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

Another unusual catalog piece was a racing-themed book. Each page featured one specific manufacturer. It was a small format, so a sales rep could go through it with a customer in a few minutes. Powell observes, “The one thing that strikes me when I sit in on a sales call is the short amount of time the sales rep has with the customer. And that time is often filled with interruptions and distractions. That’s why I think the small format and unusual shapes are so well received. They get the customers’ attention and don’t require a lot of time to present.”