Reflection

Firstly, what I would like to say is “if there is no ENG-380 English for International Trade, there will not be this blog”. I am sure that I’ve never just think to create my own blog though I like to travel on the internet world. This course provides me many things including valuable knowledge of international business, fun workshops, useful writing practice, skillful blog creating and opportunity to think and work creatively.

For blog creating, I began at zero but the only thing I have is the intention of doing it. I just thought if other people can do, why I can’t as everyone starts with nothing too. I just tried to design it simply in the first but it didn’t rather satisfy me. On the other hand, my friends’ blogs looked very sexy, skillful and wonderful that encouraged me to pay more attempt on it. Consequently, whenever I go on the internet, blogger is the website that I always click first instead of facebook and I spent more time on it.

Lastly, this course would not be perfect if it does not have Aj.Gob, our lovely teacher. She is a modern teacher who wants to change a classroom to be a playground and especially she always understands her students well. That makes her different from the other teachers. I would like to give a big thank to Aj.Gob from the truth of my mind. Also really thank you for every visit and comment. THANK YOU SO MUCH ^^

Reference

http://www.paulfrank.com 

http://www.brandchannel.com/features_webwatch.asp?ww_id=247

http://findarticles.com/p/articles/mi_m0BDW/is_13_42/ai_72631302/

http://www.inc.com/magazine/20050801/qa.html

http://www.retail-merchandiser.com/retail-reports/archive/307-paul-frank-industries-keep-it-simple.html

http://www.scenepreston.com/cms/Paul_Frank

http://www.skratchmagazine.com/interviews/int-paulfrank.php

Promotion strategy - Examples of advertising campaigns

• Advertising campaigns in magazine

 

THESE advertisements presented kids clothing of PFI. The aim of these advertising is to persuade the consumers to purchase the products and also to raise the brand awareness. It attracts the consumer needs when they see these pages on magazines and increase the brand awareness.

• Advertising campaigns on internet

 

THIS advertisements informs that the customers will get a FREE hand-screened canvas tote bag if they purchase the products $30 or more at any of our Paul Frank retail stores. Especially, 10% of total sales will be donated to Generation Rescue. So it convinces the customers to go to Paul Frank retail stores, shop and support a good cause. The aim is to inform and convince the customers to join the charity with PFI. It appeals to a moral aspect of the customers that pull them to Paul Frank retail stores.

• Advertising campaigns on transportation

 

 

THIS bus all dressed up to presents the brand and paulfrank.com in Las Vegas. You can honk if you see it driving on the road. Its aim is to raise the brand awareness. It enormously catches everyone sight who is on the street. Also, it does more people know Paul Frank brand.

• Advertising on the right people

 

THIS is one of Paul Frank key promotions placed the products on many celebrities and DJs. It is a good way to persuade consumer’s need. When most people see the products placed on the celebrities they crazy about, absolutely they want to get the same products like their idol. This is the bright way of PFI to promote the products without spending a huge budget on any advertisements.

Promotion strategy - Key promotion strategies

• Hold the gift giving concept Paul Frank Industries didn’t think much about any marketing strategy or advertising. Always, we thought all about make a gift and put a smile on our friend’s face. That is the main strategy of the brand.
• Use the products to speak for the promotion When the company was founded by Hueser with some friends in 1995, they had no marketing budget. Consequently, they had to spread the Paul Frank brand to the mass market creatively via the products. “We just marketed intuitively,” said Heuser. “First and foremost, your product is the best form of marketing you have, so if you make your product undeniable, it will speak for itself.”
• Place the products on the right people The company didn’t want to do any advertisements instead we placed the products on the right people at the right time, including celebrities, athletes, and DJs. For instance, Paul Frank products have been placed in 18 movies from Finding Forrester to the upcoming American Pie 2 as well as numerous TV shows and magazines.
• Create value with implied endorsements PFI makes the products to each activity group and takes the leaders use those products like wrapping the lead guitarist’s guitar with Paul Frank artwork. The consumers will buy the products related to their idol. It is simply than making a lot of advertisements. “A lot of the strategy lies in the subtlety, creating value with implied endorsements. Those speak more to kids than a guy appearing in an ad wearing your clothes.”
• Launch the web site paulfrank.com to promote the brand. The site provides five sections including explore & create, news, products, locations and shop. Paul Frank fans visit and shop on the web site. “I know all this sounds naïve, but this is how it happened, and this is part of the reason we’ve got staying power today,” Heuser said.

Product strategy - Key successful factors

• Hold the gift giving concept when we make the products. "If you're going to make a gift for somebody you're not thinking of any age group or any marketing strategy," Frank said. "All you're thinking about is what's going to put a smile on your friend's face and get them to compliment you. I like to give presents, but I also like people to say, "That's a good job, Paul."
• Make a great product with unique designs, bright colors and wide range of inspired products for people all ages. “The element of discovery was key” Heuser said.
• Tap into people’s emotions by not selling but somewhat bringing them to it. “Making a great product and having people seek it out gave them the feeling they were in the know and part of a secret society.”
• Not follow trends but we do push them. That makes our customers fashionable, chic and stylish. "We're not afraid of pushing trends instead of following them," said company president and co-founder Ryan Heuser. "And our corporate culture mirrors our consumer."
• Young at heart employees who have been inspired by art, music, architecture and entertainment. They always create fun products for their friends. They are as the key of the products. If there are no these employees, there will not be fun products for friends.

Product strategy - Positioning

The company has well known for its unique fun designs, wide range of inspired products, and Julius the monkey icon that made the brand known throughout the world and continues to expand and progress. As we believe in bright, happy colors inspired surroundings, humor, pleasant sarcasm, everyday cleverness, a youthful, fresh approach to just about everything and especially the venerable art of gift giving, that make the products different from the other brands. Therefore, it would be hard to find any companies which are similar to Paul Frank Industries.

Product strategy - Branding

• Brand logo

The brand was built around Julius, the loveable monkey icon. There is no doubt why the most people know Paul Frank brand. Absolutely, they know the brand from that monkey appeared in many places across the globe. It extremely attracts their attention. When people see that monkey icon on T-shirts or other items, they certainly want to know what the brand is or where will they get it. That is the way to build the brand awareness of Paul Frank.

• Brand slogan

The brand motto of Paul Frank Industries is “Paul Frank is your friends”. PFI makes people feel that they are not the custumers but they are friends of Paul Frank via its simple slogan. Moreover, we tap into people’s emotions by not selling the products but bringing to them by gift giving we make. So, that built the loyalty and pride to the brand.

• Brand value

• A conspiracy of fun

A conspiracy of fun as the vision, Paul Frank opened the retail stores in many places around the world focused on the way to stay passionate. We considered about the creativity, fixtures and consumer experience saying, ‘I like this’ and ‘I don’t like this’. The stores combined with color palates, layouts, and staff. Each store has its own characteristics harmonized with its specific area. Therefore, every Paul Frank store acts as a Paul Frank embassy to promote the brand.