Monday, February 27, 2012

What Steve Heyer CEO Has to Say on Marketing

Steve Heyer CEO is a strong believer in the concept of constant adaptation in the industry in reaction to changing times. These are bold words that were spoken by this visionary business leader almost a decade ago and people continue to refer to them today. Heyer's remarks on the topic were given some years ago in a gathering of executive officers of various advertising companies.

Heyer currently has the CEO seat in what is inarguably one of the largest businesses in the hotel industry. 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.

He said, “We sell experiences. We deliver memories.” Technically, what is being offered has not really changed: it is simply the way of looking at it that has.

Heyer believed that the future held great things by way of personalization. This exactly is today’s most observable trend across corporations and industries. Nowhere is this more visible than in the technologically-centered industries.

Nowadays, various businesses in media are in trouble because of the changes in technology. For example, musicians saw a sharp decline in profits following the rise of MP3 distribution sites. Internet users indiscriminately downloaded the latest and most popular hits 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. It was necessary for other media producers, according to Heyer, to take note of this imperative for change.

Essentially, he was saying that the time had come for businesss to market a culture, not a product. The idea behind the marketing for Heyer's hotels company is now that of entertainment that cannot be found elsewhere. 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.

Hence, the company has actually struck up a partnership with the Victoria's Secret brand in an effort to market the experience of being in a Starwood hotel (and watching a Victoria's Secret runway show, in this case). To tempt customers, the shows have been marketed as exclusive events. Here we see the application of Heyer's concepts.

Heyer has not restrained from making critiques of Hollywood practices, like the meaningless appearance of brands in scenes. He found it reprehensible for its lack of contextual significance. Heyer argues against the practice by calling it both a useless appendage to the plot as well as a useless tool for a business.

In the past, Steve Heyer CEO was a chief executive for the company that makes Coke. From his work with them, we can see a smarter way to boost brand visibility without being meangingless. He managed to get Coke cups on the table of the judges for a certain talent competition aired on TV, ensuring contextual visibility.

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