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

Along similar lines, Powell says, “We’ve started doing some direct mail pieces targeted to specific chains or market segments. We sent a post card offering samples of new disposable dinnerware to caterers, and that had decent response. And we’re currently working on pieces that will go to operations such as health clubs and optometrists, which have not traditionally been Don customers.”