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How to Grow & Gain Traction

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How to grow Gain traction &


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? ? ? ? ? ? ? DO ASK QUESTIONS


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WHO AM ? I


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Erik Bernskiöld


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Digital Strategist Consultant Speaker Economist Entrepreneur & Businessman


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A global full-service boutique digital agency


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Advisor Goethe Unibator Frankfurt am Main


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How to grow Gain traction &


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This is “just” Marketing


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What is ? Traction


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The startup Customer Problem


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“Almost every failed startup has a product. What failed startups don’t have are enough customers.” – Traction Book


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Focus on the money…


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…and not just valUation


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“Spend 50% of your time on the product and 50% of your time on traction" – Traction Book


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Why? Growth


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? Growing when to start


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when you have a scalable business model


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You will Alwaysgrow want to *


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Small Medium LARGE ENTERPRISE


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How do I ? Get customers


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“It just happened…”


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? how Do we decide to purchase


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BOOK TIP! PREDICTIBLY IRRATIONAL By Dan Ariely


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Combination of Trust & Desire


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Side VALUE
 Loyal note on trust Customers


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Case LUFTHANSA – A story from this morning –


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Two Marketing Strategies


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Scalable unScalable


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19 Traction channels


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BOOK TIP! TRACTION: How Any Startup Can Achieve Explosive Customer Growth


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Viral Marketing Business Development Community Building Engineering Marketing Speaking SEO PR Unconventional Search Marketing PR Sales Existing Platforms Targeting Blogs Trade Shows Content Marketing Offline Events Affiliate programs Email Marketing Social & Display Ads Offline Advertising


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Viral Marketing Business Development Community Building Engineering Marketing Speaking SEO PR Unconventional Search Marketing PR Sales Existing Platforms Targeting Blogs Trade Shows Content Marketing Offline Events Affiliate programs Email Marketing Social & Display Ads Offline Advertising


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viral marketing


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Customer brings customer brings customer brings customer brings customer brings customer brings customer brings customer


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User finds or starts using your product New users begin using your product User tells their friends about it, or invites them


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K-Factor k=i*c percent conversion of each invite Growth rate number of invites sent by each customer


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K-Factor k<1 k=1 k>1 no viral growth at all! each user brings another new user exponential viral growth


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What companies can you think of?


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Case Hotmail


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Case Dropbox


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Case Facebook


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Advertising


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Online Offline


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The Secrets to Advertising Success


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Having a brand


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Selling a “simple” product


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Case Volkswagen


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Case Volkswagen


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Case Apple


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Case Bernskiold Media (Yes, indeed! My own business)


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Public relations


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why PR Succeeds


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1 Is not advertising


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2 Builds brand


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3 Builds Trust


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3P’s of PR Storytelling


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Product
 3P’s of PR Storytelling What is your product/service and what does it do? Purpose
 What is your company’s “reason for being”? Passion
 Use an enthusiastic, authentic tone when telling your story.


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Case #Icebucketchallenge


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Case RYANAIR


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Case NORWEGIAN


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Content marketing


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Shows expertise


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Builds trust & Brand


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The Secret to Content marketing Success


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Relevant content


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Case Buffer


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Case Callaway Golf


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Case Bernskiold Media


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SEO & SEM


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Is essentially just advertising


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…but highly targeted


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Be there when users actively request to find you!


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Case BETSSON


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Case Bernskiold Media


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Email Marketing


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When Asked for: Highly effective


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Automated email & Lead Nurturing


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Case HUBSPOT


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Case Bernskiold Media


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Sales


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High-CosT / Enterprise


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The Sales Pr0cess Lead Generation Lead Qualification Deal Closing


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Case IBM


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Case Bernskiold Media


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LEAN ANALYTICS


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IDEAS MEASURE LEARN MEASURE BUILD DATA PRODUCT MEASURE


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BOOK TIP! LEAN ANALYTICS USE Data to build a better startup faster


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Lean Marketing Method Choice MODEL


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Brainstorm Rank Prioritize Test Focus


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BULLSEYE Framework


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Summarized


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Case Time


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1. Pick a case. 2. Discuss with your peers which traction channels you would choose and why. 3. Be ready to present it to the class.


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1. Food Delivery You are the founders of a new startup, “JetztEssen” who delivers food from any restaurant in the city to customers’ home or workplace. 2. E-Commerce You and your friends are very passionate about coffee. Thus, you’ve decided to open up an online store for coffee and accessories for other coffee enthusiasts.


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Viral Marketing PR Unconventional PR Search Marketing Social & Display Ads Offline Advertising SEO Content Marketing Speaking Email Marketing Engineering Marketing Targeting Blogs Business Development Sales Affiliate Programs Existing Platforms Trade Shows Offline Events Community Building


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So… What say you?


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Contact me erik@bernskioldmedia.com www.erikbernskiold.com @ErikBernskiold facebook.com/bernskiolderik


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ACADEMY INSIGHTS Weekly articles on business, marketing, development and digital. Monthly newsletter on digital strategy. COURSES Online & offline full courses. www.bernskioldmedia.com


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How to grow Gain traction &


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