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SHOPTALK By Kandace Power Graves

06 10 03

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Marketing Strategies

Strategic Advertising partners Andrew and David Evans and Ben Caston incorporate a host of marketing techniques to help their business clients flourish.

Developing a vibrant corporate identity for individual businesses and making it easy for customers to purchase goods and services from those companies is what a group of young marketing gurus at Strategic Advertising Group and Strategic Internet Services (234 Lee Lane, Suite C, Covington, 985-871-9005 or 800-606-6684; www.gostrategic.com) do best.

Strategic partners Andrew Evans, his brother, David, and Ben Caston find solutions that fit the needs of their clients through developing eye-catching logos, direct mail and other marketing materials, clever CD business cards with a company's product and Web site information on them, Web site designs, public relations communications, market research and more. Testaments to the efficacy of the group's efforts and the cost-effectiveness of its campaigns can be seen in its client base, which includes large and small local firms as well as companies from New York, Texas, New Orleans and even a Louisiana government agency.

"It's interesting working with a lot of different clients around the country and locally as well," says Andrew Evans, whose clients include a large oil drilling concern from Houston, the Louisiana Department of Labor, a Northshore car wash and a small educational farm in Folsom. "We give them quality assurance and we can compete on price with almost anyone, even large New York firms."

Strategic was founded seven years ago as a traditional advertising agency and three years ago expanded into Internet Web site development and a host of other marketing innovations.

"[The Internet] is a main focus for our company now," Evans says. "We survived the downturn of the Internet companies and weren't really affected because our quality was there." Over the past few years, Strategic has improved its online offerings, developing software applications that it leases out to customers, customizes to their needs, updates and expands without additional cost to its clients.

"A key benefit is that they don't have to worry that we will keep coming back to sell them new things," Evans says. "If we develop new things for someone and can use it for our other customers, we don't make them pay extra for that. It's really worked well."

The software applications also are focused on making it easy for clients to continually update their own online catalogs and other information quickly and easily, without incurring maintenance or other charges.

"As their company grows, their Web site can grow, and the changes can be made instantaneously," Evans says. One client, for instance, attends a lot of trade shows at which it picks up new merchandise. Under Strategic's system, the business can constantly update and delete information from its Web site as its inventory changes. The advertising agency thrives because it builds relationships with its clients such as the small educational farm in Folsom. Strategic initially was hired just to develop a Web site for the business but now takes care of all its marketing needs.

For restaurants, Strategic now is developing an online system that will allow dining customers to view a menu, select items for take-out orders and even pay for the food in the push of a button. The order then will be automatically faxed to the restaurant where it can be filled without tying up a waitress' time and without the mistakes that sometimes occur when complex orders are taken over the phone. Soon, the system also will allow various individuals placing a large group order to pay for their food separately.

Such innovations are key to Strategic's success. "Having such a small organization, it's easy to get things done quickly," Evans says. "We can bend over backwards for our clients." Plus, each member of the firm is a partner, which keeps the creative energy flowing. "If anyone has an idea, we can throw it back and forth and put it into action quickly. It benefits our clients."

In Love With Lace

Every bride (and every mother of the bride) wants a unique dress that will make a lasting impression as well as make them feel special on her (or her daughter's) wedding day. Yvonne LaFleur (8131 Hampson St., 866-9666) offers solutions to the dilemma of what to wear with an extensive collection of lace collage designs made into one-of-a-kind garments.

The Riverbend store, which has a large bridal section with very personalized service, is holding a trunk show of the exclusive merchandise through June 14. The dresses can be special ordered or purchased from among those presented at the trunk show. They are available in ivory, candlelight or a color of your choice and can be tailored to your specific measurements and delivered in four to six weeks. The look is uniquely Yvonne LaFleur and can fill the desires of non-traditionalists who want a one-of-a-kind wedding ensemble.