Home' New Zealand Printer Magazine : February 2013 Contents Standing on a gold mine
ADVERTISERS have long
recognised the power of point
of purchase as a marketing
tool. Some studies suggest
that as much as 70 per cent of brand
purchasing decisions hang in the
balance when a consumer enters a store.
Advertising outside of the retail
environment may create an awareness
and a desire for a product and
motivate a customer to enter a retail
environment. However, once in store,
if the brand is not well supported at
the point of sale, consumers will likely
chooses other more visible brands.
Possessing this knowledge that
buyers will spend their money on
impulse, and that what they see in
store will infuence them, it comes as
no surprise that the point of purchase
market has become fercely competitive.
Advertisers strive to keep their brand
in front of the customer at the critical
purchasing moment and companies
invest in high quality point of purchase.
They look for innovative and creative
ways to stand out and attract consumer
The development of foor graphics
has led to it becoming a signifcant tool
in this market. As a medium for gabbing
customer attention, foor graphics
offer exciting opportunities. With an
exciting, creative design foor graphics
can add a whole new dimension to in-
store brand promotion.
Size gives advertisers a major
advantage when using foor graphics.
You can make them large to create
high visibility, without creating
clutter or taking up valuable retail
space. Advertisers can locate foor
graphics right at the point of sale. Ideal
for drawing attention to a product,
building brand awareness, launching
new products and increasing product
presence, in high traffc areas, foor
graphics have application to direct
traffc and create pathways to desired
locations within a store, shopping mall
or exhibition. Advertisers can also use
foor graphics simply as decorative
fooring to enhance an upright display.
Don't slip up on safety
RELIABLE manufacturers, with
a proven history of performance,
can supply slip resistance data
from reputable testing facilities in
both wet and dry conditions. Some
manufacturers offer commercial
liability insurance that extends to
converters and end users of their
product for added assurance and cover.
Advertisers have placed foor graphics
on sports courts, inside buses, trains;
often covering whole foors. This is
testimony to the safety that quality
products and professional installation
A foor graphic comprises a base
flm and a textured non-slip laminate.
To ensure the best performance of the
graphic, installers can use a quality
removable flm to ensure the graphic
stays in position during the campaign.
It will not damage the foor on removal
(permanent adhesives can be used if
long lasting graphics are preferred).
Solvent based adhesives remain the best
choice. The continuous exposure of the
graphic to water through cleaning can
compromise water-based adhesives.
Bubble free adhesives should not be
used. As air can escape, water can
infltrate the channels causing adhesion
failure. Edge sealing can solve the issue
but this presents new problems when it
comes to removability from the foor.
Suppliers offer a range of
foor graphic laminates, typically
polycarbonate, PVC and polypropylene.
Polycarbonate laminates are the most
expensive but offer the best durability;
hard wearing and easy to clean. PVC
laminates, while more cost sensitive
they offer less durability. They are
softer then Polycarbonate which means
dirt can get embedded in the soft
surface making them harder to clean.
Conversely, this softness offers greater
fexibility of the graphic if going over
tiles or stairs. Polypropylenes are the
cheapest and less hard wearing. They
should really be used for only very short
It is important to check slip
resistance as products that are cheaper
could be offering less or minimal slip
resistance that compromises the safety
of customers. It is also wise to consider
slip resistance and durability together.
Slip resistance testing is done without
the product being in use so a good over
laminate needs to exhibit slip resistance
not only at the start of a campaign but
Where can print and sign companies
nd new opportunities for print and
sign advertising to improve their
bottom lines? Denise Nathan says
one answer lies at our feet
Footloose: oor graphics offer fresh
revenue streams for print and sign
Word to the Wise
Kiwi ideas can take the oor
FLOOR GRAPHICS is not a new signage innovation; the technology has
existed for years. Overseas markets have readily embraced this proven
medium for point of purchase promotion and decoration. Strangely,
New Zealand has taken its time in adopting this medium.
Some reasons for this slow uptake include:
• Retailer concerns about the safety of oor graphics and more so
• Advertisers needing assurance that their image will continue to look
good and communicate a positive message under foot/trolley tra c
• A lack of awareness by advertisers of the existence, bene ts and
possibilities oor graphics can add to their in store promotions
The key to growing the oor graphics market is selling the concept
to end users and making them aware of how oor graphics can increase
their pro tability.
Myriad examples of oor graphic campaigns already exist that can
convince advertisers in New Zealand to use oor graphics as part of
their in-store promotions. For print and sign companies, this represents
an excellent opportunity to increase the services they can o er clients
and bring in new business.
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