Tissue-pack marketing (ティッシュ配り) is a type of guerrilla marketing that is a phenomenon in Japan.
Companies use small, portable tissue packages to move advertising
copy directly into consumers' hands.
About 4 billion of these packages
of tissues are distributed on the streets annually in Japan—largely
outside of subway stations. This industry generates sales in the range
of ¥75 billion annually.[1]
The concept of tissue-pack marketing was first developed in Japan.
Its origins date back to the late 1960s when Hiroshi Mori, the founder
of a paper-goods manufacturer in Kōchi Prefecture called Meisei Industrial Co., was looking for ways to expand demand for paper products. At the time, the most common marketing freebie in Japan was boxes of matches. These were often given away at banks and then used by women in the kitchen. Mori figured tissues would have even wider appeal than the matches,
and as a result he developed the machinery to fold and package tissues
into easy-to-carry, pocket-size packs. The new product was marketed only
as a form of advertising and was not sold to consumers.
Japan is still the main market for tissue-pack advertising, but the practice has begun to spread overseas.
Kōchi Prefecture (高知県 Kōchi-ken) is a prefecture of Japan located on the south coast of Shikoku.[1] The capital is the city of Kōchi.[2]
No comments:
Post a Comment