Speaker presentation at the Retail Forum 2017 Ryan Gracie, Head of Marketing, Catch Group

1. THE DIFFERENCE
BETWEEN LOVE & SEX
Ryan Gracie
Group Head of Marketing Catch Group
Retail Forum – September 14 2017

2. Camera Operator
Editor
Presentation Control
Form Analyst
Professional Punter
Bookmaker
Racehorse Syndicator
Jockey Manager
Account Executive
Sales Manager
Network General Manager
Head of Digital Digital Marketing Manager Global Marketing Director Group Head of Marketing
Start MBA
Graduate with MMgmt
25 YEARS IN 60 SECONDS
A bit about my background

3. • Two brothers
• 2006
• One item a day
THE
BEGINNING

9. ONLY 40% WERE FAMILIAR WITH
CATCH OF THE DAY
DROP THE ‘OF THE DAY’

11. New
Name
New
Propositio
n

12. EVERYONE’S A WINNER
On the Catch Marketplace

13. TRACY TRAFFIC

15. OVER 100,000 LOYAL CLUB
MEMBERS
ORDER OVER 5x MORE OFTEN
THAN THE AVERAGE CUSTOMER
2.2x MORE PRODUCTS PER ORDER
AVERAGE ORDER VALUE IS $5
MORE PER ORDER

16. Having a brand is
the difference
between love & sex
Will they even remember your name?

18. What builds
a brand?

19. The Deal
Database /
EDMs
SEM / SEO
Display /
Retargeting
CRM /
Customer Service
PHYSICAL v ONLINE PURE PLAY
Personalisation
Social
Public Relations
The stuff you can’t touch and feel

20. Physical Stores –
Easily discovered
Visual
Merchandise
Brand
Partnerships
Sales staff /
Relationships
Above The Line
Advertising
WHERE THE BRAND IS BUILT
Catalogues –
The paper kind
All products
On show at once
Word of Mouth
Bricks and Mortar has the advantage

21. BRAND
=
PROTECTION
Without a brand all you are is a transaction.

22. Media consumption habits in 2016.
Deloitte study.

23. TV
They like to
watch news –
48%
22% have a
streaming
service
Linear
programming
strong across
all age
groups.
SVOD is
growing in
younger
ages.
88% are
using another
device while

24. Social
• We spend 21% of our ‘digital entertainment time’
consuming social media. Women 25% - Men 17%
• 92% of people actively use Facebook
• 96% of Boomers and 92% of Millenials
• Only 28% of all people use Instagram and 24%
Twitter
• Snapchat is used by only 5% of X-ers and Boomers
• 88% are using another device while watching TV
• Social media is now the primary source of news for
Millenials at 29%. Boomers and Matures prefer
other sources

25. The
Influencers
Word of mouth wins
TV wins the Media
fight
We need to tap into
the influencers
PR is crucial
It’s all about cost
effectiveness

26. THE CAMPAIGN

27. Where’d ya get it?
Caaattttcchhh!
Screamin’ Good
Deals

30. A NEW TAKE ON THE INFOMERCIAL

35. RADIO
PROMO
Re-create the Catch.com.au TV
commercial for your chance to win a
share in $15,000 worth of cash.
#catch #screamingooddeals

36. HIT THE STREETS

37. CATALOGUES
Made from real paper and
placed into real letterboxes

38. WHERE’D YA GET IT? SCREAM IT
OUT!
A loud-hailer in every order

39. OLD SCHOOL MAIL
SPAMMING THE LETTERBOX

40. We are on the ROI
DRUG.
And it’s hard to get off.

41. Thanks.
www.linkedin.com/in/ryangracie