February 10, 2018
Today we’re supposed to have our open house at school, it’s a strategy to get more students. It’s like a free class but in a more fun way and we give souvenirs to kids and today’s theme was Winter Sports but unfortunately no one booked the said event. Maybe because we’re lack of advertisement. So, since no one booked the event, we have nothing to do at school, no regular classes and only two classes on Sunday.
After the meeting, our manager asked us if we wanted to give out tissue ads, she’s not obliging us though but wouldn’t you feel awkward doing nothing at school? And beside we’ve already done it before plus I already have experience giving out flyers in the Philippines (I used to work as a real estate agent) so we said yes.
I actually feel excited whenever we go out of school during working hours and observe people (isn’t that weird?) but I was worrying about J, she doesn’t like giving out tissues. We both have a hundred of tissues to give out and went infront of the station to give them out. I finished my task within 30 minutes and when I looked at J she seems really awkward giving out tissues so I helped her. I finished fast again, what I do is look into their eyes and smile while saying “sumimasen, ABC School desu, thank you”(that’s not my real company name) and I’d talk a bit if they stop and read the info inside the tissue.
It wasn’t really hard but I do admit that I also find it really hard when I tried it for the first time, I went to a group of people doing the same job and observed them, their spills, movements and everything and copied them. I also wasn’t able to finish my first hundred flyers, but I was happy when I went back to school thinking I did a good job but when I found out that our manager finished her task within 20 minutes, I was disappointed haha. Going back, I took a rest a bit while waiting for J to finish her second bag and reminded her we only had fifteen minutes left ( we were given an hour to five out 100 flyers), I decided to help her again while we’re on our way to school.
When we reached the school, our manager asked us things like “How was it”, “Where did you go”, “How did you give out the tissue”, etc. J explained that I helped her and our manager asked me to give J tips on how to do it. We had ur break and finished decorating the lobby and waited for the time.
Wondering why Japanese give out tissue with advertisements? Why not just a simple flyer or card? Pocket tissue advertisements is an effective form of advertising in Japan and it has been existing for over 40 years now. If you’ve been to Japan especially Tokyo, you must have experienced accepting free tissue with papers inside, I was in Tokyo when I first experienced it and really find it weird lol, but I was thankful because tissue is really helpful (especially during winter or summer) and very useful.
What does this experience taught me? To be on someone else’s shoes. I wasn’t accepting tissues nor flyers before after I had a terrible experience about it. It happened in Eastwood City (PH) while I was on my way to work which happened to be just three minutes walk away from our condo unit when a girl handed me a flyer and as I happily accepted it but she followed me and asked me if I have a car or credit card, and I told her I have none then her smile faded and said “Ah ganun po ba, bawiin ko na lang po yan” and I was really shocked and I felt like na-judge ako dun ng bongga. Anyways, going back lol, after experiencing it (tissue job) here in Japan I realized that this kind of job wasn’t that easy; being ignored by people, some people even run away like you have some kind of disease, the strong wind, the deadly kiss of winter and harmful hug of summer, and I always feel sad whenever people ignore me or when people run away from me. So now whenever people give me ads, I always smile before accepting, even if I won’t be needing the paper, tissue or fan they’re giving. 🙂
Fun facts about pocket tissue advertisements
— The first appearance of pocket tissue advertising was in 1969. This form of advertising is almost exclusively seen in Japan.
— The majority of pocket tissue advertising is for loans and consumer credit.
Unlike advertisement flyers, which are immediately thrown away, pocket tissue advertisements are usually kept until all tissues are used up. Since consumers keep pocket tissue advertisements for a long time, studies have shown that they have a deep psychological impact on the brain, influencing shoppers to choose the familiar brand or company advertised on the packages.
— Some businesses choose to attach free drink or discount coupons to the tissues as well.
— For companies who use pocket tissue advertising, using tissues of higher quality is said to create a better company image.
Why do companies use this type of advertising?
— Inexpensive – Pocket tissue advertising is relatively inexpensive. Companies only have to pay for the costs associated with purchasing tissues and pay one person to stand in a busy area and pass them out.
— Efficient – It is an efficient way to advertise to a target market. A beauty salon might only choose to hand out pocket tissue advertisements to women, realtors to families who have children, etc.
— Effective – Recent data suggests that pocket tissue advertising is 100 times more effective than advertising in the newspaper.
If pocket tissue advertising is so effective, why is this form of advertising decreasing?
— Decreased advertising budget – Due to the economic recession, corporations and small businesses have less money for sales promotions.
— Fewer opportunities to use tissues – Many companies are creating products that replace the use of tissues, such as makeup removal cloths and soft cloths for eyeglasses. This reduces the utility of tissues and has prompted companies to think of other more useful products to place advertisements on.
Are tissues outdated?
In recent years, companies are choosing to hand out advertisements printed on products other than tissues. Plastic uchiwa fans in the summer, hot pads in the winter, ballpoint pens, bags, and other practical goods that are more useful to consumers and can be used longer than tissues are starting to be handed out on the street.
What do you think about this form of advertising? Do you get annoyed by people constantly thrusting tissues with gaudy advertisements in your hands or do you appreciate the freebies?
Source: Matome Naver/Japan Today