Marketero · Entrevistas
Breaking down Rihanna’s Company (Real Tactics You Can Use)
31 ideas de marketing sacadas de «Breaking down Rihanna’s Company (Real Tactics You Can Use)», de Alex Hormozi. Sobre todo de oferta y precio, retención y…
- 31 ideas despiezadas
- Fuente Alex Hormozi
- Dura 43 min
- Publicada en 2025
Ver la entrevista entera en YouTube
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Canales de adquisiciónCasi nadie promociona tu producto solo porque abriste un programa de afiliados. Al afiliado hay que hacerle una oferta tan buena que se sienta estupido diciendo que no, igual que a un cliente, y entregarle banners, enlaces y materiales promocionales listos para usar: asi no pierde tiempo y ademas controlas que la promocion quede alineada con la marca.
this is one of the most misunderstood part. People think they're like, Oh, I'm going to have an affiliate program. People just automatically promote my stuff. That just basically never happens. Affiliates basically become another tier of customer for you. And you have to make it offer so good. They feel stupid saying no, just like you would for a customer. And so it's like, how do I make it easier for them? So she sent them banners, links, uh, promotional materials so that it kind of made it turn key for them. So they didn't have to, you know, take a lot of time to,
Escúchalo en el minuto 23:05
Un lead magnet que revela el problema y captura el contacto al final
ConversiónEl cuestionario de personalizacion de Savage X Fenty es un lead magnet del tipo revelar un problema: adapta la experiencia de compra a lo que la persona dice querer y solo al final pide el contacto, cuando ya operan el sesgo de coste hundido y el de coherencia y compromiso. Encima premia el registro con un codigo de descuento inmediato.
of lead magnets. Now for hers, she's using type number one, which is revealing a problem. And so when you reveal a problem is doing through personalization. So you can watch as we walk through this. And so she's able to personalize recommendations, not only based on what they buy, but she can also change the shopping experience based on what people already say they want or like. And so at the end of this personalization, obviously they have to tie it to a contact. So after you go through this, so you have sunk cost bias, right? You have consistency and commitment bias. So you've already gone…
Escúchalo en el minuto 37:04
El botón dice member add to bag, no comprar ni checkout como invitado
Mensaje y copywritingEn la página de compra el copy del botón principal es member add to bag: no dice comprar ni pagar como invitado. Toda la página está diseñada para que sea difícil no llevarse la membresía, y el texto del botón es la primera pieza que empuja hacia la opción de socio.
Next thing that she's really gone all in on with this membership is that it's, she, she almost makes it hard to not buy the membership. And so you can look here at her purchase page. So first off the button says member add to bag. It doesn't say buy, doesn't say guest checkout. It says member add to bag. And you can see that the breakdown too, where she has kind of like a,
Escúchalo en el minuto 41:28
Grisar la compra como invitado para armar un bueno, mejor, el mejor visual
ConversiónEn el desglose de precios la compra como invitado aparece casi en gris, con el color del píxel cambiado a propósito, para que el ojo lea una jerarquía de bueno, mejor y el mejor de todos. La opción que no quieres que elijan sigue estando, pero pierde visualmente antes de que el cliente termine de leerla.
It says member add to bag. And you can see that the breakdown too, where she has kind of like a, a double price drop, right? So you've got guest purchase, which is almost grayed out, right? You can even see that they, changed the pixel. So it's a little bit, it's like good, better, best. Right. And so the worst here is, you know, guest is $12 and 95 cents,
Escúchalo en el minuto 41:42
Los cuatro filtros para evaluar un mercado
Investigación de mercado y clienteAntes de elegir a quien vender, comprueba cuatro cosas: si el publico esta en dolor, si tiene poder adquisitivo, si es facil de encontrar y segmentar, y si el mercado esta creciendo. Si falla alguno, el resto del trabajo de marketing se hace cuesta arriba.
And so I'll put it in here. I'll pull this up from the book is that there are four components to a market that I like is that, are they in pain? Do they have the purchasing power? Are they easy to target? And are they growing? And so let's run through the market that Rihanna selected for her avatar
Escúchalo en el minuto 7:33
Suscripcion saltable: los primeros cuatro dias del mes decides si pagas
Oferta y precioDurante los primeros cuatro dias de cada mes, Savage X Fenty le ensena al miembro lo que le tiene preparado y le deja saltarse el cobro si no quiere nada, sin salir de la membresia. El resultado es una membresia que en la practica es gratis mientras no compres y que te deja dentro, con el descuento activo, para el mes en que si quieras comprar.
