FUTRSMPL CANVAS DIRECTORY
Finding the right kind of marketing support.
Marketing is a large field and there are a lot of different specialities that can help with a lot of different issues, figuring out which speciality you need can be a minefield if you aren’t confident on the areas or terminology.
This directory runs through each of the areas in the FUTRSMPL brand canvas and provides information on the kind of roles, support or tools that are best placed to help.
PROPOSITION
Proposition
Best developed from within.
There are numerous tools, such as Strategyzers, as well as our own within any of our paid-for memberships that can help with this.
VALUES
Values
Best developed from within.
Our Foundation Tool can help with this, as well as discussion with any of your team.
DIFFERENTIATOR
Differentiator
What makes your business different?
Best learned from researching competitors and speaking to customers.
CUSTOMERS
Customers
Speak to your customers (or who you think will be your customers).
In-person, via a questionnaire or use a customer research agency.
STORY
Story
Engage a copywriter.
Eloquent wordsmiths who can listen to a long-winded factual account and create a beautiful story your customers will fall in love with.
COMPETITION
Competition
Google what you do and see who else does it do.
Local business support agencies can provide general info on specific sectors. Market research agencies can provide more specific analysis.
METRICS
Metrics
Key metrics to record usually include – Turnover, Profit, Cost per Acquisition, Number of customers.
Each business has different measures for success, an accountant or business advisor can help here.
LOGO
Logo
Use a Graphic Designer
Be sure to have your company name (and all the information from the earlier foundation boxes) to provide to them so they can create something that best represents your company.
COLOURS
Colours
Your graphic designer should select these whilst designing your logo.
If additional colours haven’t suggested by your designer you can use complementary colour tools to identify a secondary palette.
FONTS
Fonts
You may have a different font on your logo to your website. Your designer can suggest them, or you can use preset groups from web builders.
But make sure you keep them consistent across all formats.
IMAGERY
Imagery
A graphic designer or photographer can work with you to understand what kind of imagery will enhance your brand the best.
From icons & stock to video & bespoke photography.
MESSAGING
Messaging
If you’re struggling to get your key messages to strike a chord with your customers.
Speak to a copywriter who can work with you.
IP/EXTRAS
IP/ Extras
Best developed from within.
This is the secret sauce element, whether it is IP or a specific process. You’ll know this best from within the organisation.
PERSONALITY
Personality
From humour in images to dialect in written copy.
Our foundation builder can help you to identify what it is now and a copywriter can work with you to enhance it.
DO'S & DON'TS
Do's & Don'ts
Consistency is key for any brand.
What should and shouldn’t be done within your brand? From internal processes to use of the logo. These are usually developed from within and will grow through time.
VISION
Vision
The vision for your company, or as we like to say, your vision for the future and how your company has helped that, is best developed from within
There are many techniques that can help you to create and word a vision, all our paid-for packages include prompted processes to help, but most importantly it needs to feel right for you and it needs to be understandable so those around you, whether customers, employees or other key stakeholders, can really see and join you on the journey.
LONG TERM GOAL
Long Term Goal
Best developed from within.
Essentially, what can you measure that will prove that you have reached your vision.
SHORT TERM GOAL
Short Term Goal
Best developed from within.
A measurable step on the journey to your vision.
CHALLENGES
Challenges
The first thing that comes to mind when you think about challenges isn’t always the biggest thing you’re going to face.
There are many professionals that can work with you to get a better understanding of what you may face, from your accountant to your local business advisory. You can run a risk matrix, we have one included with our strategise and grow & Expansion packages. Larger businesses may work with a Crisis Management/Business Continuity agency can help them to understand the issues they may be facing and help to put things in place to reduce the impact of them on business.
OVERALL STRATEGY
Overall Strategy
Keep it simple.
There are a huge amount of strategy consultants who can help you create a strategy, within agencies they often have one of the highest rate cards.
We have distilled not only our knowledge but that of highly rated academics into a simple process to allow you to develop your own. It may seem odd that we would look at your businesses overall strategy when this is about marketing, but it is all entwined and one without the other, will not work.
Our Strategy Builder is within both Strategise and Go & Expansion packages.
STRATEGIC OBJECTIVES
Strategic Objectives
We set rounded objectives that reach across the business, these give figures to show when you have reached the goal your strategy is driving towards. The types of objective are available within all our packages even our free package.
MARKETING STRATEGIES
Marketing Strategies
Creating mini strategies to support set rounded marketing goals: Awareness, Conversion, Delivery, Retention.
QUARTERLY OBJECTIVES
Quarterly Objectives
What can be achieved in the next 90 days?
PLANNING
Planning
Want someone to do your planning for you?
Most marketing consultants will help you with this. If you’re looking to run a campaign involving paid for ads a media buying agency will be your point of call.
Each of our packages includes a planning section that is designed for busy businesses to manage time, capacity and measurability better.
DELIVERY
Delivery
For every tactic you can think off there will be a specialist that concentrates on that one thing. We’ve created a list.
A marketing consultant will carry out a variety of tactics and some virtual assistants can help with social media posting, emailers and newsletters.
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