visual marketing plan canvas

Visual Marketing Plans. With @benmumbycroft / @oneltd

Design Marketing

Startups

The world of marketing has forever changed

5Digital Dynamics

Scott Brinker / Hacking Marketing

@benmumbycroft | @citystarters

Welcome


The last three years, we have seen extraordinary events. Who knows what is going to happen tomorrow, let alone next month?

Mervyn King, Ex-Governor of the Bank of England

Meanwhile in Marketing

12-months later

Time for another marketing plan!

Detailed and rigid long-term (marketing) plans are largely a fantasy. This is partly because our business environment can change so quickly.

Scott Brinker, Author of Hacking Marketing

Objectives Audit Strategy Control

and customer

Sorry guys, Ive already moved on!

Plan meets World

1. Individuals and interactions over processes and tools

2. Working product over comprehensive documentation

3. Customer collaboration over contract negotiation

4. Responding to change over following a plan

Steve blank Customer development guy

concept Dev testing launch customer

Im sorry, why do I need this

again?

customer

Customer Discovery

Customer Validation

Problem Solution fit

Product Market fit

PIVOT

This is awesome!

Alexander osterwalder Business Model Canvas guy

Old School: Leaders with a grand

vision & experts with a detailed plan of action.

New School: Iteration rather than

planning, working from the bottom up, taking baby steps not giant leaps.


Meanwhile in Marketing

WHAT IF We could apply the

same thinking to Marketing?

Reactive Fixed

Vs

Adaptive

100% filing cabinet proof!

4Key Sections

1Marketing Story

I need to get my message across but

hate public speaking!

Amplify.me.uk

Personal, one-to-on

e

presentation coachi

ng

Indie Corporate Trainers

Drama Schools

Communications Consultancies

ME

NOME

ME, ME, ME, ME, ME

For Startups

Refreshing

Approach

2Marketing Goals

To make XXXX per month in revenue

To have 3-5 customers paying me a monthly retainer

To win at least 2 corporate client

gigs

To become recognised as the UKs leading presentation coach for

startups

Etc.

DEC 2016

For the sa

ke of argum

ent

Currently making XXX per month in revenue

Currently have 1 customer paying me a monthly retainer

No current active corporate clients

Employed as presentation coach by UK leading startup accelerator

Etc.

JAN 2016

Ditto

The Goldilocks Test

Current Situation

Aspirational Goals

Why bother?

Current Situation

Aspirational Goals

Hello, McFly!?!?!

Current Situation

Aspirational Goals

Ahhh, just right.

3Marketing Strategy

Startup founders

Startup accelerators

Innovation centres

Previous corp clients

Larger comms agencies

Etc.

Interactive master classes

1-to-1 executive coaching

Skype mentoring sessions

Online Academy

Etc.

Personal referrals via existing contacts

Direct emails and telephone calls

Sponsored posts via LinkedIn

Social media (Twitter & YouTube)

Etc.

Personal, 1-to-1 presentation coaching

Leading presentation coach for

startup founders

Trained stage actor

Tangible before & after results

Etc.

Discounted taster sessions

Strategic freebies

Cost effective coaching options (via Skype)

Dont pay if it doesnt work

Etc.

Stus boundless energy and enthusiasm

Doing things that dont scale (ie over-investing in key clients)

Quarterly check-ups

Amplify Facebook community

Etc.

4Marketing Actions

ACTION 1

ACTION 2

ACTION 3

ACTION 4

ACTION 5

ACTION 8

ACTION 9

ACTION 10

ACTION 11

ACTION 12

Think Big.

Start Small.

ACTION 1

ACTION 2

ACTION 3

ACTION 4

ACTION 5

ACTION 8

ACTION 9

ACTION 10

ACTION 11

ACTION 12

ACTION 1

ACTION 2

ACTION 3

ACTION 4

ACTION 5

ACTION 8

ACTION 9

ACTION 10

ACTION 11

ACTION 12

Start Small.

Scott Brinker / Hacking Marketing

SPRINT 1

Research key contacts within Londons startup accelerator

community and target via referrals with personal email

and relevant case study materials

Summary.

Life moves pretty

fast

Key points.

Theres a growing gap between the digital world we live in and the analogue world that current marketing management theory was created in

Modern marketing management has a lot in

common with software development and new business venturing

Modern marketers should look to adopt and adapt new management tools being developed by these fields

Visual Marketing Plans represents a new, more Agile approach to the marketing planning process and formulating marketing plans

Over to you

Try writing a Visual Marketing Plan for your own business, product, brand, super duper

awesomeness etc.

Take a photo and email the results to [email protected] for a FREE review AND give us

your feedback on how we could make it even better.