Innovation in marketing: Alejandro Betancourt Lopez uses celebrities and social media | Bit Rebels.

Entrepreneur Alejandro Betancourt Lopez wore many hats when he managed to amass an astounding $2.6 billion. He has tried his hand in various fields typical of billionaire businessmen, such as working as a trader in the financial, agricultural and real estate sectors, as well as in senior positions in international companies ICC-OEOC, BGB Energy and as a supervising partner of O'\''Hara Administration in oil solutions.

Want more? He is the largest shareholder and director of BDK Financial Group / Banque de Dakar and is involved in several internet and mobile tech startups, including digital employment app JobandTalent and ride-sharing company Auro Travel. It may therefore come as a surprise that''Betancourt Lopez is probably best known for his work in fashion accessories with leading sunglasses brand Hawkers. Hawkers' successful business model is to offer their eyewear at a reasonable price point, offering fashionable designs and exceptional craftsmanship that most people associate with extremely expensive brands like Prada and Gucci.

But even this innovative model might not have been as hugely successful as it is today without Alejandro Betancourt Lopez's unconventional approach to marketing. "When I joined Hawkers, we had a 40-person company," he says. "Today, we employ over 500 people. We have about 80 stores in Spain alone. We have a huge wholesale business. And of course''same, the online nature of the company in which it was established employs about a hundred employees. So we've grown not only in different countries and availability in different jurisdictions, but also in the number of people and families that we employ and serve. "

Partnerships with celebrities

How did he do it? Betancourt Lopez has capitalized on the emerging field of social media influence by partnering with young people to sell products to their peers. He even enlisted a few celebrities like singer Usher, model Paula Echevarria and auto racer Felipe Massa, whose photos showed them all wearing a shiny new pair of Hawkers sunglasses. And it worked.

When Hawkers got Aufnahme van Alejandro Betancourt Lopez'\''s attention, the company was in a pretty tough'''position. Despite the limited production capabilities and simple marketing efforts that had successfully sustained it in its early years, Hawkers found itself in a precarious situation. Hawkers needed to scale in order to meet skyrocketing consumer demand.

While generating millions in monthly sales revenue, the company was unable to make the significant infrastructure upgrades needed to invest in the future. Betancourt Lopez became a partner at Hawkers in 2015 and became its chairman and largest shareholder in 2016. Under his leadership, the company has become one of the most powerful and influential forces in today's sunglasses market.

Working with celebrities and''

This break illustrates Alejandro Betancourt Lopez's core principles based on a balanced mix of realism and optimism in all his business endeavors. "Nothing is ever easy," he admits. "Even if the idea is great, you have the right people and everything fits, it always surprises you with various surprises. And you have to be in place to make sure you keep working, keep everyone focused and creative, evolve and innovate.

Determined in his quest to transform Hawkers into a global market leader in sunglasses, Betancourt Lopez has assembled a group of investors to provide a critical $56 million capital infusion.''This significant round of funding has enabled Hawkers to expand its operations to the point where it can meet rapidly growing consumer demand.

Marketing with celebrities

When asked if the company is doing anything to prepare Hawkers for growth, Betancourt Lopez says the company is expanding its partnerships with celebrities. "We are working a lot on branding. We recently launched a very successful campaign with Manu Manso, who is a famous Latin singer," he notes. "This has become a huge success. We're starting to use celebrity marketing more, rather than influencer marketing. The celebrities we've worked with have allowed us to adapt to the public appetite and taste in different sectors''demand'.

The main goal of a marketing campaign, according to Alejandro Betancourt Lopez, is to get the consumer to think about what's going on with the brand. Posting celebrity partnerships through social media is a great way to accomplish this. "Consumers have found that there are many collaborations between various celebrities and the Hawkers brand," says Betancourt Lopez.

Although online content can go viral through social media, these marketing initiatives usually take some time to gain attention. Hawkers' partnerships with celebrities are no exception. However, over time, these connections have an accumulative effect. Betancourt Lopez explains, "This wasn't''just one business or one post posted somewhere. It was a constantly evolving working relationship that allowed us to reach a large audience with a branded campaign that resulted in a lot of sales. That's what we're trying to achieve. Not just the growth of pure social media advertising, but creating large campaigns that can create long-term awareness and brand appeal. So, that's what we're finding very effective, and we're going to continue to evolve in that direction. "

A mixture of both approaches

Although Hawkers currently relies more on celebrity partnerships than influencer partnerships, Alejandro Betancourt Lopez still adheres to a mix of both''approaches in their preferred marketing mix. Determining the exact percentages of this mix can be a challenge and, in the words of Betancourt Lopez, ' is very fluid and dynamic. After all, market conditions and consumer tastes can change quite quickly. "The key to success is to know where demand is most strongly generated and to associate in a timely manner with celebrities or influencers who bring value to the collaboration," says Betancourt Lopez. "The key to success is to pinpoint exactly what strategy to implement at the right time. "

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