How Outdoor Dreams Shape Ticket to the Moon | Martin Nesensohn from Ticket to the Moon

Rick: Pathmonk is the AI for website convergence. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show you value proposition and support visitors in the buying journey separates you from the competition Online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments with relevant micro experiences like case studies, intro videos, and much more.
Stay relevant to your visitors and increase conversions by 50% by adding Pathmonk to your website in seconds. And in the ai, AI do all the work and increase conversions while you keep to marketing as usual. Check us out on pathmonk.com. Hey everybody. Welcome back to today’s episode of Pathmonk Presents. Today we are joined by Martin. He’s the head of marketing at Ticket to the Moon. Martin, welcome to the show.

Martin Nesensohn: Hey Rick. so happy to be here and thanks a lot for having me.

Rick: Happy to have you, Martin. And, I’m, just excited to, to dive in. So maybe let’s start with, with the basics. All right. Alright. What’s the big idea behind Ticket to the Moon, which spoiler alert is not a space travel company. and if you were explaining it to a friend of a coffee, how would you describe what you do?

Martin Nesensohn: A few weeks ago I did this post on LinkedIn and, it was all about, our slogan. We, used a lot in the past. and it’s called Made in Utopia. And when I started at a company, I really couldn’t figure it out. what is it all about? Made in Utopia. And a lot of clients in the past, a lot of customers also had the same, difficulties, experiences. what does it mean even made in Utopia? So I have to, get.
A little bit back to the story, how Ticket to the Moon was, yeah. Invented, and it happened, please, almost 30 years ago. So there was this guy, our founder Charlie, and he loved to travel and he was traveling a lot, through India. And, he loved to travel and he loved music festivals and, he was always short on money.
So what did he do? He bring his own hammock. and it was a, like a big bulky ock. It was made out of cotton, so it was very hard to carry and very hard to clean. And, eventually he came to Bali and, he discovered, the parachute, material. Parachute nylon and it’s it’s super, super light, but also extremely difficult to tear apart.
And he thought, ah, that’s the perfect, fabric to build a hammock. And that’s what he did. So he built, the hammock out of this fabric and he went to another festival, to music festival and people said, Hey. This is, really great. Can you build one for me as well? And he started to begin to think about the company and, that it might be a possibility for him to finance his lifestyle, to travel and to attend music festivals.
and in this exact moment, he had this like dream. He built the company in his head. And he was thinking about if I’m going to do it, I want to have a company which is producing products which are really helpful for people which they love. Which, which last for a long time, I want to have products, with a long guarantee.
I want to, pay the workers who built these products. yeah. on a really good basis, and I want to share profit with them if we’re doing, a big success. He wanted, also take a look, also be aware of the environment and, yeah, do it in, in, a good way in regards to nature and stuff.
So this is all like his dream. Is like the, company was founded in, Utopia. So it’s, that was his idea then made in Utopia and, 30 years later. it’s still the way it works and, this is what Ticket Moon is all about. So we are producing hammocks and, outdoor gear and, yeah, we, produce this with, we produce products with a sole, so to say.

Rick: Look, I gotta tell you, I’m a sucker for, founder stories there because, there’s always something there. and it typically, when a great product is born, it is out of necessity, right? It’s like they find you find a problem, you find a, niche, so to speak, because you’re experiencing that issue and you think about a solution, you come up with it.
And there you go. 30 years later now you got made in Utopia. it’s amazing. so thanks for sharing that. It’s really interesting. Now, of course, I wanna understand a little bit about, your, customers, right? So what type of, customer do you think is the best fit for your product, aside from, maybe, music festival goers.
And, if you take it from that, it’s an outdoor, gear. company in many ways. So what do you think is the key problem you solve for them?

Martin Nesensohn: When I started at Ticket to the Moon at the beginning of this year as set of marketing, I had this specific, customer, this typical customer in my head.
And I was thinking, like you mentioned, younger people, hippie, like going to festivals, yeah, people like this. But, when I got to know our customers, it’s really. The whole range. We have, young people who just, love to be outdoors, but we also have past days ago, a, met couple who was looking for a big ock.
They wanna to hang in the back of the garden and they were like 60 plus. So it’s, it’s the whole range and I think, we help, people to connect with nature. so we give them the opportunity to stay in places. They actually wouldn’t have stayed there because of the ock, because of our products.
And, that’s what a lot of people are looking for. So we are working together, for example, with, a lot of bushcraft guys, they they have a, normal job during the week and on the weekend they just love to go into the forest and, spend time there. And, yeah. I sleep in our ock.
And as the Ock have, they’re doing very well for you, for your body. You get instantly relaxed when you’re in a ock. it improves the, way you sleep. and when you’re in, the forest, it’s very good for your immune system as well. So it has a lot of advantages and I think that’s what people are looking for.
And, yeah, and we provide the products for them.

