In the competitiveness of the marketing world, staff and
agencies around the world are constantly looking at new ways to attract
attention and make customers aware of new and existing products new services.
The challenge to make people aware, create campaigns that
capture attention, engage and cultivate loyalty is not easy in a time when
there are constantly new sources of information. We are bombarded by e-mail,
Twitter, the web, virals, TV, radio and much more. There is also film,
billboards, train and bus advertising, online visuals, and other forms of
off-line options - all of which vie for our attention.
In recent years a new form of visual has appeared. It's
dynamic, colourful and brilliantly eye-catching because it is used in a
creative and sometimes even deceptive manner. This new thing is floor graphics,
and it has really taken off. They offer a unique and inexpensive way to
advertise a product or service and have been reported to work well especially
when compared to radio and TV.
The product performs exceptionally well in high traffic
areas and can pack a powerful punch when complementing other aspects of the
project that are both on and off-line. They are a great thing to implement
alongside any kind of broadcast media and traditional efforts too.
On first consideration these things wouldn't appear to be
effective. Without thinking too hard it's easy to assume that most people don't
walk about looking down; we imagine that most people look straight ahead when
they're out and about and going somewhere. But the actual truth is the opposite
and something that was discovered by retail outlet marketing many years ago –
the average person has their eyes cast down at a roughly 30° angle when they're
heading somewhere.
When you consider this, it makes perfect sense. Reflect on
the way you walk. You have to keep an eye on the footpath ahead for things like
steps, uneven pavements and any other obstacle that could be your way. The fact
that most people have their eyes in this direction means that a floor-based
marketing product is in an ideal position to capture attention.
With the graphic on the ground, the item will be seen
immediately. That's because it's unusual and people respond by stopping and
wanting to look at what they are about to step on. They will want to read the
words before moving on. This kind of advertising gets guaranteed viewing.
The best kind of floor graphics use incredibly creative
design and outstanding visuals. It was reported in European Sign Magazine that
when the drinks firm Pepsi introduced its ground level campaigns brand
awareness rose from 33% to 58%. The graphics were powerful and simulated a 3-D
effect with a drinks cup seemingly rising from the earth and the spray and ice
from the drink bursting to greet the viewer. The design even employed a shadow
effect to enhance the imitation dimensional element.
Other unusual examples include a massage firm that used this
type of display on a footpath in a busy city centre. The advert featured an
image of a woman lying face-down with a pillow under her head, looking as
though she was ready for a spa treatment. It's hard to imagine how anyone could
fail to see this very striking campaign.
If you decide to go with this type of collateral one of the
most important things is to not cut corners on cost. You need something that is
durable and will adhere to the space. It must wear well under heavy footfall.
Resistance to wear and tear and an ability to keep clean are important
considerations too.
Before ordering, ensure you think hard about the message and
the visual. Focus group testing is very worthwhile so that you can get
additional opinions from people outside the company or the agency. Have
mock-ups produced and placed in various locations to find out how they look and
what kind of reaction they generate. Then you are ready to make your order.
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