Alejandro Betancourt, David, Pablo, and Iñaki worked together to overhaul the company’s marketing strategy in Betancourt Lopez’s collaboration with Alex. As part of its broader marketing plan, the company redoubled its efforts to target college student social media influencers. Though they are in their mid-to-late 20s, the firm’s target millennial audience is often older.
Students who were already excited about the Hawkers brand were chosen by the Hawkers brand and tempted with extra incentives such as concert and festival passes, plane tickets, and other merchandise, rather than money compensation from sponsoring corporations. According to the company’s website, hawkers focus on social media influencers with more than 1,000 followers. As part of the deal, each influencer received a free pair of sunglasses and a promotional code that they could pass on to their followers, allowing them to get special discounts and other incentives for purchasing the brand’s merchandise. In addition to promoting the brand, these influencers (now numbering over 5,000) also give feedback to the company.
“Ideas result from a continuous process of creative and constructive thought,” says Betancourt. As the author explains, “I like to talk to people about their experiences, and then reconsider, re-ask, and go over strategic topics a few times. It was announced in 2018 that Alejandro Betancourt had increased his Hawkers investment by an additional $21.7 million, giving him a share in the firm equal to or higher than 50%. In the year it was created, Hawkers was named one of Spain’s top ten startup companies.
Alejandro Betancourt business contacts also convinced the firm’s founders to outsource the production of its sunglasses so that the company could create its items at a lesser cost while still keeping control of the manufacturing process. In addition, Alejandro Betancourt worked with brands like El Ganso, KIA, Sony, Smart, and Mercedes-Benz to make Hawkers a trendier firm, making it easier for customers to identify with the brand.