Is 'Being Late' a Marketing Strategy?

Okay, I admit that this is a bit off topic for the Frustrated Female, but I wanted to write about it anyway. I have made the observation that people who are generally late for meetings, appointments etc. seem to actually have the upper hand over those of us who are always nauseatingly on time. Yes, I am one of the latter group, and frequently find myself sitting at a restaurant, conference room or any other sort of table, waiting for someone else to arrive. The irony is, that although the 'on time' group should actually feel professionally and personally superior for always been so punctual, I have this sneaking feeling that the 'late group' are in the superior position, because we are the anxious ones who are waiting and they are the breezy ones who are being waited upon.

Although being late is obviously not a real marketing strategy, I wonder whether it's second cousin - playing hard to get - actually is one. After all, when it comes to many forms of goods and services, it is often the case that if something desirable is in short supply or is hard to find, it naturally makes everyone want it even more. In fact, the whole dynamic can create a whole movement behind a particular brand, product or service as people scramble to be one of the lucky few that actually have one of these wonderful things in their possession.

Take Starbucks for example. Although there are many people that still love Starbucks, it was probably at its most desirable when it was perceived as a little 'hard to get' - slightly out of reach both economically and geographically. Once everyone decided that it was a worthwhile daily treat and Starbucks popped up on every corner, it lost a little bit of its magic. Likewise, there is nothing more attractive than having someone serve a particular kind of cheese or chocolate that can only be found in a certain remote corner of the world.

So perhaps marketers everywhere - including myself - should be working out how to make their products or brands seem 'hard to get' rather than focusing on messaging that is hard sell in nature and focused on getting people to buy more.