“Wake up, it’s revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable.” Those are the opening words of David Meerman Scott’s new book Real-Time: How Marketing & PR at Speed Drives Measurable Success. *Sigh.* It’s yet another new way of marketing that homebuilding and remodeling companies need to get to grips with. But wait – there’s more! This can actually be useful to you.
Real-time marketing is the science of relevance, of making the moment count. The perfect examples came during this year’s Super Bowl, when the power went out for 34 minutes. The marketing gurus working for Kraft Foods’ Oreo cookie brand saw the opportunity, had access to decision makers for approval, and within minutes a tweet went out with a darkened photo of a cookie , saying “Power out? No problem.