- June 2, 2015
- 0
- Email This Post
- Print This Post
New Opportunities are Afoot with Floor Graphic Marketing
Better materials, marketers’ need for novelty, and mystical power over on the shopper’s psyche have all converged to reignite interest in floor-graphic marketing, so says a post over at SignIndustry.com.
Reasons for Resurgence
Floor graphic marketing isn’t new, of course. But it remains among the most effective and affordable parts of the integrated marketer’s toolbox, for good reason. Floor graphic marketing works because:
- It’s easy, flexible and inexpensive to implement–Floor graphics are another form of
in-store signage, which, as we’ve detailed in posts like this one, offers numerous benefits of its own. Floor graphics are inexpensive enough to use for short-term promo or POP applications, yet durable enough to serve as longer-term signage. Ask your banner/poster provider to describe the materials and show you some samples. - It’s fun, creative and novel–Most brick-and-mortar companies use the tactic sparingly, which is good, because over exposure would undermine the novelty and impact. Still, in business, doing something others aren’t is called ‘opportunity,’ and thoughtful floor-graphic marketing can generate plenty of that.
- Your ‘medium’ is already in place–As with your store windows, floor space literally becomes a free marketing platform–in place, paid for, and ready (after a wash, wax and buff) to entice or entertain patrons, 24/7.
Leveraging Shoppers’ ‘Orienting Reflex’
There may also a psychological component to floor-based communications. SignIndustry.com cites work by Radford (VA) University psychology professor, Joseph S. King, who describes the floor as a ‘potentially useful source of advertising.’ King contends that attention directed downward (in what he calls an ‘orienting reflex’) sharply focuses consumers’ attention, thereby making any content underfoot–words or images–instantly meaningful and relevant.
Whether you subscribe to King’s theory or not, retailers’ decades-old interest in floor-as-marketing-medium is undeniable, as, over the years, floor graphics have helped them:
- Create brand identity and reinforce brand awareness
- Engage and inform customers as they shop
- Influence purchases at the Zero Moment of Truth
- Enhance high-value/ROI in-store promotions
- Enliven Grand Openings and Open House events
SignIndustry.com says that sales increases of up to 30% have been associated with floor-graphic marketing, so it’s little wonder that results-hungry marketers have again taken notice of it.
Not Just for Retailers
But what if you’re not selling products? Surprise! Custom floor graphics also deliver impact and value in non-commercial settings. For example, imagine how creatively designed pictures, logos, slogans or other images can help perk up floors and interiors at:
- Indoor sporting events, such as basketball and volleyball tournaments
- Wedding parties and Bar/Bat Mitzvah celebrations
- School dances and corporate events
- Museum exhibits
A savvy signage provider can also show you how to use floor graphics for safety and way-finding applications. Just give them a call and beat feet to the nearest location to learn more.
