It is wise to adopt a mutable concept of marketing, according to Steve Heyer CEO, to answer the shifting demands of consumers. It is clear at present that the man was right in his tips, delivered long years ago. Heyer spoke of these matters famously in a conference some years past that was attended by many representatives of the marketing and advertising industries.
Steve J. Heyer is chief executive officer of Starwood Hotels & Resorts Worldwide, the world’s third-largest hotel chain. 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.
Experiences are the products to Heyer, not the rooms. The goods, for Heyer, were the entertainments to be found in the resorts. Heyer's innovation was in the lens through which he approached the subject.
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. This exactly is today’s most observable trend across corporations and industries. Nowhere is this more visible than in the technologically-centered 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. Almost instantly, people were getting on board the pirate ship, so to speak.
The music industry momentarily went into chaos, which is a scenario referred to in Steven Heyer’s keynote address. The circumstances had changed, Heyer said, and so should the methods of distribution as well as reproduction. He also addressed TV executives and warned them to prepare and adapt to “the changing media consumption habits of younger generations”.
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. According to Heyer, he intends to provide a unique and enjoyable experience for consumers. This would thus place the onus of drawing in consumers on the entertainment value of the hotels in question, as opposed to their actual ability to "house" people in need of a place to stay temporarily.
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. This is a case of the product being an experience.
Heyer has not restrained from making critiques of Hollywood practices, like the meaningless appearance of brands in scenes. 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.
In the past, Steve Heyer CEO was a chief executive for the company that makes Coke. It was during his work then that he showed what he meant by smart and relevant brand appearance in a video shot. 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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