What is Tissue Pack Marketing

Tissue Pack Marketing

I am familiar with marketing buzz terms such as guerrilla marketing & word of mouth marketing, but Tissue Pack Marketing just discovered today.

I came across this new marketing buzz term today while searching some information about guerrilla marketing.

What is Tissue Pack Marketing?

Basically the concept is to use Tissue Paper as a marketing tool. It was developed by Mr Hiroshi Mori in 1960

Japanese people are quite creative in coming up with new inventions and ideas.

With 4 billion tissue packs distributed in Japan yearly it is a very effective marketing tool.

For a cost of 10 yen to 25 yen per unit, companies can easily market their products and services to their potential customer.

Not only that, it is much more effective compared to flyer's. Why ?

People will be keeping it longer compared to flyer's so the potential of your customer going through your promotional details will be higher.

It is not my theory, but based on market research conducted by Marsh Research

The idea of using tissue pack will slowly catch up in other countries.

In USA, Adpackusa.com is promoting this idea and their tag line is “We Think of Tissues Differently” .

They are from Japan.

One of their customers, Commerce Bank tested this method and found it very effective.

Mr Ron Mendoza, Vice President of Merchandising for Commerce Bank described that the campaign of using Tissue Pack was very successful because of the following factors.

The per unit cost of Tissue Pack is very cost effective

The quality of the product.

The level of branding it gives. Distributed to 2.4 million customers

They can easily distribute Commerce Bank coupon.

The idea of using Tissue Pack as Marketing tool can be replicated to other items that are low cost per unit and has useful functionality.

Here comes a new marketing buzz word from Japan.