Well, she made it skippable. And so think about it like this for the first four days of every month, they say, Hey, here's the stuff that you can buy. Here's the stuff that's, that's catered to you. And you can say, you know what? I don't want it this month. And it just skips the billing. And so you actually just get basically the opportunity to get stuff at a cheaper price and you don't have to even pay to do it. You just stay in it. And so it's almost like being locked into a free, in some ways,
Escúchalo en el minuto 32:50
Coloca el regalo justo despues del punto medio de abandono
Retención y relación con el clienteSavage X Fenty regala una prenda tras el quinto cobro. Hormozi deduce que conocen su churn medio y pusieron el bono deliberadamente mas alla de ese punto, para premiar a quien aguanta mas que la media. Mide en que cobro se te cae la gente y situa el premio inmediatamente despues.
product space. And on top of that, if, if you, but wait, there's more, right? She also has a free underwear pick or bra after every fifth billing. Now, why do you think they did it after every fifth billing? Because they probably know where their average churn is. And so they probably have delayed a bonus past the average churn point to give someone immediate reward for staying longer.
Escúchalo en el minuto 35:22
Un formato distinto para cada plataforma, sin reciclar
Estrategia de contenidosRihanna casi no cruza contenido entre plataformas: en Instagram publica material de alta factura, imagenes esteticas de modelos, y deja el detras de camaras para las stories; en TikTok hace video corto, se sube a sonidos y retos en tendencia, colabora con creadores y vende directo con TikTok Shop; en YouTube va a formato largo con try-on hauls, resenas y promocion de su membresia VIP.
here's more or less how she breaks down on Instagram. She does a lot more hi-fi stuff. It's a lot more aesthetic. And so she'll do more image-based stuff, uh, and she'll share photos and, you know, models kind of showcasing the lingerie. Now the only behind the scenes material is probably going to just be her stories. All right. Now TikTok is short form videos, right? And so there she's showcasing products a little bit more. Um, and she has kind of hops on more trending sounds and challenges. Uh, and she's a lot more collaborations with other creators and because of TikTok shop, it's easier…
Escúchalo en el minuto 19:11
Dejar saltar el mes y acumular crédito para gastarlo cuando llegue la ocasión
Retención y relación con el clienteLa membresía permite no comprar nada durante todo el año: el socio acumula crédito y lo ejecuta solo en los meses en que sí tiene una ocasión especial. Eso quita el miedo a suscribirse a algo que no se usa cada mes y, mientras tanto, mantiene la marca presente en la cabeza del cliente.
Number one, number two, they can choose to not purchase anything the whole year. And so they can just choose to execute their credit only on the months they do have special occasions, but at least it keeps it top of mind. And I would imagine that many women, her target audience, like shopping. And it's almost like window shopping done digitally where they say, Hey,
Escúchalo en el minuto 40:51
Cobrar en creditos acumulables en vez de mandar producto
Oferta y precioLa suscripcion no envia una caja: carga un credito de 60 dolares que el cliente redime eligiendo lo que quiera. Si el articulo cuesta 75, paga 15 en el checkout; si un mes no compra, al siguiente tiene 120 acumulados. Funciona como un plan de ahorro con el descuento ya asegurado para darse un gusto en una ocasion especial.
you can. And with the credit, and so this is, here's E, it's based on a credit system. So when you actually buy, the subscription doesn't necessarily send you something in the box. They give you a credit that you can then redeem and pick and choose the pieces that you want, which also means that let's say you get a $60 credit, which is the price point that she has. If you want to buy a $75 thing, you just pay 15 bucks at checkout. And worst case scenario, let's say that you don't want to buy anything that month. Well, next month, you're going to have 60 plus 60. So you have $120 that you can…
Escúchalo en el minuto 33:22
Tres precios en la misma pantalla: 12,95 invitado, 9,95 socio y 5,18 de estreno
Oferta y precioLa ficha de producto muestra una doble caída de precio en la misma pantalla: 12,95 dólares comprando como invitado, 9,95 siendo socio y 5,18 dólares por ser cliente nuevo, es decir un 60% de descuento. Ver los tres números juntos convierte la decisión de suscribirse en una comparación aritmética evidente.
