WHAT IS THE MARKETING CANVAS METHOD?
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MARKETING CANVAS is a co-creation method to discover, assess and reinforce your marketing strategy which is at the intersection of the environment (where you will play), your goals (what you would like to achieve) and your actions (what you will do). The method is composed of cards, a canvas where you can capture key discussions, templates and online resources.
CO-CREATION OF YOUR MARKETING STRATEGY HAS NEVER BEEN SO EASY!
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A physical deck of 60 cards designed to guide you during the method. In this deck, you have 3 different categories of cards.
A SET OF TEMPLATES HAS BEEN CREATED FOR EACH STEP HELPING YOU CAPTURE YOUR DISCUSSIONS AND IDEAS
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Marketing Canvas Templates that you can use for capturing your discussion.
A ONE PAGE DOCUMENT (POSTER) HELPING YOU HAVE A GLOBAL VIEW OF YOUR STRATEGY
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EBOOK - INTRODUCTION SLIDEWARE FROM MARKETING CANVAS MASTER CLASS
54 pages used as introduction during the first day of the Marketing Canvas Master Class.
PDF format
QUICK ASSESSMENT GUIDE
A quick assessment guide (one pager) allowing you to do a first assessment of your marketing strategy (one target group, one line of product). In case of interest, you can deep dive in one or multiple dimensions using the scoring grid that can be downloaded.
DETAILED SCORING GRID FOR EACH DIMENSION
In complement of the Marketing Canvas cards, you can use a more detailed scoring grid helping you to define whether your customers’ dimensions are brakes or accelerators.
The customer scoring grid has been updated! Specific questions have been added to assess the sustainability aspect more thoroughly.
In complement of the Marketing Canvas cards, you can use a more detailed scoring grid helping you to define whether your brand’s dimensions are brakes or accelerators.
In complement of the Marketing Canvas cards, you can use a more detailed scoring grid helping you to define whether your Value Proposition’s dimensions are brakes or accelerators.
In complement of the Marketing Canvas cards, you can use a more detailed scoring grid helping you to define whether your Journey’s dimensions are brakes or accelerators.
In complement of the Marketing Canvas cards, you can use a more detailed scoring grid helping you to define whether your conversation’s dimensions are brakes or accelerators.
In complement of the Marketing Canvas cards, you can use a more detailed scoring grid helping you to define whether your Metrics’s dimensions are brakes or accelerators.
WHO SHOULD USE THE METHOD?
MARKETING CANVAS METHOD is designed for startups, SoHo (Small Office, Home Office), scale-ups or large companies. It works for groups (colleagues, friends, investors, ...) or alone.
It works also for different stages of your company (Product/Market fit), Scale-Ups or Mature products.
WHEN USING THE METHOD?
MARKETING CANVAS METHOD can be used in workshops generating tremendous conversations and discoveries with a shared language or alone offering a structured methodology and analysis for your marketing strategy.
MARKETING CANVAS METHOD is a complement of the Business Model Canvas. If you have not defined your strategy yet, you should first have a robust Business Model and then you can define your Marketing Strategy. The MARKETING CANVAS POSTER is composed by 3 zones: Context (Market, Competition and Trends), your Goal (in terms of Revenue) and 6 marketing dimensions (Customers, Brand, Value Proposition, Journey, Conversation & Metrics).
The elements defined in your BMC like Key Customer Segments (=CUSTOMERS), Value Proposition (=VALUE PROPOSITION), Customer Relationships and Channels (split in BRAND, JOURNEY and CONVERSATIONS) are a good start for your Marketing Canvas.
MARKETING CANVAS METHOD has been designed for one brand and one line of products serving one market. If you are operating in different markets with different brands, you can still use the tool but you should apply the below process for each market and brand, one at a time.
