Billboard Mats LLC products are composed of a wide range of elements, approaches, and areas of effectiveness to consider. What started as a safety campaign to protect professional boxers in the ring has now exploded into an exciting and revolutionary product and advertising system. It has been a huge challenge to present both the products themselves and the accompanying business details in a timely and concise manner. In fact, the potential of this product has expanded so much since we began development of the website that we are constantly adding, altering and refining its content.
In a nutshell, Billboard Mats LLC has created and patented two basic products, the SAF-T-MAT and the Billboard Mat (BBM). Both of these products consist of a “Base Mat” foundation with built-in space for a separate “Advertisement Insert”. The patented physical attributes of our product provide you with a mat that is slip resistant, highly absorbent, lightweight, versatile, and able to withstand practically anything. Advertisement Inserts are printed with a specialized process that maximizes their vitality and attractiveness and can be easily changed and customized for any purpose or goal.
SAF-T-MAT is specifically designed for use in a professional boxing ring. It prevents the inevitable saturation of the canvas floor during fights, completely eliminating the threat of slipping and bringing an important element of safety into the sport. The Billboard Mat (BBM) is a two-tiered product for either personal or professional use. Base Mats are available in 3 configurations (Standard, Runner and Large) with 2 sizes of inserts (Standard and Large). Our most revolutionary offering is the Billboard Mat (BBM) and the available service of the Billboard Mats Marketing System. Supervised and guided use of our product and marketing system will provide companies with increased sales and profits while creating an entirely new shopping experience for customers. Supplemental revenue is then generated through our powerful advertising program and integrated support system. Billboard Mats can also be ordered by individuals for their own personal use without the need of the Billboard Mats Marketing System.
Our website strives to explain the methodology, psychology and practicality of the Billboard Mat product and the floor advertising Marketing System. We’ve tried to keep it simple while being open and transparent, all in an attempt to instill in you a feeling of confidence in our company, our team, our product, and our abilities. Some areas of the website are still under construction, and some details may be missing as they are still in production or testing. Please feel free to contact us with any questions you may have after reading through our site. We are ready, willing and able to supply both our SAF-T-MAT and Billboard Mat products, and look forward to starting a mutually rewarding and dynamic new relationship with you.
Billboard Mats offers a completely unique, patented and highly advanced Floor Advertising Product. Our product uniquely integrates an exclusive Marketing System, which removes any required effort, expense or obligation from the hands of the participating retail establishment. Billboard Mats will bring an enormous range of benefits with our strong design and concept. Customer engagement, communication and satisfaction will be drastically amplified, and an establishment’s vendors will be eager to advertise as they experience a substantial increase in sales. As the sale of advertising space is made, the retail establishment itself will create a large amount of profit for their company. There is no marketing system that is able to deliver such a range of benefits from every angle of the retail spectrum. With proven effectiveness, no labor requirements, and virtually no start-up or investment costs, our product provides a clear-cut opportunity to generate significant supplemental revenue for every party involved.
Billboard Mats’ CEO Ed Pettersen has earned three U.S. Store of the Year ‘Awards and another nod for Best Specialty Store in Asia with his retail designs. He is highly regarded throughout the marketing industry for his unique psychological perspective on consumer behavior and an ability to impact customer loyalty through design. His retail design philosophy encompasses the entire in-store environment and experience, which is everything the consumer sees, hears, smells and touches other than the product for sale. He currently holds multiple patents for retail innovations and continues to operate a private retail-consulting firm. – View Full Profile
The Billboard Mats team is made up of many professionals, offering expertise from a wide range of industries including Marketing, Advertising, Sales, Graphic Design, Filmmaking, Movie Directing, Writing, Music Production, Teaching, Television Production, Retail Design and Retail Consulting. Having a team of such experienced individuals has been a powerful foundation for the development and growth of our company and its products. We have formed a specialized approach, built from the most efficient and diverse techniques, perspectives and knowledge in the industry. This dynamic has molded our values and embodies every one of our strategies, and remains constant throughout every process of our system.
Billboard Mats’ President Thomas Clohessy is an award-winning filmmaker and writer, with experience working with some of the most talented artists and actors in show business. Among his many major awards, he has received Best Short Film, Best Screenplay, and The Audience Award at The New York International Film Festival. Over the past 20 years, he has also been presented with over 20 Silver and Gold Medals for corporate short-form videos. As a writer, Thomas has scripted 19 feature-length screenplays, performed re-writes and script doctoring on over 35 feature films while scripting over one hundred 30-60 second television commercials world-wide. As a former New York State Light Heavyweight Boxing Champion and two-time Golden Gloves Finalist, Clohessy invented the SAF-T-MAT in 2010 out of passion and genuine concern for fighters everywhere. He expanded this incredible concept by partnering it with Pettersen’s extensive retail expertise, marking the beginning of Billboard Mats LLC. – View Full Profile
The Billboard Mats TeamExperience & Credibility
Listen – Research And Redesign Campaign
When we first began to develop Billboard Mats, we recognized the tremendous potential behind what we were creating. Even after years of hard work and refining our product, its potential continued to expand and grow. As we arrived at the most advanced version of our design, we discovered an overwhelming amount of approaches, influences and factors that it now embodied. In order to truly show the power behind Billboard Mats, it was vital to directly and clearly present as many of these elements as possible. Thus began our official “Research and Redesign Campaign”.
