Marketero · Entrevistas
REVEALING Black Friday Secrets To Use In Your Business (feat. Shopify's President)
43 ideas de marketing sacadas de «REVEALING Black Friday Secrets To Use In Your Business (feat. Shopify's President)», de Alex Hormozi. Sobre todo de…
- 43 ideas despiezadas
- Fuente Alex Hormozi
- Dura 1 h 09 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 43 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 43 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Dejar solo tres entradas en el menu durante la campana
ConversiónEn Black Friday la cabecera de Gymshark tiene tres opciones y nada mas: rebajas de mujer, de hombre y de accesorios. El resto de categorias de producto desaparece porque la web esta disenada a proposito para esa semana; cuando el cliente tiene la cartera fuera hay que decidir que se prioriza.
I also want to point something out also look at the order on top. There's only three things in the top header. Yeah. Women's sale, men's sale, accessory sale. They don't have any of their other product categories. This is deliberately designed for this particular week. So if we're thinking about when you're, when you're making offers for whatever it is that you're selling, it's, narrowing focuses, right?
Escúchalo en el minuto 5:36
Cambia el papel de regalo, no el negocio
Oferta y precioEl último capítulo del libro de ofertas trata del papel de regalo: cómo cambiar la oferta constantemente sin cambiar el negocio. La imagen es volverse organizador de fiestas de fraternidad, donde cualquier excusa sirve mientras haya un motivo declarado: el aniversario de tu boda, el cumpleaños de tu hija. El motivo además define qué se promociona (si celebras tu aniversario, todo lo de parejas).
It's like, how do you change your offer on a consistent basis without changing your business? Right. And so my, my theme here is become a fraternity party planner, right? Like if Tom gets his tooth pulled out, it's like kegger, wisdom teeth, right? Like you, it doesn't matter what the reason why is just that you have a reason so that you can have your promotion. And so it could be your daughter's birthday. It could be your anniversary of your wedding. It doesn't matter. As long as you say, hey, I'm celebrating my anniversary. And because of that, everything that's couples related, boom.
Escúchalo en el minuto 1:03:46
Dile al comprador nuevo por dónde empezar
ConversiónCasi todas las tiendas revisadas tenían una oferta ancla para que el comprador primerizo supiera qué llevar: alineada con el banner y repetida abajo a la izquierda en escritorio, con un empieza aquí explícito. Dirigir no es opcional: deja migas de pan por el camino que quieres que recorran.
you've got something where first-time buyers know what to get. Now, most of these stores had like a keystone offer that they had either, it was aligned with their banner and even on the bottom left for desktop, where it was just like, hey, this is the like, start here, go here. I love directing. I mean, everything that I put on my site says, start here, like just, this is where you start. Yeah, leave the breadcrumbs.
Escúchalo en el minuto 1:02:50
Un video de 60 segundos cada vez que cambia la norma de tu sector
Estrategia de contenidosPara un contador, cuyo código tributario cambia rápido: cada vez que cambia la norma, publica un video de 60 segundos explicando exactamente qué cambió en ese artículo. Repetido una y otra vez, cuando alguien busque a quién pedirle consejo se va a acordar de la persona de los videos de 60 segundos en YouTube y va a preguntar si tiene disponibilidad.
fairly rapidly in most countries, even in the U S right. If you put it, every time the tax code change, if you put in a 60 second video that says, here's everything you need to know about section eight, seven, two, two, one, this new change, 60 seconds. And you do it again and again. If someone is looking for a new accountant, they're like, who do I actually go to take advice from most? Oh yeah. It's this person on YouTube. What's it? These great 60 second videos. I'm going to see if he's available or she's available.
Escúchalo en el minuto 1:08:31
Retención y relación con el clienteEl fundador de la cafetera X Bloom dedico cinco u ocho minutos a investigar a un comprador y escribirle a mano una nota que mencionaba su podcast. Ese comprador ya ha contado la historia diez veces y calcula que hara vender diez maquinas: cosas que no escalan que ninguna marca grande de cafe podria hacer.
I'm talking about them right now. Yeah. What's that worth? Right? I'm talking – like it took them eight minutes or five minutes to do some research on me and write that letter. Yeah. And now I've told that story ten times. And then I'll probably sell ten machines.
