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

Catalogs generally are targeted by category. “We identify segments most likely to order the categories in a specialty catalog,” says Baiden. “For instance, the Tables of Content catalog features products to improve food presentation on buffets. Good audiences [for that catalog] are caterers, hotels and country clubs.”