We live in a world that is remarkably familiar with the 4Ps of Marketing.
Whether it be from New York to Kansas to San Francisco to Delhi to Jakarta to Berlin, to Taipei, London, Israel, Hong Kong or Kuala Lumpur, no mistake, everyone and anyone who has ever done an academic pursuit in Business Management or Marketing or even any specialty related to the world of business, they no doubt would have come across these fundamentals of Marketing in what most likely was the very first lecture of the term.
I would know.
I should know.
Understanding the 4Ps got me through the module of a diploma-level group project that involved amateurish marketing research into the branding of instant noodles.
Application of the 4Ps in a thesis about a social service program earned me my bachelor's degree.
I had thought I knew (more or less) what the whole business of these 4Ps were about.
But then life came, I moved around, saw different things, and now I know- not all theories work best for everywhere.
No doubt it is a good theory, one that guides well when it comes to bringing a product out to market but primarily it works best when there're foundations in place, when those foundations have already been applied, or when there's simulation practice in one way or another.
What if then there are territories where the foundations and fundamentals have been (for whatever reason) somewhat difficult to apply in the regular context of Trade, Business and/or Marketing, or where parameters for the simulations are constantly evolving?
The world is a big place.
And not every place is the same.
What works for one market might not necessarily work most effective for another.
And what doesn't work for one market might in fact be the optimal solution for another.
Let's say, for example, that there be a territory whose people aren't always at hand to apply the fundamentals- let's say it's a big place, or it's a place with some sort of happenings that do not permit easy learning of the fundamentals, or they might have their expertise in other areas besides applying these theories.
What happens then?
In this somewhat linear formula of MBA-style 4Ps, will they then never be able to bring their products to market?
Or, let's say they do manage to pick up the fundamentals, how long will it take?
These were questions that came to mind the more I looked about and looked around.
But somewhere along the way there came opportunities where parts of the puzzle came together, and now, there is, I think, a roadmap that gives room in such territories for products to go to market without having to pay too much attention to the 4Ps.
In business lingo this roadmap is known as Entertainment Commerce, or Entertainment Marketing.
In easy lingo, let's just call it PETE, which, coincidentally, is an acronym for the four components that this solution constitutes. They're not linear, by the way, these components. Rather, they work in a sort of cyclical manner where one leads to another and where one cannot do without the other.
Are they of equal importance?
Yes, and no.
Yes, because they harmonize and balance each other out perfectly.
No, because two components form the bedrock for the other two to work.
Let's begin with the first bedrock component.
PRODUCT.
This is a no-brainer.
Without Product, we have nothing to talk about.
There's nothing to market.
There's nothing to sell.
To apply this puzzle, the product must be ready to be presented to the market. Meaning that it cannot be 'in development', it cannot be a 'prototype' and neither can it be 'an MVP'.
It has to be ready to be sold.
It has to be ready to be marketed.
It has to be ready to be used.
SkinCalories applied this PRODUCT component in 2019 with the launch of its Active Glow Mist 100ml, followed a couple of years later by its Active Glow Mist in pocket size of 15ml. That's not the end of it, however, you don't do this with one product in two sizes. No, you have to have at least three, and so there's a Bubble Mask and a Beauty Balm BB Cream's coming along the way.
In and of itself it's best of the product has the attributes to stand out on its own, especially if the market, like that of Skincare in which SkinCalories is in, is a highly competitive one.
As such, the Active Glow Mist, manufactured in South Korea, is lavender scented, is made 100% out of organic ingredients, has an EWG certification, works for all ages, and can be used on sensitive skin as well.
Now comes the second bedrock component.
TECHNOLOGY.
This is fundamental.
The whole system, the whole ring, needs this component to function, to work, to be applied effectively to all of the other components as well.
But, mind, in this context the Technology component doesn't refer to merely Internet connection or Mobile connection or apps or communication tools, but it is the exemplar of technology both current and advanced demonstrated in a singular method: An Avatar.
SkinCalories revealed the presence of the Technology component through the creation of MAGDA.
In this avatar alone we have the current technologies of 2D software, 3D software, rendering, digital art, and everything that comes along with it.
The image alone is a good representation of the current technology.
SkinCalories has used the avatar of MAGDA on websites, decks, social media, and messaging apps.
Very useful when creating banners like these to be used as greetings during festive occasions, I tell you.
But is there all there is to technology?
No.
There is still the advanced technology, yes?
So where does that get demonstrated?
Say hello to the third component.
The ENTERTAINMENT.
Or, as I like to call it, the Character.
It is the Character that celebrates the strength of advanced technology.
It is the Character that- with his or her own story- does not drop the line when the campaign is over because she has her own (fictional) journey worthy to be funded as an entertainment franchise.
It is the Character that enables a personality to shine through so much so that it can be an inspiration, it can be translated into various forms of mediums, it has multiple applications, and it centralizes the whole system in one form or another.
If you're wondering what the interweave between Entertainment and Technology is, well, let's just keep in mind that the strength of advanced technologies lies in a distinctive function: Real-time Interaction.
What better way, then, to go one step further, and bring Entertainment into the picture, make the avatar into a Character- one that has a story worthy enough to be grown into an entertainment franchise- and through a medium that has the potential to show just what the strengths of said advanced technologies are.
No more is Technology limited to the abilities of social interaction between person to person, even though we have that in the form of social media and messaging apps.