Escúchalo en el minuto 27:09
Oferta de entrada agresiva cuando hay ojos nuevos de sobra
Oferta y precioBarkBox pone la primera caja a 7 dolares en Black Friday. La logica: es el momento del ano con mas ojos nuevos encima, y si conoces el valor de vida de ese cliente puedes permitirte una oferta de entrada exagerada, al margen de lo que hagas por los clientes que ya tienes.
And get your first box for $7. Right? So obviously, they're going to do things for their repeat customers. They're going to take care of their existing audience. But you have this opportunity where you have a disproportionate amount of eyeballs with new customers. And so if you can double down and make a crazy offer because you know what your LTV is on that customer, it's a great time to do it.
Escúchalo en el minuto 12:08
Cambia un quiz o un reto por datos y devuelve un descuento personalizado
ConversiónBarkBox usa quizzes, retos y recolección de datos a fondo para poder personalizar el descuento y la experiencia. El cliente entrega información y recibe algo a cambio, el negocio se queda con los datos y además habilita todo el remarketing posterior. Es de las mecánicas de mayor apalancamiento porque ganan las dos partes; para estudiar el formato en su versión extrema, la referencia es la empresa Mischief.
So BarkBox did this great thing, which I think every business, I mean, I'm a huge, huge, this is a star one for me. Quizzes, challenges, in-depth data collection so that you can personalize a discount or personalize an experience, I think makes it just, it just, you get data. They get something back in return and everybody wins. And then you get all the remarketing on the back end. It's just like a super, super challenge.
Escúchalo en el minuto 1:01:24
Rebajar los mas vendidos, no lo que sobra
Oferta y precioEl titular de Gymshark en Black Friday es «los precios mas bajos en los mas vendidos», y el descuento se aplica con un codigo. Anunciar que la rebaja cae sobre el producto bueno y no sobre el saldo le dice al comprador que la oferta merece la pena.
So if we look here, there's a couple of things that I want to point out to, my folks, which is number one is they talk about lowest prices on top sellers, which is nice because number one, it's like, okay, we're not just doing it on the crap. We're doing it on the good stuff. All right. So it's point one. Number two is now this is a little bit of, um, again, this is just tactics. Notice that it's with the code.
Escúchalo en el minuto 4:36
Pon tu cara en el anuncio, no la de un modelo
Marca y posicionamientoEl gran aprendizaje del Black Friday 2024 es que el consumidor prefiere comprarle directamente a la persona que está detrás del producto: vota con la billetera por la desintermediación. Si quieres que alguien vaya a tu gimnasio, no pongas a un modelo en el anuncio, ponte tú.
That this idea of discharge mediation isn't just a fad. Direct to consumers is not a fad. That ultimately, if you want someone to come to your gym, don't put some model up on the ad. Put you up on the ad. People actually want to buy from other people. So one is I think consumers are voting with their wallets to buy directly from the people behind it.
Escúchalo en el minuto 42:07
El calendario de adviento como test del catalogo del ano que viene
Medición y experimentosFly by Jing metio en su calendario de adviento un par de salsas experimentales junto a sus best sellers para ver que opinaban sus fans antes de decidir el catalogo de 2025. Se agoto entero en 2024 y lo vendieron unicamente por email, redes sociales y mensajes de texto.
They made money with it, but it's also a test of what they should make next year. So one of their sauces – I'm going to pronounce this wrong, but it's not Szechuan, but Szechuan sauce was in this. And they wanted to know whether or not their fan base was going to like this. And the presumption was use this – like have your best sellers as a couple of these releases, but have a couple of demos there. And see what the crowd thinks of the demos. And in fact, this completely sold out. So this was sold out in 2024. And all of it, they did it strictly by email, social media, and by text messaging.
Escúchalo en el minuto 29:59
Estrategia de contenidosButcherBox publica clases de cocina sin pitch ni llamada a la acción, una tras otra, y junto a la siguiente deja un enlace para comprar los ingredientes de la receta. La lógica es dar más valor del que capturas, una y otra vez, hasta que toque compartir el beneficio; así la relación cambia y no se siente como una venta.
totally, it is all about giving, give more value, provide more value to them that you'd capture for yourselves and do that over and over again until you're ready to say, now it's time for us to share in this upside. But this idea of creating classes with no call to action, no sales pitch, just here's an amazing class. Here's another amazing class. Oh, by the way, this next class, if you want to buy, if you want to cook, but simultaneously, here's, here's a link to actually buy the ingredients. It just creates this different relate. It doesn't
Escúchalo en el minuto 1:06:44
El mismo vaquero en cinco avatares distintos
Mensaje y copywritingLevi's grabo al mismo hombre con el mismo pantalon en varios escenarios, congelando la imagen para mostrar el resto de prendas de cada look. Asi hace venta cruzada de forma sutil y, al ensenar cuatro o cinco avatares distintos, cada espectador encuentra uno con el que se identifica en vez de descartarse porque el modelo no es como el.
