His UK company's latest invention is the Dyson Airblade Tap (left) which makes hand washing and drying more efficient by completing both processes in about 12 seconds. This would eliminate the need for paper towels, saving money and time, not to mention trees. His marketing points out that the Airblade Tap would also mean a neater, safer restroom--no water dripped across the floor, less bacteria sprayed all over.The Airblade Tap costs £999.99, so Dyson helps business customers look beyond the purchase price and evaluate the long-term cost benefits. Its website includes an interactive feature to "calculate your savings" (above right, the initial step in the process). Another good marketing idea: Dyson has a "request a meeting" link where prospects can request a demonstration or a sales call. (You can also find Dyson on Facebook, where it has 56,000 likes, and on YouTube, where it has more than 4.6 million video views.)
One of Dyson's US competitors is Excel, which markets made-in-America high-speed commercial hand dryers for public restrooms. Excel's strap line: "Time to throw in the towel."
Excel also provides a convenient calculator (including "green" savings) to help businesses evaluate the financial implications of buying its products. Apart from the product benefits, the point about its products being manufactured in America is mentioned in nearly every news story about Excel.
Now Excel is reportedly readying its own all-in-one hand washer/dryer. No word yet on the cost, but it will likely be marketed on the basis of sustainability and long-term cost savings. Excel's Xlerator hand dryer currently has just 360 Facebook likes--but that may change as Excel increases its marketing during 2013.
