How Brands Grow in a Digital Age - Lionel Benbassat

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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.

Marketing Business Actualités & Politique

#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 ?

#GrowWithArena
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

#GrowWithArena
Ramping up…
MARKET SHARE EVOLUTION

#GrowWithArena
Going down…
FIRST TIMERS EVOLUTION

#GrowWithArena
Our travellers lifecycle
CONSIDERATION
BUY
LOYAL
DISENGAGE
AWARENESS CONSIDERATION
BUY
LOYAL
DISENGAGE
AWARENESS
3.1
YEARS
6.3
YEARS
LEISURE
BUSINESS &
EXPATS & RELATIVES

#GrowWithArena
What does that all mean?
1. More, more more…really ?
2. Hope we see you soon!
3. Love only last 3 years…

#GrowWithArena
3 dimensions of growth in digital

#GrowWithArena
The first dimension
Through

#GrowWithArena
A new potential
Business
customers
Leisure
customers
E* Generation

#GrowWithArena
The second dimension
Through

#GrowWithArena
The third dimension
Through
BELONGING

#GrowWithArena
Just for you, and just online

#GrowWithArena
2015: Route Du Soleil – London- Marseille direct
2016: London – Amsterdam direct
To grow we need to…

#GrowWithArena
The refine…
WATER
(Trigger)
NURTURE
(Retain)
SEED
(Engage)

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How Brands Grow in a Digital Age - Lionel Benbassat

1. #GrowWithArena#GrowWithArena

2. #GrowWithArena Eurostar 3 dimensions of growth in a digital world Lionel Benbassat

3. #GrowWithArena Au menu aujourd’hui… 1. A bit of context 2. Eurostar 3 dimensions of growth in digital 3. What next ?

4. #GrowWithArena A bit of context…

5. #GrowWithArena Follow the yellow line

6. #GrowWithArena Red is hot

7. #GrowWithArena A big International brand?

8. #GrowWithArena Rather a strong multi-local brand

9. #GrowWithArena 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

10. #GrowWithArena Ramping up… MARKET SHARE EVOLUTION

11. #GrowWithArena Going down… FIRST TIMERS EVOLUTION

12. #GrowWithArena Our travellers lifecycle CONSIDERATION BUY LOYAL DISENGAGE AWARENESS CONSIDERATION BUY LOYAL DISENGAGE AWARENESS 3.1 YEARS 6.3 YEARS LEISURE BUSINESS & EXPATS & RELATIVES

13. #GrowWithArena What does that all mean? 1. More, more more…really ? 2. Hope we see you soon! 3. Love only last 3 years…

14. #GrowWithArena 3 dimensions of growth in digital

15. #GrowWithArena Les grands mots…

16. #GrowWithArena The first dimension Through

17. #GrowWithArena THE SEEDS OF LOVE…

18. #GrowWithArena A new potential Business customers Leisure customers E* Generation

19. #GrowWithArena And they engaged…

20. #GrowWithArena The second dimension Through

21. #GrowWithArenaWATERING THE SEEDS