Want Marketing Results Through the Ceiling? Introducing Floor Graphics
It’s easy to see why digital marketing is now considered the norm with the internet taking over and it can be tempting to simply follow the competition. However, that doesn’t mean it’s the most effective method for you, your business and your goals.
If you want your marketing results to go through the ceiling and you’re looking for newer, bigger and better ways to make an impact, it could be time to consider floor graphics.
Floor Graphics: What are They and How Do They Work?
Floor graphics are imagery or murals on the floor that are meant to catch the interest and attention of people walking across them. They are a great way to reach out to customers on the move – even when they might be engrossed in reading something on their phone.
Custom floor graphics and decals can immediately attract the attention of potential buyers and if they’re particularly extraordinary, people might end up taking photos of the flooring and sharing it. And that’s great for increasing your brand awareness and ensuring that your company is talked about.
Humans are biologically programmed to pay attention to the ground and thus, the floor is a super-useful place to advertise information. This is why floor graphics are so effective.
As well as catching attention and raising brand awareness, floor graphics can also serve more practical purposes. For example, they can direct people towards events and help with navigation around a busy workplace, restaurant or shop floor.
Why are Floor Graphics So Effective?
Have you ever seen the footprint-shaped stickers meant to lead people to a certain place – for example, at a university open day, leading visitors to a particular room where an intro seminar might be taking place or on the escalators of shopping centres?
An article penned by Dr Joseph King, professor of psychology at Radford University in Virginia, USA, stated that humans are biologically programmed to pay attention to the ground and thus, the floor is a super-useful place to advertise information. This is why floor graphics are so effective.
Whether they’re a novelty or contain practical, relevant information, they’re eye-catching and different to the usual posters and notices you often see and easily forget about.
Floor graphics are particularly memorable when the graphics encourage people to share pictures of them on social media. This results in your brand being talked about and your logo or messaging being logged in their subconscious in a positive way.
The Rise of Digital Marketing
In this digital era, it’s becoming increasingly hard to stand out from the competition. Social media is an uber-competitive landscape with companies and content producers vying to be heard. The effect of this is amplified when you consider how short users’ attention spans are.
However, there are some scenarios where digital marketing can’t have a big impact on its own.
For example, an exhibition using a physical product is going to have a much bigger impact than something you’ve designed and posted solely online where your audience can’t interact with it physically at the event. To them, it’s not going to have much value and they can easily lose interest.
Like a chip shop has an enticing aroma as you walk by, you’re going to want customers to be doing more than just seeing your marketing efforts in order to leave a lasting impression. And the best way that is done is physically. Digital marketing relies on a staggered connection with its audience.
To explain, your paid social ad is hosted on Facebook and your viewer is seeing it on Facebook. They’re viewing it through a Facebook lens. Furthermore, they’re browsing Facebook through their smartphone, so it’s Apple or Samsung who is delivering Facebook to them, and it’s Facebook who is delivering your ad.
A physical print offering offers a more direct connection to your audience, especially when it’s right there, under their feet.
How Floor Graphics Can Complement a Digital Marketing Strategy
This is where floor graphics come in. If you want your marketing to go through the ceiling and you’re looking for fresh and exciting ways to make an impact that lasts, then choosing some out of-the-box print techniques are the way to go.
Go big and give audiences something they’re not likely to see being done by your competition. Make your floor graphics entertaining, thought provoking or witty and you’re likely to see your efforts shared on social media. Especially when combined with a competition or giveaway.
However, there is a time and place for them so you’ll have to consider placing them strategically. For example, in places where you know people will be looking at the ground, such as at the top or bottom of an escalator, or where they’ll be standing for a while, such as in a lift or in a queue.
Go big and give audiences something they’re not likely to see being done by your competition.
Finally, it’s important to source an experienced provider who has the credentials and the portfolio.
Rather than simply purchasing printed flooring and not ensuring it forms part of your wider marketing strategy, the best providers can cover all areas from the design to production, right through to installation. This is highly beneficial, as it means you don’t need to take time out of your busy schedule to continue checking in, especially since you know you’ll be in the hands of people that know what they’re doing to help you achieve your aims.
Want to discuss floor graphics? Get in touch with our team of specialists.