Download - Visual Marketing Plan Canvas
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Visual Marketing Plans. With @benmumbycroft / @oneltd
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Design Marketing
Startups
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The world of marketing has forever changed
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5Digital Dynamics
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Scott Brinker / Hacking Marketing
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@benmumbycroft | @citystarters
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Welcome
@benmumbycroft | @citystarters
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
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Meanwhile in Marketing
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@benmumbycroft | @citystarters
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12-months later
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Time for another marketing plan!
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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
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Objectives Audit Strategy Control
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and customer
Sorry guys, Ive already moved on!
Plan meets World
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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
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Steve blank Customer development guy
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concept Dev testing launch customer
Im sorry, why do I need this
again?
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customer
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Customer Discovery
Customer Validation
Problem Solution fit
Product Market fit
PIVOT
This is awesome!
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Alexander osterwalder Business Model Canvas guy
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Old School: Leaders with a grand
vision & experts with a detailed plan of action.
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New School: Iteration rather than
planning, working from the bottom up, taking baby steps not giant leaps.
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@benmumbycroft | @citystarters
Meanwhile in Marketing
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WHAT IF We could apply the
same thinking to Marketing?
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Reactive Fixed
Vs
Adaptive
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100% filing cabinet proof!
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4Key Sections
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1Marketing Story
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I need to get my message across but
hate public speaking!
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Amplify.me.uk
Personal, one-to-on
e
presentation coachi
ng
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Indie Corporate Trainers
Drama Schools
Communications Consultancies
ME
NOME
ME, ME, ME, ME, ME
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For Startups
Refreshing
Approach
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2Marketing Goals
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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.
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DEC 2016
For the sa
ke of argum
ent
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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.
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JAN 2016
Ditto
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The Goldilocks Test
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Current Situation
Aspirational Goals
Why bother?
Current Situation
Aspirational Goals
Hello, McFly!?!?!
Current Situation
Aspirational Goals
Ahhh, just right.
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3Marketing Strategy
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Startup founders
Startup accelerators
Innovation centres
Previous corp clients
Larger comms agencies
Etc.
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Interactive master classes
1-to-1 executive coaching
Skype mentoring sessions
Online Academy
Etc.
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Personal referrals via existing contacts
Direct emails and telephone calls
Sponsored posts via LinkedIn
Social media (Twitter & YouTube)
Etc.
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Personal, 1-to-1 presentation coaching
Leading presentation coach for
startup founders
Trained stage actor
Tangible before & after results
Etc.
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Discounted taster sessions
Strategic freebies
Cost effective coaching options (via Skype)
Dont pay if it doesnt work
Etc.
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Stus boundless energy and enthusiasm
Doing things that dont scale (ie over-investing in key clients)
Quarterly check-ups
Amplify Facebook community
Etc.
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4Marketing Actions
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ACTION 1
ACTION 2
ACTION 3
ACTION 4
ACTION 5
ACTION 8
ACTION 9
ACTION 10
ACTION 11
ACTION 12
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Think Big.
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Start Small.
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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
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Start Small.
Scott Brinker / Hacking Marketing
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Start Small.
Scott Brinker / Hacking Marketing
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SPRINT 1
Research key contacts within Londons startup accelerator
community and target via referrals with personal email
and relevant case study materials
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Summary.
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Life moves pretty
fast
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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
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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.