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

Overall, the role of the mailed catalog is to support the sales effort. Says Baiden, “Mailed catalogs pique a customer’s interest, frequently resulting in a phone order, a Web order or a call to the sales professional to discuss our products. But sales are not divided by channel. We believe our customers should be able to order in the manner they prefer.”