Given the relentless march of progress and history itself, businessmen have to always be ready to react to new developments. It is clear at present that the man was right in his tips, delivered long years ago. Perhaps his most memorable words on them were given in 2003, during a notable address of his peers.
Heyer is actually the CEO of one of the biggest hotel companies in the world. Heyer was already in this seat when he began to expound on his original message to marketers in 2003. His primary claim was that he had not intention of marketing a hotel room but rather wanted to market an experience.
Experiences are the products to Heyer, not the rooms. He said that the hotels had to work on selling experiences worth remembering. 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. Interestingly, this too has proven true. Nowhere is this more visible than in the technologically-centered industries.
The entertainment industry is also suffering from certain digital innovations impinging on their channels. When Napster.com, the first music downloading service website, burst into the scene, the music industry lost millions in potential revenue. Internet users indiscriminately downloaded the latest and most popular hits for free.
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. He also addressed TV executives and warned them to prepare and adapt to “the changing media consumption habits of younger generations”.
Essentially, he was saying that the time had come for businesss to market a culture, not a product. Heyer's intention is to convince consumers that they can make memories that shall never be forgotten by going to Starwood locations. This marketing tactic would lead to emphasis being placed on the entertainment possibilities of each hotel.
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. Along with online bidders, only preferred guest members of Starwood can buy tickets to the elite fashion event. This is the perfect execution of what Heyer meant.
The proliferation of brand names in films has also drawn attention from Heyer, who dislikes it. The CEO has spoken of it as a random, ill-advised technique. 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. It was during his work then that he showed what he meant by smart and relevant brand appearance in a video shot. He put the brand in view of American Idol's audience by setting Coke glasses before the judges of the series.
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