Walk down a busy street in Japan and you can expect to be given a few packets of tissue. Why is this so? This is because there is such a marketing trend in Japan, known as tissue paper marketing.
What is tissue paper marketing?
Tissue paper marketing is a guerrilla marketing tactic. Companies would print their advertisement on pocket-sized tissue packets and hand them out to consumers walking along the street. This marketing concept dates back to the 1960s. Although it has spread to other parts of the world, it is most prevalent in Japan.
4 reasons to why this marketing concept became a marketing trend
If you are wondering how this marketing concept became marketing trend that has last for 50 overs years, here are five reasons to explain to you the benefits of this concept.
Firstly, there is a high retention rate. As compared to flyers, a tissue packet is of more value to consumers. If flyers are given, consumers may just throw the flyer into the next trash bin they come across, without taking a glance at your advertisement. However, if consumers are given a tissue packet, they would use it and the chances of your advertisement being read is higher. And consumers definitely makes use of the tissues received.
Secondly, this market concept of giving tissue pack is versatile. It can be used for many different purposes (e.g. to raise brand awareness, to promote new items, as coupons etc). The versatility of this marketing trend allows it to be useful to many companies as it can be used for many occasions.
Thirdly, this marketing concept became a marketing trend due to its ability to have a wide reach. This is especially useful for companies whose target market is the general public.
The last reason is cost savings. The cost of producing a packet of tissue is very low. This makes this marketing concept suitable for companies with low marketing budgets and need to make big impacts with minimum resources so as to achieve more revenue.