Steve Heyer CEO is a strong believer in the concept of constant adaptation in the industry in reaction to changing times. Heyer's notes on this were given long ago, yet they prove true now. He said these things to a good number of the most influential persons in the industry a number of years in the past.
Heyer currently has the CEO seat in what is inarguably one of the largest businesses in the hotel industry. 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.
Experiential value is of prime importance here. Memorable experiences, in other words, would be the products. This is a complete change in perspective and approach, although the product and services did not change at all.
He also emphasized the need to provide for the new powers of consumers nowadays. The prediction, as we see now, came to pass. 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. The development of applications capable of ripping sound from CDs, for instance, led to music producers suffering. Almost instantly, people were getting on board the pirate ship, so to speak.
The musical industry suffered huge losses, as noted by Heyer in his 2003 speech. For Heyer, this was only a reminder that people needed to constantly change their approaches to meet fresh issues. 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. 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.
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. Along with online bidders, only preferred guest members of Starwood can buy tickets to the elite fashion event. This is a case of the product being an experience.
Heyer has not restrained from making critiques of Hollywood practices, like the meaningless appearance of brands in scenes. This is a meaningless practice, in Heyer's opinion. Heyer argues against the practice by calling it both a useless appendage to the plot as well as a useless tool for a business.
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 very subtly and effectively placed Coca Cola glasses on the “American Idol” judge’s table.
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