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The Brilliant (Yet Simple) Marketing of Hand-Sanitizing at BOMA
Thanks to Kimberly-Clark, I set a record in sanitizing my hands at the 2018 BOMA International conference. I was walking around in the BOMA show in San Antonio to check out some of the latest trends, tools and amenities in the building industry.
As you might imagine, I was shaking a lot of hands. Being a bit of a germaphobe, I sanitized my hands after virtually every stop. I wasn’t even carrying a bottle of hand sanitizer. I didn't need to. There were sanitation stations everywhere.
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I barely noticed that the sanitation stations were every few feet. Brilliant. Every time I stopped at one of the stations, there it was, Kimberly-Clark's name and their brands I'm already familiar with, staring at me. This simple, yet effective tactic reminded me to stop by the Kimberly-Clark booth to learn more about their products. Intelligent marketing!
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But let’s talk about having these sanitizers everywhere. That could be brilliant, too. Wouldn’t that be convenient:
- In lobbies
- Outside of conference rooms
- Right outside bathrooms/or inside
- Next to elevators
- Anywhere people insist on shaking my hand!
Besides pleasing people like me, there are real health benefits: Making hand sanitizers readily available in the workplace can decrease illness and absenteeism.
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It certainly was an eye opener for me to see that I would use hand sanitizer often if it was that easy to get to. It was intuitively placed in spots where I felt the need to clean my hands. And what's even nicer is I didn't have to stop what I was doing (or my conversations) to wash away germs. I could simply use the product on my way to the next hand shake.
Christoph Trappe is director of content at Stamats Business Media - the parent company of Buildings.
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