“I run on the roads, long before I dance under the lights.” – Muhammad Ali. We started our campaign by closely examining case and psychological studies, allowing us to display our effectiveness tangibly and explain the mental interactions that our product stimulates. We challenged the durability of our design, physically and theoretically, helping us to identify and classify individual usage methods. This led to the discovery of different, smart and creative techniques, which contributed to the launch of entirely new product lines. Benefits were revealed from every angle, which were then further examined, confirmed, categorized and prepared for presentation. Thousands of hours, hundreds of rewrites, along with an arsenal of Word documents, notes and empty coffee cups have been consolidated to form what we are now presenting to you. The Billboard Mats “Graphic Design and Marketing Department” rose to the challenge of handling this assignment entirely independently. Our team designed all of the graphics, wrote all of the content, constructed the layout and developed our entire website. We felt this would not only act as a great example of our commitment to perfection, but also showcase our ability as designers, artists and marketing professionals. We hope it reflects the level of quality that you will receive when using the Billboard Mats Marketing System and our products.
Our enormous “Research and Redesign Campaign” traced the roots of our concept to the very core. Every perspective has been analyzed while seeking to provide a clear, organized and comprehensive understanding of Billboard Mats as a product and as a company. Our research campaign will continue to operate, fueling the growth and progress of our products as we continue to adapt to new marketing landscapes and contemporary consumer behavior.
Understanding Billboard MatsResearch and Redesign Campaign
Listen – Billboard Mats Sales Department
Our sales team will personally contact the vendors of an establishment and introduce them to the Billboard Mats product and marketing system. We will offer them the opportunity to purchase advertising space within their product’s department or any suitable location that the establishment agrees upon. Our Sales department will administer the transactions of all vendor advertisements and work with them to identify specific needs and objectives. They will then pass this information on to our Graphic Design and Marketing Department to begin the development process.
Listen – Billboard Mats Graphic Design And Marketing Department
Our professional in-house Graphic Design and Marketing Department uses the industry’s leading programs and applies the most advanced and effective techniques to every advertisement we produce. This department is made up of members who offer years of experience in marketing, advertising, design and other creative fields. The full use of this department’s service is made readily available to every one of our clients.
Listen – Billboard Mats Base Mat Production Partner
We’ve taken the specifications of our patented Base Mats and had them transmitted to giant steel cutting templates. Our Partner Production Facility uses these to create exact replicas of our Base Mats. This ensures that our products all share identical measurements, which is a critical element in the interchangeability of our inserts and the overall versatility of our product and program. Our Partner Production Facility has the capacity and resources to operate on any scale and manufacture our Base Mats in any volume that we request (realistic and reasonable expectations must be maintained).
SAF-T-Mat is a unique and proprietary product made specifically for boxing rings, and is actually the seed that spawned our entire product line. Company president Thomas Clohessy was a former light heavyweight champion with many years experience in the ring. He knows first hand the dangers that wet shoes create for fighters. Water, sweat, spit, blood and Vaseline routinely fall to the floor in the corners between rounds as the fighters are tended to, and these liquids make the boxers’ shoes slippery on the ring’s canvas surface. This can and has caused fighters to slip, leading to further danger in the ring, unnecessary injury to the fighters, illegitimate knockdowns, and even improper scoring by the judges. With the same patented design as all of our Billboard Mats products, the SAF-T-MAT keeps the corners of the boxing ring completely dry, which means the fighters battle on a pristine, dry surface from start to finish. And the SAF-T-MAT has a designated space for sponsor logos, advertisements or pictures to be displayed on our printed inserts.
How does it work? It takes an average of 1.9 seconds to place the SAF-T-MAT into the boxing ring, and only 1.3 seconds to remove it. While it is an extremely simple and repetitive task, it is imperative that it is done discreetly, quickly and correctly. We already have in place an exclusive team that is trained to handle the job. They have been advised by fighters, trainers, promoters, and most importantly corner men to ensure that the SAF-T-MAT is not only properly placed, but also how to remain invisible and unobtrusive in the corners during the fight itself. For those boxing fans and patrons who have paid dearly for front row seats, our SAF-T-MAT team will not interfere with your view. The mat has already been used during fights at Mohegan Sun Arena, The Paramount in Huntington, and featured at the Barclay’s Center with high praise from all involved.