And then another version with the same jeans. And so it very subtly cross-sold a ton of other things. While also saying, okay, jeans work for a lot – because, I mean, jeans are so – like, you've got hipsters in jeans. You've got working men. And, like, it's such a broad category. So it's like, how do you know – even – because, like, even the way that they put the model together is going to automatically only convert a specific type of the audience. And so they showed basically four or five different avatars who you're like, oh, I don't resonate with the hipster. But that one is mine.
Escúchalo en el minuto 38:53
Quitar un solo paso al comprador cambia la conversión en un orden de magnitud
ConversiónQVC llevaba décadas vendiendo de una manera y, cuando apareció la tecnología, permitió comprar sin salir del video, desde una miniatura. Si una empresa de 50 años puede cambiar su forma porque la nueva tecnología la hace más fácil, cualquiera puede. Todo negocio puede dar un paso hacia su cliente, y ese paso suele valer una mejora de un orden de magnitud en conversión.
a particular way, new technology came out. They made it less like, again, this is concurrent video. You don't have to leave the video to buy. You can buy right then there through a thumbnail. They are, if they can change their way after 50 years because new technology made it easier, everyone else can, can do that. I think it's amazing. And so I'm just saying like, what's the fundamental of this? It's frictionless. Yeah. Right. It's streamlined. It's, it's meeting the customer where they're at. And every single, every business can take one step towards your customer. What is crazy is that…
Escúchalo en el minuto 1:04:34
Estrategia y decisiones de negocioSi en tres dias facturas lo que normalmente facturas en un mes, hay que asignarle a esos tres dias los mismos recursos que a un mes entero y tratarlos como un mes extra del ano. En Shopify el ritmo paso de unos 800.000 dolares por minuto el jueves por la noche a 3,5 millones por minuto el viernes.
If you can do that amount of sales in three days, then you should allocate the same amount of resources. You should respect that time as an additional month per year. Yeah. All right. So I'm going to say, I mean, look, like, you know. 12 hours ago, Shopify, you know, if you look at that counter when it first came live Thursday night, it was about $800,000 a minute. Yeah. Now it's $3.5 million a minute.
Escúchalo en el minuto 15:03
ConversiónEl banner de la parte de arriba es el espacio mas valioso de cualquier tienda online, y todavia mas en movil: hoy mas de la mitad del trafico de retail online en internet llega desde el telefono, donde ese banner se come buena parte de la primera pantalla.
And so one of the best and most valuable pieces of real estate on any online story is going to be the top banner. And I think when I was scrolling this guy. There it is. Yep. So you can see they have their top banner. And they're making it like that is, especially on mobile, which you probably know the percentage of traffic. Right now, across the internet, for online retail, more than half the traffic is on mobile. Historically, the actual checkout was lower.
Escúchalo en el minuto 11:07
ConversiónEl banner de la parte de arriba es el espacio mas valioso de cualquier tienda online, y todavia mas en movil: hoy mas de la mitad del trafico de retail online en internet llega desde el telefono, donde ese banner se come buena parte de la primera pantalla.
And so one of the best and most valuable pieces of real estate on any online story is going to be the top banner. And I think when I was scrolling this guy. There it is. Yep. So you can see they have their top banner. And they're making it like that is, especially on mobile, which you probably know the percentage of traffic. Right now, across the internet, for online retail, more than half the traffic is on mobile. Historically, the actual checkout was lower.
Escúchalo en el minuto 11:07
Un producto de 0 dolares en el buy box nativo de X
Canales de adquisiciónHormozi usa la cajita de compra que X integra en los posts, pero en vez de vender algo mete un producto de 0 dolares que lleva a su lista de correo. Por ser nativa de la plataforma, esa unidad rinde mas por visualizacion que lo que consigue en otras plataformas.
