A marketing canvas is a framework for developing new marketing strategies and documenting existing ones. It’s a visual poster with “building blocks” of the marketing fundamentals to help a marketer or a marketing team brainstorm new ideas.
The Marketing Fundamentals are:
- The target audience
- The value proposition
- The brand
- The market
- The mission and vision
Why is it important to use a Marketing Canvas?
Simply put, the marketing canvas helps you analyze the marketing situation, ideate marketing solutions, and document the strategies.
A canvas is not a plan, but a guide for planning. It’s the ideation step of the Design Thinking process.
An organization should use a canvas when there’s a need of inspiration and when the stakeholders are not necessarily aligned on a new strategy. Sometimes, the reason is they do not understand each other or that they are too attached to their own ideas and beliefs. In such situations, a marketing canvas will:
- Become a single language that everyone understand
- Leverage a sense of ownership to everyone involved in the workshop.
How to use a Marketing Canvas?
The Marketing Canvas is a process you can use to see where your business stands, and it gives you a clear-cut path for success. Before proceeding with the canvas, it’s important to understand the different steps in the process.
- Use sticky notes
- Don’t use bullets points on sticky notes
- 1 idea per sticky note
- No censorship
Number of persons: 1 to 6 max.
Involving someone who can help explain marketing concepts and keep an eye on timing is ideal.
What are the Marketing Canvases?
The canvases were mostly inspired by the Business Model Canvas (BMC) proposed by Alexander Osterwalder in 2005. Alternatives forms have followed such as:
- Lean Canvas
- Value Proposition Canvas
- Mission Model Canvas
The Digital Marketing Canvas
When it comes to marketing per se, the most popular marketing canvas is the Digital Marketing Canvas (DMC).
The Digital Marketing Canvas is eleven building blocks:
- Six building blocks to develop the marketing fundamentals.
- Five building blocks to design the customer journey strategy based on the AARRR framework.
You can download the poster here.
The Marketing Fundamentals Canvas
Six building blocks to build solid foundations for a marketing strategy. You can download it here.
All traditional marketing frameworks can be used in workshops or brainstorming sessions.
The Maslow’s hierarchy of needs
Maslow’s hierarchy of needs is used to study how humans partake in behavioral motivation. It is a theory that categorizes human motivation into five areas of need: physiological, safety, love and belonging, social, and self-fulfillment. You can download it here.
The SWOT matrix
SWOT analysis is a strategic planning technique helped a company identify strengths, weaknesses, opportunities, and threats related to business. You can download it here.
The AIDA Model
The AIDA model stands for attention, interest, desire and action. It describes the process that a customer goes through when purchasing a product. You can download it here.
AARRR stands for Acquisition, Activation, Retention, Referral and Revenue. You can download it here.
Marketing canvas are used to turn a thesis into a collaborative process that generate new ideas and perspectives for a business. It clarifies things so we can understand them better. You can pick a canvas in the above list, turn an existing marketing concept into a canvas or even create your own.