sample tissue packet
Hello,
Today I want to talk about print advertising in Japan.
It works and it is still very much a live in Japan. One aspect of print advertising that I thought was going to disappear when the global economy started to tank is tissue packet advertising. In the years that I have spent living overseas in Japan, I have always seen those people with boxes full of pocket-sized tissue packets that stand in front of the train station. Companies hire people to pass out the individual tissue packets as they are pulled out from the enormous boxes that houses them, and they are given to people passing by.
That might strike you as odd at first, but there is a secret to the madness.
Each tissue packet holds a small tissue size print advertisement. Since the space for the advertisement is quite small, the ad is similar to that of a banner ad one may find on the internet. There is a clear, high-quality, beautiful photo or a cute cartoon type drawing to get your attention. Then there is a headline and some catch-copy to let you know what is being offered. In the corner of the ad space is usually, but not always, a small map to guide you to the store. And running adjacent to that is the call to action. Often a phone number to call, but some companies will be quite marketing savvy and include a website along with the phone number.
There is more…
The response rate ranges from 1%-5%. The 1% tends to occur when the tissue packets are passed out shotgun advertising style to everyone. However, when a targeted audience is sought out the response rate can climb up to 5%. For example, if you are selling glasses frames, make sure the tissue packets are only handed out to those wearing glasses. If I recall correctly, this can bring a response rate even higher than 5%, but this is not as common. I would also imagine that the product and offer come into play as well. I have been handed some tissue packets and you wouldn’t believe what I was being advertised…in some cases.
Good luck to you and your endeavors,
Mac Bull
Also…
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