marketingcanvas

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 - 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?

6 simple principles for your marketing strategy

6 simple principles for your marketing strategy

6 simple principles that could help you when working on your Marketing Strategy. Some companies are trying to be perfect before moving to step 4. While we should always do our best at step 1-3, I believe the most important are 4-6.

Marketing Canvas - Ambition

Marketing Canvas - Ambition

Dans le cadre d'une Marketing canvas, il est important de démarrer le processus à partir d'une question claire et simple basée sur l'ambition que vous souhaitez atteindre à l'aide de votre stratégie marketing. Une vidéo simple pour expliquer ce concept.

How to Assess your Marketing Situation With the Marketing Canvas?

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.

Infographic on the Marketing Canvas Process

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.
Infographic Marketing Canvas

Infographic Marketing Canvas

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).

What is Revenues in the Marketing Canvas?

In the Marketing Canvas, we have the REVENUES dimension. Usually, I recommend to start from there because it is the global constraint of the Marketing Strategy exercise. This is what you will have to deliver!

Discover the new version of the Marketing Canvas

Marketing Canvas helps you when you build collectively the Marketing Strategy of your business. It works for entrepreneurs but also for corporate. It is strongly inspired and aligned with Business Model Canvas, Value Proposition Canvas from @AlexOsterwalder, Lean Startup from @ericries ‏ and Design Thinking from @ideo ‏.

Ne vendez pas un produit aux clients mais une expérience

Ne vendez pas un produit aux clients mais une expérience

Vous êtes-vous déjà demandé pourquoi tel ou tel client ne revenait jamais, bien qu’il ait semblé plutôt satisfait ? Ou peut- être avez-vous déjà vous-même quitté un magasin alors que vous aviez la ferme intention d’y acheter quelque chose ?