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).

job to be done

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 - 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 - 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 - Pains and Gains

Marketing Canvas - Pains and Gains

The Pains and Gains sub-dimension in the Marketing Canvas focuses on identifying the constraints (pains) that block your customers from solving their problems and the delights (gains) that you can provide by addressing these constraints. By thoroughly understanding the pain points and potential gains, businesses can deliver solutions that resonate with customer needs and create a more positive overall experience.

Marketing Canvas - Aspirations

Marketing Canvas - Aspirations

Aspirations in the Marketing Canvas help businesses uncover the deeper, often emotional and social goals that customers strive to fulfill through their product or service. Aspirations move beyond functional needs and focus on the personal growth, societal impact, and environmental contribution that customers seek. Identifying these aspirations enables businesses to create stronger emotional connections and long-term relationships with their audience.

Marketing Canvas - Job To Be Done

Marketing Canvas - Job To Be Done

Unlock success in marketing with a deeper understanding of the 'Job to be Done' concept. Explore its principles, application, evaluation, and a real-world Green Clean use case.

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