Floor Show

Floor Show

Advertising is hitting the floors running. Yes, even the space under customers' feet is sporting slogans and logos--good news if you're looking for a new place to advertise.

In Safeway supermarkets in Northern California and Winn-Dixies in the South, advertising on floor tiles is nothing new. So far, mostly large companies such as Coca-Cola and Frito-Lay are advertising on grocery store floors, but smart small businesses won't be far behind. Why? Because according to early reports, sales for items featured on floor tiles increased as much as 30 percent. And while fees vary among stores, an average price of $75 per tile per month makes this mode of advertising surprisingly affordable. (Of course, if you want to advertise on a store's floors, your products need to be on its shelves.)

According to Gene Gillespie of Ft. Worth, Texas, Indoor Media Group Inc., a company that makes ad floor tiles, supermarkets aren't the only stores trying the concept: Some Wal-Mart, McDonald's and AM/PM Mini Market locations are using floor ads to hype certain products. Have you got a retail store? You can use floor ads to tout a promotion, special sale or hot new product. It's just one more way to get your message across to your customers.

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This article was originally published in the March 1997 print edition of Entrepreneur with the headline: Floor Show.

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