Chapter 12 of "Real-Time Marketing and PR" talks about doing things in real time that normally takes longer to complete. David Meerman Scott explains instant gratification and how it is a strong attribute in today's real-time culture. If you do something faster than others, you gain a competitive edge. He provides an example of doing something in real time that involves the Grateful Dead and concert CDs.
After lead singer and guitarist Jerry Garcia's death in 1995, the band no longer used the Grateful Dead name for touring purposes. They still play on, most recently as Further, with bassist Phil Lesh, guitarist Bob Weir and others. As you go to a Further concert, or even during intermission, you can order a recording of that show on CD. Plus, you can get the CD after the concert.
When you order your CD, you are given a wristband. During the show, the recording crew burns three CDs and works extremely fast to finish copying and packing the three-CD set. Once the concert and CDs are done, customers line up and exchange their wristbands for their CD set.
I like this idea a lot. Typically, if you order a CD of a concert you attend, you'll just order the CD at that time. After a couple of weeks, you'll get the CD. Compared to this well-known way to order a CD, the CD crew for Further definitely has a competitive edge. Not only do guests get that particular concert CD set, they get it the same day! They have a great understanding of real time. I think it would be cool if more people follow the example Further has used.
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