Floor graphics are the last blank canvas.
Things are looking up for floor graphics. As marketers explore novel ways to display and convey their messages, colorful images and text shouting for attention from floors are beginning to become more prominent in fully integrated campaigns.
In fact, says Tim Greene, director of wide-format market research at InfoTrends (www.infotrends.com), the North American market for floor graphics will grow at a rate of nearly 12 percent through 2015. “Floor graphics are a strong market,” he says, “one that’s greatly enabled by product development on the film side with technologies that make these films easier to apply and slip-proof – a big deal in the retail market.”
In the discussions that follow, we turned to several industry companies – including Asphalt Art, Avery Dennison Graphics, Drytac, LexJet, Mactac, Oracal, and 3M – to get their take on the state of floor graphics as well as information on their current product mix.
Fixtures in the graphic experience
Floor graphics are proving “great for promotions and brand building and they are not a commodity,” says Dione Metnick, product line manager for LexJet (www.lexjet.com). “For print shops, this [specialty] has more perceived value and provides greater sales margins than other traditional type of graphics.”
And, points out Mary Ann Kucera, marketing manager for Mactac (www.mactac.com), “Floor graphics add interest to under-used space in eye-catching ways – with the additional benefit of not using expensive shelf space in a retail environment while still conveying the advertiser’s message.”
It’s a point echoed by Todd Hain, marketing communications manager of Avery Dennison Graphics (www.averygraphics.com). For point-of-sale promotions, floor graphics can be positioned as a superior alternative to other options, he says. “Shelf space is so competitive and the amount of product and labels can be overwhelming. Strategically placed floor graphics can be a great way to cut through that clutter and make a brand stand out.”
It’s not just at the point-of-sale, however, where floor graphics are having an impact. Lobbies, public stairwells, museums, stadiums, streets, and sidewalks – wherever there is foot or road traffic – are all locations where “prints on the floor” are becoming fixtures in the graphic experience.
Michael Gillette, brand manager for Asphalt Art, might sum it up best: Floor graphics “create tremendous opportunities for advertising and branding. We seem to have filled up every conceivable vertical space with graphics. The floor may be that last blank canvas.”