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

Creative Testing

The fact that Edward Don has a wide variety of catalog styles and formats means the company regularly tests creative concepts. “We sometimes test concepts with small, targeted mailings,” says Baiden. “We frequently ask our sales professionals for input, since they see customers on a daily basis. Our customers tell us they like seeing formats that are new and different.”