The world of professional sports continues to add new rules, video reviews, and stronger fines and penalties to ensure the safety of their athletes and fairness in scoring. Virtually all pro sports have long established methods providing basic safety to their competitors, whether through protective equipment, tougher regulations, or routine maintenance of the playing surface i.e. ice, grass, fairways, pitching mounds. Boxing, an inherently hazardous sport, has been reluctant to address the additional danger of slipping for too long. SAF-T-MAT completely eliminates this concern while also providing a means of advertising for promoters and sponsors. We believe that the integrity of the sport of boxing must be maintained, and fighters should be protected from additional harm. Every boxing promoter, commissioner, venue, trainer, fighter and sports writer should demand that SAF-T-MAT be used for every boxing event. It is their duty to keep fighters as safe as possible and protect them from one of the biggest risks they face in the ring. The only concern a fighter should have is his opponent.
The concept of floor advertising contains potential that is virtually unseen in the world of marketing. We recognized this untapped value and devoted ourselves to understanding, mastering and revolutionizing the concept. We evaluated every floor advertising company that we could find, examining their strategies, application methods, and company structures. Our findings identified every area of their methods that lacked complete efficiency, effectiveness, convenience and consistency. The Billboard Mats design has either removed or advanced every single one of these elements, evolving the concept of floor advertising into a technique of pure effectiveness.
The extensive research that went into the development of Billboard Mats allowed us to prepare a foundation for the creation of an entirely new product. Having identified the most effective elements to incorporate and further advance, our collection of specific materials, designs and strategic capabilities have come together to form the Billboard Mats product. With the help of an experienced legal team, the United States Patent and Trademark Office presented us with an official patent for our product. Even Federal Law will now support the true uniqueness of Billboard Mats, and guarantee that it will forever remain singular to any other concept in advertising.
Intentionally designed to be placed in the areas of the highest foot traffic, where the impact will be the strongest and perceived by the most people.
Billboard Mats can be used to increase safety and prevent slipping because it is absorbent. No possibility of tripping, need for premature removal or resulting legal liability.
COMPLETE VERSATILITY & DURABILITY
With no laminating or adhesion, Billboard Mats can be easily moved and repositioned anywhere in the Establishment.
NO ENVIRONMENTAL RESTRICTIONS
Resistant to environmental factors and normal wear and tear, having no adverse effect on the application or lifespan.
The Billboard Mat “Base Mat” is essentially a frame for the advertising insert, allowing ads to be easily changed as often as desired.
ATTRACTIVE & EFFECTIVE
Our “Dye Sublimation” printing process delivers the highest quality results. We achieve pure photo-quality graphics with optimal depth, dimension and effectiveness.
NO EXTRA RESPONSIBILITY
We have structured our marketing system to require no extra merchandising space, resources, time, maintenance, effort, attention, work or responsibility at all.
NO FLOOR RESTRICTIONS
Billboard Mats can be displayed on any type of solid, level surface. There are no restrictions on the material, cleanliness or proper construction of the floor.
INSERTS & BASE MATS
The “Base Mat” is essentially a frame for the “Advertising Inserts”. On each Base Mat, a designated rectangular space is included to fit each insert that we print. A customized cutting template was designed for the production of every Base Mat and insert, ensuring that their intended dimensions stay consistent and exact. Keeping the measurements of inserts and their holding space identical delivers increased versatility and convenience. It allows the inserts to be easily rotated to different Base Mats without disturbance. Base Mats themselves can be relocated throughout an establishment, made possible by the durability of the design.
Here at Billboard Mats LLC we operate a professional in-house Graphic Design and Marketing Department. Every member of this Department offers years of experience in their field. With use of the industry’s leading programs, we apply the most advanced marketing and design techniques to every advertisement that we produce. The full use of this department is made readily available to every one of our clients.
Our inserts will be completely personalized, perfected to accomplish any specific goal and even bring new ideas and creative campaigns to life. When designing an insert, we consider many elements of the environment, product and target audience. Even if the insert is only presenting a simple company logo, effectiveness can be maximized with a series of further enhancements. Environmental characteristics, color scheme, 3d design, shape design, color contrast and subliminal strategies are a few of the many important advanced components that we consider.
Our unique and efficient design strategy consists of broad research, testing and professional experience. It serves to maximize the speed, quality, effectiveness and attractiveness of every advertisement insert that is created. Our level of contribution in the actual design of each ad is up to the client. We can collaborate with you and your team or we will gladly take full creative control and submit the design to you for your approval.
To create our prints, we use a specialized process called “Dye Sublimation”. A controlled amount of heat and pressure vaporizes colored dye embedded within large rolls of transparent film. The colored dye transitions from a solid to a gas, allowing it to permeate the surface of our fabric. It is then literally infused with the fabric, creating a gentle gradation at the edges of each pixel. This delivers results that are seldom, if ever seen on carpet material. We are able to reproduce and enhance any piece of high quality artwork and achieve pure photo-quality graphics with optimal depth and dimension. Our prints are almost completely invulnerable to fading and distortion over time.
