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grow
How to
&traction
Gain
DO ASK
QUESTIONS
?
???
?
?
?
WHO
AMI?
Erik
Bernskiöld
Consultant
Entrepreneur
&
Businessman
Digital Strategist
Speaker
Economist
A global full-service boutique digital agency
Advisor
Goethe Unibator
Frankfurt am Main
grow
How to
&traction
Gain
Marketing
This is “just”
Traction
What is
?
The startup
Customer Problem
“Almost every failed startup
has a product. What failed
startups don’t have are
enough customers.”
– Traction Book
money…
Focus on the
valUation
…and not just
“Spend 50% of your time
on the product and 50%
of your time on traction"
– Traction Book
Growth
Why?
Growing
when to start
?
scalable
when you have a
business model
Always
You will
want to grow*
LARGE
Small
Medium
ENTERPRISE
How do I
Get customers?
“It just happened…”
purchase
how Do we decide to
?
PREDICTIBLY IRRATIONAL
By Dan Ariely
BOOK TIP!
Combination of
Trust & Desire
VALUE

Loyal
Customers
Side
note
on trust
Case
LUFTHANSA– A story from this morning –
Two Marketing
Strategies
Scalable unScalable
19Traction
channels
TRACTION:
How Any Startup Can Achieve
Explosive Customer Growth
BOOK TIP!
Viral Marketing
PR
Unconventional PR
Search Marketing
Social & Display Ads
Offline Advertising
SEO
Content Marketing
Email Marketing
Engineering Marketing
Targeting Blogs
Business Development
Sales
Affiliate programs
Existing Platforms
Trade Shows
Offline Events
Speaking
Community Building
Unconventional PR
Viral Marketing
PR
Unconventional PR
Search Marketing
Social & Display Ads
Offline Advertising
SEO
Content Marketing
Email Marketing
Engineering Marketing
Targeting Blogs
Business Development
Sales
Affiliate programs
Existing Platforms
Trade Shows
Offline Events
Speaking
Community Building
Unconventional PR
viral marketing
Customer brings customer
brings customer brings
customer brings customer
brings customer brings
customer brings customer
User finds or starts
using your product
User tells their
friends about it, or
invites them
New users begin
using your product
k = i * c
K-Factor
Growth rate
number of invites sent by
each customer
percent conversion
of each invite
k < 1
K-Factor
no viral growth at all!
k = 1 each user brings another new user
k > 1 exponential viral growth
What companies
can you think of?
Case
Hotmail
Case
Dropbox
Case
Facebook
Advertising
Online Offline
The Secrets to
Advertising
Success
Having a brand
Selling a “simple”
product
Case
Volkswagen
How to Grow & Gain Traction
Case
Volkswagen
Case
Apple
Case
Bernskiold Media(Yes, indeed! My own business)
Public relations
why
PRSucceeds
Is not advertising
1
Builds brand
2
Builds Trust
3
3P’s of PR
Storytelling
Product

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.
3P’s of PR
Storytelling
Case
#Icebucketchallenge
Case
RYANAIR
Case
NORWEGIAN
Content marketing
Shows expertise
Builds
trust & Brand
The Secret to
Content marketing
Success
Relevant content
Case
Buffer
Case
Callaway Golf
Case
Bernskiold Media
SEO & SEM
Is essentially just
advertising
…but
highly
targeted
Be there
when users
actively request
to find you!
Case
BETSSON
Case
Bernskiold Media
Email Marketing
When Asked for:
Highly effective
Automated email &
Lead Nurturing
Case
HUBSPOT
Case
Bernskiold Media
Sales
High-CosT / Enterprise
Lead Generation
Lead Qualification
Deal Closing
The
Sales
Pr0cess
Case
IBM
Case
Bernskiold Media
LEAN ANALYTICS
IDEAS
PRODUCT
MEASUREMEASURE
DATA
MEASUREBUILD
MEASURELEARN
LEAN ANALYTICS
USE Data to build a better
startup faster
BOOK TIP!
Lean
Marketing
Method
Choice MODEL
Brainstorm
Rank
Prioritize
Test
Focus
BULLSEYE
Framework
How to Grow & Gain Traction
Summarized
Case Time
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.
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.
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
So… What say you?
Contact me
erik@bernskioldmedia.com
www.erikbernskiold.com
@ErikBernskiold
facebook.com/bernskiolderik
INSIGHTS
Monthly newsletter
on digital strategy.
ACADEMY
Weekly articles on business,
marketing, development and digital.
COURSES Online & offline full courses.
www.bernskioldmedia.com
grow
How to
&traction
Gain

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