BILLBOARD MATS GUIDE

EFFECTIVENESS

ELEMENTS  •  CASE STUDIES  •  PSYCHOLOGICAL

ELEMENTS OF EFFECTIVENESS

  • 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.

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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%.

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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.

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Sales Increased: 17.2%
Engagement Increased: 180%
Brand Loyalty Change: 11.0%
Decision Making Decreased: 7 Seconds

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

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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.”

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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.

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

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

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

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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)

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

ENGAGEMENT: 180%
UNAIDED AWARENESS: 80%
DECISIONS IMPACTED: 70%
SALES INCREASED: 91%

PSYCHOLOGICAL

The Psychology of the Floor

 Joseph S. King, Ph.D., professor of psychology at Radford University wrote an article in which he discusses concept of floor advertising, identifying how its effectiveness as a marketing technique is linked to human response.

  • LOOKING UP

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

  • LOOKING DOWN

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

  • CAUSE

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

up

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.

down

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.

brain

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 primitive survival 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.

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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.

SECTION 1: DESIGN

BILLBOARD MATS GUIDE

EFFECTIVENESS

SECTION 2

SECTION 3: STRATEGIES

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