It is wise to adopt a mutable concept of marketing, according to Steve Heyer CEO, to answer the shifting demands of consumers. Heyer spoke of such things years past, almost as though he could see the future with inhuman clarity. Perhaps his most memorable words on them were given in 2003, during a notable address of his peers.
Steve Heyer is a person of great importance in the business world, not least because he is one of the chiefs of Starwood Hotels. His words from some years past were eventually continued in subsequent interrogations regarding them. Heyer's stated goal was the marketing of amusement, as opposed to the marketing of lodgings in the hotels.
Heyer's emphasis was on the marketing of an experience. We deliver memories.” Heyer and his idea of marketing experiences blazed a trail in the marketing industry following that, for the freshness of the proposed outlook.
Another of the points he made was that businesses had to face a powerful trend towards customization in goods and services. Interestingly, this too has proven true. Nowhere is this more visible than in the technologically-centered 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. 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. The circumstances had changed, Heyer said, and so should the methods of distribution as well as reproduction. Heyer insisted that even those in television had to look out for how the new circumstances could affect them.
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. An experience that is not easily replicable is the primary product Heyer is looking to market for Starwood. This marketing tactic would lead to emphasis being placed on the entertainment possibilities of each hotel.
To this end, Victoria’s Secret has been called on to partner with the hotels to produce The Limited Victoria Secret shows for exclusive viewing in the hotels. To tempt customers, the shows have been marketed as exclusive events. Such shows how cultural marketing may be used.
Heyer has also spoken out against slapping on brands in films. This is a meaningless practice, in Heyer's opinion. He also said this practice neither improves storylines nor enhances marketability of products.
Steve Heyer CEO used to head Coca Cola Ventures. Some of his services for that company actually demonstrate what he is trying to say by "contextual" brand placement. Heyer set Coke glasses on the judging table of a famous talent show on television.
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