Like, I have on Twitter this little box that's integrated. It's called X now. I'm sorry. Yeah. And so on X, there's this little box. It's like a buy box for people with products. But for me, I just made it a $0 product that then just goes to my email list. And so because it's so native to the platform, it outperforms relative to my view count compared to other platforms I have because it's so native.
Escúchalo en el minuto 23:49
Descuento que se gana con un reto, no cupon que se regala
ConversiónBarkBox no reparte el cupon sin mas: creo retos y quizzes sobre mascotas que hay que completar para conseguir el descuento. La gamificacion convierte la compra en algo distinto de una transaccion simple y separa a la marca de competidores como Chewy.
things they did was they actually created challenges to get discounts. Ooh. So rather than simply give it the discount, they created these pet quizzes. They've been doing this for a couple of weeks now, but it also, it created this interactive gamification. It wasn't simply, here's a coupon, go buy it. And they have competition. I mean, there's a lot of Chewy's out there.
Escúchalo en el minuto 8:58
450 piezas de contenido a la semana para combinar solo ganadores
Estrategia de contenidosAcquisition.com produce unas 450 piezas de contenido por semana y de ahi salen solo uno o dos formatos largos. Los largos funcionan porque no se asume nada: se mira el historico, se toma el top 20 de lo que ya funciono y se combinan ganadores con ganadores.
And so for us, for example, like I'll just completely different perspective, but like the content that we know performs the best tends to be when we look at past content that has done well, and then we combine just winners. And so it's like, we create, you know, 450 pieces of content a week. We only make one or two longs and the longs do really well, but it's because we have 438 shots on goal that we say, okay, we're just going to take the top 20 of the, you don't make any assumptions, right? You can see right away.
Escúchalo en el minuto 7:51
Comprar sin salir del video
ConversiónQVC le pidio a Shopify un video on demand donde las miniaturas de producto aparecen dentro del propio video y se compra ahi mismo con un clic, sin abandonar la reproduccion. Demasiados videos publicitarios obligan a salir para comprar, y ese salto anade friccion que se lleva la venta por delante.
So actually QVC came to Shopify and they said, we actually want to build video on demand. They wanted to build something where concurrently with the actual ad, the video, you could actually purchase right then and there, like one click checkout. And so the way it works is you actually see these product thumbnails show up in the video on demand. And it's under like the hottest holiday host gift channel. But the thumbnail link over, it's built on Hydrogen, which is Shopify's headless products. And you could actually check out while you're watching the video. The reason this is interesting is…
Escúchalo en el minuto 16:40
Diseña promociones que cobren cuatro veces por un mismo movimiento
Oferta y precioEl calendario de adviento de Burger King sirvió además para testear, igual que el pop-up de Gymshark. La pregunta útil es cómo hacer doble, triple o cuádruple uso de un solo movimiento: esa promoción genera prensa y medios ganados, comparticiones y atención, ventas, premia a los fans más duros y recoge datos que dan una ventaja enorme el año siguiente.
their advent calendar to test. I mean, this is this emphasis that we talked about Gymshark. Um, obviously Burger King did it, but I think this is like, it's, it's a, it's a, it's a multi dip, right? Like I love talking about like, how can I double dip or triple dip or quadruple dip on a one move that I make? And so this gets lots of PR. It gets lots of earned media. It gets lots of shares, lots of people paying attention. It generates sales. It allows you to reward the most hardcore fans and it allows you to collect data so that next year you have a huge advantage of your competition, or at…
Escúchalo en el minuto 1:06:06
David se asocia con Goliat en lugar de pelearse
Canales de adquisiciónBK Beauty, una marca pequena en un sector lleno de gigantes, en vez de competir de frente fue a buscar a Maybelline, L'Oreal y otras grandes que estaban arrancando en TikTok y les dijo: sabemos hacer anuncios en TikTok mejor que vosotros, colaboremos. La ventaja del pequeno es la destreza en el canal nuevo.
