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

Catalogs Used in Marketing

Edward Don creates an annual big book, but the bulk of its mailings are of its smaller Advisor catalogs. These are the regular pieces mailed or distributed to customers to keep them abreast of the product lines, explains Jeff Powell, marketing and promotions manager. “In the late 1980s we changed the name of the circular to the Advisor. We write copy that not only describes the product but also gives customers ideas on how to merchandise their food and beverages,” says Powell, who has been with the company for 25 years.