BFCM 2023 Recap + Dinner Invite + Goal setting 2024 (1)

Hey! If you’re new here, welcome! I'm Aaron Spivak. Every two weeks, I share my insights of being a business practitioner building multiple businesses in the DTC space and beyond.

This includes practices, habits, and systems, as well as the vulnerabilities of being a better version of myself. Thank you for being here. Feel free to spread the word about my world. If this email was forwarded to you and you’re not subscribed yet, click here to change that.

I’m About To Cover 3 Things.

1. BFCM Performance at Hush. Our NEW strategy. How it performed.

2. Toronto Founders dinner invite (Free). Would love to connect with you IRL.

3. 2024 GOAL SETTING Workshop SIGN UP form.

1. BFCM 2024 RECAP AT HUSH.

Heading into BFCM 2024, we wanted to approach the entire thing differently.
After all, this is our 6th BFCM… you would think we learned something from the past 100M in sales… (maybe not).

We ALWAYS did something LOUD and PROUD during BFCM.

2018 - Launched the first Queen Sized Weighted blanket
2019 - Dragons Den + Worlds first Iced Blanket + Launched the Hush Pillow
2020 - Launched the Hush Throw
2021 - Launched Iced 2.0 blanket + sheets!
2022 - Launched the Hush Mattress
2023 - ???

Instead of doing what everybody else does, we took a huge step back and went back to the basics . With hundreds of handwritten cards… welcome to BFCM 2023.

We had three main goals in mind:

1. We wanted to find ways to pleasantly surprise and delight our customers.

2. We wanted to make our customers feel special and important.

3. We sought to demonstrate the value we offer to our customers, without resorting to discounts or excessive spending on marketing.

Our Winning BFCM Strategy: Simple and Effective.

This Black Friday Cyber Monday (BFCM), we tried something different. We didn't just lower prices— instead, we focused on people who had bought from us before but didn't seem likely to buy again during BFCM. This included recent customers, those who hadn't shopped in over a year, and those not very active in our sales funnel.

We sent these customers a friendly email, text, or even handwritten note (more on that segment later) inviting them to shop early. We even added a free gift for the first 250 people to order… our infamous Hush SLIDES!!!. This idea was a huge hit! So many people purchased that we decided to open it up to over 1,000+ customers.

Our plan brought in over 2,000 orders from customers we knew most likely wouldn't buy during BFCM. It cost us less than $19 per customer to do this, and the AOV on those orders was $399. Post-purchased surveys also showed us that these customers were NOT planning to buy. Over 80% said they didn’t consider shopping from Hush this BFCM.

We also spent our money wisely and spent only on things that helped us sell more. NO WASTED SPEND. NO RANDOM TESTS. NO HAIL MARYS. This helped us make our message clearer and work more efficiently.

The best part? We broke all our records for revenue, profit, orders, and new customers.

This shows how important it is to think differently and take care of every customer, new or old. It’s a great lesson for any business, no matter its size.

So, what about you?

What special things have you done for your customers? Remember, old customers are just as important as new ones. Old leads are more valuable than expensive new leads, and certainly more valuable than no leads. 😉 

2. TORONTO FOUNDERS DINNER

Are you a founder? Join me on December 12th for our Holiday Founders Dinner in Yorkville!
+ Join me for a founders’ sweat and plunge at Othership on the 10th!
Hit this link here
Sign up and get on the list 🙂 

(Dinner is NO cost.)
Looking forward to jamming with ya’ll!

3. 2024 GOAL SETTING INVITE:

Last year we had over 300+ join me for my 5th annual goal-setting workshop!
We go through EVERYTHING!
- Manifesting
- Vision Boarding
- Scripting
- Planning
- and more!

If you want to join me again…
Sign up here 🙂 

ps: The Founders’ Club is in full swing! Over 2 Billion in revenue in the club!
We’re currently accepting applications for 2024. Hit me up (reply to this email) If you want to learn more!

Love you all,
Aaron S.

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