It is wise to adopt a mutable concept of marketing, according to Steve Heyer CEO, to answer the shifting demands of consumers. 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 is actually the CEO of one of the biggest hotel companies in the world. There were several occasions where Heyer enlarged on what he had meant about finding innovative marketing approaches in the famous conference long ago. He claimed that he is not marketing rooms in hotels but entertainment and lasting memories.
In this approach, what is being sold is the experience itself. He said that the hotels had to work on selling experiences worth remembering. Heyer's innovation was in the lens through which he approached the subject.
He also emphasized the need to provide for the new powers of consumers nowadays. Nowadays we see that Heyer was right. And this is most apparent in the computer and digital industries.
The entertainment industry is also suffering from certain digital innovations impinging on their channels. Just for illustration, when software for musical piracy was introduced, the support from consumers was so overwhelming that the music industry almost immediately saw a setback in profits. Almost instantly, people were getting on board the pirate ship, so to speak.
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 said that even TV was no longer safe, and that new trends might well harm those in the industry.
What Heyer advocated was the shift from emphasis on the item to emphasis on the experiences associated with it. The idea behind the marketing for Heyer's hotels company is now that of entertainment that cannot be found elsewhere. Heyer's intent, obviously, is to market something that is even more in demand than lodging in the present culture: an experience.
To this end, Victoria’s Secret has been called on to partner with the hotels to produce The Limited Victoria Secret shows for exclusive viewing in the hotels. The Victoria's Secret shows command a good bit of attention, and only select guests of the hotels are allowed. Such shows how cultural marketing may be used.
Steve Heyer has also made negative remarks about a growing trend in the LA film industry: the insertion of brands in random shots. 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. It is from that time that we may take an example of what he means by properly contextualized brand "cameos". He very subtly and effectively placed Coca Cola glasses on the “American Idol” judge’s table.
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