Formal Gowns
American Labels has Formal Gowns, Bridesmaid Dresses, brisbane, queensland and other dresses.
Formal Gowns
Business Category: Weddings
weddings, wedding services, hire, event, planning, marquees, dresses, catering, food, limousines, transport, celebrants, functions, function centres, halls,
Business Name:American Labels
Website: http://www.americanlabels.com.au
Phone: 07 3394 8379
Fax: 07 3394 8379
Mobile: 0410 286 832
Contact : Glenys
Location Address: shop 1, 429 logan rd |
Postal Address: shop 1, 429 logan rd |
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FINDING A ROLE FOR MMS – LEARNING FROM THE COMPETITION The youth Formal Gowns platform identification was strong. What we still required was a benefit for photo Formal Gowns. Surprisingly a competitive review proved to be a crucial turning point. Being late to market had its advantages in that all the major competition had already launched their picture Formal Gowns service. Their accompanying communication proved to be helpful. By using communication to create a role for MMS competitive ads worked like a window into their world and brand values: (see Figures 1, 2, 3 and 4) We knew what type of photo we would send and the values we expounded. Given that much of VMA's appeal is its personality and its spirit in many ways this approach would have been enough to answer the original brief. However such was the value of finding and showing a reason to use picture Formal Gowns in addition to being personality driven we persevered to find more consumer relevance for our service.
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American Labels, Formal Gowns, Bridesmaid Dresses, brisbane, queensland,, Australia, business.
INSPIRATION FROM RESEARCH The objective of Formal Gowns was to find out how our audience used picture 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 Formal Gowns was that messaging, both picture 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.
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.