Billboard Mats can be used in many ways to accomplish an enormous range of professional objectives within any environment. Every “Advertisement Insert” will be designed with a specific goal in mind. Placement, design and the overall strategy of the ad will be based on this specific objective, but as customers begin engaging with the message, many other areas of benefit will extend themselves to the establishment, vendor and customer.
Vendors will be given the opportunity to purchase advertisement insert space within the participating establishment. They will be able to present products, promotions, smart-phone commercials (through QR codes) and any other message or product information, right at the point of purchase.
With the sale of ad space, additional revenue will be generated for the establishment without taking up any existing merchandising space or in-store marketing dollars. It will require no additional expense, time, work or resources. This convenience is all made possible by The Billboard Mats Marketing System.
Depending on the collective volume of output, this will translate into hundreds of thousands, to millions in supplemental revenue for the company annually.
Billboard Mats can be used to interact with marketing that is already present within your establishment. This will restore and enhance public attention to advertising that is already in place and paid for.
Using Billboard Mats in conjunction with other strategies will create an entirely new connection between the customer, product and establishment. This concept is referred to as a “store-within-a-store environment” and has been said to develop a relationship of both trust and loyalty.
Example: A retailer combined “Traditional Floor Advertising” (adhesives applied directly to floor) to an already present, in-store banner campaign. Their product experienced an overall increase of 29 percent, representing an $85,000 increase in sales volume. – Scotts Miracle Grow
Billboard Mats was specifically designed to allow the actual advertisement to be changed easily and as frequently as desired. This opens the door to experiment with new and creative usage methods and strategic advertising campaigns. This is traditionally something that would cost a large amount of money and funding.
SPECIFIC STRATEGIES MAY INCLUDE:
Redirection Strategies – A message can tell customers to simply look up in a specific direction. From there, they can be shown another message, product, promotion or discount. Simple actions such as this are stimulating and earn customer attention.
Repeated Insert Changes – The alternating of different inserts on a “more frequent than normal” basis can act as an effective incentive campaign. Customers can be challenged to revisit the establishment to take pictures or scan the code on each insert that is featured during the promotion. If completed successfully, their efforts may be rewarded with a gift card, discount or sweepstakes entry hosted by the establishment. This will build a sense of anticipation for the ultimate reward and have the customer return to the location frequently. This can be used to familiarize them with your establishment, take a liking to your products and potentially create a loyal and returning customer.
Printing product information directly onto an insert will inform customers as they shop and promote positive product awareness in many ways.
Providing customers with an opportunity to learn about a product will create a valuable and beneficial dynamic within the retail environment.
This will ultimately make customers much more interested and likely to purchase the advertised product.
SPECIFIC STRATEGIES MAY INCLUDE:
Nutritional Information – Showing a food product’s Nutrition Facts and overall value to human health.
Statistics – Show statistics that present studied benefits and proven effectiveness of the advertised product.
Fun Facts – Interesting, indirect or personalized facts about a product, vendor or establishment.
Brand Awareness – Showcase a “brand image” to familiarize the public.
Brand Identity – Reflect the value and appeal that the product brings to the market.
Word of Mouth – Build a strong “Word of Mouth” foundation through the satisfaction, excitement, trust and commitment delivered by the insert.
New Product Launch – Stimulate public awareness, generate interest and promote the success of a new product or brand. Example: The U.S. Postal Service used “Traditional Floor Advertising” (adhesives applied directly to floor) to increase awareness of its “automated teller” machines. Attention to present signage increased to over 18%, awareness increased by 28%, and usage of the automated postal center machine increased by 11%.
Technology has completely changed our retail world and today we are seen moving even farther away from cash. There are some very interesting and exciting advancements happening in the world of digital payment systems. Apple Pay, PayPal, Google Wallet and even individual banks are offering this new technology to the public. This allows customers to easily send payments for products and services by using only a smart phone, the select application and enabling “location services”.
This is an extremely convenient and beneficial capability for both customers and sellers. There is a very good chance that we are witnessing the early stages of future behavior and interaction within organized retail. Since these methods have only been recently introduced, they remain unfamiliar to most of the public and are not widely available. Billboard Mats can generate public awareness of these new payment services by promoting them on advertisement inserts. Including QR Codes that provide instructions, descriptions, web links or even fully prepared transaction forms can stimulate the usage of these services.
Any advancements that will become a part of our retail world in the future can be presented and made easily accessible by Billboard Mats with similar techniques. The establishment or vendor that takes advantage of promoting these brand new services will attract a wide range of customers by being ahead of their time and the first to offer or inform the public.
By including a discount on an insert will give customers a no-strings attached personalized and unexpected gift, greatly increasing the likelihood of an eventual purchase.
SPECIFIC STRATEGIES MAY INCLUDE:
QR Codes – A “QR Code” can be printed on the advertisement insert. When scanned with a “QR Reader” the customer will obtain an exclusive coupon to present during checkout.
