Steve Heyer CEO is a strong believer in the concept of constant adaptation in the industry in reaction to changing times. Such did he advocate ten years ago, and now people marvel to see how right he was. Heyer's remarks on the topic were given some years ago in a gathering of executive officers of various advertising companies.
Steve Heyer is a person of great importance in the business world, not least because he is one of the chiefs of Starwood Hotels. Heyer was already in this seat when he began to expound on his original message to marketers in 2003. The trick, according to him, was to focus on selling fun, not a bed or a room.
He said, “We sell experiences. He wanted to emphasize the value of promoting amusements as services or products. This is a complete change in perspective and approach, although the product and services did not change at all.
Another of the points he made was that businesses had to face a powerful trend towards customization in goods and services. This is precisely what one now observes in businesses: customization. This is a theme most strongly supported by digital products and companies nowadays.
Nowadays, various businesses in media are in trouble because of the changes in technology. A lot of money was lost by those in the songwriting and production business, for example, because of data-ripping technologies. Suddenly no-one wanted to pay for songs any longer, opting instead to get them free, off the Net.
Heyer remarked on the horrific drop in revenue for singers, songwriters, and producers during this period. It was an object lesson along the lines of Heyer's theme of continuous adaptation to handle a shifting market. Heyer insisted that even those in television had to look out for how the new circumstances could affect them.
Steve Heyer argues that modern marketing efforts should focus on the creation of cultures, not products. According to Heyer, he intends to provide a unique and enjoyable experience for consumers. Heyer's intent, obviously, is to market something that is even more in demand than lodging in the present culture: an experience.
Indeed, Starwood has even come up with unusual partners in the enterprise, such as Victoria's Secret. The Victoria's Secret shows command a good bit of attention, and only select guests of the hotels are allowed. Here we see the application of Heyer's concepts.
The proliferation of brand names in films has also drawn attention from Heyer, who dislikes it. 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. And with Coca Cola, he demonstrated contextual placement of brands into TV programs. 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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