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How to Grow & Gain Traction

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A lecture from the course "Entrepreneurship" at the Goethe University in Frankfurt am Main, Germany. The lecture covers how to get customers for your company, which marketing channels you should choose and how to use behavioral science to get ahead.

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How to Grow & Gain Traction

  1. grow How to &traction Gain
  2. DO ASK QUESTIONS ? ??? ? ? ?
  3. WHO AMI?
  4. Erik Bernskiöld
  5. Consultant Entrepreneur & Businessman Digital Strategist Speaker Economist
  6. A global full-service boutique digital agency
  7. Advisor Goethe Unibator Frankfurt am Main
  8. grow How to &traction Gain
  9. Marketing This is “just”
  10. Traction What is ?
  11. The startup Customer Problem
  12. “Almost every failed startup has a product. What failed startups don’t have are enough customers.” – Traction Book
  13. money… Focus on the
  14. valUation …and not just
  15. “Spend 50% of your time on the product and 50% of your time on traction" – Traction Book
  16. Growth Why?
  17. Growing when to start ?
  18. scalable when you have a business model
  19. Always You will want to grow*
  20. LARGE Small Medium ENTERPRISE
  21. How do I Get customers?
  22. “It just happened…”
  23. purchase how Do we decide to ?
  24. PREDICTIBLY IRRATIONAL By Dan Ariely BOOK TIP!
  25. Combination of Trust & Desire
  26. VALUE
 Loyal Customers Side note on trust
  27. Case LUFTHANSA– A story from this morning –
  28. Two Marketing Strategies
  29. Scalable unScalable
  30. 19Traction channels
  31. TRACTION: How Any Startup Can Achieve Explosive Customer Growth BOOK TIP!
  32. 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
  33. 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
  34. viral marketing
  35. Customer brings customer brings customer brings customer brings customer brings customer brings customer brings customer
  36. User finds or starts using your product User tells their friends about it, or invites them New users begin using your product
  37. k = i * c K-Factor Growth rate number of invites sent by each customer percent conversion of each invite
  38. k < 1 K-Factor no viral growth at all! k = 1 each user brings another new user k > 1 exponential viral growth
  39. What companies can you think of?
  40. Case Hotmail
  41. Case Dropbox
  42. Case Facebook
  43. Advertising
  44. Online Offline
  45. The Secrets to Advertising Success
  46. Having a brand
  47. Selling a “simple” product
  48. Case Volkswagen
  49. Case Volkswagen
  50. Case Apple
  51. Case Bernskiold Media(Yes, indeed! My own business)
  52. Public relations
  53. why PRSucceeds
  54. Is not advertising 1
  55. Builds brand 2
  56. Builds Trust 3
  57. 3P’s of PR Storytelling
  58. 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
  59. Case #Icebucketchallenge
  60. Case RYANAIR
  61. Case NORWEGIAN
  62. Content marketing
  63. Shows expertise
  64. Builds trust & Brand
  65. The Secret to Content marketing Success
  66. Relevant content
  67. Case Buffer
  68. Case Callaway Golf
  69. Case Bernskiold Media
  70. SEO & SEM
  71. Is essentially just advertising
  72. …but highly targeted
  73. Be there when users actively request to find you!
  74. Case BETSSON
  75. Case Bernskiold Media
  76. Email Marketing
  77. When Asked for: Highly effective
  78. Automated email & Lead Nurturing
  79. Case HUBSPOT
  80. Case Bernskiold Media
  81. Sales
  82. High-CosT / Enterprise
  83. Lead Generation Lead Qualification Deal Closing The Sales Pr0cess
  84. Case IBM
  85. Case Bernskiold Media
  86. LEAN ANALYTICS
  87. IDEAS PRODUCT MEASUREMEASURE DATA MEASUREBUILD MEASURELEARN
  88. LEAN ANALYTICS USE Data to build a better startup faster BOOK TIP!
  89. Lean Marketing Method Choice MODEL
  90. Brainstorm Rank Prioritize Test Focus
  91. BULLSEYE Framework
  92. Summarized
  93. Case Time
  94. 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.
  95. 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.
  96. 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
  97. So… What say you?
  98. Contact me erik@bernskioldmedia.com www.erikbernskiold.com @ErikBernskiold facebook.com/bernskiolderik
  99. INSIGHTS Monthly newsletter on digital strategy. ACADEMY Weekly articles on business, marketing, development and digital. COURSES Online & offline full courses. www.bernskioldmedia.com
  100. grow How to &traction Gain

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