How to build a Marketing Plan with Marketing Canvas?

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DESIGN MARKETING STRATEGIES

WITH MARKETING CANVAS

@lbouty - https://laurentbouty.com - laurent@bouty.net

#DESIGNTHINKING #MARKETINGCANVAS#COCREATE #DISRUPT #AGILE #LEAN

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WHY SHOULD YOU BE SERIOUS

ABOUT YOUR MARKETING STRATEGY?

BECAUSE WE ARE IN A VUCA WORLD TRADUCTION: WE ARE LOST!

VOLATILITY- UNCERTAINTY - COMPLEXITY -AMBIQUITY3

BECAUSE WE ARE IN A TECHNOLOGICAL WORLD TRADUCTION: BE READY OR BE GONE!

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Photo credit: Andrew Neel, Unsplash

BECAUSE PLANNING IS COMPLEX AND UNCERTAIN TRADUCTION: OLD TOOLS ARE NOT WORKING, LOT OF B…ST#!

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BECAUSE MARKETERS ARE NOT ALWAYS TRUSTED TRADUCTION: STOP THE TALK, SHOW THE EVIDENCES

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cmo.com

converge.xyz, Practical Uses of Artificial Intelligence for Midmarket Marketers

BECAUSE PERFORMANCE WILL BE MANAGED BY BOTS TRADUCTION: AUTOMATE AND FOCUS ON CREATIVITY

BECAUSE WE DO HAVE MORE & MORE QUESTIONS TRADUCTION: OH MY GOD, WHAT SHOULD WE DO?

HOW TO GROW? HOW TO AVOID COMMODITISATION? HOW TO LEAD THE DIGITAL REVOLUTION? HOW TO REINFORCE ENGAGEMENT? HOW TO CO-CREATE? HOW TO AUTOMATE MY ACTIVITIES? HOW TO BE MORE RESPONSIBLE? HOW TO ALIGN MY TEAM? …

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DESIGN THINKING MIGHT HELP YOU TRADUCTION: GET OUT OF THE BUILDING, DISCUSS WITH USERS, CO-CREATE WITH OTHER DEPARTMENTS AND TEST IDEAS!

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HOW TO START THE

DESIGN

OF YOUR MARKETING STRATEGY?

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Discovery

How do I interpret the current situation of my business? What

are the causes and correlations?

Interpretation Marketing Ideation

Marketing Solution

Build a common & factual understanding of the current

situation

Ideate on potential solutions for achieving your revenues/

margins?

Prioritise changes and actions across all dimensions: Human,

Brand, Value Propositions, Journey & Conversation.

Consolidate your COSTS & REVENUES

Find the Right Marketing Problem Find the Right Marketing SolutionYOUR STRATEGY IN 4 STEPS

APPLY FRAMEWORK TO MARKETING

HOW TO APPROACH THIS CHALLENGE?

STEP1 - DISCOVERY

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YOU NEED TO ASK A BOLD AND STRESSING STRATEGIC QUESTION?

FINANCIALS

SITUATION

SCENARIOS

CHOICES

THE DIFFICULTY IS TO CONNECT

FINANCIALS, STRATEGIC CHOICES

AND ACTIONS

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MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter

QUESTION IS KEY

HOW CAN I GROWTH MY REVENUE BY 5% IN AN AUTOMATED AND DIGITAL ENVIRONMENT? (Shoe Store)

HOW CAN I (FINANCIAL AMBITION) IN (YOUR TOP #1 FEAR) ?

HOW CAN I PROTECT MY REVENUE NEXT YEAR IN A MARKET WHERE UBER IS ARRIVING? (Taxi company)

HOW CAN I BE PROFITABLE AFTER 1 YEAR IN A MARKET WHERE NOBODY KNOWS ME YET ? (Startup company)

MARKETING CANVAS HELPS YOU TO STRUCTURE YOUR DISCOVERY USING 7 CLEAR TOPICS

CONVERSATION

CLVBUDGET

HUMAN

BRAND VALUE PROPOSITION

JOURNEY

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MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter

QUESTION

How my Conversations is helping me with this question?

How my current customer lifetime value is helping me with this question?

