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In this era, communication and advertising are increasingly focusing on social media , with the most popular platforms in Thailand being YouTube, Facebook , Line , Instagram , TikTok, and Club House, among others.
Typically, 80%-90% of people look at the ground while walking, especially in this era of "smartphone society" where people are more engrossed in their phones while walking or standing still than looking around. Therefore, if there is something unusual or eye-catching that stands out from the surroundings, it will divert their attention and make them turn to look.
Photo by Paul Hanaoka on Unsplash
Floor advertising is therefore a wide-open channel for marketers and those who want to stimulate purchases and increase sales, or to raise awareness. It is a communication strategy that creates a focal point to attract attention and encourage people to stop and look.
Attracting shoppers with floor advertising: Psychologist Joseph S. King conducted research on floor advertising and found that it's natural for humans to pay attention to the floor. He observed that nowadays, people commonly look down, whether texting or shopping on their phones to search for product information. Floor advertising diverts people's attention, communicating something new to them.
The floor is prime real estate for advertising. Typically, shops, supermarkets, and department stores have numerous eye-level advertising signs competing for attention, making the floor an often overlooked area. However, it's surprisingly attractive for advertising, creating awareness and engagement, and offering a large space for media coverage—ideal for the new normal lifestyle today.
Floor advertising stands out significantly. This type of media is like billboards beneath shoppers' feet, using vibrant colors, text, and images to create a striking visual appeal and attract customer attention.
The floor is an unrestricted area that doesn't obstruct walkways or traffic. Studies have shown that floor advertising can create awareness, reinforce brand identity, and increase sales by 20 to 50%.
If anyone still thinks that placing a logo on the ground and having people walk over it is like being trampled on or insulted, it might be time to reconsider the changing behavior of people today.
Floor advertising is nothing new, and nowadays it's become a very useful and effective channel. The most common materials used are floor stickers, but there's also another type of material that's like a carpet printed with messages, logos , or promotional designs to create a striking and unique look.
The main features of advertising carpets are:
- It is movable and not fixed in place. If the product arrangement needs to be adjusted or the location changed, it can be easily moved.
- Choose a carpet with a non-slip backing. This provides built-in grip without the need for glue, preventing damage to the floor surface when moved. Examples include carpets with printed logos or advertising designs.
Choosing the right carpet material can enhance the image of a product and brand. For example, nylon carpets convey a premium feel.
Even with COVID-19 still present, reopening the country requires assurance for customers to use services such as hotels, restaurants, shopping malls, and shops. This includes ensuring the establishment has SHA or SHA Plus+ certification ( SHA certificate ). You can use carpets at the entrance to promote this, incorporating your logo, "Welcome ," and the SHA certificate . This makes it easily noticeable and visible to customers as they walk past, without needing to ask. Beyond advertising, it also serves to trap dust and dirt before entering the building.
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