Alternative Advertising Mediafiled in: blog archive
written by David on January 19th, 2009 |
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Looking for new effective ways of advertising is going to be important over the coming months and one article I have come across demonstrates one option very clearly.
An article in the Japan Times discusses the phenomenon of Tissue pack advertising. The packs are handed out at railway and bus stations amongst other places and around four billion tissue packs are distributed every year in Japan. An internet survey of over 100,000 consumers showed that 76% will accept the tissue packs, with over 50% saying that they’ll definitely look at the ad. In terms of appeal, tissue packs are more welcome and useful than the traditional flyer and are therefore more likely to be retained by the recipient.
The tissues will be retained until the user has finished with the pack and as a result the advert will be seen each time they are used, or even more frequently and by others if the pack is left on a desk or coffee table. Advertising whilst often direct also works well on the subconscious and this form of guerilla advertising will work well in this way. In Japan companies of all sizes use this type of tissue-pack marketing as a general branding strategy or a specific tactic to launch a new product or service offer.
It is a simple and cost effective way to spread a marketing message and reach either a general audience or if necessary a targeted audience especially if they are given out at specific events such as outside football or rugby matches.
A tissue pack isn’t the only item that can be used as any product that is portable, has functionality and a lifespan can be just as effective such as branded chewing gum and lip balm containers in fact anything that makes your message more than just an advert.
Japan is still the main market for this form of advertising, but it is gradually spreading overseas although it has not been used extensively here in the UK, but there is nothing to say that it will not grow and at Purple Frog we are able to offer this where relevant as part of a campaign to for our clients.
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