How Brands Grow in a Digital Age - Lionel Benbassat
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#GrowWithArena #GrowWithArena
description
How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.
Transcript of How Brands Grow in a Digital Age - Lionel Benbassat
#GrowWithArena#GrowWithArena
#GrowWithArena
Eurostar 3 dimensions of growth in a digital world
Lionel Benbassat
#GrowWithArena
Au menu aujourd’hui…
1.A bit of context
2.Eurostar 3 dimensions of growth in digital
3.What next ?
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A bit of context…
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Follow the yellow line
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Red is hot
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A big International brand?
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Rather a strong multi-local brand
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So far so good…
2013 RESULTS
Revenue: £857m +7% vs 2012
10.1m passengers +3% vs 2012
Q1 2014
Revenue: £227m +7% YOY
2.3m passenger +3% YOY
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Ramping up…
MARKET SHARE EVOLUTION
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Going down…
FIRST TIMERS EVOLUTION
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Our travellers lifecycle
CONSIDERATION
BUY
LOYAL
DISENGAGE
AWARENESS CONSIDERATION
BUY
LOYAL
DISENGAGE
AWARENESS
3.1 YEARS
6.3 YEARS
LEISUREBUSINESS &
EXPATS & RELATIVES
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What does that all mean?
1.More, more more…really ?
2.Hope we see you soon!
3.Love only last 3 years…
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3 dimensions of growth in digital
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Les grands mots…
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The first dimension
Through
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THE SEEDS OF LOVE…
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A new potential
Business custome
rs
Leisure customers
E* Generation
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And they engaged…
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The second dimension
Through
#GrowWithArenaWATERING THE SEEDS
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Give reasons and trigger
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It’s all about targeting
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The third dimension
Through
BELONGING
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Before everyone else
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Just for you, and just online
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What next?
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2015: Route Du Soleil – London- Marseille direct
2016: London – Amsterdam direct
To grow we need to…
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And…
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The refine…
WATER(Trigger)
NURTURE(Retain)
SEED(Engage)
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Merci
