S6 E5: True Classic’s Secret Black Friday Playbook Revealed

26 snips

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.

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INSIGHT

Profitable Shift in Black Friday Strategy

True Classic shifted from growth to maximizing profitability during 2023 Black Friday.
They spent conservatively yet achieved their most profitable month with $30M+ revenue in November.

ADVICE

Intraday Ad Spend Optimization

Monitor ad spend intraday and adjust budgets hourly based on profitability metrics.
Use data-driven forecasts to optimize marginal incremental contribution profit for ad spend.

INSIGHT

Gifting Behavior on Black Friday

November Black Friday customers are predominantly gifters, buying for others rather than themselves.
These gifter cohorts tend to have lower immediate LTV but potential for future conversion if recipients become customers.

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True Classic’s mastermind strategist is back, so get ready to take notes, because you simply can’t afford to miss a single word DTC’s biggest disrupter has to say.

Ben Yahalom, President of True Classic Tees, joins Nik and Moiz to dissect the brand’s Black Friday and Cyber Monday performance. What was True Classic’s ad spend like? What channels did they see their biggest wins on? And what were the biggest challenges to planning their inventory?

Ben gives an insider’s look into True Classic’s performance, explaining the importance of creating personalized customer journeys and highlighting the power of profitability forecasting in managing your ad spend.

Plus, we’ve said it before, and we’ll say it again—if you aren’t creating bundles, you need to be. But don’t worry, because Ben’s here, revealing exactly how DTC’s top dog creates a game-winning bundle.

For that and much, much, more, tune in now because this episode’s pure DTC gold!

00:00:52 - Meta's Record-Breaking Black Friday Sales

00:06:32 - The Cost of Meta Ads

00:08:27 - Exploring Effective Advertising Channels for E-commerce

00:10:20 - Analyzing Customer Behavior During Black Friday

00:12:21 - Using Post-Purchase Surveys to Maximize Marketing Potential

00:14:11 - Analyzing Membership Performance During Black Friday

00:15:25 - Optimizing Your Black Friday Strategy

00:29:46 - Building a Profitable Finance Stack for Direct-to-Consumer Brands

00:33:08 - Maximizing Sales During Black Friday

00:36:35 - Ben Shapiro's Relentless Mindset: Saying No to Any Job

00:36:59 - The Challenges of Inventory Planning and Ad Spend

00:40:30 - Dealing with ADA Lawsuits: A Guide

00:41:32 - Achieving Profitability: The Real Challenge

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