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

Powell adds that the amount of text written depends on the product. For glassware and china, he says, “The customer always will want to know what it’s made of, its capacity and size, so they can decide what menu items they can serve in the product. Large equipment usually is sold with detailed cut sheets from the manufacturer, so we don’t need to list all the specs in our copy.