Given the relentless march of progress and history itself, businessmen have to always be ready to react to new developments. Heyer spoke of such things years past, almost as though he could see the future with inhuman clarity. He said these things to a good number of the most influential persons in the industry a number of years in the past.
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's speech given some years ago was expanded on later, during his interviews. He stated that his aim for the company was to have it market the experiences that could be had in the hotels instead of the quarters themselves.
Experiential value is of prime importance here. 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.
The needs of consumers, he explained, had also shifted to customization and were now exerting their strength in full force on the market. Nowadays we see that Heyer was right. You can see this most prominently in areas of the market devoted to the provision of digital services.
We are seeing old forms of entertainment being given a run for their money by fresh avenues of media distribution. 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.
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. 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. In the interview explaining his marketing strategy for Starwood Hotels, he furthered explained that they are now a company engaged in distributing entertainment and unforgettable experiences. This marketing tactic would lead to emphasis being placed on the entertainment possibilities of each hotel.
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. 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. He found it reprehensible for its lack of contextual significance. He also said this practice neither improves storylines nor enhances marketability of products.
One of Coca Cola's former leaders is actually Steve Heyer CEO. It is from that time that we may take an example of what he means by properly contextualized brand "cameos". Heyer set Coke glasses on the judging table of a famous talent show on television.
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