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

Additional specialty catalogs are distributed based on the buying season. For instance, the catalog of day-care and preschool supplies is distributed in July and August, prior to the start of the school year.

On the national accounts side of business, Don creates solo mailings, which are followed up by the sales pros who provided the lists of prospect names. As national accounts are such an important part of the business, Don creates individualized custom catalogs for those customers. This way its biggest clients, those with multiple sites, can enable their franchisees to shop from their own catalogs.