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 Don trucks are brightly colored red and yellow, so they’re widely recognized. The Don truck is featured in the company’s national advertising, its big book and the Hot! New! Now! catalogs. As a matter of fact, the Hot! New! Now! catalogs are die-cut to look like the trucks.

“Die-cutting is less expensive than it used to be, and the unusual shape attracts a lot of interest,” says Baiden. “We do very well with the catalog, so the cost is justified.” Based on the success of Hot! New! Now!, the company already is developing additional new catalog ideas to keep its customers interested.