this into account in your strategy?

How To Define Your Commercial Plan for Your Startup with Marketing Canvas?

When you work on your commercial strategy for your startup, you can facilitate this conversation with using the Marketing Canvas (more on the canvas here). Please find below 10 steps you should follow:

  1. What is your goal? Big Idea? Define a question that will clarify your projected future like How can we achieve 1M€ after one year of operation? How can we generate 5% growth next year? How can we differentiate our brand in a digital world where predictive technologies driven by AI will become a standard?

  2. What is the problem you are trying to solve? Clarify the job to be done for your customers.

  3. Who is our buyer and user? Define your persona.

  4. If not you who else? Define the category where you are playing and what are the alternatives for your buyer.

  5. How do you want to be remembered? What people will say about you? Your BRAND

  6. What is your answer to the problem your buyer has? What is your value proposition? Do you have USP, ESP, Clear Pricing and Proofs?

  7. What experience people will have with you? Will it generate sales and engagement? JOURNEY

  8. How do you discuss with your buyer? Do you have conversations? Do you listen? Do you have content, stories, influencers? Which media do you use?

  9. Does it make any financial sense? What is your Marketing Budget and Revenue?

  10. If you don't think it all works, iterate one more time

Use the canvas and answer to these questions using all dimension while asking the same question:

Will my .... help me to achieve my goal?

RED: Not at all; GREEN: Definitely

Visualise your Commercial Strategy on Marketing Canvas

Visualise your Commercial Strategy on Marketing Canvas

RED dimension must be reviewed or mitigated because that are not helping you to achieve your goal.

Interested in the Marketing Canvas, you can find more information here