It is wise to adopt a mutable concept of marketing, according to Steve Heyer CEO, to answer the shifting demands of consumers. It is clear at present that the man was right in his tips, delivered long years ago. Heyer spoke of these matters famously in a conference some years past that was attended by many representatives of the marketing and advertising industries.
The man occupies a top position in Starwood Hotels & Resorts Worldwide. There were several occasions where Heyer enlarged on what he had meant about finding innovative marketing approaches in the famous conference long ago. His primary claim was that he had not intention of marketing a hotel room but rather wanted to market an experience.
Heyer's emphasis was on the marketing of an experience. He wanted to emphasize the value of promoting amusements as services or products. Heyer and his idea of marketing experiences blazed a trail in the marketing industry following that, for the freshness of the proposed outlook.
Another of the points he made was that businesses had to face a powerful trend towards customization in goods and services. Nowadays we see that Heyer was right. This is a theme most strongly supported by digital products and companies nowadays.
We are seeing old forms of entertainment being given a run for their money by fresh avenues of media distribution. Just for illustration, when software for musical piracy was introduced, the support from consumers was so overwhelming that the music industry almost immediately saw a setback in profits. Internet users indiscriminately downloaded the latest and most popular hits for free.
The musical industry suffered huge losses, as noted by Heyer in his 2003 speech. Heyer told people in music production that they now had to adapt to this new setting, as it could no longer be stopped. Heyer said that even TV was no longer safe, and that new trends might well harm those in the industry.
Steve Heyer argues that modern marketing efforts should focus on the creation of cultures, not products. In the interview explaining his marketing strategy for Starwood Hotels, he furthered explained that they are now a company engaged in distributing entertainment and unforgettable experiences. This marketing tactic would lead to emphasis being placed on the entertainment possibilities of each hotel.
Hence, the company has actually struck up a partnership with the Victoria's Secret brand in an effort to market the experience of being in a Starwood hotel (and watching a Victoria's Secret runway show, in this case). To tempt customers, the shows have been marketed as exclusive events. This is a clear example of marketing an experience.
The CEO was also critical of how Hollywood is “slapping” logos and brand names in movies out of context. This is a meaningless practice, in Heyer's opinion. Heyer argues against the practice by calling it both a useless appendage to the plot as well as a useless tool for a business.
Steve Heyer CEO is someone who knows what he is doing: he even used to be chief of Coca Cola, one of the biggest businesses in the world. It is from that time that we may take an example of what he means by properly contextualized brand "cameos". Heyer set Coke glasses on the judging table of a famous talent show on television.
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