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).
These last months, Marketing Canvas Method has seen an increase of traffic and downloaded of the method. This initiative I started few years ago has grown up and is now more and more appreciated by startups and marketing enthusiasts.
The community is growing months after months! I see also some citations or references in books. I was not thinking it could go so far.
A new milestone has been reached today with the delivery of a new production batch of the Marketing Canvas Cards.
I am currently working on improving the templates and also working on an online training offer.
All the material (except the cards) can be freely downloaded on the website under creative common licence.
Discover the importance of a well-structured marketing budget in our comprehensive guide. We delve into the critical role of budgeting within the Marketing Canvas method by Laurent Bouty. Learn how to track and manage marketing expenses, whether you're a multinational corporation or a budding startup. Understand the significance of budgeting in terms of industry benchmarks, and discover strategies to spend wisely. Our guide offers practical tools to translate your budget into action, from understanding your audience to tracking expenses effectively. Moreover, learn to evaluate and improve your budgeting practices with our score-based self-assessment. Lastly, get inspired by a real-life example of green clean use case. Whether you're a marketing novice or an entrepreneur seeking new insights, this article offers an essential exploration of the powerful tool that is your marketing budget.
The Marketing Canvas is a framework that identifies 6 main categories for building a marketing strategy: Customers, Brand, Value Proposition, Journey, Conversation, and Metrics. Lifetime is one of the 4 dimensions of the Metrics category, which is important for measuring customer retention. Customer churn rate, which measures the percentage of customers who discontinue using a company's product or service, is a critical metric for companies to monitor.
This comprehensive guide delves into the significance of Average Revenue Per User (ARPU) as a potent metric in business success. Through this exploration, businesses can better understand how much revenue they generate per user and how they stack up against industry competitors. The article not only explains how to calculate and evaluate ARPU but also provides practical strategies to leverage it for sustainable growth. This includes segmenting customer bases, forecasting revenues, and even assessing the effectiveness of various growth strategies like upselling or price optimization. To illustrate the concepts, the article incorporates a real-world case study from the green cleaning industry. Whether you're an entrepreneur, marketer, or non-marketer interested in business strategy, this guide equips you with the knowledge and tools to transform ARPU from a simple number into actionable business insights.
This article dives deep into the intricacies of Customer Acquisition, a critical aspect of any marketing strategy. It defines key performance indicators - Customer Acquisition Rate (CAR) and Cost of Customer Acquisition (COCA or CAC), and elucidates their relevance and calculation methods. The importance of measuring these metrics is brought to life using practical examples and industry insights. The piece further delves into the arsenal of tools available for customer acquisition, and how these can be effectively harnessed to drive growth. From there, we outline how to turn acquisition strategies into action, evaluate their performance, and make necessary improvements. Through the lens of a real-world 'Green Clean' use case, we demonstrate the practical application of these principles. An essential read for entrepreneurs and marketers aspiring to master the art of customer acquisition.
This comprehensive guide delves deep into the role of media in marketing, helping entrepreneurs and marketers, novice or experienced, understand the subtleties of different media channels and how they can be leveraged for success. We explore Owned, Earned, Shared, and Paid media, providing examples and practical tips for each. This guide also outlines how to translate these theories into effective actions and offers a scoring system for evaluating your current media strategy. It covers potential reasons behind scores and offers insights for strategic improvement. The article concludes with a case study from Green Clean to illustrate how a well-executed media strategy can propel a business forward. This guide serves as an essential read for anyone looking to harness the power of media in their marketing strategy.
This article offers an extensive guide on how to harness the power of content and stories in your marketing strategy, following the renowned Marketing Canvas framework by Laurent Bouty. From understanding the significance of content in attracting and retaining customers, to choosing the right tools, and translating your content into actions - the article comprehensively covers it all. It further discusses how to evaluate and continuously improve your content and stories, ensuring they reflect your organization's goals and meet users' needs. Lastly, the article provides a practical use-case example to illustrate the application of these concepts. Whether you're a non-marketer, an entrepreneur, or a marketer seeking fresh insights, this article offers valuable knowledge and actionable strategies to elevate your marketing efforts.
Our article delves into the integral role of Visual Identity, a critical sub-dimension of the Marketing Canvas developed by Laurent Bouty. We begin with defining visual identity, as conceived by eminent industry figures like David Aaker and Jeff Bezos, and explain how it goes beyond merely a logo or graphic design. Exploring connections to other sub-dimensions such as Purpose, Positioning, and Values, we highlight its overall impact on your brand's strength. We break down the assessment process into a robust scoring system, identifying potential reasons for various scores and recommending improvement strategies tailored to each scenario. By synthesizing theory with real-world applications, this article offers valuable insights for anyone keen to strengthen their brand's visual identity. Whether you're a seasoned marketer, budding entrepreneur, or simply interested in understanding branding better, our guide aims to make the complex concept of visual identity easy to grasp and apply.
I had an interesting discussion with @nicolasdebray (Semetis, Academic Director) about the Ambition in the Marketing Canvas Process…
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.
The tool has been designed for facilitating the discussion when designing your strategy.
High-level process is:
Infographic Marketing Canvas
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).
