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« Going too far | Main | Book tour update: When the funnel gets flipped »

Marketing time

Smart marketers already know that marketing is more than advertising. Here's one tactic that might be overlooked: time.

Domino's rode this for a while with 30 minute delivery. Fedex still does. But using time as part of your story can be a lot more subtle than that.

At a conference I recently attended, the group was 50 minutes behind schedule after only 2 hours of the program. For the speakers, the message was, "I'm important, as important as the last guy, so since he went over ten minutes, I will too." For the audience, the message was, "this is a conference about the guys on the stage, not about us."

When a doctor overbooks her schedule and it's typical to wait ten or thirty minutes for an appointment, then the story is made really clear to the patient. Who's more important? And doesn't this marketing effort affect the way the patient and the doctor communicate?

A contractor that prides himself on finishing every single job on the day it's due, regardless of what it takes, is telling a powerful story, doing marketing that's actually cheaper and more effective than advertising ever could be.

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Listed below are links to weblogs that reference Marketing time:

» What Message Are You Sending When Your Presentation Runs Over? from Public Speaking Sucker
To my mind, you're all but shouting....I don't know how to (or can't be bothered to) fit my message into the time frame that we agreed on. So, your busy schedule will have to wait. Sorry about that. So what [Read More]

» Where do you find the time to train? from Triathlete Dad
One of my favorite blogs to read for business is Seths Blog. Today, he wrote about Marketing Time. A contractor that prides himself on finishing every single job on the day its due, regardless of what it takes, is telling a powerful stor... [Read More]

» Do your Marketing Stories Stretch the Truth? from Marketing Interactions
Don’t overreach with your story. If you expand beyond what you can deliver and people find the lapse, they’ll start scrutinizing everything you do and go back to pick apart everything you’ve said in the past. Credibility is fragile. Make sure you can d... [Read More]

» Time is Value from The Blueprint
What is the value you deliver? Is it dots on paper or is it the right information to the right people when they need it? They usually need it really fast. If it is just dots on paper most companies have the printers to do that, but the logistics is wha... [Read More]

« Going too far | Main | Book tour update: When the funnel gets flipped »