Design & Effectiveness

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DESIGN

ABOUT THE DESIGN • MODEL TYPES • GRAPHIC PRODUCTION

Fully Patented & Made in the USA

Interchangable

The Insert showcasing the printed message is separate from the Base Mat foundation.

Simplicity

Inserts can be easily removed and quickly changed as often as needed, taking an average of 1.3 seconds.

Versatile

Strong, lightweight and can be easily repositioned anywhere within the environment.

Resilient

High traffic, bad weather, shopping carts, it does not matter. Our product withstands the most rigorous conditions.

Absorbent

Constructed with highly absorbent material to increase safety and prevent slipping.

Unrestricted

No lamination or adhesion to the floor, breaking the traditional floor advertising mold

Base Mat & Insert (Billboard Mats)

Base Mats are made of a very sturdy polypropylene fiber, infused onto a vinyl back panel. Sections of the fiber are removed during the manufacturing process to create a holding space for inserts. This area matches the exact dimensions of an insert, essentially turning the Base Mat into a frame for the advertisement or message.

Adding, removing or changing inserts is extremely simple and can be done in seconds. When the insert is set into place, it sits level with the surface of the Base Mat foundation. The pair adheres tightly with special adhesive, allowing no possibility of lifting until change-outs are desired. Custom cutting templates ensure precise, exact dimensions to allow complete interchangeability between every Base Mats and Inserts we make. This product line is recommended in areas with heavy foot traffic and/or excessive water exposure, as the vinyl base resists slipping while protecting the longevity of the Inserts.

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    Hybrid Mats (Saf-T-Mats & Octamats)

    Hybrid Mats combine nearly all of the benefits of Base Mats and Inserts into a single product. The entire surface area of a Hybrid model is utilized and printed with full bleed dye-sublimation graphics.

    Hybrid Mats resemble an enhanced version of our Inserts, manufactured with a similar heavy-duty needle punched felt, laid onto a vinyl backing. A specialized treatment process creates the same bottom surface hold, absorption and liquid retention abilities as the Base Mats Inserts. The ability to interchange graphics is not available in this product. The Hybrid Mats are generally intended to serve as an advertising and water absorption line rather than a product to be used in high traffic areas.

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    Printing

    Dye Sublimation

    Our prints are created with 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 infused within the fabric, creating a gentle gradation at the edges of each pixel.

    The result is unlike anything that has ever been done on our carpet-like material. We are able to reproduce and enhance any piece of high-quality artwork and achieve photo-quality graphics that are virtually undistorted over time.

     

    Designing

    Insert Development

    Billboard Mats LLC operates a professional in-house Graphic Design and Marketing Department, with every member offering years of experience in the field. We closely monitor the latest marketing and design trends to constantly improve our product and design capabilities. 

    Our inserts are always customized to meet the specific needs and goals of our clients, while helping to foster new campaign ideas. When designing an insert we incorporate a wide range of technique and strategy to maximize the speed, quality, effectiveness and visual attractiveness of everything that we produce.

    The extent of our involvement with the marketing and design of your Advertising Inserts is completely up to you. This can range from simply consulting with you and your team to adopting complete creative control and submitting for your approval.

    EFFECTIVENESS

    ELEMENTS • CASE STUDIES • PSYCHOLOGICAL

    “Only 19% of commercial ads were consciously seen, compared to 80% of floor advertisements.”

    • Engagement +180% 180% 180%
    • Unaided Awareness +80% 80% 80%
    • Decisions Impacted +70% 70% 70%
    • Sales Increased +91% 91% 91%

    * Based on real case study results

    Elements

    Emotional effect on customers
    Floor is the optimal marketing platform
    Immediate impact
    Simplicity
    No possibility of efficiency erosion
    Discounts & QR codes
    Catching the shoppers’ eye
    Perfect timing
    Avoiding familiarity

    Billboard Mats are placed directly at the point of purchase, where 76% of purchase decisions are made.