it's like good, better, best. Right. And so the worst here is, you know, guest is $12 and 95 cents, right? Then member is $9, 95 cents. But for you, because you're brand new and we're, I'm, obviously not a, G string, a penny collector. Um, maybe I am. You never know my, other, my other life. Um, it's, uh, it's $5 and 18 cents. So you see this tremendous price drops of 60% off. And if someone's like, well, shoot, I'd rather do that. And then when you find
Escúchalo en el minuto 41:54
Estrategia de contenidosEl lanzamiento de Savage X Fenty siguio el metodo whisper-tease-shout. En la fase de susurro creo una cuenta misteriosa que era la unica que Rihanna seguia, y solo con eso sumo 17.000 seguidores en 24 horas sin publicar un solo contenido. La clave del susurro es la curiosidad: manten el producto en secreto, insinua lo grande que es y no te alargues.
of people could copy who are watching this right now. Bad girl Riri made her launch campaign and she followed the clear textbook whisper, tease, shout method. And so she did a whisper campaign, which was where she had this kind of mysterious post, right? Where she had savage x venti, which was at that time a mysterious account that she followed. It was the only thing she followed. And then overnight it got all of this press because it was the only thing she followed. And it got all of these followers virtually overnight, like $17,000 in 24 hours with zero content on the page. Think about what…
Escúchalo en el minuto 16:45
El stack de bonos que le quita riesgo a la membresia
Oferta y precioAdemas del descuento, la membresia apila garantia de ajuste de 90 dias para devolver, acceso anticipado a los lanzamientos, un regalo anual en el mes del cumpleanos (cuando la persona esta en su pico emocional de querer sentirse especial) y envio gratis en pedidos desde 59 dolares, que es justo lo que cuesta redimir el credito.
things. Well, one, they have a 90 day fit a guarantee. So that gives, so again, risk, it decreases risk even further, right? So you're like, okay, well, I want to pay less and have more time to return stuff. That makes sense. They also get early access. All right. So that's closer to the approximated dream outcome, right? If we're talking about the four values, right? So like, okay, now I get to see this stuff earlier. You also get a free annual gift. So that's more bonuses, right? During your birthday month, right? When people are at the height of their emotional peak of like wanting to feel…
Escúchalo en el minuto 34:19
Sin financiamiento de terceros se pierde cerca del 30% de las ventas
ConversiónIntegrar el financiamiento de un tercero en la tienda hace ganar más dinero sin discusión. Quien no lo tiene instalado, sobre todo si vende producto físico, está perdiendo del orden del 30% de sus ventas.
it's an obvious one. Having a third party financing is, very, uh, you'll just make more money. So if you don't have that integrated to your site, especially if you're doing physical products, uh, you're typically losing somewhere in the neighborhood of 30% of your sales.
Escúchalo en el minuto 42:49
Vende la membresia en el checkout y metele beneficios de contenido
Retención y relación con el clienteSavage X Fenty ofrece la membresia en el mismo checkout de la primera compra, y quien entra no solo recibe descuento: tambien accede a beneficios VIP de tipo mediatico, detras de camaras, acceso a los desfiles y contenido exclusivo dentro de su app VIP. Esa mezcla de producto fisico con comunidad digital es lo que hace que la gente se sienta parte del movimiento.
join. So they do it right at checkout. That's not necessarily unique, but what I think they did make that it's unique is that anybody who buys basically buys into not only a discount club. So you save money immediately by joining the club. So thing one, so let's just, let's outline these things. So she gives a discount for being in the membership. Is this unique? Not really. There's plenty of discount memberships that exist. Now, number two, getting a little bit more unique. She also includes VIP benefits that are media related. Okay. So she provides behind the scenes, fashion shows, access…
Escúchalo en el minuto 30:16
El descuento se aplica hoy y saltar meses evita volver a pagar
Oferta y precioLa oferta se vuelve muy atractiva cuando el comprador entiende dos cosas a la vez: el descuento se aplica en esta misma compra y, como puede saltar prácticamente todas las siguientes, funcionalmente no tiene que volver a pagar nunca. El ahorro inmediato justifica la suscripción sin pedirle fe en compras futuras.
