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. It is clear at present that the man was right in his tips, delivered long years ago. Perhaps his most memorable words on them were given in 2003, during a notable address of his peers.
The man occupies a top position in Starwood Hotels & Resorts Worldwide. Heyer was already in this seat when he began to expound on his original message to marketers in 2003. He stated that his aim for the company was to have it market the experiences that could be had in the hotels instead of the quarters themselves.
In this approach, what is being sold is the experience itself. We deliver memories.” 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. The prediction, as we see now, came to pass. 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. 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. To Heyer, the new cultural trends dictating the market could influence even TV itself, one of the biggest entertainment industries of all time.
To him, the postmodern cultural product was what made sense, where consumers bought because they wanted the culture. The idea behind the marketing for Heyer's hotels company is now that of entertainment that cannot be found elsewhere. Their focus now is not anymore on the beautiful hotels with a total worth of billion dollars but on the opportunities to create memories.
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. Such shows how cultural marketing may be used.
The proliferation of brand names in films has also drawn attention from Heyer, who dislikes it. He found it reprehensible for its lack of contextual significance. He doubted that such appearances would actually bring up sales in any way.
Steve Heyer CEO is someone who knows what he is doing: he even used to be chief of Coca Cola, one of the biggest businesses in the world. It was during his work then that he showed what he meant by smart and relevant brand appearance in a video shot. Heyer set Coke glasses on the judging table of a famous talent show on television.
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