    More than 50% of all purchases in stores are unplanned, meaning that the majority of your customers’ purchasing decisions take place directly in the store itself.

    Studies show that most people are willing to act on impulsive shopping behaviors by grabbing products right before checking out.

    40% of consumers spend more money in stores than they had originally planned.

    Case Studies

    Many case studies have set out to test, examine and understand the effectiveness of floor advertising. During these studies, the shopping behavior, decision-making and spending habits of customers were monitored before and after floor advertisements were introduced. We have included personal summaries of a few significant studies that present their findings within different retail and business environments.

    Raid Insecticide

    Sales Increased: 91%

    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, spanning 20 locations, the sale of Raid insecticide rose 91%.

    Klem's & Scotts Miracle Gro

    Sales Increased 29% • Dept. Sales Increased 18%

    Klem’s, a large central Massachusetts retailer, experienced a 31% sales increase using floor advertising for the brand Carhartt. They introduced a more complex campaign for Scotts Miracle-Gro, seeing a sales increase of 29%, while the entire department 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
    The graphics were a people mover, they drove the traffic to the Scotts’ products and enhanced the shopping experience for both children and adults.

    711 Stores & GFK Research

    Sales Increased 17% • Floor Ads vs Other Ads 61% more

    GFK, the fourth largest consumer research company in the world, conducted a study testing the use of floor advertising in 7-Eleven stores. 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.

    Their study also noted 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.”

    IJBMI Report

    Avg. Sales Increase 30% • In-Store Decisions 70%

    In 2014 The International Journal of Business and Management Invention conducted a study on floor advertising, entitled “Customer Perception Towards Floor Advertisements in Retail”.

    70% of consumer decisions happen during the shopping trip. 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”. Sales of up to 30% were directly linked to floor-graphic marketing.

    Electronics Store

    Increased sales for every product

    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.

    Beauty Store

    Sales increased by 20%

    A major health and beauty company used floor advertising to promote a new cream within their facial care department. After one month sales increased by 20%.

    Convenience Store

    At least 16% increase in sales

    “64% of shoppers stopped and engaged when they saw floor graphics in front of displays.” Research indicates that a brand can expect a minimum 16% increase in sales with the use of floor graphics.

    United States Postal Service

    Customer awareness increased by 28%

    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%.

    Study By: Point of Purchase Advertising International” (POPAI)

    Looking Up

    When human attention is directed upward, the focus of our attention is expanded.

    ATTENTION DIRECTED UPWARD

    When human attention is directed upward, the focus of our attention is expanded. Our minds will attempt to “take in” as much information as possible because our visual field has broadened. Psychologically, it is more difficult to connect and deliver any single message, as people are less likely and able to offer their full attention to only one subject. Additionally, nearly all forms of in-store advertising are placed at eye level or higher, making the customer’s line of sight cluttered, desensitized and even easier to ignore.

    Looking Down

    When human attention is directed downward, the focus of our attention is narrowed.

    ATTENTION DIRECTED DOWNWARD

    When human attention is directed downward, the focus of our attention is narrowed. In other words, looking down at the floor will actually stimulate human focus and enhance our attention to detail. With a more precise area of perception, our mind is now willing to interpret, understand and evaluate the subject matter. This content will become even more relevant and important to us when this message includes benefit, especially relating to the present environment.

    Cause

    “The Human Orienting Reflex” is an involuntary response forcing humans to observe the ground

    THE HUMAN ORIENTING REFLEX

     

    The cause of this involuntary reaction resides within a psychological mechanism that all humans still possess, called “The Human Orienting Reflex”. This human response is a natural trait that has been left to us by our ancestors. It thrives off of primitivesurvival instincts that were originally triggered to avoid safety hazards when looking downward (such as snakes, holes and deadly insects). This creates a subliminal need to respect and pay close attention to what is below us. 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.

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