Now there's AI.
Machine-Learning.
Knowledge.
Which in reality is mostly words until you communicate all that data through the visual of an avatar.
It could be within an app, for instance- where, say, you make an enquiry about skincare to the avatar (MAGDA, of course), the AI system gathers all the information and knowledge for you, and the avatar MAGDA communicates that answer to you.
But that's not all.
Interaction, and real-time interaction are different.
Plus, advanced tech covers the chips and the graphic cards and the Cores and the augmented reality.
Technology is moving beyond that of words to that of visuals, and richly colored, realistic visuals at that.
It is now a technology that pushes for real-time engagement, real-time interaction that combines the best of data from data servers and throws that out to you beyond the context of words into images that enhance and augment your reality.
It is for this reason that SkinCalories built a universe around MAGDA, taking her beyond a name and an avatar image into one that has a backstory, a Character Bible, a story beyond, a personality, a growth journey and a developmental arc.
And it is for this reason that she has a Manga, a Music Video (with SkinCalories's own song Vroom Vroom) and an upcoming Anime that forms the Entertainment component.
Remember what I wrote earlier about the Product component including an Active Glow Mist in its collection, and that it was lavender scented?
Well, let's just say that the story carries the theme of Hydration, the theme of Five Elements (harmony) and a lavender flower from the heavens that embodies crystal clear luminance and glistening glowing brilliance.
Some of us might be wondering just why such mediums be chosen.
Why not do a live?
Why not do a documentary?
Why not do a game?
Actually... there is a game.
There always is.
But we do consider the presence of INTEL and NVIDIA, and of course, the ACG community which is, in fact, one of the largest and fastest growing communities worldwide.
We have thus far talked about the three components of this PETE circle.
Perhaps it is hard to understand how E and T can be so intertwined, but when you consider what the whole meaning of real-time interaction is about, when you consider what the upcoming gear of AR glasses and everything else is about, you'll see that it is T that takes the E to the interactive level, whilst the E celebrates the capabilities of the T.
So in that sense the T interacts with the E, the E interacts with the T, and then there's the product itself- the P- which (through the AR avatar on her packaging) interacts with both the E and the T.
But as with all things, in the system, even a harmonious one as this, there's always a climax, a high point, and in this case, it is the second E.
EVENT.
People have wondered just what the significance of having an Event is- in the context of PETE- and what the relevance is to the other three components are.
Very simply put, this last E draws all three together and cements it as a complete system.
We don't need to delve into discussion just how powerful festivals and events big and small.
It goes without saying that an Event, in and of itself, is a crowd puller.
It is an occasion that creates a purpose, unites the community, and serves as both a platform and a presence both at the same time.
That's what Events are.
In context of the PETE, however, the Event serves as a focal point when the other three components have begun their way.
It is at this E (of an Event) that one can transform a product into related merchandise, not merely as a product giveaway as most brand sponsorships do, but as a connection point between the product and the nature of the Event itself.
When it comes to T the Technology part, whether it be current, emerging or advanced, there is no stopping the stage from becoming a celebration of said Technology.
And of course there's E the Entertainment, which is the crux of the Event, and what this whole thingmajig is organized for.
There have been (interested) questions as to how the whole Event can come together
Like, how does it work?
How can it be done?
It takes a bit of explanation but let's take a look at SkinCalories' upcoming event "Groove & Glow: Ultimate Freestyle War" .
First of all, would you believe me if I told you that this event weaves the seemingly separate elements of dance, technology and culture seamlessly into a tapestry that celebrates sound, movement, and entertainment?
Because whilst at first glance it seems to be that of a skincare company (Glow) being involved in dance (Groove) under the genre of freestyle (but which also includes hip hop, street, contemporary and the like), let's not forget the other three elements, namely, Technology, which is, if you ask me, the depth of what this whole event will be.
But yes, for this Event, there is Technology in Dance.
There is Technology in the Technology.
And there's Technology in the Culture.
It is expected that dance crews do their best choreography for a competition but Groove & Glow has a technological twist in the form of an (additional) member in their crew- MAGDA. Their moves will need to consider, and include digital character MAGDA in their crew, and by so doing, keep in mind the present capabilities of animation, and motion capture technology.
It wouldn't be enough, of course, to incorporate motion capture technology and animation and not have a place to showcase it.
Here's then the Technology part, which, in this context covers both the visual representation of it (MAGDA) and the technology of Unreal Engine that renders the character, and her moves, real-time.
It is the kind of performance that augments the physical stage with that of a digital character who will be performing the same dance moves as her real life counterparts, bringing the presence of Mixed Reality to what would ordinarily be a regular dance competition.
Now, if this be the Dance and the Technology covered, where then is the presence of said tech in the Culture?
The scenarios.
The sets.
The sets of Groove & Glow are not a blank canvas.
It wouldn't be Mixed Reality Immersive that way.
So the organizers have planned that the scenarios take place in, say, an Alley, an Underground Fight Club, a Marketplace, a Rooftop... all crafted by Unreal.
So, yes, there is Tech Tech in the core of this whole PETE system.
But it isn't just in the hands of the participants.
It's also in the hands of the attendees and those who are watching it livestreamed elsewhere.
MAGDA's on the Product packaging, and given that it comes with each ticket, well, there you have it, the Product has turned into Event Merchandise.