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

Limited Supply · with Ben Yahalom · December 6, 2023 · 45 min

Summary

True Classic's President, Ben Yahalom, breaks down their Black Friday/Cyber Monday strategy, revealing how they achieved success. Learn about their ad spend allocation, top-performing channels, inventory planning, and the power of personalized customer journeys and product bundling to maximize profitability during peak sales events. This episode is a must-listen for DTC brands aiming to optimize their holiday sales approach.

Key takeaways

• Focus on profitability forecasting to strategically manage ad spend and ensure campaigns are driving real returns, not just revenue.
• Implement personalized customer journeys to significantly improve engagement and conversion rates, especially during high-traffic sales periods like BFCM.
• Leverage product bundling as a 'game-winning' strategy to increase average order value and provide greater perceived value to customers.
• Utilize post-purchase surveys to gain deep insights into customer behavior and preferences, informing future marketing and product development.
• Proactively plan inventory with meticulous detail, acknowledging the significant challenges and potential pitfalls during peak sales seasons to avoid stockouts or overstocking.

Themes

Topics covered

Episode description

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 Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips. Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik and Moiz’s most unfiltered, uncenso

Frequently asked about this episode

What does this episode say about dtc strategy?

Focus on profitability forecasting to strategically manage ad spend and ensure campaigns are driving real returns, not just revenue.

What does this episode say about paid acquisition?

Implement personalized customer journeys to significantly improve engagement and conversion rates, especially during high-traffic sales periods like BFCM.

What does this episode say about supply chain & operations?

Leverage product bundling as a 'game-winning' strategy to increase average order value and provide greater perceived value to customers.

What does this episode say about conversion & cro?

Utilize post-purchase surveys to gain deep insights into customer behavior and preferences, informing future marketing and product development.

What does this episode say about dtc strategy?

Proactively plan inventory with meticulous detail, acknowledging the significant challenges and potential pitfalls during peak sales seasons to avoid stockouts or overstocking.

Listen

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