The Difference Between Love & Sex - Ryan Gracie

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This document summarizes a presentation given by Ryan Gracie, Group Head of Marketing at Catch Group, about building a brand. It discusses the difference between having a brand that creates love versus just transactions. It provides examples of how Catch Group built their brand through both physical and online channels, including TV commercials, radio promotions, catalogues, and social media. The presentation emphasizes that building a brand provides long-term protection and value for a company beyond individual transactions.

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

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

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

The Difference Between Love & Sex - Ryan Gracie

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

EVERYONE’S A WINNER
On the Catch Marketplace

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

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

Media consumption habits in 2016.
Deloitte study.

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

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

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

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

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

CATALOGUES
Made from real paper and
placed into real letterboxes

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

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

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