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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 deliver 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? 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 sto
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