Home News How Alejandro Betancourt López Positioned Hawkers as a Leader in Affordable Sunglasses Through Smart Digital Marketing

How Alejandro Betancourt López Positioned Hawkers as a Leader in Affordable Sunglasses Through Smart Digital Marketing

by Andy
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Alejandro Betancourt López has steered Hawkers from a scrappy startup to a global brand by focusing on affordable yet stylish sunglasses. But plenty of great products at reasonable prices have failed, so what’s his secret? It seems like a no-brainer now, but Betancourt López was among the pioneers who were early adopters of digital marketing and brand-building, particularly through social media campaigns — and that has played a crucial role in Hawkers’ success. His strategic use of partnerships, such as the collaboration with digital advertising platform Smartly, has enabled the company to reach millions of consumers efficiently.

“It was cool, it was fresh, and we were doing something different than anybody else at the time, which is online social, or social media marketing,” Betancourt López shared.

“And that approach totally disrupted the market in the way we penetrated the market. And I think that that innovation has built a huge brand that is today Hawkers.”

Balancing Style and Affordability

One of the factors driving Hawkers’ success under Alejandro Betancourt López is its ability to balance style with affordability. According to a New York Times feature on the best cheap sunglasses, Hawkers stands out by offering well-designed, durable sunglasses at a fraction of the price of premium brands like Ray-Ban. By pricing most of its sunglasses between $30 and $50, the company caters to customers who want fashionable eyewear without the hefty price tag.

Betancourt López’s leadership has ensured that while the price remains low, the design and quality of Hawkers products meet consumer expectations. The brand has established itself as a strong contender in the affordable sunglasses market by focusing on durable materials, UV protection, and a wide variety of trendy designs. This combination of affordability and quality has helped Hawkers carve out a unique space in the fashion industry, where luxury often dominates.

Using Social Media To Build Brand Recognition

Digital marketing has been central to Alejandro Betancourt López’s strategy for expanding Hawkers. From the start, the company embraced social media, leveraging platforms like Instagram and Facebook to build its brand. Betancourt López understood the power of influencer partnerships and micro-targeted ads to reach potential customers. By collaborating with influencers and fashion-forward social media personalities, Hawkers was able to connect with younger consumers in a more authentic and engaging way.

“It was not only one thing one post made out there. It was a continuously developing working relationship that made us achieve a big, big audience. And actually a branding campaign brought a lot of conversion into sales,” Betancourt López recalls. “And that’s what we’re trying to achieve.

“Not only growth by conversion in advertising, purely advertising social media, but creating branding campaigns that also can bring conversion, but also a lot of brand awareness and coolness to the brand. And that’s something that we’re finding to be very effective.”

This social media-first approach allowed the brand to bypass traditional advertising channels, which are often costly and less targeted. Instead, Hawkers relied on user-generated content, influencer endorsements, and interactive campaigns that encouraged customer engagement. Under Betancourt López’s guidance, the company grew its online presence quickly, becoming known for its savvy digital strategies.

A significant part of this success stems from the data-driven campaigns developed with Smartly. This partnership helped Hawkers optimize its social media ads, ensuring that the right messages reached the right audiences. By analyzing user behavior, preferences, and feedback, the brand was able to refine its marketing approach continuously, which boosted both sales and brand loyalty. This data integration with creative content has been one of the cornerstones of Betancourt López’s digital marketing strategy.

Smartly explained, “Using collaborative ads, Hawkers was able to directly promote their own products that were available through their e-commerce partners.

“Hawkers unlocked the ability to run ads in countries that previously had no marketing of their own. These campaigns were an investment into future growth markets and built brand image while increasing sales in the region.”

Alejandro Betancourt López: Identifying New Markets

By using digital tools to track consumer preferences, Betancourt López has been able to identify new markets quickly and adapt Hawkers’ marketing strategies accordingly. The company’s presence on platforms like Amazon has also played a role in expanding its global reach. For instance, Hawkers was one of the brands featured in Amazon UK’s Virtual Try-On service for sunglasses, allowing customers to experience a digital, interactive way to shop for eyewear. This technology aligns with Betancourt López’s commitment to making Hawkers accessible to tech-savvy, budget-conscious consumers worldwide.

The combination of digital innovation, affordable pricing, and strategic partnerships has helped Hawkers maintain a competitive edge in both established and emerging markets. Betancourt López’s approach of blending technology with strong branding has enabled the company to thrive in a fast-paced, digitally-driven marketplace.

Data-Driven Decision-Making

Under Alejandro Betancourt López’s leadership, Hawkers has become a prime example of how data can drive growth in the e-commerce space. By continuously analyzing customer data — from shopping habits to social media interactions — Hawkers tailors its offerings and marketing strategies to meet the needs of its audience. 

The collaboration with Smartly has been particularly instrumental in this regard. Through advanced analytics and performance tracking, Hawkers is able to measure the effectiveness of its social media ads, adjusting campaigns on the fly to improve conversion rates. This data-centric approach ensures that every marketing dollar spent delivers maximum value, contributing to the brand’s sustained growth.

Alejandro Betancourt López’s emphasis on smart, data-driven decisions has not only helped Hawkers become a leader in affordable sunglasses but also ensured that the company remains agile and responsive to changing consumer preferences. His ability to merge creativity with analytics has set Hawkers apart from competitors, creating a blueprint for success in the digital age.

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