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Internet Marketers and online businessmen, this is something interesting for you. Marketers in Japan have a very interesting marketing technique.

If you go to Japan, you will find that companies there advertise on tissue packs. This practice is known as tissue-pack marketing. This is a popular practice. Japanese companies hire advertising agencies who distribute small tissue packages with advertisements inserted in them. Then sales people hand over these tissue packs to people at crowded city areas. Some tissue papers are given only to men, some to women, based on the product/service.

You will be surprised to know that about four billion tissue packs are distributed every year in Japan. An internet survey found out some interesting marketing information related to it. The survey was done on over 100,000 consumers. About 76% of the respondents say that they will accept the tissue packs and more than 50% saying that they’ll definitely look at the ad.

Interesting isn’t it?

Stays for long and seen more

Tissue packs have wider appeal than flyers and recipients are more likely to retain the tissues. Why? The answer is “because tissue packs are useful.” Tissue is a necessity in the daily lives of people and the lifespan of them is really long before the recipients throw them away. People throw flyers and delete junk mail but keep the tissues for a longer duration. This improves the chance of looking at your ad by the recipients and also increases the number of times they will look at it.

What will the consumer see in the tissue papers?

The tissue packs usually carry offers, company name and logos, phone numbers, urls and addresses. Many companies use them as a general branding strategy or as a tactic to launch a new product or service.


Image Credit: Examples of tissue packs

This is simple yet effective way to advertise (Simplicity has a unique power). I like a few points about this technique-

1. It is very much targeted- The tissue pack advertising is very much targeted and it reaches the intended audience only. If an ad is meant for women, then it reaches only women and not men or children. It it’s meant for teenagers, then it reaches teenagers only.

2. It’s effective- It is effective due to several reasons a. It is targeted b. It is retained for a longer time c. People continuously see the adverts

3. It is economical- This is a very economical way of advertising. It costs nothing in comparison to the traditional advertising media and methods.

4. It is more than an ad. The message in the ad is bundled with something useful. This facilitates initial acceptance of the message by the advertiser. It increases retention of the message.

5. It is persistent. The ad and so the message is kept by the consumer for the lifespan of the pack, which is quite longer. He is continuously and repeatedly exposed to the ad over a period of time.

So, can we transfer the method to use with other assets or products? Yes, this can be used as a marketing strategy. You can assets other than a tissue pack. The basic strategy that ca be derived from here is -

“Add a message to a portable functionality with long and extended lifespan and value.”

Depending on the area and the culture, you can add messages to a product that people keep for longer time. You may use a customized or specially branded chewing gum with your message on it. It’s just an example. The main aim is to creating an ad that looks like something else than an ad will increase the chances of acceptance and retention of the ad message.

But what if you do not want to go for offline promotion?

This can be a big question by online businessmen. We have a solution for them. Simply carry over the principles to online marketing.

There are different ads blocking systems present in different browsers which may prevent the images in ads from displaying. So you need a holistic marketing plan to reach the intended audience to tell them about your offer.

You need to create an ad which does not look like an ad. Create an ad that is useful for the recipients.

Some of the ideas -

  • 1. Create a PDF report and give it away free. These reports will act as teasers and will give an idea to the recipients how the actual product will be. Create the links and details of the actual product inside the pdf report. The report should be useful for the recipient for it to get attention. People will circulate it if they like it.
  • 2. Create White Papers (you will often see this with the consultant firms) to sell your services or products.
  • 3. Educational reports on a particular subject that offers something of great value to the consumers. It should focus on the target audience’s need and interest.

Good reports, white papers, pdf reports will help you build your reputation and brand which will get you more customers and referrals.

Instead of creating a blatant ad that people resist or ignore, create something that stays with the consumers for a longer time ad slips into the minds of your targeted audience.

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