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Time is Marketing: The Complete Guide to Real-Time Marketing

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In this case, it was alright to take a bit longer in order to ensure that the message being sent was of the highest quality. No one would have expected Smart Car to acknowledge the tweet, so the fact that the company performed actual research to disprove an obviously exaggerated and inaccurate comment was considered by many to be hilarious. In the end, it was a big win for Smart Car because it shows that the company listens to what people are saying, has a fun personality, and produces a pretty strong car. LESSONS LEARNED • Comment when it's the right opportunity • You never really know when an opportunity will present itself • Take a little longer if necessary • Be relevant to your audience - reaching 100 qualified people is better than 1000 unknowns • Whether simple or elaborate, it's all about the message 18

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