Is it just me, or has anyone else noticed that almost every web site you go on these days( Including this one) has a banner ad or call out for Lane Bryant, a company that specializes in fashions for ladies with a fuller figure – Sizes 14 – 28. I find them on everything from marketing, to news, to entertainment sites. I don’t know what these guys are spending, but I have a definite feeling it’s got to be a substantial amount, and it’s all going on-line rather than on traditional media. If anyone has any metrics, and even better, results on this companies single minded push into the on-line world and how it’s hopefully paying off for them, I would love to hear about it. It would make a great case study for the use of non-traditional media… Particularly for us guys at KMM!
I've seen them advertise on sitemeter. I think the campaign actually makes a bit of sense. They serve an audience that isn't necessarily the easiest to reach. Sure they could run TV and radio commercials to try and get people into their stores, but how much more efficient is it for them to supply and fill demand online. I'm not sure why the big push now, but I guess the shopping season is here and maybe they are trying to take advantage of that. Regardless of what they spend though, it has to be cheaper then managing inventory in the stores and paying leases.
Posted by: davis freeberg | November 29, 2006 9:05 PM | Permalink to Comment