my other, my other life. Um, it's, uh, it's $5 and 18 cents. So you see this tremendous price drops of 60% off. And if someone's like, well, shoot, I'd rather do that. And then when you find out, Oh, you can just apply that today and never have to pay again, because you could skip functionally every other purchase that becomes a very attractive offer, but you have to cancel in a
Escúchalo en el minuto 42:13
Los creditos funcionan como tarjetas regalo: un prestamo sin interes del cliente
Oferta y precioUna membresia basada en creditos opera como una tarjeta regalo: el cliente te adelanta el dinero antes de que hayas hecho nada, lo que da el ciclo de caja mas acelerado posible. Y como un porcentaje de la gente nunca redime su credito, esa parte se convierte en beneficio puro.
really clever things that credit-based memberships have is that they basically function like gift cards. And I'm a huge fan of gift cards for a variety of reasons. The biggest one being it's basically getting a interest-free loan from your customers. All right. And so whenever someone, you know, signs up for a gift card, they basically front you money and you haven't done anything yet. Right. So from a cashflow cycle, it's a, it's the most accelerated cashflow possible. They pay you and you don't have to do anything. Right. And so the idea is one, you have faster cashflow, which is good…
Escúchalo en el minuto 39:35
Poner la membresía como oferta principal y bajar a la premium después
Oferta y precioSi tienes una oferta de membresía, conviene convertirla en la oferta primaria de la página y dejar la versión premium como bajada posterior, en vez de al revés. Es una de las formas de estructurar el menú de precios y a esta marca le ha funcionado muy bien.
month. But at that point they'll present you new stuff. And so if you have a membership offer, I think making that your primary offer, and then basically downselling the premium is one way of doing it. That obviously has worked very well for you. And I will mention this just because I think
Escúchalo en el minuto 42:35
Cuarenta tonos de nude para un hueco que nadie atendia
Oferta y precioLa industria de la lenceria ofrecia un solo tono nude que no coincidia con casi ninguna piel. Savage X Fenty lanzo cuarenta tonos distintos de ropa interior nude, y esa decision de producto se convirtio en la base del modelo de negocio de la empresa.
that, she also has a very diverse audience. And so one of the issues that she found is that lingerie and undergarments, the nude colors were not actually matching the vast majority of skin tones. So they had a hint, they had one nude, but it didn't match basically anyone. And so she had a novel idea, which is number one is that she offered 40 different shades of nude underwear. And so to quote her, she said, there needs to be something for a dark skin girl. There needs to be something for a really pale girl and there needs to be something in between, right? And so that became the foundation
Escúchalo en el minuto 8:11
El mercado que eliges pesa mas que la oferta que construyes
Investigación de mercado y clienteVendiendo papel higienico durante la pandemia no hacia falta ninguna oferta buena: bastaba tener producto ante una multitud hambrienta. Vendiendo el mejor servicio de marketing del mundo a periodicos de papel no se salva nadie. A quien sirves es la palanca mas grande del exito del negocio.
before I even get into the offer, because your market is more important than anything else. To give you an extreme example, if you were selling toilet paper during COVID, you didn't need to have an amazing offer. If you just had toilet paper, you had what a starving crowd, right? On the flip side, if you were trying to sell marketing services and you were the best marketing services in the world, you're trying to sell it to newspapers that are paper newspapers. Those things are going down no matter what, right? And so the first thing that's going to be the biggest lever on the success of
Escúchalo en el minuto 6:45
Elige afiliados que representen ideales de belleza distintos
Marca y posicionamientoSavage X Fenty ficho a las hermanas Hadid, Emily Ratajkowski, Normani, Lizzo, Vanessa Hudgens, Cindy Crawford y Demi Moore: cuerpos, edades y esteticas deliberadamente distintos, unidos solo por ser consideradas guapas. La variedad de aspectos amplia el porcentaje de mercado con el que la marca resuena.