How my budget is helping me with this question?

How my customers/prospects (Humans) are helping me with this question?

How my BRAND is helping me with this question?

How my Value propositions is helping me with this question?

How my Journey is helping me with this question?

ASSESS YOUR QUESTION USING THESE 7 DIMENSIONS

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter

28 TOPICS TO BE DISCUSSED

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter

ASSESS YOUR STRATEGIC QUESTION

BRAKES

ACCELERATORS

What are the brakes that block me to reach my

revenues/margins tomorrow and in 10 years?

What are the accelerators that help me to answer my strategic question?

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YOUR DISCUSSIONS ON THE MARKETING CANVAS AND THE 28 TOPICS

Not at all likely

Somehow unlikely

Somehow, likely

Extremely likely

HOW DO I INTERPRET MY SITUATION?

STEP 2 - INTERPRETATION

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VISUALISEYOUR DISCUSSIONS ON THE MARKETING CANVAS

WHAT’S BLOCKING YOU?IDENTIFY PAIN POINTS AND DISCUSS WHY YOU MIGHT HAVE IT

WHAT’S HELPING YOU?IDENTIFY STRONG POINTS AND DISCUSS WHY YOU HAVE IT

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter

CONSISTENCYCONNECT THE DOTS AND DISCUSS CAUSALITY & CORRELATIONS

The lack of consistency between elements is often the root cause of Marketing ineffectiveness. The Marketing Canvas allows you to easily identified where gaps, causes & correlations exist within your strategy.

WHAT ARE MY OPTIONS ?

STEP 3 - IDEATION

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MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter

OPTIONS

INCREMENTAL INNOVATION

• Improving/Adapting existing value propositions

• Strengthening current business (Better, Faster, Cheaper)

OPTIMIZE

TRANSFORMATIONAL INNOVATION

• Redefining existing Value Propositions

• Extending into new spaces

EXPAND

DISRUPTIVE INNOVATION

• Replacing current businesses by very different ones

• Creating new businesses/markets/job to be done

CHANGE

Why should you do the Strategic Marketing exercise as a startup, SME or Corporate?

HOW TO PLAY?

Compete through Emotions

Compete through Price

Compete through Ecosystem

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter

IDEATE

DO THINGS BETTER

DO THINGS DIFFERENTLY

IDEATE ON POTENTIAL CHANGES NEEDED FOR ACHIEVING YOUR OBJECTIVES

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter

IDEATEWHAT ACTIONS SHOULD YOU DO FOR MONETISING THE FUTURE?

What Should I Simplify

What Should I Magnify

What Should I Do Less What Should I Do More

What Should I Stop What Should I Start

TEST & PRIORITISE

STEP 4 - EXPERIMENT

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MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter

TEST

source: https://www.optimizely.com/ab-testing/ source: http://blog.juntoo.co/rapid-prototyping-for-web-design/

TEST YOUR PREFERRED CHOICES AT SMALL SCALE

MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. © laurentbouty.comHelp Smart Marketers to become Smarter

BUILD THE ACTION PLANAgile Transformation Plan (http://leanchange.org/2014/02/how-to-create-alignment-for-agile-transformation-with-canvases/)

MARKETING STRATEGY IS AN I(N)TERA(C)TIVE PROCESS

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Help Smart Marketers to become Smarter

READY?

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Hello,

Marketing job is probably the most exciting job you can have in a company (I know I am biased). In this turbulent period with a lot of new changes (societal, technological, environmental,…), it is not so easy to know what to do.

In the previous slides, you saw a process based on the MARKETING CANVAS that I developed for myself. I think it makes the job and can be used in any business (Startup, SME or Corporate companies). It is also integrating latest thoughts like customer experience, meaningful brands, value proposition canvas and design thinking approach.

This is the humble idea behind this ebook. Hope you did enjoy the reading and don’t hesitate to comment, criticise or contribute.

Laurent

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THANK YOU36

ABOUT THE AUTHOR

Laurent Bouty is Academic Director @ Solvay Brussels School.

Connect me on LinkedIN or Twitter (@lbouty) or on laurentbouty.com

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HOW TO BUILD A MARKETING PLAN by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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