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S6 E5: True Classic’s Secret Black Friday Playbook Revealed
Dec 6, 2023
Ben Yahalom, President of True Classic Tees, joins the podcast to dissect True Classic's Black Friday and Cyber Monday performance. He talks about ad spend, advertising channels, planning inventory, creating personalized customer journeys, profitability forecasting, and the power of bundles.
45:41
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Quick takeaways
- True Classic Tees took a more conservative approach during Black Friday, focusing on maximizing profitability instead of just growth.
- True Classic Tees closely monitored intraday performance and adjusted ad spend based on contribution profitability, relying on data-driven analysis and projections to optimize their budget allocation.
Deep dives
Maximizing profitability during Black Friday
During Black Friday, True Classic Tees took a more conservative approach to maximize profitability. They spent less compared to the previous year but still had the most profitable month in company history, generating over $30 million in top-line sales. They closely monitored intraday performance and adjusted ad spend based on contribution profitability. Their focus was on optimizing marginal incremental contribution profit, rather than just focusing on growth. They relied on data-driven analysis and projections to make decisions on how much to spend and where to allocate their budget.
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