30 September 2017

Marketing Canvas, Marketing Strategy

Laurent Bouty

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).

design

Laurent Bouty

11 November 2017

Marketing Canvas, Marketing Strategy

How to Assess your Marketing Situation With the Marketing Canvas?

Laurent Bouty

11 November 2017

Marketing Canvas, Marketing Strategy

How to Assess your Marketing Situation With the Marketing Canvas?

One clear objective of the Marketing Canvas is to facilitate debate and discussion around a clear strategic challenge question. Most of the specialists of the leadership topic agree that one of the key reason why strategy is failing is because the decision that has to be made is unclear! When you do the strategic marketing exercise, you need to be crystal clear about which question you are trying to answer.

Laurent Bouty

8 November 2017

Marketing Strategy, Marketing Canvas

Infographic on the Marketing Canvas Process

Laurent Bouty

8 November 2017

Marketing Strategy, Marketing Canvas

The tool has been designed for facilitating the discussion when designing your strategy.

High-level process is:

You start from an ambition/question (like increase revenue by 5%, have more digital transactions, be more meaningful, ...)
You discuss using the 28 dimensions asking:
- What's blocking you to achieve your ambition? (brakes)
- What's helping you (Accelerator)?
- You can support this rating using any information, knowledge you have but it works also if you only rely on qualitative information.
Then you map your answer on the Canvas. Red are brakes; Green are accelerators.
Then you try to analyse these brakes/accelerators and understands what cause them, what are the correlation.
Then you start ideating (brain-writing, co-create, ...), find crazy or impossible ideas) on what you could do (magic diamond, do things better, do different things).
Then you prioritise your ideas.
If you can you test it.
Then you have your action plan.