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 certain types of products, we’re going to continue to gradually see more online ordering, and we’re gently pushing in that direction,” adds Baiden. “But for much of what we offer, a salesperson always will be key. The combination of the catalogs, sales reps and Web will continue to be our strategy.”