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.
The man occupies a top position in Starwood Hotels & Resorts Worldwide. Heyer's speech given some years ago was expanded on later, during his interviews. Heyer's stated goal was the marketing of amusement, as opposed to the marketing of lodgings in the hotels.
Experiential value is of prime importance here. Memorable experiences, in other words, would be the products. Heyer and his idea of marketing experiences blazed a trail in the marketing industry following that, for the freshness of the proposed outlook.
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. Interestingly, this too has proven true. Nowhere is this more visible than in the technologically-centered industries.
The entertainment business is being sucked dry by the latest technologies in the hands of teen consumers. When Napster.com, the first music downloading service website, burst into the scene, the music industry lost millions in potential revenue. 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. 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.
What Heyer advocated was the shift from emphasis on the item to emphasis on the experiences associated with it. According to Heyer, he intends to provide a unique and enjoyable experience for consumers. 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. The Victoria's Secret shows command a good bit of attention, and only select guests of the hotels are allowed. This is a clear example of marketing an experience.
Heyer has also spoken out against slapping on brands in films. He calls the practice a “contextless” insertion of brand logos into movies or TV programs. 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. Some of his services for that company actually demonstrate what he is trying to say by "contextual" brand placement. He put the brand in view of American Idol's audience by setting Coke glasses before the judges of the series.
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