of the affiliates. I'll name them in a second, but like they represent different beauty ideals. And so I think they were very deliberate about who they chose. So they have people like the Hadid sisters. So Gigi and Bella Hadid, they had Emily Radichkowski. I don't know how to say her name, but it's like very pretty lady, but different look. They had a Normani, right? Again, different look, Lizzo, different body type, right? Vanessa Hudgens, Cindy Crawford, Demi Moore. And so lots of different looking feels, uh, to attract a wider audience. And I think the common theme between all of those is
Escúchalo en el minuto 21:19
Canales de adquisiciónHormozi construyo Allen y Prestige Labs sobre afiliados, y en School el 65% del trafico son usuarios que refieren a otros usuarios. Su argumento es que los afiliados componen: cada uno se convierte en un nodo permanente de distribucion, al contrario que la publicidad, que deja de traer gente cuando dejas de pagarla.
them into a customer. Now, number four, the next thing she did is she doubled down on affiliates really hard. And I'm a huge fan of affiliates. Uh, Allen, my software company was built, uh, entirely off of affiliates. Prestige Labs was built off of a distribution base of affiliates of gym owners. And so I'm a huge advocate for affiliates. School is 65% uh, affiliate traffic in terms of the, the percentage of the people who are on school. It's people from school who refer other people to school. Right. And so I'm a huge, huge advocate of this because fundamentally affiliates compound,
Escúchalo en el minuto 20:26
El 97% no esta listo para comprar hoy y ahi es donde trabaja la marca
Marca y posicionamientoSolo un 3% de los compradores potenciales esta listo para comprar hoy, y casi todos los marketers de respuesta directa pelean por ese trozo minusculo con ofertas cada vez mejores. Savage X Fenty invirtio en awareness, narrativa y asociaciones esteticas para mover al 97% restante por el continuo, de modo que cuando hizo la oferta su grupo comprador era mucho mas grande que el de la competencia.
if you've ever heard this stat before, it's 97% of people are not ready to buy today and 3% are right. And so most direct response marketers are all fighting, making better and better offers to this tiny little dot. But the clever marketers who understand the longer game is that this 97%, you move along the continuum to hear through brand awareness, through brand education and positive associations. And so there's no mistake that they did a lot of top of funnel awareness, a lot of associations, a lot of narrative, a lot of aesthetic storytelling, pairing associations that they deemed quality…
Escúchalo en el minuto 24:46
Personalizar la caja cada mes segun lo que ya compro el cliente
Retención y relación con el clienteEn vez de mandar la misma caja a todos, Savage X Fenty personaliza las recomendaciones de cada persona todos los meses en funcion de su comportamiento de compra anterior. Eso reduce el riesgo principal de una suscripcion: pagar por algo que no querias.
my box that I get every month? Well, what they do is they actually personalize the recommendations per person, person monthly. All right. So these are all personalized based on your shopping behavior. So once you make your first purchase and you join the community, you join the membership, they then tailor the recommendations for the box for you every month based on those past purchases. All right. So this makes it more likely lower risk that you're going to get what you actually want.
Escúchalo en el minuto 32:20
Canales de adquisiciónHormozi ya tenia una base de gimnasios fisicos desde Gym Launch, y cuando lanzo su marca de suplementos Prestige Labs pudo venderles desde el dia uno. Ese acceso hizo que la empresa facturara 1,7 millones de dolares en su primer mes de operacion.
partnership. For example, again, when we had a gym launch, which was the company that I started and sold, we had a distribution base of brick and mortar gyms. And so when I started Prestige Labs, which was our supplement company, I could sell through that brick and mortar distribution base day one, which is why that company within the first month that it's $1.7 million in sales in the
Escúchalo en el minuto 4:43
Asociate por tus deficiencias, no por tus fortalezas
Canales de adquisiciónRihanna tenia atencion y marca, pero no distribucion fisica, ni manufactura, ni experiencia en venta online, asi que se asocio con LVMH para cubrir las tres cosas en vez de aprenderlas. Antes de montar un negocio, lista las capacidades que te faltan y busca un socio que ya las tenga.
