Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
#GrowWithArena#GrowWithArena
The Curve
Nicholas Lovell
How do we make money
when everything is going
free?
• “We’ve got to make people start
valuing content again”
• “I deserve to be paid for my work”
• “You can’t make money from...
You need to earn the right
Free does not mean no revenues
Flip your thinking
Revenue
opportunity
Marketing
opportunity
Amounteachpersoniswillingtopay
The Curve
The Curve – in 3 steps
• Find an audience
• Use technology to figure out what they
value and to talk to them again
• Enabl...
Freeloaders
Source of revenue
Word of mouth
Potential converts
Gawkers
Technology
• Understand what your audience values
• Earn the right to talk to them again
Superfans
Let those who love what
you do spend lots of money
on things they truly value
Let those who love what
you do spend lots of money
on things they truly value
Let those who love what
you do spend lots of money
on things they truly value
Let those who love what
you do spend lots of money
on things they truly value
Target: $400,000
Average pledge:
$38.28
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 $...
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
...
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% ...
Love your superfans
Love everyone inbetween
Love your freeloaders
Thank you
@nicholaslovell
www.nicholaslovell.com
How Brands Grow in a Digital Age - Nicholas Lovell
How Brands Grow in a Digital Age - Nicholas Lovell
How Brands Grow in a Digital Age - Nicholas Lovell
How Brands Grow in a Digital Age - Nicholas Lovell
How Brands Grow in a Digital Age - Nicholas Lovell
How Brands Grow in a Digital Age - Nicholas Lovell
How Brands Grow in a Digital Age - Nicholas Lovell
How Brands Grow in a Digital Age - Nicholas Lovell
Upcoming SlideShare
Loading in …5
×

How Brands Grow in a Digital Age - Nicholas Lovell

6,415 views

Published on

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.

  • I made $2,600 with this. I already have 7 days with this... ◆◆◆ https://tinyurl.com/make2793amonth
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

How Brands Grow in a Digital Age - Nicholas Lovell

  1. 1. #GrowWithArena#GrowWithArena
  2. 2. The Curve Nicholas Lovell
  3. 3. How do we make money when everything is going free?
  4. 4. • “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”
  5. 5. You need to earn the right
  6. 6. Free does not mean no revenues
  7. 7. Flip your thinking
  8. 8. Revenue opportunity Marketing opportunity Amounteachpersoniswillingtopay
  9. 9. The Curve
  10. 10. The Curve – in 3 steps • Find an audience • Use technology to figure out what they value and to talk to them again • Enable superfans
  11. 11. Freeloaders
  12. 12. Source of revenue
  13. 13. Word of mouth
  14. 14. Potential converts
  15. 15. Gawkers
  16. 16. Technology • Understand what your audience values • Earn the right to talk to them again
  17. 17. Superfans
  18. 18. Let those who love what you do spend lots of money on things they truly value
  19. 19. Let those who love what you do spend lots of money on things they truly value
  20. 20. Let those who love what you do spend lots of money on things they truly value
  21. 21. Let those who love what you do spend lots of money on things they truly value
  22. 22. Target: $400,000 Average pledge: $38.28
  23. 23. 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
  24. 24. 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
  25. 25. 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%
  26. 26. Love your superfans Love everyone inbetween Love your freeloaders
  27. 27. Thank you @nicholaslovell www.nicholaslovell.com

×