Rick: That’s amazing. Yeah. I love that. the, you said, I had this specific DA mind of, the best fit, the bright type of customer. And then it turned out to be, everyone, really, everyone that loves the outdoors spending time in nature.
So when a product is good, it goes to show that, it’s just, it’s not for one specific set of people. Exactly, but it’s forever that loves good products, right?

Martin Nesensohn: I got proven wrong on the, probably second day, so there you go. But, yeah, it’s good to connect with the customers and to realize, okay, we have so many different types of, customers and, different needs in the.

Rick: Yeah. Martin, when it comes to your marketing channels, how much of a role does your website play in pulling new, customers? And is there anything that you think that really works about it or anything maybe you got your eye on, improving?

Martin Nesensohn: The website, our website, plays, an important role, I would say.
because a big part of it is our shop. And, there are all the products, the new products. yeah, that’s where, we attract customers and of course new customers as well. And, yeah, regarding the, positive, things I would say we can, communicate a lot, through emotions. Because we work with a lot of content creators and, they offer to produce content for us.
And, it’s authentic content. it’s, we get really great stuff from all over the world. It’s, again, very different people from young, 18 to 20 years old who, who traveled the, first time. Up to, people who are 50 plus and just spending the, weekend in, the forest. It’s very different, but authentic content and I think we can, use these emotions very well to, welcome anyone who comes to our website or the web shop.
I think that’s a big advantage. Okay. Regarding, what doesn’t work so right now, I would say, it can be a bit confusing because we have our own production in, Bali, and, over 250 people are working there. And, we have such a, huge variety of products, such a huge variety of colors.
so the first time when you come to the web shop. And you don’t know, or you dunno the products, it might be a bit overwhelming, for you. yeah, we try to, guide, everyone a little bit better on our workshop.

Rick: Okay. that makes a lot of sense. Yeah. It could be, for the, the first timer that they’re looking for a hammock, then now they need, they might need some guidance, as you say.
definitely an opportunity there, right? which is good to have. okay. Let’s, switch gears for a second, Martin, and maybe talk about you as a leader and your work at, ticket to the Moon. What does a typical workday look like for you? And, what are the main things you focus on a day to as a head of marketing.

Martin Nesensohn: That’s a hard question because, I really don’t have, things on a, day-to-day basis. I do regular, of course, I have some meetings, which are fixed every week. we have meetings with the team and with the management and stuff like this, but, other than that. I would say, when I started the ticket to the moon, I, I did a digital marketing audit and I looked into all those different topics which are relevant for us.
So the paid media topics, the, search engine optimizations, also social media, different channels, YouTube, Instagram, you name it. and then I tried to, to discover, so where are we right now and where do we wanna have, have a roadmap? And then I took this whole thing and, To the customer funnel because in the end, we want to sell products and, with, with a customer funnel like aida, awareness, interest, desire, action, it works the best. And this is like the. The guiding framework I have. And whenever something comes up like newsletter or whenever we need to do something like on the web shop, new product, I always take a look at this framework and I decide where are we now and where do we want to have, and I would say this works best for me and the rest of the team hopefully.

Rick: Yeah, it’s more dynamic. Dynamic. It sounds like, you are going, I don’t wanna say you’re going with the flow as such, but it’s more you check, you check the polls Yeah. And then decide where to go.

Martin Nesensohn: Yeah. But I would say going with the flow, is like the best description for it.
And, It. When you are in the flow, you’re doing things naturally and you, can do it much faster and much more efficient. And that’s, what I’ve noticed works for me the best way.

Rick: Okay. Makes a lot of sense. and it’s very, on brand I would say, Yeah. With, with nature and all of that.
Going with the flow it sounds might be a slogan. Yeah. I’m not taking credit or anything, but I’m just saying

Martin Nesensohn: We’ll get back to you, Rick.

Rick: All right. Speaking of, staying in flow, I would love to, as we’re into the back half of our episode here, maybe we go into a rapid fire. Segment of the episode, which is essentially, a lighthearted way to, to keep things engaging.
we have a set of few rapid fire se questions and, we would love to ask them for you. Is that okay? Yeah, of course. All right, let’s do it. So when it comes to, consuming content, do you prefer watching, reading or listening?

Martin Nesensohn: Definitely reading. And also watching, and I prefer to listen to music.

