Introducing Excellent Event Customer Attraction at This Pet Shop

Thank you as always! This is Kaiun-san.
Looking forward to today as well! 😊

Two days ago, a flyer was put in Kaiun-san's home mailbox.

On a B5-sized white sheet of paper, written in thick marker, were two event details:
“Hamster Race”
“Rabbit Snack Eating Contest”
It was a very unusual type of flyer, handwritten with these two event details.

Looking closely, it was a flyer for a pet shop.
When you think of pet shop flyers, it's common to see beautiful four-color prints with cute photos of dogs and cats, often stating things like “Shiba Inu from XX yen.”

However, this flyer just had text written on the paper. There were no pictures or illustrations.

It felt like a school announcement posted on a bulletin board or a notice for a sports day written by an elementary school child. No, perhaps even simpler than that.

Looking at this flyer, I realized that it actually incorporates a marketing technique that I personally like. I couldn't help but grin.

Let's break down the content.

First, regarding the flyer, by using B5 size, they kept paper costs low.
It goes without saying that even for advertising, keeping expenses as low as possible is a must.

If you aren't writing a lot of clutter, B5 is sufficient.

Moreover, it was summarized in a few lines using large, handwritten marker letters.
The text is extremely simple and easy to understand.

Furthermore, it is assumed that they simply made the necessary number of copies of that handwritten B5 sheet. The point to note is the “handwritten” aspect.

I don't think you see “handwritten” flyers very often, whether they are newspaper inserts or posted flyers. Perhaps it's because they look cheap.

However, did you know that handwritten flyers actually have more impact and attract significantly more attention than the typical flyers made with beautiful four-color printing and photos?

This is because people feel a sense of discomfort toward things that are uneven, unnatural, or distorted.

In short, when people see something they aren't used to, they think, “What is this?” It is easier to get noticed among many things.

Therefore, if a simple flyer with only handwritten text, which you don't usually see, is in your mailbox, you end up wanting to observe it even more.

They are successfully targeting that human psychology.

Next, regarding the announcement for the “Rabbit Snack Eating Contest” event, I noticed that the brand of snacks to be used on the day was written in the text.

Why would they write the brand of snacks to be used for the competition on the day of the event?

It is likely that the intention of the pet shop hosting this event is as follows:

I suspect it targets the psychology of the participants, assuming that 'if someone who sees this flyer wants to participate, they will buy that brand of treats once to see if their own rabbit will eat it.'

After all, if the participating rabbit doesn't eat the treats provided on the day, they won't stand a chance in the competition.

This means the shop anticipates that those treats will sell at least a little. Furthermore, since the event date is three weeks away, the shop also anticipates that customers will come to buy the treats multiple times to get their rabbits used to them.

This leads to more sales.

And on the day of the event, since rabbit lovers will likely gather in droves, the shop can also expect sales of various items from the visitors.
There is also a hamster race, after all.

Moreover, this event costs almost nothing to run.

The expenses involved are just the cost of this inexpensive flyer, the distribution fees, the cost of the treats given to the rabbits on the day of the event, and the prizes.

If there is a small space inside the shop, the event can be held.

It is precisely because this is marketing that relies on brainstorming and ingenuity rather than money that it leads directly to tangible benefits.

I think the event flyer tactic like this one is well worth using as a reference.

Naruhiko Kaiun

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