The thing that I think was so ingenious about what they've done recently is they said, look, there's mass, like, the cosmetics industry is littered with hegemonic, like, you know, incumbents, big companies out there. Instead of going head to head with them, they went and actually created partnerships with them. So listen to this. They created partnerships with Maybelline, L'Oreal, and other major beauty brands that were just getting started on TikTok. They went to them and said, look, we actually know how to do TikTok ads better than you do. Instead of us competing with you, why don't we do…
Escúchalo en el minuto 21:45
Estrategia de contenidosButcherBox produjo clases de cocina en vivo con calidad de documental y no puso ninguna llamada a la accion de compra dentro de la clase. Sobreentrego y no pidio nada a cambio, apostando a que dar mas valor del esperado hace que la gente vuelva; ya llegara el momento de decir donde se compran los ingredientes.
It was so beautifully done. And there was only – like the logical step would be to have a call to action for the class to go directly to, you know, to the brand. They didn't do that. They simply over-delivered and didn't ask for anything in return. Knowing that by creating more value than people expected, they would come back the next time. And eventually, to your point, they will say – now it's time – like you said about Gymshark. Eventually, they're going to say, if you want to actually do this with us next time, go buy your own ingredients. And here's where you buy it.
Escúchalo en el minuto 37:09
Canales de adquisiciónEl consumidor decide el canal según su conveniencia (tienda online, TikTok, Instagram, app, marketplace o local físico), así que si tienes la oportunidad de vender en varios canales hazlo, aunque no te consideres de ese rubro. Gymshark nació como retailer online y hoy arrasa en retail físico porque no le importa dónde compres, le importa que compres y que la experiencia sea buena.
I'm going to purchase in the most convenient way for me, which means I'm going to buy it online if I want or buy in TikTok or Instagram or the online store, buy in a mobile app or buy in a marketplace. But I think if you have an opportunity, and you're watching this right now, to sell across different channels, even though that's not, well, I'm not a physical retailer. Ben Francis, Gymshark was not a physical retailer. They're an online retailer. And they're killing it in physical retail right now because they don't give a shit. It doesn't matter where you buy.
Escúchalo en el minuto 43:32
Canales de adquisiciónEl consumidor decide el canal según su conveniencia (tienda online, TikTok, Instagram, app, marketplace o local físico), así que si tienes la oportunidad de vender en varios canales hazlo, aunque no te consideres de ese rubro. Gymshark nació como retailer online y hoy arrasa en retail físico porque no le importa dónde compres, le importa que compres y que la experiencia sea buena.
I'm going to purchase in the most convenient way for me, which means I'm going to buy it online if I want or buy in TikTok or Instagram or the online store, buy in a mobile app or buy in a marketplace. But I think if you have an opportunity, and you're watching this right now, to sell across different channels, even though that's not, well, I'm not a physical retailer. Ben Francis, Gymshark was not a physical retailer. They're an online retailer. And they're killing it in physical retail right now because they don't give a shit. It doesn't matter where you buy.
Escúchalo en el minuto 43:32
Gymshark: pop-up de 12 semanas, pistas escondidas y pocos productos
Canales de adquisiciónGymshark, nacida online, montó un pop-up navideño de tres meses en vez de unos pocos días, sembró guiños y pistas en su marketing para que la audiencia especulara sobre el próximo movimiento (un secreto a voces) y no intentó vender todo el catálogo: se concentró en los pocos productos que iban a generar la mayor parte de los ingresos. Además, las 12 semanas les dejaron datos para repetirlo mejor el año siguiente.
And it was like a bit of a secret, right? It was like an open secret of like what are they going to do next? Yes. Exactly. Now, also in terms of products, they weren't starting to sell everything. They were trying to be more focused on the few products that were going to drive the most revenue that they, because they did a 12-week pop-up, probably already knew and will know for next year what they're going to do next and crush it.
Escúchalo en el minuto 1:00:34
Investigación de mercado y clienteEl dueno de un gimnasio suele apuntar a la gente que va a otros gimnasios, y eso es quedarse con un trozo mayor del mismo pastel. La alternativa es dirigirse a quien nunca ha pisado un gimnasio: hacer el pastel mas grande es lo que construye empresas de mil millones.
They look at I own a gym. Therefore, the people that I'm going to target are going to be people that go to other gyms. Right. And that's you taking a bigger piece of an existing pie. Instead of thinking about like what if I targeted people that have never been to the gym before? Yeah. How do I grow the pie itself? That's how you built real billion-dollar companies, I think.
Escúchalo en el minuto 34:33
El calendario de adviento de Burger King a 19,54 dolares
Oferta y precioBurger King vendio un calendario de adviento con 12 articulos, desde figuritas hasta pan y gafas de sol, que salio el 22 de noviembre a 19,54 dolares como guino al ano de fundacion de la marca y llevaba dentro unos 100 dolares de producto. Se agoto de forma instantanea.
