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marquee canopy, Large and small, Melbourne, Business. Australia.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.

INSPIRATION FROM RESEARCH The objective of research was to find out how our audience used marquee canopy messaging rather than find ways of telling them how they might find it useful. We gave 8 pairs of friends within the target audience MMS capable phones for a week, bags of credit and a free rein. The only stipulation was they had to return the phones at the end of the week and they had to save every message they received (both MMS and SMS). We reviewed the inboxes and below are a selection of typical images. CORE INSIGHT The core insight from research was that messaging, both marquee canopy and text, was being used in a very emotional and creative way. It was being used as a form of entertainment and as an extension of personality. The content was working like a social banter and was informal, funny, shocking, competitive, cheeky and sometimes explicit. We had the opportunity to position our MMS in a similar way; as an entertaining extension of personality.