In order to commercialize its products, the company relies on an intricate marketing and promotion strategy implemented through unique boutiques concepts, online sales and collaborations with industry partners.
To connect with the next generation of designers and consumers, for instance, Propagandist has been a sponsor of the annual Young Design Award in Thailand, which honors students and recent graduates. Working with Elle Décor Thailand (a well-known interior design company), the Propagandist-sponsored award provides a showcase exhibition for new product design ideas.
In a successful marketing campaign aimed at the local market in Thailand, Propagandist teamed up with LA Bicycle (a famous bicycle manufacturer in Thailand) in a campaign to raise awareness about the environment under the slogan “Green Power Clean Power Mr. P & LA Bicycle”. The humorous campaign posters for the event featured Mr. P. being flatulent whilst riding a bicycle provided by LA Bicycle. Mr. P’s fun branding as a champion for the environment was a playful reminder to customers that natural energy, in all its forms, is ultimately healthier and better for society.
Wishing to expand beyond the Thai market, the company established a sister-company and developed marketing partnerships with other organizations in several countries such as the Islamic Republic of Pakistan (Pakistan), Japan, and the Republic of South Korea (South Korea).
“Useme”, for example, is a Propagandist subsidiary that sells the company’s wares to the insatiable Japanese market for fun objects. Commensurate to the Useme concept, in 2009 Propagandist partnered with Global Forme Concrete Inc. (Global Forme), a product design company in Japan. Under a concept called “Black Hotel”, the company and its Japanese partner held a fair at the Bangkok International Gift Fair and the Bangkok International House Fair. All Propagandist products at the event were presented in black in an attempt to challenge customers to abandon the “color battle” of contemporary design and return to basic black.
The company has held similar promotional events and marketing fairs in South Korea (in the World Design Market in Seoul, in 2008) and in Pakistan (under the “Propaganda Pakistan” concept in collaboration with Architects Inc., an architectural firm in Pakistan).
By establishing subsidiaries in other countries and collaborating with local and international partners in imaginative, fun and concept-driven marketing drives, Propagandist is able to promote and commercialize its products to an ever growing, international client and customer base.