This thing sells out instantaneously. Okay. It was 12 items ranging from figurines to bread and sunglasses. It started on November 22nd. It cost $19.54. They were created in 1954. And you had $100 worth of product in it. It was unbelievable.
Escúchalo en el minuto 27:59
Marca y posicionamientoNew Balance destinaba el 70% de su presupuesto publicitario a fondo de embudo (pedir la compra directa) y solo el 30% a storytelling e identificación emocional. Al invertir esa proporción, durante 18 meses no hubo ningún retorno; en el mes 19 las ventas despegaron como un cohete. Si a una marca ya conocida y con ese nivel de gasto le tomó año y medio, apostar por marca es un juego de paciencia.
And so if you guys have seen the big boom of New Balance, he came in and said, okay, 70% of our advertising budget is going towards bottom of the funnel. So meaning like direct asks, go buy shoes, whatever. Right. And only 30% is dedicated to storytelling, kind of value creation, emotional kind of identification for an audience, whatever. And so what he did was he said, let's flip that. And then for 18 months, it basically didn't pay off at all. And then at month 19, it just, and then it just started taking off like a rocket.
Escúchalo en el minuto 40:16
Tu competencia no es la categoría, es lo que el cliente hace hoy en su lugar
Investigación de mercado y clienteLo tradicional es mirar cuántos pijamas se venden al año y calcular si puedes capturar el 5% o el 10%. La pregunta útil es otra: ¿puedo hacer que dormir en pijama sea más atractivo que dormir desnudo o con una camiseta vieja? Compites contra el sofá y contra el hábito, no contra el mercado declarado, y ahí es donde el mercado total se expande y nacen categorías nuevas.
Well, the traditional person would look at that and be like, well, okay, what's the number of pajamas sold every year or sleepwear that sold every year? And be like, all right, well, I think I can capture 5% or 10%. But the thing is, is, like, what we don't take into consideration is, like, can I make sleepwear cooler than being naked? Yes. Tough on that one. But, like, can I make it cooler than maybe a Moomoo or a big T-shirt or whatever? And so it's like, okay, that's what, that's, I'm fighting the couch. I'm fighting sleep.
Escúchalo en el minuto 46:52
Marca y posicionamientoNew Balance destinaba el 70% de su presupuesto publicitario a fondo de embudo (pedir la compra directa) y solo el 30% a storytelling e identificación emocional. Al invertir esa proporción, durante 18 meses no hubo ningún retorno; en el mes 19 las ventas despegaron como un cohete. Si a una marca ya conocida y con ese nivel de gasto le tomó año y medio, apostar por marca es un juego de paciencia.
And so if you guys have seen the big boom of New Balance, he came in and said, okay, 70% of our advertising budget is going towards bottom of the funnel. So meaning like direct asks, go buy shoes, whatever. Right. And only 30% is dedicated to storytelling, kind of value creation, emotional kind of identification for an audience, whatever. And so what he did was he said, let's flip that. And then for 18 months, it basically didn't pay off at all. And then at month 19, it just, and then it just started taking off like a rocket.
Escúchalo en el minuto 40:16
Investigación de mercado y clienteEl té de alta gama no funcionó dentro de David´s Tea porque su público era masivo y ese segmento resultaba demasiado pequeño para la empresa. Los mismos fundadores lo montaron aparte, entre dos personas, como FireBellyTea: una sola audiencia, la que ama el té de alta gama. Aunque es un punto minúsculo del mercado del té, por ser los mejores en ese punto es un negocio real que gana dinero de verdad.
And so they're like, it was too small of an audience. I was like, but what if we do it if we just do it, the two of us? We built this thing called FireBellyTea.com. It's a small tea company, but we have one particular demographic. It's for people that love high-end tea. And even though it's a small little dot in a larger tea market, because we're the best of what we do in that particular market, it's actually real business. It makes real money.
Escúchalo en el minuto 49:48
Lo que vendes el día grande depende de cuánto diste antes
Estrategia de contenidosAl revisar las tiendas top del Black Friday, todo lo visible (banner, cupones, urgencia, tres o cuatro ofertas claras) explica menos de lo que parece: lo que ocurre fuera de la página es lo que dicta el resultado. La cantidad de valor entregado antes de pedir la compra es casi directamente proporcional a las ventas que genera esa petición.
