Let’s say if I have 10 unread emails in my inbox, chances are that at least 3 of them are some kind of a marketing proposal. Marketing proposals are usually written by advertising and marketing agencies, design companies, or by individuals who are pitching an idea to a potential client. Who wouldn’t want to know about these ideas that can potentially uplift the existing marketing efforts and drive results. So I usually reserve my time for reading these emails and the hidden agenda (not so hidden anymore) is to know what’s new in the market, statistics that can change the game and most importantly what’s becoming obsolete.
Agencies usually cover a casket of communication channels including the traditional newspaper, television, radio and trendy social media platforms. But they also explore some rather unconventional channels to take the customers by surprise. If i were to use a nomenclature then this is typically known as Guerrilla Marketing – unconventional (read “in your face”) promotion of products and services with little budget to spend.
Here I want to talk about one such type of guerrilla marketing tactics that has garnered a self explanatory name for itself – Tissue Box Marketing. I am sure you are are not impressed yet and I don’t blame you. Having your logo and company information on a pack of tissues what’s the big deal right?! Here’s the big deal…
Guerrilla form of marketing falls under ATL (Above the Line) Marketing where the objective is to reach to the masses and spread awareness. As a marketeer I know that ATL strategies are hackneyed as hell because you do the usual mass media stuff like print ads, radio and flyer distribution at high foot fall areas. Yes, flyers in this digital day and age! we all know what happens when an overly colorful and informative piece of paper is shoved into our hands…a quick scan and you get rid of it in most cases.
*For me I keep anything that has home delivery service 😛
But what if this flyer was more than just a piece of paper? AHA moment!
Enters the idea of tissue box marketing which is extremely prevalent in Japan (not sure if it originated there). The pictures show that your messaging can be sophisticated or crude but you can be sure that the customer will make space for it in his pocket or purse. wallah! you got inside their pocket what else. As a marketer I find this as such an achievement because now every bearer of your tissue pack is an ambassador of your brand. Also, tissue paper as a product connects with the customers who use it for their personal hygiene. That for me is win – win.
The sheer simplicity and effectiveness of this revamped version of an old tactic has impressed me a lot. The only best thing that can top this would be distributing free food haha 😀