As competition increases for consumer dollars, brand owners want new ways to resonate with customers and catch their eye while shopping. However, consumers are noticeably tuning out traditional signage methods on store shelves, making it harder for brand owners to get their products noticed. Further, these traditional methods pose limitations with the necessary space and product placement.
Therefore, brand owners are turning toward a new method—floor marketing tape. In the past, tape used on store floors, also known as floor marking tape, has historically been an expense for brick-and-mortar locations to communicate safety messaging. However, the use for this application is now pivoting into a marketing investment for brand owners to make their products stand out in a retail location.
The floor offers brand owners a chance to create eye-catching, removable ads that pique their interest and are unexpected, which is why using the floor as advertisement and marketing space offers untapped potential. These ads can use graphics that feature optical illusions, bold colors and custom shapes to catch attention. They can also be an effective means of communicating directions by pointing customers to a sale or directing them to where key products are located.
As floor marketing rises in popularity, it’s important for manufacturers to ensure their tape can address this new application’s criteria and enable their customers to grow with this trend.
Criteria Floor Marketing Tape Needs to Address
In order for floor marketing tape to achieve its intended goal, it must offer the following criteria:
Durability: This tape needs to withstand heavy traffic areas without negative impact to graphics or key information. It also must adhere to a difference surface textures, such as smooth or rough, without losing adhesion if the area gets wet or contaminated.
Removability:Floor marketing tape also needs to be easy to remove, so advertisements can be swapped out quickly and efficiently. The tape cannot leave adhesive residue behind, otherwise this may damage floors, impact aesthetics or cause consumer confusion.
Customization:Further, it needs to be available in all shapes and sizes with different graphics, colors, and textures to meet brand owners’ aesthetic needs and quickly catch consumers’ attention.
How to Help Your Customers Grow with Floor Marketing Tape
By utilizing floor marketing tapes, brand owners can influence consumer buying decisions. They can stand out in ways their competitors are not yet doing and reach their customers in a way they haven’t yet considered. These opportunities can expand beyond just store advertising; other businesses that could benefit include indoor amusement parks, locations catering to pedestrian traffic, concert venues or large shopping centers. Floor marketing tape can create an immersive experience that furthers brand image and personality.
A great place to begin the conversation with your customers is to provide details on how the right floor marketing tapes can add value to their business. In particular, it’s important they use tapes that offer durability in various business environments, easy removal and wide customization opportunities to enhance advertising capabilities.
If your customers are currently utilizing floor marking tape, consider how offering floor marketing tape is a simple yet distinct shift to increase their revenue. Additionally, if your customers are already familiar with the capabilities of floor marking tape to communicate safety measures, they should be informed that floor marketing tape will have the same end-use performance with the right backing, facestock and hot melt adhesive combination.
How Bostik Can Help Address Floor Marketing Tape Trends
While floor marketing tape utilizes a new business strategy for brand owners, the application possesses similar hot melt adhesive requirements as with floor marking tape applications. Fortunately, Bostik offers high-performing adhesives that ensure key criteria are met in the following ways:
How Bostik’s hot melt adhesives help with durability
Deformation resistance: Our hot melt adhesives have high cohesion strength, enabling them to resist deformation even under continuous foot or machinery traffic. Additionally, this helps extend the advertisement’s appearance.
Multi-surface adhesion: Bostik’s hot melts possess strong adhesion capabilities to clean, dirty, shiny or rough surfaces.
Wide end-use application temperature range: With our hot melt adhesives, brand owners can easily use floor marketing tape in winter and summer months as well as various parts of the store, including freezer aisles, outdoor areas or front entrances without sacrificing performance.
How Bostik’s hot melt adhesives help with removability
Temporary adhesion properties: Offering flexible adhesion strength, our hot melt adhesives will not degrade the floor material during the removal process or leave behind residue.
How Bostik’s hot melt adhesives help with customization
Compatibility with custom backings: Our hot melt adhesives can adhere to PVC filmbacking, which can feature multiple colors to suit custom design aesthetics.
Are you ready to ensure your tapes are up to par with this application and show your customers why they need floor marketing tapes? Contact a Bostik representative to learn how we can help you become a leader in this trend application.
Sign up for our email list to ensure you’re up to date on this and any other trends.