Expand Vol. 4 No. 6

Make it Stick, Part 3

How to build business and profit margin with floor, carpet, outdoor walkway, and counter graphics, and make it stick with proper application techniques.

With increased competition at the point of sale and beyond, savvy companies are finding that floor graphics simply sell their brands. Floor graphics make consumers stop, look, and think and provide a cost-effective advertising medium in an increasingly fragmented advertising world. Floor graphics simply make the point and engage the viewer where it counts.

Brandon Bauer, graphics manager for Ben E. Keith in Denton, Texas, has found that floor graphics are an effective way to get the beverage distributor’s specialty brands the space they need at the point of sale. And, Bauer has transferred the floor graphic recipe to bar-top tables in Texas Roadhouses throughout the northern Dallas-Fort Worth area.

“We’ve been using LexJet’s floor graphic materials as cut-out graphics on bar tables at Texas Roadhouse, and I’ve heard that they like it so much that they’re making sure all their locations across the country have them,” says Bauer.

Beyond tabletops and countertops (the material recipes for which can be found below), floor graphics printed with the shop’s HP Z6100 have helped Ben E. Keith realize greater and more prominent placement at their accounts. And, the graphics tend to stay on the floor for longer periods of time, ensuring constant brand awareness.

Bauer is using LexJet Extreme AquaVinyl w/ PSA for the printing medium, laminated with either FLEXmark® OV 600 6 mil Safari or 5 Mil PreLume ExhibitGuard. Both are ASTM-rated as anti-slip for floor surfaces. Bauer says that, though they’re “cold” laminates, he heats the laminator to 120 degrees for the best results.

“I’ve been very impressed with the floor graphics materials, and they’re the best laminates I’ve used for anything. I’ve used other materials and they’ve come up off the floor within a week, but the materials we use from LexJet have been out there for months,” says Bauer. “We’ve tested them on the floor here; we kick at it and try to tear it up, but it doesn’t come up off the floor and the edges don’t curl, which is a big deal to me. We’ve also tested to see how easily it comes off the floor and if it leaves hard-to-remove residue. It removes pretty easily and doesn’t damage the floor.”

Application Tips & Media Combinations

Indoor Floor Surfaces: When using solvent or UV-curable printers, FLEXcon’s FLEXmark® V 400 F White Opaque A-109 from LexJet is recommended for floors, laminated with either FLEXmark® OV400 H 4 mil Gloss Vinyl, FLEXmark® OV 600 6 mil Safari, or FLEXmark® OV 650 6.5 mil Velvet.

The laminate option will depend on the finish and texture, which is usually a matter of aesthetic preference. The Velvet laminate can be used for three applications: floors, carpets, and counter mats.

For floor and counter graphics using aqueous printers, a good solution is LexJet Extreme AquaVinyl with 5 Mil PreLume ExhibitGuard as well as FLEXcon’s overlaminates. The ExhibitGuard polycarbonate laminate is ASTM rated for floor surfaces.

For floor advertising, the two most important things to keep in mind is to make sure the application surface is clean and dry before installation, and to keep the cleaners away (floor waxes, vacuums, etc.) for about 24 hours after the application.

After that, it’s okay to treat it as if it’s part of the floor with typical floor cleaners/wax. When applying the graphics to a tile floor, keep the edge of the graphics a half-inch or so away from the grout line. If the edge is too close to the grout line, the material is more likely to lift at the edge.

Also, and when possible, try to cut the graphic so the corners are rounded, which also decreases the likelihood that the graphic will lift at the edge. For all types of floor and countertop graphics, warm water, mild dish soap, and a sponge can be used to periodically clean the surface of the graphic.

Carpet Advertising: With an adhesive created to bond well and remove easily from carpets, FLEXmark® V 400 F White Opaque A-120 with FLEXmark® OV 650 Velvet works best for this specialty application, and carries a warranty for up to six months.

This solution is compatible with solvent and UV-curable printers. Make sure to apply carpet graphics only to low-pile commercial carpets, and not shaggier consumer-type carpets.

Sidewalk and Outdoor Walkway: FLEXmark® V 400 F White Opaque A-367, which is compatible with solvent and UV-curable printers, molds to concrete and asphalt for graphics that catch the eyes of customers walking into a store or other venue. Laminate it with FLEXmark® OV 2500 23 Mil Pebble for a durable combination that includes a 90-day warranty.

For outdoor walkway surfaces, such as sidewalks outside the store and concrete at special events, clean away any loose debris with a rough bristle broom. Then, wash with warm water and a hand scrub brush, making sure the surface is dry before application.

Counter Mat: FLEXmark® V 400 F White V-327 (solvent and UV-curable compatible) in conjunction with FLEXmark® OV 650 Velvet is an excellent choice for counter mat advertising, providing extra attention at the point of sale. The Velvet laminate also eliminates finger prints on the counter mat.

For further application and installation information and guidelines, click here. Also, to download free ICC profiles for FLEXcon materials, go to the FLEXcon ICC Profile page. For any questions about applications, media combinations, printer compatibility, and how to make production and installation simple, efficient, and profitable, contact a LexJet account specialist at 800-453-9538.