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

The catalog creative team includes Powell and Jill Dudones as copywriters, along with designers Chad Meyers and Tracy Tomkowiak.

Database Manager Kris Laszczewski keeps track of all 15,000 photos and their copy blocks in the database. The creative staff also includes Elliott Stein who creates the customized catalogs by working off of an Excel spreadsheet and pulling the SKUs and associating them with the appropriate pictures. “It’s quite a process, which he has down to a science,” says Baiden.