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
![Page 1: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/1.jpg)
#GrowWithArena#GrowWithArena
![Page 2: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/2.jpg)
#GrowWithArena
Eurostar 3 dimensions of growth in a digital world
Lionel Benbassat
![Page 3: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/3.jpg)
#GrowWithArena
Au menu aujourd’hui…
1.A bit of context
2.Eurostar 3 dimensions of growth in digital
3.What next ?
![Page 4: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/4.jpg)
#GrowWithArena
A bit of context…
![Page 5: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/5.jpg)
#GrowWithArena
Follow the yellow line
![Page 6: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/6.jpg)
#GrowWithArena
Red is hot
![Page 7: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/7.jpg)
#GrowWithArena
A big International brand?
![Page 8: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/8.jpg)
#GrowWithArena
Rather a strong multi-local brand
![Page 9: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/9.jpg)
#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
![Page 10: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/10.jpg)
#GrowWithArena
Ramping up…
MARKET SHARE EVOLUTION
![Page 11: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/11.jpg)
#GrowWithArena
Going down…
FIRST TIMERS EVOLUTION
![Page 12: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/12.jpg)
#GrowWithArena
Our travellers lifecycle
CONSIDERATION
BUY
LOYAL
DISENGAGE
AWARENESS CONSIDERATION
BUY
LOYAL
DISENGAGE
AWARENESS
3.1 YEARS
6.3 YEARS
LEISUREBUSINESS &
EXPATS & RELATIVES
![Page 13: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/13.jpg)
#GrowWithArena
What does that all mean?
1.More, more more…really ?
2.Hope we see you soon!
3.Love only last 3 years…
![Page 14: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/14.jpg)
#GrowWithArena
3 dimensions of growth in digital
![Page 15: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/15.jpg)
#GrowWithArena
Les grands mots…
![Page 16: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/16.jpg)
#GrowWithArena
The first dimension
Through
![Page 17: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/17.jpg)
#GrowWithArena
THE SEEDS OF LOVE…
![Page 18: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/18.jpg)
#GrowWithArena
A new potential
Business custome
rs
Leisure customers
E* Generation
![Page 19: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/19.jpg)
#GrowWithArena
And they engaged…
![Page 20: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/20.jpg)
#GrowWithArena
The second dimension
Through
![Page 21: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/21.jpg)
#GrowWithArenaWATERING THE SEEDS
![Page 22: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/22.jpg)
#GrowWithArena
Give reasons and trigger
![Page 23: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/23.jpg)
#GrowWithArena
It’s all about targeting
![Page 24: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/24.jpg)
#GrowWithArena
The third dimension
Through
BELONGING
![Page 25: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/25.jpg)
#GrowWithArena
Before everyone else
![Page 26: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/26.jpg)
#GrowWithArena
Just for you, and just online
![Page 27: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/27.jpg)
#GrowWithArena
What next?
![Page 28: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/28.jpg)
#GrowWithArena
2015: Route Du Soleil – London- Marseille direct
2016: London – Amsterdam direct
To grow we need to…
![Page 29: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/29.jpg)
#GrowWithArena
And…
![Page 30: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/30.jpg)
#GrowWithArena
The refine…
WATER(Trigger)
NURTURE(Retain)
SEED(Engage)
![Page 31: How Brands Grow in a Digital Age - Lionel Benbassat](https://reader037.vdocuments.us/reader037/viewer/2022110121/5591d2d61a28aba7658b4660/html5/thumbnails/31.jpg)
#GrowWithArena
Merci