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).
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.
As Marketers, we are not excused for being complaisant with the world around us. It should have been always the case but today the situation is so critical that we need to take action.
The original approach at Step 2 was profit oriented. Indeed, during this step, we recommend to set a financial goal (revenue) before starting step 3 which is the assessment.
The triple bottom line approach (wikipedia) as proposed by John Elkington consists of extending the bottom line concept with sustainable elements. In addition to Profit, Elkington proposed to add Planet and People. The Marketing Canvas Method can be easily hacked for integrating the Triple Bottom Line concept by simply changing the way Goals are set during step 2.
At Step 2, you can define goal for Profit (original approach) but also goal for Planet and People. It is not fully clear for me whether a standard framework exists with clear KPIs linking Marketing Strategy and Planet/People elements. You can chose the goals that would specifically work for you when discussing Planet and People topics. Based on a very quick desk research, I identified few topics that could be used for defining objectives for Planet and People. It would be interesting to have your point of views and make this list more robust. Don’t hesitate to comment this post.
Energy Management: How could you reduce your energy consumption and use more renewable energy when executing your marketing strategy? Goal?
Resource Management: How could you make use of resources for your marketing strategy in such a way that our next generation or in future there are no effects on the resource? Goal?
Waste Management: How could you collect, transport, process or dispose of, manage and monitor various waste materials generated by your marketing strategy? Goal?
Employee Welfare: How could you reinforce employee welfare when executing your marketing strategy? Goal?
Fair Trade: How could you reinforce fairness in your marketing strategy through dialogue, transparency and respect, that seeks greater equity in international trade? Goal?
Cause Marketing: How can you better the society while executing your marketing strategy? Goal?
When you have defined these goals (e.g. CO2), you can apply the Marketing Canvas Method for assessing your current situation (STEP 3). Let’s take 2 examples from the 24 dimensions.:
JOB TO BE DONE (CUSTOMERS): Is the knowledge of your customers’ job to be done helping you from achieving your goals?
FEATURES (VALUE PROPOSITION): Are the features of your value proposition helping you achieve your goals?
By asking these questions, you have interesting discussions about your current ability to achieve these goals (like CO2) or not (Brake or Accelerator).
Marketing Canvas Method and Triple Bottom Line
Dans l’enthousiasme de travailler sur sa stratégie marketing, on se précipite souvent et oublie l’importance de ce que je considère comme la première étape: la compréhension du marché dans lequel nous allons opérer (startup) ou nous opérons déjà (entreprise existante). Il y a 3 questions importantes à se poser lorsqu’on analyse le marché. C’est questions sont: …
I had an interesting discussion with @nicolasdebray (Semetis, Academic Director) about the Ambition in the Marketing Canvas Process…
Interesting article from Roland Berger Consultants about Sales in a Digital World. Their thesis is that you need to master 3 Cs if you want to have a voice in this new world:
Source: Roland Berger, Think Act, The digital future of B2B sales
Canvas works really well if:
You now have identified all actions for building your future but you have to organise it into a comprehensive and feasible roadmap. Some actions are low hanging fruits while others require more time and effort. One way to do this is to use these 2 criteria: contribution to the ambition and effort. Congratulations, you now have a roadmap and a marketing strategy.
In a world strongly influenced by new technologies, new business models are emerging for brands. We usually defined this new world as a digital world but what digital really means? In this presentation, I explore the impact of digital and propose some recommandations that could help defining new ways of creating and capturing value.
