Usually display signage & POP focus on catching the buyers attention at the eye level. However, many brand managers, advertisers, event managers, and retailers realize the benefits of messaging using all surface space, including floors (Watson, Amy.“The Fantastic Floor – Make Use of Prime Marketing Space.” digitaloutput.net).
Implementing an effective floor graphic program requires coordination from everyone, from the artist or the designer to the end-user.
Floor graphics are a complement to more traditional forms of signage and the trend now extends beyond retail stores into arenas, interior design, and even outdoors. Shorter term graphics are still the norm, based on what is being promoted, however long-term applications are seeing some traction. With more durable and versatile media, as well as anti-slip overlaminates, the possibilities are endless (Watson, Amy.“The Fantastic Floor – Make Use of Prime Marketing Space.” digitaloutput.net).
Tyler Reich, Director of Product Development, Qué Media Inc. “The floor opens up about 25 percent more space on average for new advertisements.” So what does this mean to the retail owner? When is enough enough?
Well, it comes down the bottom line explains, Robert Rundle, viscom market manager for Ritrama, “Many retail stores sell floor space for additional income.”
Floor graphics are even a better idea for smaller stores who can rely on floor space due to limited overall space. In the hyper competitive retail marketplace today, retailers are being more creative to attract new customers, improve their branding, and increase their sales.
Inside or Outside?
Floor graphics used indoors are better protected from the elements & last longer. However, there has been much development in new materials & substrates to work for the outdoor market. New material can be used to stick to concrete & asphalt. This opens up opportunity for outdoor sporting events, parades, sidewalks, markets, & parking lots.
For How Long?
Most floor graphics are generally designed for short term use, from 1 day to 6 months. Thats because they are often used to promote short term or timely promotions, so there is no need to keep them for a long time.
David Timmeran, West Coast Technical Services representative for Avery Dennison Graphics & Reflective Solutions, explains that seasonal sales are a good example, “At the end of each year, holiday shopping deals are prevalent and retailers rely on floor graphics to lead customers to the specified promotion or sale,”
It is important to understand that, because we are talking about graphics on the floor, they will get dirty. They suffer from large amounts of abrasion & abuse. When this happens, you will want to remove or replace the graphics. A dirty or abused graphic is not a good way to represent a brand.
Another way to extend the life of your floor graphic is to apply a durable overlaminate. This is especially important for high traffic areas or graphics being applied to carpet.
Amy Watson explains the importance role over-laminate plays for slip resistance, “The laminate should be UL certified for slip resistance. Most corporate retail outlets only use media that is underwritten and classified as UL 410 slip resistant.“ (Watson, Amy.“The Fantastic Floor – Make Use of Prime Marketing Space.” digitaloutput.net).
Floor graphics are useful in many environments, from retail, to outdoor sporting events, & entertainment facilities. As Lisa Humrich, marketing manager, Oracal, points out, “floor graphics rarely have to fight for attention, as there are simply fewer eye-catching distractions to compete with.”(Watson, Amy.“The Fantastic Floor – Make Use of Prime Marketing Space.” digitaloutput.net).
Floor graphics are a great option for because they are effective, versatile, & can be an exciting new application for marketing managers to gain an advantage in a competitive marketplace.
Watson, Amy. “The Fantastic Floor – Make Use of Prime Marketing Space.” www.digitaloutput.net. April 1, 2013.