Picture, Written or Printed Barcode – Visual coupons in the form bar codes, pictures or written discounts can be printed onto the insert. Customers can photograph this with their mobile phone or mention it during checkout. This may be more effective depending on the targeted audience.
Theoretical Gift Cards – A picture of an actual “gift card” can be printed on the insert. This is an indirect way of offering a discount, but can psychologically come across as more beneficial to certain customers.
Keyword Discounts – A message can tell customers to say a specific “keyword” at checkout to receive an exclusive discount. Keywords can be directly related to the product, ad campaign or can even be the products slogan. This will improve customer familiarity and loyalty as the they will now associate these keywords with financial savings.
Billboard Mats has the ability to direct customer foot traffic to desired locations.
This can be communicated in many ways, including messages of sales ahead, images of footprints, arrows or written directions.
Customers can be lead to fitting rooms, pay stations, sales, large ticket items or even from the parking lot to your establishment.
Positioning a Billboard Mat directly outside of your establishment will direct traffic in.
QR Codes Printed Directly Onto Advertisement Inserts
When scanned with a “QR Reader” on their smartphone, the customer will obtain an exclusive coupon to present during checkout. Including a discount on an insert will greatly increase the likelihood of a purchase.
People tend to follow those who they feel are most credible.
The product that is displayed on our Billboard Mat, in front of the competing products in the department, promotes a powerful, implied, sense of authority. Many undecided shoppers will end up choosing the product on the Billboard Mat, generating significant sales for the advertiser.
A game can be printed on an insert to gain the attention of shoppers. This type of engagement will prompt a unique, exciting and enjoyable interaction between the store’s environment, the product and customer.
SPECIFIC STRATEGIES MAY INCLUDE:
Scavenger Hunts – Instructions or clues can be written on the insert, which lead the customer to different departments of the establishment. When this is completed, the customer may receive a free item or discount.
Engagement for Children – Shopping with children can sometimes be a challenging experience for parents. Inserts can include entertaining content targeted specifically for kids, such as cartoons, games or a simple challenge to “Jump” or “Step Here”. This brings a sense of fun into the store environment, making the shopping experience exciting, easier and more enjoyable for both parents and children. Mats can also be strategically positioned so children lead their parents through the store, leading them and their parents to a specific product or section. Example: “One Giant Step Towards Success” – Klem’s Hardware & Scotts Miracle-Gro (See our “Case Study” section)
Billboard Mats are like speed bumps; they cause shoppers to slow down and look. During this interaction, the shopper will be engaged with a message and ultimately contemplate a purchasing decision.
A retail environment offers a variety of similar products made by different vendors. Many customers will travel to a retail store with an established intent to purchase a specific item. 76% of people do not decide on the manufacturer of the specific item until they are physically in the store. Billboard Mats reside directly where the customer’s decision will be made.
Billboard Mats can draw attention to a product that the customer did not notice or intend to purchase.
Studies show that many people are willing to act on impulsive shopping behaviors by grabbing products right before checking out. This is an effective way to convince the shopper to buy an additional product.
It has been reported that more than half of all purchases made at a grocery store or retail outlet are unplanned. This means that the majority of customers’ purchasing decisions take place directly in the store itself. Example: General Mills cereals used “Traditional Floor Adverting” (adhesives applied directly to floor) to promote their cereal brand. 11.2% of shoppers who made a purchase were either loyal to a different brand or not loyal to any brand and had not bought a General Mills cereal in the previous six months.
Our specialized “Dye Sublimation” printing process maximizes the vibrancy and overall attractiveness of every advertisement insert that we print. This delivers pure “four color”, photo-quality graphics with maximum depth, dimension and color quality.
Combining this printing process, superior material and our specialized designing methods, we deliver the best product possible. These kind of results will:
Create ambience where it may be lacking.
Fill vacant aisle space and “warm up” departments that seem empty and unappealing.
Bring an overall feeling of vibrancy into the store
Positively effect the overall perception of the product and environment.
Giving customers this positive impression during their shopping experience is a valuable advantage.
People come into contact with advertising every single day of their lives. The industry has utilized nearly every available avenue of communication. Advancements in technology have changed the marketing landscape, thus making a connection with customers an even greater challenge. As a result, advertising has resorted to saturation and spam strategies in an attempt to surpass competitors and regain customer focus. Messages are louder, brighter, shocking and even invasive at times. Constant exposure to these unappealing strategies has left an adverse effect on the public. This has been monitored, surveyed and even explained with the support of psychological study. The consensus is that the public is experiencing a shared sense of desensitization to standardized marketing tactics being used today.
