It is wise to adopt a mutable concept of marketing, according to Steve Heyer CEO, to answer the shifting demands of consumers. Heyer's notes on this were given long ago, yet they prove true now. Heyer's remarks on the topic were given some years ago in a gathering of executive officers of various advertising companies.
Heyer is actually the CEO of one of the biggest hotel companies in the world. There were several occasions where Heyer enlarged on what he had meant about finding innovative marketing approaches in the famous conference long ago. He stated that his aim for the company was to have it market the experiences that could be had in the hotels instead of the quarters themselves.
Experiential value is of prime importance here. He wanted to emphasize the value of promoting amusements as services or products. This is a complete change in perspective and approach, although the product and services did not change at all.
Another of the points he made was that businesses had to face a powerful trend towards customization in goods and services. This is precisely what one now observes in businesses: customization. And this is most apparent in the computer and digital industries.
The entertainment industry is also suffering from certain digital innovations impinging on their channels. 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 music industry momentarily went into chaos, which is a scenario referred to in Steven Heyer’s keynote address. For Heyer, this was only a reminder that people needed to constantly change their approaches to meet fresh issues. It was necessary for other media producers, according to Heyer, to take note of this imperative for change.
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. 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.
In order to achieve the goal, Heyer has brought in Victoria's Secret, partnering with it to promote the hotels through the fashions shows being hosted for the lingerie line. Only certain persons in the Starwood hotels are allowed to attend the runway shows. Such shows how cultural marketing may be used.
Heyer has also spoken out against slapping on brands in films. To Heyer, this is absolutely devoid of context. He doubted that such appearances would actually bring up sales in any way.
A look at Coca Cola's roster of past chiefs shall show Steve Heyer CEO on it. And with Coca Cola, he demonstrated contextual placement of brands into TV programs. He put the brand in view of American Idol's audience by setting Coke glasses before the judges of the series.
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