Marketing Canvas is a co-creation method to discover, assess and reinforce the marketing strategy and a practical exercise to accelerate business growth.
This exercise is also a complement of the Business Model Canvas. If you have not defined the strategy yet, you should first have a robust Business Model and then you can define your Marketing Strategy. Our advice: just use a single sheet of A4. The poster is composed by 3 zones: Context (Market, Competition and Trends), Goals (in terms of Revenue) and 6 marketing dimensions (Customers, Brand, Value Proposition, Journey, Conversation & Metrics).
Marketing Canvas 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 this method, but you should apply the below process for each market and brand, one at a time. The exercise it is also important for existing businesses that takes into consideration options to refine the business model or add new services to the offerings in the light of new opportunities made possible by technology.
Marketing Canvas will also help you take the necessary steps to navigate customers through the various levels of the brand funnel. This tool is designed to bridge the gap between customer and enterprise needs. Thus, Marketing Canvas provides a plan of action that perfectly complements the Brand Funnel Goal checklist and explains which KPIs measure the success of those steps.
In the activation phase of the Marketing Canvas, the positioning of the brand is settled. This can be transferred to the first and second levels of the classical Brand Funnel. With the help of Personas, brand communication is aligned with the wishes and needs of the target group. This fosters the increase in awareness and building trust on the part of customers. The focus here is the triggering of a need for the customer, which aims at a later purchase. The key KPI for measuring success here is the range, for example, the degree of recognition or the number of recipients.
As soon as the customer is in the information phase, targeted marketing measures can be taken to ensure that the customer’s own brand enters the customer’s Consideration set.
Identifying preferred information channels and touchpoints are measures that enable the company to communicate benefits of its own brand to better stand out from the competition. The success of these measures is given by the interaction that takes place with the customer through the channels relevant to the target group.
The action and distribution phase include recommendations for how to proceed in the last two phases of the Brand Funnel. By determining the price knowledge and price sensitivity of the target group as well as identifying factors that are important to the customer, purchases can be promoted.
Secure inquiry management also promotes customer satisfaction and increases the likelihood of repurchase. Thus, the Marketing Canvas’s action recommendations help bring customers to the final phase of Loyalty.
As a conclusion, use Marketing Canvas to plan and implement targeted actions that help drive customers through the levels of the brand funnel.
The goal is to win the Loyalty of customers. The basis for this is a high level of brand awareness and the familiarity of the customers with the brand and its products. Through targeted marketing, the brand should get into the consideration set of customers, so that it comes to a transaction.
In order to ensure long-term loyalty, customer loyalty measures are needed in the last phase.
Author: Liliana Țene is Marketing Director at }exghts.
A Jedi digital marketer and a courageous parachute jumper. See more about her here.
