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. Heyer's speech given some years ago was expanded on later, during his interviews. He claimed that he is not marketing rooms in hotels but entertainment and lasting memories.
In this approach, what is being sold is the experience itself. Memorable experiences, in other words, would be the products. Marketing in this manner was new back then, and quite an original concept.
The needs of consumers, he explained, had also shifted to customization and were now exerting their strength in full force on the market. Interestingly, this too has proven true. And this is most apparent in the computer and digital industries.
The entertainment business is being sucked dry by the latest technologies in the hands of teen consumers. A lot of money was lost by those in the songwriting and production business, for example, because of data-ripping technologies. Suddenly no-one wanted to pay for songs any longer, opting instead to get them free, off the Net.
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. To Heyer, the new cultural trends dictating the market could influence even TV itself, one of the biggest entertainment industries of all time.
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. Heyer's intent, obviously, is to market something that is even more in demand than lodging in the present culture: an experience.
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. 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. Heyer's beliefs here state that he cannot find this a marketing method that would be likely to be effective.
One of Coca Cola's former leaders is actually Steve Heyer CEO. From his work with them, we can see a smarter way to boost brand visibility without being meangingless. 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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