HOW-TO
BY JIM HINGST
Retail/P-O-P
Taking Marketing to the Street
Applying promotional graphics to outdoor concrete or asphalt
the Avery Street Graphics film will typically withstand normal foot traffic for up to 120 days. Combined with window displays, colorful, outdoor street or sidewalk graphics can help entice window shoppers to check out a promotion, which, in turn, builds store traffic. This type of material can also deliver a powerful marketing message when applied outside of convention centers, sports arenas, or entertainment halls. When specifying a material, a major consideration for Think Patented is ease of use. “Stores in a chain can be located across the country,” says Charles. “If we had to schedule installations, that could be a logistical nightmare. “That’s why we select materials easy enough for a store employee to apply. It reduces installation costs for our customer and simplifies program implementation.”
ALL PHOTOS: THINK PATENTED.
surfaces.
L
aminated floor graphics have been used for years for in-store advertising. “Floor graphics have grown to a $2 billion market because they are effective in stimulating impulse sales,” says Chris Charles of Think Patented (www.thinkpatented. com), a print provider in Miamisburg, Ohio. “The trick though is getting shoppers into the stores.” According to Charles, that is the value of street/sidewalk graphics. “[They] help drive traffic through the front door by enticing shoppers with money-saving specials or the latest and greatest new products,” he says. Now Avery Dennison® Graphics has introduced its MPI 6121 Street Graphics Film, a floor graphics solution for short-term outdoor applications (such as retail promotions) to unfinished concrete or asphalt. Applied correctly,
16
Sign Builder Illustrated // August 2014
signshop.com