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

An added boon to the marketing and creative department has been the creation of a database system to enable it to build customized catalogs quickly and easily.

Themed Catalogs

The truck-shaped Hot! New! Now! catalog is an extremely popular addition to the catalog lineup. Introduced in the first quarter of 2003, the die-cut, themed catalog emphasizes the company’s competitive advantage of having its own trucks and distribution centers, and at the same time introduces the newest items to customers every quarter.