Foodservice equipment supplier Edward Don & Co. employs a targeted marketing strategy that helps it deliver the right message to the right person at the right time.

By Alicia Orr Suman

For that reason, new businesses are an extremely important segment. Any facility just opening up and needing foodservice equipment and supplies is a veritable goldmine of opportunity for Don product sales. “Developing new business — seeking ways to open new accounts — has been a challenge and a goal,” says Baiden. “We mail catalogs as part of that effort.”