It is wise to adopt a mutable concept of marketing, according to Steve Heyer CEO, to answer the shifting demands of consumers. Such did he advocate ten years ago, and now people marvel to see how right he was. Heyer's remarks on the topic were given some years ago in a gathering of executive officers of various advertising companies.
Steve Heyer is a person of great importance in the business world, not least because he is one of the chiefs of Starwood Hotels. 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.
He said, “We sell experiences. He wanted to emphasize the value of promoting amusements as services or products. Technically, what is being offered has not really changed: it is simply the way of looking at it that has.
Another of the points he made was that businesses had to face a powerful trend towards customization in goods and services. The prediction, as we see now, came to pass. You can see this most prominently in areas of the market devoted to the provision of digital services.
We are seeing old forms of entertainment being given a run for their money by fresh avenues of media distribution. When Napster.com, the first music downloading service website, burst into the scene, the music industry lost millions in potential revenue. Consumers went online in droves when songs started becoming downloadable on sites for free.
Heyer's conference speech talked about the panic music-producers went through during this time. It was an object lesson along the lines of Heyer's theme of continuous adaptation to handle a shifting market. Heyer insisted that even those in television had to look out for how the new circumstances could affect them.
What Heyer advocated was the shift from emphasis on the item to emphasis on the experiences associated with it. Heyer's intention is to convince consumers that they can make memories that shall never be forgotten by going to Starwood locations. Their focus now is not anymore on the beautiful hotels with a total worth of billion dollars but on the opportunities to create memories.
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. Because of the exclusivity of the runway shows to Starwood customers, there is a clear integration of the desire to view a Victoria's Secret show with attendance of a Starwood hotel. This is the perfect execution of what Heyer meant.
The CEO was also critical of how Hollywood is “slapping” logos and brand names in movies out of context. The CEO has spoken of it as a random, ill-advised technique. He also said this practice neither improves storylines nor enhances marketability of products.
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. From his work with them, we can see a smarter way to boost brand visibility without being meangingless. 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, visiting my blog will help.
