Adcomm's first two issues Adcomm August 2013 Relaunch issue | Page 32

Branding

Kleen-Tex

Keep looking... Down

Floor space is under-utilised! So is counter space. Kleen-Tex South Africa is confident that with its market offering marketers and advertisers now
have unexplored options when rolling out campaigns.
laundrable promotional counter and floor mats were introduced to
South Africa.
“Laundrable means re-useable and therefore ideal for promotional
purposes,” says Michelle. She adds that no other company in the country
has the know-how or technology to produce laundrable mats.
“To achieve this we use high density polyester which is vulcanized onto
nitrile rubber backing.” The size of the nitrile rubber backing varies
depending on the product.
Spectacular exhibition flooring. Full-colour photo quality printed
nylon on 1m wide strips for easy transport and installation.
A Wayfarer PVC looped matting with open back suitable for outdoor use in
a well, or loos laid. PVC painted design is air brushed to wear surface.

Why?

Some of my memories from eons ago are of my mother berating me for
looking at the ground when commuting by Shanks Pony. “Stop staring
at your feet”; “Look-up”; “Watch where you’re going”, and many more.
However, having spent some time with Michelle Macfarlane, National
Sales and Marketing Manager of Kleen-Tex South Africa, it appears
that ‘looking down’ may soon be the in thing – as far as creativity in
promotional campaigns is concerned.

How?

Floor and counter
promotional mat products
are the solutions, according
to Michelle. Hang on a sec
– promotional mats? ‘Been
there, done that!’; or ‘those
Sublimation printed on non-woven polyester
things on bar counters!’; or
on a nitrile rubber backing. Suitable for branding
and advertising on bowling greens.
‘you want people to walk
on it?’ At first I thought she
was nuts too, but now having a clearer understanding of her rationale, it
makes sense – sort of. The trick is to look down!

A Wayfarer PVC looped matting with open back suitable for outdoor use in
a well, or loos laid. PVC painted design is air brushed to wear surface.

What?

The company’s parent, Georgian-based Kleen-Tex International
(established in 1967), set the trend in 1971 when it invented the first
washable rubber-backed mat.
Following the introduction of graphic inlay mats was jet printed mats
giving more scope for design and print. It can also be produced up to
20m in length. Several other products followed and in 2010 the first
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Marketers use

“Essentially,” Michelle points out, “we’re offering marketers the
opportunity to utilise all available space and add a creative twist when
it comes to exhibitions and promotions.” Being a bit facetious, she
adds: “they need to think from the bottom of the box, not just outside
it.” She says that Kleen-Tex has concepts and solutions that will enable
marketers to
build their entire
campaign, adverts
included, around
the idea of floor and
counter mats.

Customer
orientated

The company
claims to be
Putting Brands on the Bar counter; Photo quality
a customerprint on polyester wear surface on nitrile rubber
orientated one,
backing.
borne out by three
of the company’s
core focuses. R&D, short turn-around times, and customer centricity
and service. “Our MD Guy Foulds is our strength when it comes to R&D,”
Michelle says, “and we realise we are constantly evolving in order to
retain our forefront position in the industry.”
The company boasts a turn-around time of 15 days or less – from order
to delivery. “Far faster than any overseas competitor.” Michelle says that
the third important factor contributing to their success is an elaborate
focus on customer service. “All our