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. Heyer spoke of such things years past, almost as though he could see the future with inhuman clarity. He said these things to a good number of the most influential persons in the industry a number of years in the past.
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. 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. He wanted to emphasize the value of promoting amusements as services or products. Marketing in this manner was new back then, and quite an original concept.
He also emphasized the need to provide for the new powers of consumers nowadays. This exactly is today’s most observable trend across corporations and industries. This is most patent in digital products.
The latest developments have also spelled difficulty for people in entertainment. 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.
The musical industry suffered huge losses, as noted by Heyer in his 2003 speech. It was an object lesson along the lines of Heyer's theme of continuous adaptation to handle a shifting market. Heyer said that even TV was no longer safe, and that new trends might well harm those in the industry.
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. Heyer's intention is to convince consumers that they can make memories that shall never be forgotten by going to Starwood locations. 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. Only certain persons in the Starwood hotels are allowed to attend the runway shows. This is the perfect execution of what Heyer meant.
The CEO was also critical of how Hollywood is “slapping” logos and brand names in movies out of context. To Heyer, this is absolutely devoid of context. He doubted that such appearances would actually bring up sales in any way.
One of Coca Cola's former leaders is actually Steve Heyer CEO. 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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