But the stuff that's happening outside of this is the stuff that really dictates how well this is going to go. Right. How much give has happened prior to this ask is almost directly proportional to the amount of sales that they generate.
Escúchalo en el minuto 41:23
El 20% de los pedidos ya cruza fronteras: se nace global por defecto
Canales de adquisiciónEl porcentaje de pedidos transfronterizos está llegando al 20%, y los negocios más admirables de 2024 son globales por defecto. Si tu producto se puede enviar, el mercado vecino cuenta: desde Las Vegas, Canadá está a tres horas de vuelo, con 40 millones de personas y un ingreso familiar promedio parecido al de Estados Unidos.
So the percentage of cross-border orders right now is getting to 20%, which is quite remarkable. Because what that really means is that in 2024, the businesses that I admire the most, they are default global. Now, again, if you run a gym in a particular city, that may be more difficult. I understand that. But if you are able to sell to a larger audience, let's say you're based in Las Vegas. I mean, Canada's not that far. That's where I come from. Like, it's a three-hour flight.
Escúchalo en el minuto 47:24
Canales de adquisiciónCuando compras una empresa de medios compras el hueco publicitario que ella vendia como patrocinio: en lugar de pagar anuncios ahi cada mes, como hacen tus competidores, te quedas con todo ese espacio para siempre por un unico precio. En vez de anunciarte, pasas a ser el contenido.
But like whenever you buy media, their monetization mechanism is sponsorships. Right? So they run – and so basically, if every one of your competitors and maybe you're running ads in a specific channel, it's like, well, wouldn't it be cool if I got those ads for free? Yeah. Right? So that's fundamentally – they basically bought all of the ad space forever for one price. Yeah. Be the content.
Escúchalo en el minuto 37:57
Investigación de mercado y clienteLos productos más vendidos en ese momento entre millones de tiendas eran de marcas desconocidas y monotemáticas: Lola Blankets (mantas), Little Sleepies (pijamas), un delineador de labios, un serum de pelo. La lectura es que ganan quienes de verdad se obsesionan con una sola categoría: tomar un nicho, hacerlo enorme e invitar a más gente a participar puede construir empresas de cientos o miles de millones.
These are not, like, other than Viore, I haven't bought anything at any of these stores. But there's a massive business called Lola Blankets that sells blankets. And I'm willing to bet, given that they're trending right now across millions of stores, they probably really give a shit about blankets. And I'm pretty sure that Little Sleepies really cares about sleepwear and pajamas. So this idea of taking a niche and blowing it up and inviting more people to participate, you can build these multimillion dollar or billion dollar companies in your niche if you do that one thing really, really well.
Escúchalo en el minuto 46:16
Pop-up navideno de 12 semanas en vez de cuatro dias
Canales de adquisiciónGymshark monto una tienda fisica temporal de 12 semanas para la campana navidena en Nueva York, cuando lo habitual es abrir unos pocos dias. Al estirar la ventana a tres meses empieza a vender antes que la competencia y sigue vendiendo cuando los demas ya cerraron.
but actually right now, one of the most interesting things about them is they have a massive physical store pop-up in New York City. So they are not necessarily staying within the confines of one particular channel. They're expanding well beyond that as well. So offline presence is going well. Now they will still do the majority of their sales, but I suspect, they've been told me this, I suspect will be online. It doesn't matter. This idea of having a 12 week pop-up for the holidays is amazing. That's one. Second is it's a 12 week holiday pop-up. It's not four days. It's 12 weeks. And so the…
Escúchalo en el minuto 2:44
Las plataformas resuelven lo que la mayoría necesita y dejan el resto libre
Investigación de mercado y clienteShopify no construye cada funcionalidad porque, con millones de tiendas, tiene que hacer lo que la mayoría necesita la mayor parte del tiempo; deliberadamente deja espacio para que otros construyan sus propias empresas encima. De ese hueco salieron Klaviyo (mil millones) y Affirm (varios miles de millones). Los bordes que una plataforma grande no puede atender son negocios completos.
Well, because we can't do that. We have millions of stores. We have to do what most people need most of the time. So we leave room for people to build their own companies. And through that, Klaviyo is a billion-dollar company. Affirm is a multi-billion-dollar company. We partner with Stripe. Companies that were built on the ecosystem, we actually encourage them.