Prior to the actual development of Billboard Mats, we thoroughly researched every area that would potentially contribute to the effectiveness of our concept and eventual product. As we analyzed this theory of public desensitization towards advertising, we identified every behavior of contemporary marketing that fuels this reaction. Our attention eventually became focused on analyzing the concept of traditional “floor advertising”, which is the long-established method of applying a graphic directly to the ground floor with adhesives or laminates. Even without the many improvements that we have made with Billboard Mats, we were able to confirm the true effectiveness of floor advertising with an overwhelming amount of evidence, case studies and psychological theory.
This research provides us with important values and a broad understanding that we have integrated directly into the foundation of our product and company structure. With the advancements that we have brought to an already powerful concept, our ability to break through the noise of consumer advertising and reach customers is indisputable.
We have removed the unnecessary complications from “Traditional Floor Advertising” and developed a simple, unique and highly effective product. Our design is extremely advanced but to the public eye, it is perceived as simple, smart and visually pleasing. When compared to other advertising methods that seem loud and invasive, our seemingly simple design and approach is appealing in itself.
With our independent Program Administration and advanced Marketing System, Billboard Mats offers a service that requires hardly any commitment or effort by the establishment or vendor. Our preparation, expertise and resources create an experience that is simple, efficient, enjoyable, highly profitable and extremely beneficial for our clients.
When someone sees a commercial, there is a large gap of time between the impression and the actual transaction, if there is a transaction at all. During this time gap, many factors threaten to diminish the impression that was made on the potential customer.
The customer may see an ad by a competing product.
The competing ad may be more effective or may be seen closer to the customer’s trip to the store.
People are susceptible to forgetting about advertisements.
A large majority of people may not even pay attention to the familiar commercial ad in the first place.
THE CLOSER THE IMPACT IS TO THE PURCHASING ACTION, THE MORE SUCCESSFUL IT WILL BE.
In order for a commercial advertisement to succeed, it must convince the customer to go to the store or log onto a computer to buy the product. Billboard Mats removes all time spent between the impression and the purchase. If a customer is looking at a Billboard Mats advertisement, they have the ability to purchase that item immediately because it is right in front of them. Billboard Mats only has to be present at the point of purchase to impact the decision of the buyer.
Listen – The Floor Is The Optimal Marketing Platform
The floor is a completely overlooked and absolutely free marketing platform. It is a resource that is already in place, paid for, and ready for use. This dimension of every establishment is left almost completely untouched, unspoiled and virtually competition free. Customers will not expect to see a message under their feet because floor advertising is still a relatively new strategy. This will cause more people to stop and analyze the message at hand.
LINE OF SIGHT
In every retail environment, advertisements are displayed from the ceiling, stands and shelves. This visual signage has always been strategically placed to target people at eye level. This makes a customer’s line of sight among the most cluttered in any given retail environment.
With a message located on the ground, it is unthreatening and not intrusive, yet remains noticeable. In a way, it sits, waits and politely asks for your attention. It is within the customer’s area of perception, as they look where they walk, but is not perceived as being as invasive.
Eye-tracking research confirms that a customer spends half of their time looking at the floor. With the overwhelming use of cell phones, attention is often focused towards the ground. Many customers also use their smartphones to scan items and search for product information while they shop. Since customers are already looking down, Billboard Mats redirects their attention to the advertisement and delivers a message of true benefit.
The Billboard Mats “Base Mat” immediately resembles a floor mat in many ways. Floor mats are something that is already socially accepted, completely unthreatening and even represents a message of welcome.
As mentioned in the introduction of this section, we now see more companies and brands fighting for their customers’ increasingly divided attention, trying to reach a general population of customers that feel desensitized to the marketing they see today.
Digital and social outlets have rapidly increased during the last few years.
We are also at a time when consumers are checking their spending habits and tightening their financial belts.
Research and case studies show Billboard Mats’ ability to break through the “noise” of consumer advertising and reach customers.
With an understanding of standardized marketing and its relationship to the public’s “desensitization”, we approached Billboard Mats with key principles in mind.
Anything that is new and unique will earn the public’s immediate attention.
When something earns our attention, it is very effective at first.
As this becomes familiar to people, the effectiveness is lost.
Example: When online advertising emerged there was an enormous public response because it was new, different, unexpected and unfamiliar. These effects quickly passed, as people became surrounded by it, and desperation eventually spawned deceptive pop-up ads and spam mail. Additionally, online advertising usually never offered anything of value to the viewer.
Billboard Mats were specifically developed to fight familiarity, with the ability to constantly change, relocate, and always present new messages that are truly beneficial to customers.
With no laminating or adhesion to the floor, the Base Mat foundation can be easily moved throughout any location. Advertisement inserts remain separate from the Base Mat and can be changed in seconds. A routine change-out schedule will deliver the newly designed inserts, allowing the vendor or establishment to feature new ads as frequently as desired. This will present customers with a new, unfamiliar and beneficial message, at any location, virtually every time they make a visit. The versatility and durability of both our design and concept, will not only maintain effectiveness over time, but will become progressively more efficient as public recognition increases.
