Hand Sanitizers – Promotions et al for the introduction stage

Using Hand Sanitizers is not an old phenomenon, the concept development is recent. We all move out of our homes, use hands to do work and it is found that washing hands again and again is not such a great idea. This is because if you keep washing your hands again and again, the soap particles take away the moisture from your skin. – making your hands rough and dry. Also, the convenience of washing hands everywhere is not possible, sometimes we may need to wash our hands while travelling etc. but we may not find the right place. Also, we do not eat greasy and oily food because of the mere reason that we cannot wash our hands. In such a scenario, hand sanitizers play a very important role of giving us the comfort of working comfortably with our hands without having to worry about hand hygiene.

But, like we said, this phenomenon is not very old. Also, we have to understand that consumers have a very peculiar reaction to things. At first, with the introduction of a new product in the market, there are apprehensions about the trust of the brand or product – whether it will really be viable for killing germs in hands and so on. This is where we need to communicate with our audience. Hand sanitizer ad(s) set up a ‘trust’ level in the consumer’s mind – they see it in TV or read it somewhere and they start to know the product and its uses – and then they are when they are convinced about the product attributes, they purchase it and gradually begin to use it regularly. Also, to ensure such sales, promotion is very necessary for hand sanitizers (or any such product for that matter). One such ways of promoting it is through hand sanitizing kiosks. Such kiosks must be placed at all places where health is the major issue. Hospitals are the most popular – you see these kiosks everywhere in hospitals. Also, places where public transportation and number of people is high also become a viable option for promotion and wellness sponsorship. For instance – at metro stations, the placement of these kiosks is viable because a lot of people travel around and hygiene becomes a major issue here.

Such promotions and ads play and have a very subliminal effect on the consumer’s mind. It leads to high brand recall impulse and purchase behaviors.