Rick: Okay. Okay. Now you said reading is the first one, so I’m gonna stick to that. what’s the latest piece of content you read? It could be a book, obviously an article, anything like that you picked up And were there any ideas or jams that really stuck with you in it?

Martin Nesensohn: The, last piece of content I’ve read was like, story about, a guy who traveled in, Southeast Asia.
and it was like, a nice, book, I’ve read, but nothing, I would recommend, right now, But if you want to have a recommendation, I would totally give you, the one, and it was all about, the Miracle Morning by, I think it was his name is, yes.

Rick: Yes,

Martin Nesensohn: that’s correct.
And I’ve read that book a few years ago and, I did The Miracle Morning for one and half years and. When I read those stories on LinkedIn about, guys or people getting up at five 30 in the morning and like doing meditation and journaling and stuff like this, I was always thinking, come on, are they really doing it or is this just, a story, you share.
But yeah. So now I’m the same guy and I can say it was definitely worth doing it, and it was something that changed me on a personal and also professional level. So I can definitely recommend that.

Rick: Better get on my journaling then. Sounds like. All right. if you had a magic wand, modern, and you could fix one frustrating thing in your life with tech, what would it be?

Martin Nesensohn: That’s easy. that would definitely be the meta business manager. Because, I spent hours and days within, to the moon, but also at other companies. fixing, the easiest things, like we need access, we need to, approve ads, or easiest stuff it. Always didn’t work out the way we wanted to.
So if I could fix something very quickly and easily, I would fix the meta business manager.

Rick: Fair enough. I’m sure you’re not alone in there, so I heard from other people. Yeah. They are struggling as well sometimes. Yeah. what’s one repetitive task that you love to put on autopilot forever?

Martin Nesensohn: Yeah, that’s funny because a few years ago I, could, think about, so many different tasks, but now, nowadays, life got so much easier. right now I really can’t think of, a task I’m doing regularly, which I would like to automate. Can’t think of one, to be honest.

Rick: That’s a good place to be, That’s perfect. Nothing to be ashamed of actually. That’s great. That’s really good. if you could go back and give your past self a quick pep talk over, at the start of your journey, what kind of advice would you give yourself?

Martin Nesensohn: Yeah. Probably the advice that if I am stuck in a position where I know I don’t want to spend.
There are more time, or I don’t see myself in, this position, don’t, don’t hesitate and just move on. Don’t, wait until it gets better. Just, change something. I’ve been in, one or two positions maybe, a little bit too long. so looking back, I would change that.
But than that, I’m, I’m very happy and I’m very thankful for all the different.
If you ever have the chance to do something different, if you have the possibility to look into a, different task, I can definitely recommend to just go ahead and take a look and see. And the worst part which might have happened is that you don’t like it or that you don’t feel. That’s the thing I, I want to do.
But I’m definitely thankful for all the different experience I’ve had.

Rick: That’s such a good perspective to have, I think even if you think you know about things like as a mistake, but then also that’s what’s allowed, you to, be at this point in life, which it sounds like you’re happy with. maybe it was all for the best.
but it sounds like having urgency, being able to move quickly from mistakes or situations that you don’t like is what you would. Give yourself, is that correct? Yeah, definitely. Yes. Yeah. Makes sense. Makes sense. Alright, Martin, I want to thank you for being on the show with us today. Also, as we wrap things up, I want to give you the last word.
If someone forgets everything about the interview today, Martin, what is the one thing that they should remember about the work you guys are doing at, take it to the Moon?

Martin Nesensohn: Ticket to Demo Moon is for Dreamers worldwide. If you have a dream and you need support, reach out.

Rick: Amazing. And if they do wanna do that, then how can they do it? What, where can we send them?

Martin Nesensohn: They can always reach out, to me via LinkedIn. They can reach out, send us a short email, or reach out on the website. whatever is fine. We are happy to hear from everyone and are excited for feedback always.

Rick: Amazing. Martin, thank you again. It was a great interview. I really enjoyed it. I hope our audience did too, and I hope yourself, of course, enjoyed it. with that said, I wanna wish you a wonderful day and then hopefully we get to do this again soon.

Martin Nesensohn: Yeah, me too. It was, yeah, very quick and I could tell you a lot more.
And, as I said, I was very happy to be here, Rick. I hope everyone, enjoyed this podcast and, can take something with them and yeah, thanks a lot for having me. All the best.

Rick: Of course.

Martin Nesensohn: Thank you.

Rick: Bye everyone.

Martin Nesensohn: Bye-bye.