Listen – No Possibility Of Efficiency Erosion
People are remarkably good at ignoring information they deem to be irrelevant. The feeling of “visual clutter” will quickly lead to this. As we presented earlier, there is a saturation point that must always be respected with any type of advertising. If the floor becomes a mess of visual noise and disorder, shoppers will become desensitized to our technique as well. We do not believe in blasting messages as loudly as possible, saturating them with restlessness ads that offer no benefit to customers. We always encourage designs that are truly creative, stimulating, attractive and beneficial. Maintaining this simplicity will allow our products to exude confidence and achieve complete effectiveness at all times.
To have consistent results with any form of marketing, it must carry some kind of benefit for the viewer. When the messages are always valuable, this will “train” shoppers to continue paying attention by rewarding them.
Among the many possibilities, printed QR Codes, promotions and coupons are extremely effective when printed directly onto the advertisement insert. This personalized and unexpected reciprocity will solidify customer attention and enhance effectiveness.
Billboard Mats essentially creates a way to bridge the gap and enhance the relationship between customers, vendors and the store itself. This new avenue of communication, and the financial benefits it offers to customers through discounts, will build a strong positive public perception for every party involved.
Joseph S. King, Ph.D. is a professor of psychology and the Director of the Honors Academy at Radford University in Radford, Virginia. He wrote an article entitled “The Psychology of the Floor”, where he breaks down the concept of floor advertising, identifying its true potential and explaining how this effectiveness originates in relation to human response.
“Psychology is the study of things that impact people’s thoughts and behavior. We rarely think of the floor as anything other than something that holds us off the ground, if indeed we think of the floor at all. Seldom would we actually think of the floor as a medium that presents a communication opportunity – however, many of us will recall the old mats that greeted us at every storefront advertising soft drinks or other merchandise. In their traditional manifestation, floor mats hardly impact our lives in any meaningful psychological sense that is what makes this subject rather counterintuitive.”
Joseph S. King, Ph.D
“The Psychology of the Floor”
“The Psychology of the Floor”
Attention Directed Upward – When human attention is directed upward, the focus of our attention is expanded. We will attempt to take in as much information as possible because our visual area of perception has now broadened. Psychologically, it becomes more difficult to connect and deliver a single message, as people are less likely to offer their full consideration to only one subject.
Attention Directed Downward – When human attention is directed downward, the focus of our attention is narrowed. In other words, looking down at the floor stimulates and enhances human focus, increasing our willingness to interpret what’s in front of us. When this message is offering benefit, especially something related to the present environment, the content becomes relevant and important to us.
Cause: “The Human Orienting Reflex” – The cause of this is involuntary reaction located within a psychological mechanism that all humans still possess, called “The Human Orienting Reflex”. This primitive human response is a natural trait, left to us by our ancestors. It triggers an automatic survival instinct originally developed to avoid safety hazards by looking down (such as snakes, holes and deadly insects). In addition to this forced acknowledgment, there is a subliminal need to respect and pay close attention to what is below. Even if it can’t be noticed, humans will always pay tribute to the floor and its contents, no matter what.
Conclusion – Joseph S. King concludes that “our attention can be redirected to the floor first by novelty and later by relevant messages”. His study shows that the concept of floor advertising clearly embodies these powerful elements of human psychology and creates a mental landscape for them to function together, intensify and flourish if presented correctly. He acknowledges that this type of effortless interaction and mental influence is singular among all other marketing strategies. His findings explain and prove floor advertisings ability to capture the attention of consumers, deliver messages and influence buying habits.
Listen – Case Studies
There have been many case studies that examine the effectiveness of traditional floor advertising. In many cases, customer behavior, decision making and spending habits were monitored before and after a floor advertisement was introduced. We have included summaries of five specific studies that explore this effectiveness in different retail environments. You will find these summaries by expanding the name of each study in the columns below. The graphs display a few of the many impressive results for quicker reference. As you review these case studies, keep in perspective that their results monitor the success of “Standard Floor Advertising”, which is the traditional method of graphics applied directly to the floor, with adhesives or laminate. With all of the advancements that we have made to the effectiveness and potential of floor advertising, the results of these studies would most likely be significantly greater if Billboard Mats were used in an identical experiment.
Raid Insecticide - Sales Increase Of Five-Month Campaign
Raid Insecticide - Sales Increase Of Five-Month Campaign : 91%
Scotts Miracle-Gro - Sales Increase
Scotts Miracle-Gro - Sales Increase: 29%
US Postal Service - Increase In Customer Awareness
US Postal Service - Increase In Customer Awareness: 28%
General Mills - Increase In Shoppers That Stopped - 180%
General Mills - Increase In Shoppers That Stopped - 180%: 100%
711 / GFK - Floor Ads Consciously Seen (Compared To 19% Of Commercial Ads)
711 / GFK - Floor Ads Consciously Seen (Compared To 19% Of Commercial Ads): 80%
POPAI - Increase In Shoppers That Stopped
POPAI - Increase In Shoppers That Stopped: 64%
Carhartt - Sales Increase
Carhartt - Sales Increase: 31%
Scotts Miracle-Gro - Entire Department Sales Increase
Scotts Miracle-Gro - Entire Department Sales Increase: 18%
Listen – Case Studies: General Mills Cereal Brand
General Mills ran a campaign, placing a Floor Advertisement directly in front of their section in a specific store. Shopper behavior was monitored before and after they introduced their Floor Advertisement.