Escúchalo en el minuto 50:56
El Whopper a 500 pies de un McDonald's
Canales de adquisiciónBurger King ofrecio un Whopper a quien estuviera a menos de 500 pies de un McDonald's, geolocalizando la promocion, y con eso consiguio una adopcion masiva de su app. La descarga se resolvio con una mecanica divertida y descarada en vez de con una campana de instalaciones al uso.
In fact, their tagline now is forget the clown, McDonald's, go with the king. And then they did this massive – I don't know if you guys saw this, but they did this national deal where it was like you could get a Whopper if you were within 500 feet of a McDonald's. And they geolocated it. Yes. Yes. And so this is how they got this massive adoption of their app. But it's like think about how many different ways can I get adoption of an app? But not only did they do it, they did it in a fun, cheeky way.
Escúchalo en el minuto 32:17
Misión principal contra misión secundaria: a Shopify le costó mil millones aprenderlo
Estrategia y decisiones de negocioShopify compró una empresa de logística por más de mil millones de dólares y terminó vendiéndola porque no le hacía sentido. Internamente clasifican las apuestas como misión principal y misión secundaria: envíos era secundaria, y volvieron a la principal. Se siguen cometiendo errores; la regla es no cometer dos veces el mismo.
We bought a company for, you know, for over a billion dollars and ended up selling it for, you know, like, because we needed to get out of it. It didn't make sense for us. We were – we sort of called these things like main quest and side quest. And we felt that shipping was a side quest. And eventually, we said, let's go back to our main quest. And so, we still make a lot of mistakes. But the key is that – I'm not going to make that mistake twice.
Escúchalo en el minuto 58:22
Estrategia de contenidosGymshark lanzo la campana «there will be signs»: metio pistas y adelantos exclusivos dentro de sus propios anuncios sin explicar que eran. Sus fans se pusieron a peinar cada pieza de marketing y cada producto nuevo, con lo que la marca consiguio que la audiencia pasara mas tiempo en el sitio estudiando su publicidad.
Right. So they're expanding that. That's something that's really cool. They did this really cool social media campaign, which was sort of titled like, quote, there will be signs. And no one knew what there will be signs meant. Well, what it meant was in all their advertising, there would actually be Easter eggs. These are exclusive what they were doing. Now it wasn't obvious. It was super and obvious, but because Jim Shark is so creative and their community and fans are so creative, their fans kind of understood something's there. So people started going, doing a deep dive into every…
Escúchalo en el minuto 3:23
Las marcas grandes no temen a sus rivales, temen a dos personas en un garaje
Canales de adquisiciónSegún quien se sienta en esos directorios, las marcas más grandes del planeta no temen a su competencia directa sino a dos personas en un garaje que las desbanquen. Por eso con varias conviene colaborar en vez de competir: pueden terminar pagando tu presupuesto publicitario, tú dejas de ser un riesgo para ellas y vendes más producto.
are worth competing, collaborating with and not competing with. You may actually create something amazing. They're going to love it. Maybe they can pay for your ad budget and you just made, you made yourself less of a risk to them and you can sell more product. And this is coming from somebody who's in these boardrooms, who's talking to these big brands. So I want them to be like credibility behind what Carl. No, this is real. The biggest brands on the planet are scared of not their, their exact competition. They're scared of two people in a garage. Yeah. Who's going to be the next, the next…
Escúchalo en el minuto 1:05:23
ROAS diferido: 50 mil en regalar un auto rinden más que 5% más de anuncios
Canales de adquisiciónCon un millón de dólares mensuales en publicidad, gastar 50 mil dólares en comprar un auto y regalarlo dentro de un truco de marketing probablemente rinda más que subir un 5% la inversión en anuncios. Es ROAS diferido: pagas por historia y conexión emocional, que tardan pero pesan más que el incremento marginal en pauta.
So when we're talking about the new ballots and the 70%, this is basically delayed ROAS. Is that you're putting this money in saying, okay, well, instead of spending, you know, again, this is scale here, but let's say you spend a million dollars a month in advertising. If you say, you know what, we're going to spend 50 grand on this car and we're going to give it away, you will probably get more than just spending 5% more on your ads, right?
Escúchalo en el minuto 1:02:21
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.