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

Product information is the key ingredient to all of the copy — and as such, the amount of copy differs depending on the type of product described. Baiden explains, “Some have relatively little copy since it’s easy to make a decision about tongs or spoons. But decisions about many equipment items require huge amounts of information. Our sales professionals play a vital role there. Our catalogs often provide enough information for an order, but we wouldn’t expect a customer to order a walk-in refrigerator based on the information in the catalog. These are extremely complex decisions [for customers],” Baiden says.