Ever worry about how well your company is keeping up with the times? Or wonder how some companies always seem up-to-date on the latest trends and events? In today’s fast paced society, it’s hard enough to keep up with which celebrity is in the spotlight for the week, what the next big event is, or what new trend everyone is trying out (IE the ever-enduring celebrity diets, latest social media channels, etc.)
Keeping up with all the facets of ever-evolving trends can be time-consuming and like our favorite YouTube sensation Sweet Brown says, “Ain’t nobody got time for that!”
…or do they? A new strategy has emerged called Real-Time Marketing (RTM), a no-brainer type of strategy that occurs in tandem with specific events as they unfold so when the opportunity arrives, brands are able to elicit a quick reaction because when things happen, they happen fast.
RTM is about actively conversing directly to consumers and is not necessarily something that can be entirely planned out, though a company can strategize about what proper etiquette to employ utilizing the most real-time news channel there is: social media; and what type of message do they want to convey. Establishing these requirements will help a company react swiftly and as effectively as when they take two days to plan a social media post.
When RTM is executed successfully, it can connect that company with that trend or event for the consumers and open doors for a company. This is best demonstrated by Ford Trucks and The Tonight Show with Jimmy Fallon: During a broadcast, Jimmy Fallon mentioned that he was looking at getting a truck but was unsure of which one he should buy to accommodate his family and a load of pumpkins (not sure what he was going to do with the pumpkins). After this aired, Ford and several other truck companies responded on twitter to “help Fallon decide.” In the end, Ford won out and some new promotional campaigns and advertising started. This response to Jimmy Fallon on his show allowed Ford to align itself with Jimmy Fallon and The Tonight Show thus opening the doors to connecting with Fallon and Tonight Show consumers. This successful RTM strategy not only allowed Ford to interact with The Tonight Show via social media but it allowed consumers to see that Jimmy Fallon liked their trucks.
This particular event shows that you can’t plan everything out and things happen that a company cannot predict, which is the genius behing having an RTM strategy in place, as it allows a company to respond quickly and allows for new and up-to-the-minute media opportunities.