Marketing Canvas - Channels

Marketing Canvas - Channels

In a world dominated by digital and physical touchpoints, the understanding and orchestration of Channels form a crucial part of any marketing strategy. This comprehensive guide explores Channels in marketing as a sub-dimension of the Marketing Canvas by Laurent Bouty. It delves into the roles channels play in customer interactions, highlights key considerations such as interaction, information, and context, and provides practical tips on choosing the right tools.

The guide further translates these insights into action steps and underscores the significance of continuous evaluation and improvement for optimal channel performance. A detailed look into a use case example of 'Green Clean' elucidates these concepts with real-world relevance. Finally, the guide helps you assess your own marketing strategies with detailed explanations for varying scores in the evaluation process and proposes recommendations for enhancement. This guide serves as an invaluable resource for marketers, entrepreneurs, and non-marketers alike to navigate the complex terrain of channels in marketing.

Marketing Canvas - Experience

Marketing Canvas - Experience

Navigating the complex landscape of customer experience can be a challenging task for brands. This article provides an in-depth understanding of 'Moments'— a crucial sub-dimension in the customer journey aspect of the Marketing Canvas, a strategic tool developed by Laurent Bouty. The piece highlights the importance of consciously orchestrating these moments and how they shape customers' perception of your brand. Using insights from Matt Watkinson's 'The Ten Principles Behind Great Customer Experiences,' the article outlines a structured approach to managing these interactions effectively. It also presents practical tools, evaluation methods, and improvement strategies to enhance these moments. With the aid of a case study on Green Clean, the reader will grasp the tangible application of these principles. This article is an invaluable resource for marketers, entrepreneurs, and anyone seeking to optimize their marketing strategy and create memorable customer experiences.

Marketing Canvas - Moments

Marketing Canvas - Moments

This article offers an in-depth exploration of 'Moments' in the marketing journey - crucial touchpoints that define customers' interactions with your business. From discovering your product to post-purchase stages, these Moments shape customer perception and engagement. We delve into how to identify and understand these Moments, employing strategies like Google's SEE-THINK-DO-CARE framework. The piece also covers evaluation methods for your Moments strategy, offering a scoring system that helps businesses pinpoint areas of improvement. Through a real-world example, it illustrates how this concept can be applied practically, fostering effective, empathetic marketing strategies. This article is a must-read for marketers, entrepreneurs, and anyone eager to enhance their customer experience and overall business success.

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 - Pricing

Marketing Canvas - Pricing

Discover how to effectively leverage the PRICING dimension in your Marketing Canvas strategy. This guide simplifies this complex topic, providing examples, tips, and a step-by-step approach to enhance your marketing success.

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 - Features

Marketing Canvas - Features

Unlock the full potential of your product or service with compelling features. This comprehensive guide explores the importance of features in your value proposition, how they can make you stand out, and effective tools to enhance them. Create a unique selling proposition that resonates with customers.

Marketing Canvas - Visual Identity

Marketing Canvas - Visual Identity

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.

Marketing Canvas - Values

Marketing Canvas - Values

Your values are the translation of your purpose into key behaviors. Most of the commercial activities are delivered through behaviors (from people or from systems). When developing your marketing strategy, you should have Brand values that are fully amplifying your Brand Purpose. It will help your organization to translate your beliefs into action.

Marketing Canvas - Positioning

Marketing Canvas - Positioning

Demystify brand positioning with the Marketing Canvas methodology. Understand its significance, different types, and evaluation process. Enhance your brand's market presence with effective positioning strategies.

Marketing Canvas - Purpose

Marketing Canvas - Purpose

The Marketing Canvas is a tool to build a marketing strategy that consists of six categories, including PURPOSE, which identifies a brand's reason for being and contribution to the world. Purpose-driven brands are more successful in today's world as customers want to engage with brands that align with their values. By starting with the WHY and formulating a purpose-driven brand ideal, businesses can differentiate themselves and build a loyal following. TOMS Shoes and Ben & Jerry's are examples of purpose-driven brands. Having a clear purpose is a key driver of business success, according to a Deloitte survey. It is critical to identify and articulate a brand's purpose to guide its marketing strategy.

Marketing Canvas - Engagement

Marketing Canvas - Engagement

Explore the essence of customer engagement with the Marketing Canvas Method. Discover how to measure and improve it with tools like NPS. Drive your business growth by turning customer engagement into your success accelerator.

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.

Hack: Marketing Canvas and Triple Bottom Line

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.

REVISIT STEP 2 - SET YOUR GOAL

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.

HOW?

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.

LIST OF GOALS FOR PEOPLE AND PLANET

  • 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?

PROCESS

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).

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Marketing Canvas Method and Triple Bottom Line

Marketing Canvas Method and Triple Bottom Line

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.

Le Marché dans le Marketing Canvas

Le Marché dans le Marketing Canvas

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: …

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.