Date post: | 22-Jan-2018 |
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DESIGN MARKETING STRATEGIES
WITH MARKETING CANVAS
@lbouty - https://laurentbouty.com - [email protected]
#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
© laurentbouty.com
Help Smart Marketers to become Smarter 16
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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© laurentbouty.com
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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