It is wise to adopt a mutable concept of marketing, according to Steve Heyer CEO, to answer the shifting demands of consumers. Heyer spoke of such things years past, almost as though he could see the future with inhuman clarity. He said these things to a good number of the most influential persons in the industry a number of years in the past.
The man occupies a top position in Starwood Hotels & Resorts Worldwide. Heyer was already in this seat when he began to expound on his original message to marketers in 2003. He claimed that he is not marketing rooms in hotels but entertainment and lasting memories.
He said, “We sell experiences. The goods, for Heyer, were the entertainments to be found in the resorts. This is a complete change in perspective and approach, although the product and services did not change at all.
Heyer believed that the future held great things by way of personalization. Nowadays we see that Heyer was right. And this is most apparent in the computer and digital industries.
The latest developments have also spelled difficulty for people in entertainment. When Napster.com, the first music downloading service website, burst into the scene, the music industry lost millions in potential revenue. Millions of music lovers began switching to MP3s on the Web for their music fix.
The musical industry suffered huge losses, as noted by Heyer in his 2003 speech. For Heyer, this was only a reminder that people needed to constantly change their approaches to meet fresh issues. To Heyer, the new cultural trends dictating the market could influence even TV itself, one of the biggest entertainment industries of all time.
What Heyer advocated was the shift from emphasis on the item to emphasis on the experiences associated with it. According to Heyer, he intends to provide a unique and enjoyable experience for consumers. This marketing tactic would lead to emphasis being placed on the entertainment possibilities of each hotel.
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. Only certain persons in the Starwood hotels are allowed to attend the runway shows. Such shows how cultural marketing may be used.
Steve Heyer has also made negative remarks about a growing trend in the LA film industry: the insertion of brands in random shots. He calls the practice a “contextless” insertion of brand logos into movies or TV programs. He doubted that such appearances would actually bring up sales in any way.
One of Coca Cola's former leaders is actually Steve Heyer CEO. Some of his services for that company actually demonstrate what he is trying to say by "contextual" brand placement. What he did was to put a glass of Coke in front of each judge in American Idol, a popular TV series.
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