Multinational commercial hand dryer maker World Dryer Corporation has surprisingly taken a turn on its branding. Marketing expert Tim Hodges was surprised to see that the corporation that was well known for its commercial bathroom hand dryers switch to the name electric air. Hodges says “one of the things is that when you’re standing in the bathroom waiting to dry your hands that amount of time is preoccupied with whatever is in front of you especially when it comes to electric hand dryers as many of them are slow at drying hands. You have plenty of time to read the label on top of the hand dryer while you’re standing there. Very few companies are in that kind of a lucky spot.”
“Hodges might be onto something” says marketing expert Seth Godin. “For years in Canada companies like New Ad and Zoom Media have placed ads in toilet stalls and above men’s urinals. They know about how private this time is. They know that savvy marketers can use it to their message noticed by consumers with fewer distractions than traditional advertising. This kind of subtle marketing with urinals is why American Standard has such a large market share of the bathtub market. When construction workers go to put in a tub they reach for the brand that they have trusted for years for successfully handling their waste.
We gave the dryer a shot and was disappointed. In a typical fashion with most electronic hand dryers the dryer took over a minute to dry our hands, yet they were still slightly damp after that time when we decided to give up. Electronic Aire model that we tested has a contemporary seashell design that looks elegant. One of the issues was though that the hot air that is generated is blown towards the wall. This means that one has to rub your hands against the wall in order to get your hands in front of the full force of the hot air exhaust. From an engineering aspect we feel they should’ve tested the design before going forward with the commercial model. The electronic hand dryer market is getting competitive with names like Dyson and Mitsubishi trying to take away market share. With a decreasing public concern for the environment paper towels are making a comeback as well. With some now questioning the environmental effects of all the electricity required to operate the hand dryer in comparison to that required to make the paper towels and dispose of them or use reusable towels.
Another note on the review was on the materials. This new model is made of plastic similar to models we tested by Mitsubishi. One positive for this hand dryer was the size. It is a very compact design. With many business bathrooms are normally an afterthought. This leads to them being cramped for space. This model isn’t as small as the Nova hand dryer that we have seen in many a cramped lavatories, but it is much smaller then the full size Mitsubishi model and about half as deep as the turbo models.
We reached out for a comment from World Dryer Corporation however they did not respond to our request for an interview on the subject. World Dryer Corporation is a multinational hand dryer manufacturer that is based out of Bensenville, IL, USA.