how brands grow in a digital age - lionel benbassat
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
#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