The sale of General Mills products increased by 17.2%, with an overall increase of 1% in the cereal category store wide. Less than 500 shoppers stopped in front of General Mills products, for at least 8 seconds, before their campaign, compared to 1,400 shoppers after Floor Advertisements were introduced. 11.2% of shoppers who made a purchase from the display were either loyal to a different brand or not loyal to any brand. Consumer decision-making time and the amount of times shoppers spent in front of the section decreased by 7 seconds.
Center for Advanced Retail and Technology General Mills Cereal Brand
After introducing the floor graphics into the stores, sales for the advertised product increased by 17% and at least half of all customers (thousands) noticed the floor advertisements. Other research has determined that only 19% of commercial ads are consciously seen compared to 80% of floor advertisements. “These results show that for point-of-purchase businesses, the use of floor advertising has extreme potential to be a more effective alternative to commercial advertising.”
GFK Society for Consumer Research711 Stores - Floor Advertising
“It was depicted that almost 70% of the consumer decisions are taken during the shopping trip in the supermarket. Hence, these sales outlets may be critical in forming, changing and influencing purchasing habits of customers.”
“The importance (of floor advertising) is paramount and its contribution in enhancing and influencing purchase behavior of customers cannot be under-estimated.”
“The outcome of this study highlights that floor ads play an important role in attracting customers. Marketers as well as researchers need to explore this concept and its applications in multitudinous domains, with sales of up to 30% being directly linked to floor-graphic marketing.”
International Journal of Business and Management Invention“Perception Towards Floor Advertisements``
U.S. Postal Service – The USPS used floor advertising to increase awareness of its “automated teller” machines. Customer awareness increased by 28% and usage of the “automated teller” machines increased by 11%.
ACME Market / Raid Insecticide – A national retail chain used floor graphics to market Raid insecticide throughout 20 locations. Their floor advertisement was a simple picture of bugs running away from the product. In a five-month campaign the sale of Raid insecticide rose 91%.
Health & Beauty Store – A major health and beauty company used floor advertising to promote a new cream within their facial care department. After one month of using floor advertising in stores, sales increased by 20%.
Electronic Store – A major electronics retailer began selling floor-advertising space in their store. The program increased sales for every product that was advertised and generated over $40,000 per month in additional advertising revenue for the retailer.
Grocery Store – “64% of shoppers stopped and engaged when they saw floor graphics in front of displays.” Research indicates that a brand can expect a 16% increase in sales with the use of floor graphics, as an absolute minimum.
Point of Purchase Advertising InternationalUSPS, Raid Insecticide, Health, Electronics, and Grocery
Klem’s introduced floor graphics of bugs throughout the store, specifically placed to lead customers to the Scott’s Miracle Grow department aisle. Sales of Scotts’ products increased 29% during the floor advertisement promotion, while overall yard and garden sales increased 18%.
Increased Brand Recognition – “Customers said they were surprised to learn that Miracle-Gro was part of the Scotts family of products, and this made them more interested in purchasing the Scotts brand”.
Customer Engagement and Satisfaction – “It created a brighter and more interactive shopping experience. Children lead their parents through the store, stomping on the oversized insects. It was great to see the fun it brought to the store and how the children reacted.” The graphics were a people mover, they drove the traffic to the Scotts’ products and enhanced the shopping experience for both children and adults.
Our program administration is entirely independent and we will manage virtually every step of your Billboard Mats and our Marketing System. All that we will need from the establishment is a brief introduction to the vendors so we can present them with the opportunity to advertise. From there, we will propose and oversee all tasks moving forward.
These days, both businesses and consumers alike are more skeptical than ever when they know they’re being marketed to. As individuals who have owned and operated our own companies, we understand your reluctance to introduce something unfamiliar into your already busy workplace, no matter how great the benefit may be. Billboard Mats is not a ploy. There is no hidden catch and no hidden fees. Our success relies only on your success.
Billboard Mats LLC and the retail establishment will begin a simple, efficient and effortless relationship together, with an open avenue of communication. Understanding the needs of your company, faculty and environment is very important to us. We will address and resolve any concerns that you may have. Logistics will become routine and independent from any required participation by you or your faculty. The responsibilities that Billboard Mats LLC commits to within The Billboard Mats Marketing System, have been structured to make little to no necessary involvement an option for both the Establishment and Vendor. Any level of additional involvement by either party is always welcomed.