It is wise to adopt a mutable concept of marketing, according to Steve Heyer CEO, to answer the shifting demands of consumers. 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. 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. The goods, for Heyer, were the entertainments to be found in the resorts. 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. Nowadays we see that Heyer was right. This is most patent in digital products.
The entertainment business is being sucked dry by the latest technologies in the hands of teen consumers. 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.
Heyer remarked on the horrific drop in revenue for singers, songwriters, and producers during this period. For Heyer, this was only a reminder that people needed to constantly change their approaches to meet fresh issues. It was necessary for other media producers, according to Heyer, to take note of this imperative for change.
To him, the postmodern cultural product was what made sense, where consumers bought because they wanted the culture. According to Heyer, he intends to provide a unique and enjoyable experience for consumers. 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.
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. To tempt customers, the shows have been marketed as exclusive events. This is the perfect execution of what Heyer meant.
Steve Heyer has also made negative remarks about a growing trend in the LA film industry: the insertion of brands in random shots. 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. Heyer set Coke glasses on the judging table of a famous talent show on television.
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