that I want to dial in on. So the first thing she did was she partnered for her deficiencies, right? And so she has three core deficiencies around this business. So the first one is going to be distribution, but I mean, physical distribution. She already has the media distribution. She already has the brand. So she has the eyeballs, but how does she get the stuff? How does she get the stuff into people's hands? Right? The second is how do we create the stuff? How do we actually do the manufacturing? And then thirdly, the internet sales side is also a completely different game
Escúchalo en el minuto 1:18
El descuento permanente de socio es lo que vuelve recurrente una categoría intermitente
Oferta y precioCuando la categoría no se compra todos los meses, la palanca principal para sostener la membresía es el descuento permanente: el cliente calcula que a lo largo del año va a comprar de todos modos y le sale a cuenta pagar la suscripción. El descuento no es un adorno, es el argumento que le da sentido aritmético a la membresía.
Right. And so it's like, how do you get people to consistently buy from you? Well, the discount's a huge part because they figured that over the year they're going to buy. Number one, number two, they can choose to not purchase anything the whole year. And so they
Escúchalo en el minuto 40:43
La ventana de cancelación es el momento de enseñar producto nuevo
Retención y relación con el clienteEn teoría el socio puede cancelar cuando quiera, pero en la práctica solo se acuerda de hacerlo al mes, cuando llega el cobro o el recordatorio. Justo en ese momento la marca le presenta la colección nueva, y esa colisión entre la intención de cancelar y la novedad es lo que sostiene la retención.
functionally every other purchase that becomes a very attractive offer, but you have to cancel in a month, right? Well, you can cancel whenever you want, but you probably only be reminded to cancel in a month. But at that point they'll present you new stuff. And so if you have a membership offer,
Escúchalo en el minuto 42:27
La lencería es categoría de ocasión especial, no de compra recurrente
Oferta y precioSi a alguien le piden nombrar un tipo de membresía, la lencería no es lo primero que le viene a la cabeza: se asocia a ocasiones especiales y, por definición, una ocasión especial es intermitente y no ocurre todos los días. Montar una suscripción sobre una categoría así va contra su frecuencia natural de compra y obliga a resolver primero cómo lograr que la gente compre de forma consistente.
Not as recurring of a purchase. Like if you were, if I were to say, Hey, name me a membership type, you probably, the first thing that came to mind probably wasn't going to be lingerie. It probably, if anything, that just, when I think lingerie, I think special occasion, right? Which by its very nature is going to be intermittent, not recurring on a regular basis, right? Otherwise it wouldn't be a special occasion, just to be an everyday occasion.
Escúchalo en el minuto 40:23
El activewear crece al 23% anual y duplica cada cuatro anos
Investigación de mercado y clienteLa lenceria es un mercado de unos 80.000 millones de dolares, mientras el activewear ronda los 600.000 millones y crece a un 23,5% anual compuesto, o sea que se duplica cada cuatro anos. Si mantienes la misma cuota de un mercado asi, tu empresa se duplica sola: esa es la diferencia entre viento a favor y viento en contra.
growing because she's a smart business woman. Lingerie is maybe an $80 billion market, right? At least in 2025 or projected to be, but active wear is just under 600 billion. All right. And that has a 23% annualized growth rate compounded. All right. So like this thing, so at 23.5%, just to give you context, that's doubling every four ish years. All right. Like very fast. So like that means that if you stayed in the same exact percentage of the market that you have, that means that your company would double automatically in that same period of time. And so this shows the advantage of having a…
Escúchalo en el minuto 11:44
La selección mensual funciona como escaparate digital y mirar ya recompensa
Retención y relación con el clienteA la audiencia objetivo le gusta ir de compras, y la selección mensual personalizada replica online el mirar escaparates: aquí tienes un montón de cosas que creemos que te pueden gustar. Mucha gente navega sin comprar nada porque el propio acto de mirar da dopamina, y ese refuerzo sostiene el hábito de volver a la tienda.
like shopping. And it's almost like window shopping done digitally where they say, Hey, here's a bunch of stuff that we think you might like. And some people just enjoy window shopping. I mean, it's a, it's a, it's a, it's something that women do on a regular basis or people do on a regular basis in real life. And they do the same thing online. People browse and they don't buy anything because they still get some dopamine or whatever it is that reinforces them from looking.
Escúchalo en el minuto 41:06
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