Application Corner: Give Any Locale Visual Impact With “Space Branding”
In this new economic climate, consumers are carefully planning purchases and are less likely to make an impulse purchase. Retailers are looking away from traditional advertising means and considering new avenues to engage the customer. In 2009, there was an 11% drop in traditional advertising spending in the typical television, print and billboard ad categories. This shows that brands and retailers are seeking out new and unique ways to draw attention to their products by utilizing in-store promotions, commonly referred to as “space branding”. According to the In-Store Marketing Institute’s (ISMI) Shopper Marketing Trends, in-store branding has a formidable impact on consumers, with 70% attracted to aisle displays, 63% to merchandising displays, and 52% to shelf talkers.
The goal of space branding is to engage the consumer, creating a shopping experience and a personal connection to the brand. Retailers can apply space branding concepts to canvas an entire area of a store by using the aisles, walls, floors, shelves, windows, signage, and even its product packaging to create a uniform appearance. Space branding can create “a store within a store” environment, to engage consumers, guide them to your products within the store and create a dynamic shopping experience. Retailers are already utilizing in-store tactics to promote their brand; a recent Retail Systems Research report indicated that 70% of retailers use in-store technologies to improve the customer experience. Other businesses like event marketing, restaurants, and corporate offices can also utilize space branding to create a compelling message-centric experience on location.
Masterpiece Graphix’s digital lineup of materials allows printers to create custom colorful graphics for any locale: be it a retail store, an event, or an office. Now your clients can effectively brand their entire location with floor graphics, wall graphics, counter talkers, shelf signage, POP displays, window decals, and even protective skins for electronics. Here are just a few of the available digital materials from MGX that can be used to produce elements of a space-branded locale:
Masterpiece Premium Wall Graphix: This unique substrate is useful for removable graphics on walls as well as shelf strips and counter talkers. This material is available as RIT-certified sheets for the HP Indigo 5000/5500 (MGX-1141) or as HP Indigo-compatible rolls (R1413). Dry toner-compatible sheets for presses like the Xerox iGen & Kodak Nexpress are also offered. Use in conjunction with our digital overlaminate materials to create durable or UV-resistant graphics. MGX uses Premium Wall Graphix and textured overlaminate to create branded, ultra-thin mousepads. Premium Wall Graphix can even be used in conjunction with specialized overlaminate for floor applications to create durable floor graphics; use alone or in a tiled pattern to make the most of prime branding space for your message. MGX offers specialized floor overlaminate with textured, non-slip, and gloss configurations; contact us to inquire which option would be best for your application conditions.
Masterpiece Premium GlassMate®: Window graphics are an excellent way to take advantage of prime unused advertising space both indoors and outdoors. Other overlooked benefits are the potential energy savings by blocking sunlight and the added security feature of blocking out windows. Masterpiece Premium GlassMate® is the ideal substrate for indoor and outdoor window applications. The material is available as white or clear sheets or rolls and is treated for use on HP Indigo, Xerox iGen or Kodak Nexpress. Please specify your press model when inquiring about available materials to ensure you get the right material for your machine. The material features a solid non-gummy adhesion system that works only on glass surfaces. If the material is applied properly to a clean glass window, the printed piece will remain indefinitely until removal. The specialized adhesive system allows the piece to be removed cleanly and easily without leaving residue behind. What also makes this specialized substrate unique is that the material and adhesion system is completely washable, so the printed piece can be cleaned and reused again and again. Premium GlassMate® is also weather-resistant and does not yellow or become brittle from UV exposure.
Static Cling: An economical window application standby, static cling is useful for indoor graphics that are viewable indoors or out. Static cling options include white or clear sheets or rolls, and the material is available as a compatible product for HP Indigo, Xerox iGen, and Kodak Nexpress. As with any digital material, please specify the press model you are using so that we can provide the right product for your machine.
Pressure-Sensitive Vinyls for iPad, smartphone, or other electronic covers: MGX offers several variations of pressure-sensitive 3.25 white vinyl for “skinning” personal electronics such as smartphones, iPads, and even computers. Electronics are important elements in any business location. Retail locations utilize cashier stations, self-checkout lanes, and computer kiosks. Even event marketing requires the use of smartphones, tablets, netbooks, and lead retrieval systems by staff. Branding these high-traffic, high-visibility components with colorful custom graphics is a new way to garner attention to your message and to complete the branded environment. There are many low-tack adhesive options available in sheets or as rolls for many electronic and appliance “skinning” applications. Please contact your MGX sales rep for substrate consulting for your specific application.
PVC, Styrene, Transilwrap 3D, and more POP signage options from MGX: Any traditional in-store branding includes the use of point-of-purchase (POP) signage. Conventional options include PVC vinyl for indoor use and styrene for outdoor use. Another interesting possibility to consider is Transilwrap 3D bubble sheets for indoor POP signage. The material creates a three-dimensional look like lenticular without the expensive software or setup costs. Besides PVC, styrene and Transilwrap 3D, MGX offers many other sheet and roll options for indoor and outdoor signage. With any unsupported sign material, a frame or stand will be needed to finish the sign. You may consider utilizing a clear substrate in conjunction with a backlit sign holder to make your message glow! For more information on the multitude of signage options from Masterpiece Graphix, please contact your MGX sales rep directly or email our sales team.