MEDIA-I: NEW MEDIA CHOICE - Lane Crawford

<p>Eric Lynge, business development director, DoubleClick Media </p><p>Asia </p><p><BR><BR> </p><p>Site www.lanecrawford.com </p><p><BR><BR> </p><p>The overall implementation of flash is compelling and attractive. I </p><p>found the site well designed and easy to navigate. The two offers for </p><p>shopping benefits by registering and sending electronic gifts to others </p><p>are well presented and clear. </p><p><BR><BR> </p><p>While I am sure that the egift offer will generate respectable </p><p>registration and general branding, I think that limiting its </p><p>introduction to email lessens its viral and branding potential. I would </p><p>suggest that the addition of good old-fashioned advertising, including </p><p>online, can help spread the message to a larger, still targeted, </p><p>audience which will have an exponential increase on the potential viral </p><p>impact. </p><p><BR><BR> </p><p>For example, the Lane Crawford flash intro page could be delivered much </p><p>as a TVC in the offline world. There would be no waiting time for the </p><p>flash creative to appear as it would emerge "between the page" and run </p><p>its course between page links. </p><p><BR><BR> </p><p>After completion, it would not sit on the screen like a "pop up" as the </p><p>creative could be designed to shrink into a banner or skyscaper onto the </p><p>site which the surfer was linked to. </p><p><BR><BR> </p><p>A few suggestions to reach the right audience online: </p><p><BR><BR> </p><p>- Certain content sites can be targeted. </p><p><BR><BR> </p><p>- Exposure limited to certain times of the day. </p><p><BR><BR> </p><p>- Exposure controlled to each unique consumer. </p><p><BR><BR> </p><p>Finally, I would suggest that Lane Crawford extend the option for the </p><p>consumer to print out the offer and bring it to the store. </p><p><BR><BR> </p>