Steve Heyer CEO is a strong believer in the concept of constant adaptation in the industry in reaction to changing times. Heyer's notes on this were given long ago, yet they prove true now. Heyer spoke of these matters famously in a conference some years past that was attended by many representatives of the marketing and advertising industries.
Steve Heyer is a person of great importance in the business world, not least because he is one of the chiefs of Starwood Hotels. His words from some years past were eventually continued in subsequent interrogations regarding them. His primary claim was that he had not intention of marketing a hotel room but rather wanted to market an experience.
In this approach, what is being sold is the experience itself. We deliver memories.” Technically, what is being offered has not really changed: it is simply the way of looking at it that has.
In the 2003 speech, he proposed to marketers and media leaders to become more customized and personalized in delivering their services and products, and aim for the empowerment of consumers. The prediction, as we see now, came to pass. And this is most apparent in the computer and digital industries.
Nowadays, various businesses in media are in trouble because of the changes in technology. A lot of money was lost by those in the songwriting and production business, for example, because of data-ripping technologies. Millions of music lovers began switching to MP3s on the Web for their music fix.
Heyer remarked on the horrific drop in revenue for singers, songwriters, and producers during this period. The circumstances had changed, Heyer said, and so should the methods of distribution as well as reproduction. He also addressed TV executives and warned them to prepare and adapt to “the changing media consumption habits of younger generations”.
The idea behind his words was the replacement of traditional understandings of products with new concepts based around them being associated with a certain lifestyle. An experience that is not easily replicable is the primary product Heyer is looking to market for Starwood. Heyer's intent, obviously, is to market something that is even more in demand than lodging in the present culture: an experience.
The company has called in a rather unorthodox business associate: a famous lingerie brand known all over the world for its couture lingerie fashion shows. To tempt customers, the shows have been marketed as exclusive events. This is a clear example of marketing an experience.
The proliferation of brand names in films has also drawn attention from Heyer, who dislikes it. He found it reprehensible for its lack of contextual significance. 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. Some of his services for that company actually demonstrate what he is trying to say by "contextual" brand placement. Heyer set Coke glasses on the judging table of a famous talent show on television.
When in search of relevant info about online marketing and business in general, checking my site will help.
