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

Baiden says today’s restaurant and hotel professionals tend to be trend-conscious; they want to know the latest styles in serving and are always looking for new ideas to try in their facilities.

To meet the demand, “We print the largest quantity of Advisor catalogs. They’re spaced throughout the year. The catalog highlighting new items called Hot! New! Now! is created quarterly. It shows customers that we have new products that keep up with trends,” says Baiden. The big catalog, she explains, is distributed primarily to large-sized companies.