Because progress cannot be halted, Steve Heyer CEO argues that companies have to be smart about the way they market themselves, always seeking new methods because new things are coming upon them. Heyer spoke of such things years past, almost as though he could see the future with inhuman clarity. Heyer's remarks on the topic were given some years ago in a gathering of executive officers of various advertising companies.
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.
Experiences are the products to Heyer, not the rooms. We deliver memories.” 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. This is precisely what one now observes in businesses: customization. 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. Almost instantly, people were getting on board the pirate ship, so to speak.
Heyer's conference speech talked about the panic music-producers went through during this time. Heyer told people in music production that they now had to adapt to this new setting, as it could no longer be stopped. To Heyer, the new cultural trends dictating the market could influence even TV itself, one of the biggest entertainment industries of all time.
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. Their focus now is not anymore on the beautiful hotels with a total worth of billion dollars but on the opportunities to create memories.
To this end, Victoria’s Secret has been called on to partner with the hotels to produce The Limited Victoria Secret shows for exclusive viewing in the hotels. The Victoria's Secret shows command a good bit of attention, and only select guests of the hotels are allowed. This is a clear example of marketing an experience.
Steve Heyer has also made negative remarks about a growing trend in the LA film industry: the insertion of brands in random shots. This is a meaningless practice, in Heyer's opinion. He doubted that such appearances would actually bring up sales in any way.
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 was during his work then that he showed what he meant by smart and relevant brand appearance in a video shot. He very subtly and effectively placed Coca Cola glasses on the “American Idol” judge’s table.
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