- 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.
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