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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 - 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 - Pains and Gains

Marketing Canvas - Pains and Gains

Pains and Gains is a difficult concept as it could be fluffy or blur if not well defined. Inspiration is coming from Value Proposition Canvas and Outcome-Driven Innovation concepts. It is a complement to the Job To Be Done Concept (see Marketing Canvas - Job To Be Done). It measures the outcome of the Job To Be Done: Positive (Gains) when the JTBD is addressed or Negative (Pains) when it is not addressed. So getting to know this is definitely a must for your Marketing Strategy.

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?

Marketing Canvas - Aspirations

Marketing Canvas - Aspirations

It is interesting to observe that some consumers (and it is growing) are considering that brands should stand for something bigger than product benefits. Brands should have a positive impact on the world. Brands should contribute to build the consumer’s utopia.

Marketing Canvas - Market and Economic Value

Economic value can be described as a measure of the benefit from a good or service to an economic agent. It is typically measured in units of currency. Another interpretation is that economic value represents the maximum amount of money an agent is willing and able to pay for a good or service.

Questions you should ask with the Marketing Canvas

Questions you should ask with the Marketing Canvas

Marketing canvas is an easy yet powerful tool you can use for assessing your Marketing Strategy. It works for small and very large companies. It can be used by novices or experts. A list of key questions to be asked can be found in this article. Enjoy!

Why you need a bold question for your Marketing Strategy?

What is the best way to start defining the marketing strategy of your company, business or activity? My proposal is to start with a bold strategic question! Why?

Marketers, You Should Unlock The Next Decade

As CMOs gain more power in the boardroom — and over technology spend — it will be critical that they understand the factors that drive success.

Marketing Canvas - Job To Be Done

Marketing Canvas - Job To Be Done

Job To Be Done is the first concept you should explore in the Marketing Canvas. It is under the Customer category. It helps you to understand if you really know the people that are buying/using or might buy/use your products and services.

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

What are the Benefits of Simplicity in Marketing?

What are the Benefits of Simplicity in Marketing?

Do you think Simplicity is important for your Marketing? Is it a compulsory process for being successful with your Marketing? Why some Brands are capable to be extremely simple while others are complex, sometimes leading to confusion or frustration? Let's investigate.