Will traditional media be "floored" by new competitor?

Could you live with a 3,410% increase in business in just a few years? That kind of result is pretty much impossible in a mature industry, but if you can get in on the ground "floor," then such things are indeed possible.

FLOORgraphics is such a company. It grew its business from $2M in 1997 to $60M in 2000. The company's very name tells its tale - - it specializes in point-of-purchase advertising on the floors of retail establishments.

The company says its floor-based messages eliminate three of the risks of traditional advertising. "(1) the risk your target won't see your ad; (2) the risk your target consumers won't remember your ad long after they have seen it when they are finally in a position to buy the product; and (3) the risk that they won't associate your ad with your product - - and not your competitor's - - on the shelf."

Floor ads are typically six feet square.

FLOORGraphics can be found in over 12K outlets, including Safeway, Supervalu, Food Lion and A&P. Among its advertising clients are Procter & Gamble, Kellogg, Nestle, Frito-Lay and Campbell Soup.