According to Steve Heyer CEO, marketers and media agencies should start changing the way they do business or else their corporations are headed to a collapse. Heyer spoke of such things years past, almost as though he could see the future with inhuman clarity. 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. His words from some years past were eventually continued in subsequent interrogations regarding them. His primary claim was that he had not intention of marketing a hotel room but rather wanted to market an experience.
Heyer's emphasis was on the marketing of an experience. He said that the hotels had to work on selling experiences worth remembering. Technically, what is being offered has not really changed: it is simply the way of looking at it that has.
In the 2003 speech, he proposed to marketers and media leaders to become more customized and personalized in delivering their services and products, and aim for the empowerment of consumers. The prediction, as we see now, came to pass. And this is most apparent in the computer and digital industries.
We are seeing old forms of entertainment being given a run for their money by fresh avenues of media distribution. 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.
There was pandemonium in the song-production business, Heyer noted. 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.
Essentially, he was saying that the time had come for businesss to market a culture, not a product. Heyer's intention is to convince consumers that they can make memories that shall never be forgotten by going to Starwood locations. In other words, consumers would have their eyes trained on what the hotels could provide, not the hotels themselves.
Indeed, Starwood has even come up with unusual partners in the enterprise, such as Victoria's Secret. Only certain persons in the Starwood hotels are allowed to attend the runway shows. Here we see the application of Heyer's concepts.
Heyer has also spoken out against slapping on brands in films. 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.
One of Coca Cola's former leaders is actually Steve Heyer CEO. It is from that time that we may take an example of what he means by properly contextualized brand "cameos". He managed to get Coke cups on the table of the judges for a certain talent competition aired on TV, ensuring contextual visibility.
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