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.

1. #GrowWithArena#GrowWithArena

2. The Curve
Nicholas Lovell

3. How do we make money
when everything is going
free?

5. • “We’ve got to make people start
valuing content again”
• “I deserve to be paid for my work”
• “You can’t make money from apps”

6. You need to earn the right

9. Free does not mean no revenues

10. Flip your thinking

11. Revenue
opportunity
Marketing
opportunity
Amounteachpersoniswillingtopay

12. The Curve

13. The Curve – in 3 steps
• Find an audience
• Use technology to figure out what they
value and to talk to them again
• Enable superfans

14. Freeloaders

15. Source of revenue

16. Word of mouth

17. Potential converts

18. Gawkers

19. Technology
• Understand what your audience values
• Earn the right to talk to them again

20. Superfans

21. Let those who love what
you do spend lots of money
on things they truly value

22. Let those who love what
you do spend lots of money
on things they truly value

23. Let those who love what
you do spend lots of money
on things they truly value

24. Let those who love what
you do spend lots of money
on things they truly value

28. Target: $400,000
Average pledge:
$38.28

29. An unsurprising distribution
47,946
24,636
1,090
11,530
900 148 100 10 4
0
10,000
20,000
30,000
40,000
50,000
60,000
$15 $30 $60 $100 $250 $500 $1,000 $5,000 $10,000
Number of pledges
Number of pledges

30. A very surprising distribution
719,190
739,080
65,400
1,153,000
225,000
74,000
100,000
50,000
40,000
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$15 $30 $60 $100 $250 $500 $1,000 $5,000 $10,000
Double Fine Project revenue
Double Fine Project revenue

31. A very surprising distribution
• Total raised: $3,336,371
Pledges Money
>=$250 1.3% 15.4%
>=$1,000 0.1% 6.0%
>=$100 14.7% 51.9%

34. Love your superfans
Love everyone inbetween
Love your freeloaders

35. Thank you
@nicholaslovell
www.nicholaslovell.com