Steve Heyer CEO is a strong believer in the concept of constant adaptation in the industry in reaction to changing times. These are bold words that were spoken by this visionary business leader almost a decade ago and people continue to refer to them today. Heyer spoke of these matters famously in a conference some years past that was attended by many representatives of the marketing and advertising industries.
Heyer currently has the CEO seat in what is inarguably one of the largest businesses in the hotel industry. In an interview made a couple of years after his keynote address in 2003, he explained his point in 2003 by talking about his marketing strategy for the popular hotel chain. He claimed that he is not marketing rooms in hotels but entertainment and lasting memories.
He said, “We sell experiences. Memorable experiences, in other words, would be the products. Heyer's innovation was in the lens through which he approached the subject.
Heyer believed that the future held great things by way of personalization. The prediction, as we see now, came to pass. This is most patent in digital products.
The entertainment industry is also suffering from certain digital innovations impinging on their channels. The development of applications capable of ripping sound from CDs, for instance, led to music producers suffering. Millions of music lovers began switching to MP3s on the Web for their music fix.
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.
Steve Heyer argues that modern marketing efforts should focus on the creation of cultures, not products. Heyer's intention is to convince consumers that they can make memories that shall never be forgotten by going to Starwood locations. This marketing tactic would lead to emphasis being placed on the entertainment possibilities of each hotel.
Indeed, Starwood has even come up with unusual partners in the enterprise, such as Victoria's Secret. To tempt customers, the shows have been marketed as exclusive events. Here we see the application of Heyer's concepts.
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. To him, such random inserts would serve little purpose, either for the film or for the company.
A look at Coca Cola's roster of past chiefs shall show Steve Heyer CEO on it. It is from that time that we may take an example of what he means by properly contextualized brand "cameos". 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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