Real-Time Marketing and PR

Real-Time Marketing and PR by: David Meerman Scott

Real-Time means:

• news breaks over minutes, not days.
• ideas percolate, then suddenly and unpredictably go viral to a global audience.
• when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace.
• when businesses see an opportunity and are the first to act on it.
This book teaches:
• Develop a business culture that encourages speed over sloth
• Read buying signals as people interact with your online information
• Engage with reporters to shape stories as they are being written
• Command premium prices by delivering products at speed
• Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers
• Crowdsource product development, naming, and even marketing materials such as online videos
Awareness of information, as it happens in real time can give you and enormous competitive advantage, if you know how to use it.
Financial Transformation – with that revolutionary shift, a new currency of success emerged with the ability to:

Grow you business the real-time way:

• Most organizations operate slowly and deliberately, cementing decisions months in advance.

•Speed and agility trumps size.

David & Goliath (as it pertains to PR):

• Musician Dave Carroll and band flew United Airlines from a gig in Halifax to a gig in Omaha.
• United broke their guitars during travel and refused to do anything about it.
• He threatened to post a song about their disservice to YouTube and received a ton of press because of it.

The Real-Time Law of Distribution

• Dave and United is about speed and media relations.
• Dave was ready and able to speak to the media in real time; therefore, the song and the band grew in the spotlight.

Real-Time Marketing Engagement

• Taylor Guitars – built goodwill among customers by posting their own YouTube video advising traveling musicians how to pack equipment and how to use airline rules the best advantage.
• Calton Cases – created a new product called “The Dave Carroll Traveler’s Edition Guitar Case”

And…United Airlines…

• Still made no response!
• Two aspects have been overlooked:
–The reasons why Dave’s video gained so much momentum
–The way agile players on the periphery were able to surf that momentum
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About lindsayyshort
i enjoy music. i hate clutter. i like to work out. im moved by nature. im inspired by people. i adore my family. i love life.

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