Floor advertising is commonly referred to as floor stickers or floor graphics. This arena is a frequently overlooked advertising gold mine. When most people are asked about floor graphics, the first thing that comes to mind is the art on basketball courts or other indoor arenas. However, floor advertising is not just for sports. These advertisements can be produced in nearly any custom shape, making them versatile for any environment.
Ask any person in Manhattan how they know who the tourists are, and the automatic response is that tourists have their necks craned to look up at the buildings while New Yorkers stay focused, looking down, rushing to their next adventure. This simple truth makes sidewalks, roads and ground-level surfaces perfect for advertising to seasoned New Yorkers. Floor graphics can be die cut to specific shapes, the most useful of which is the foot print.
A foot print is the perfect way to subliminally direct traffic anywhere you want. Whether you are keeping the order and flow of traffic at festivals and stores or trying to direct traffic straight off the street into your event, large branded footprints make your purpose obvious. Of course the most common things to make a floor graphic pop outside of producing a special shape, is to use bright vibrant colors. The more interesting the graphic is, the more interested consumers will be. The problem many advertisers face is how to get people who are in a rush to look up and take notice of the other advertising surrounding them. The answer to this problem is to simply make the consumer look up.
To make the floor graphic into a dynamic multi-dimensional piece, have the footprints lead up to a wall graphic, building or scaffolding wrap. If yet another city project has left your storefront shrouded behind construction nails, spray paint and plywood, scaffolding wraps are a great way to turn this urban lemon into a posh Arnold Palmer. Use this as an opportunity to temporarily have a fun dynamic new advertising campaign.
Avery, 3M and Flexcon make weather proof semi-permanent adhesive vinyl meant specifically for asphalt and concrete, as the graphic spends more time exposed to the air, the adhesive breathes and flexes slowly working itself further into the cracks and crevasses of the ground. Floor graphics or wall graphics, as they may become, can last 6-9 months depending on the kind of foot traffic and weather conditions they are subjected to over the course of their lifetime.
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Floor/Wall graphics work for large cities because of all the different spots you can put them as well as all the traffic that will see them whether on foot, bike, or car. I never really thought about it until I read this but putting foot prints on the floor does force people to follow them, it’s happened to me before.
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