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

As Jan Baiden, director of marketing communications for this North Riverside, Ill.-based company, explains: “When selling this complex product line, we don’t pretend our catalogs could tell about some of this equipment. If you’re buying a restaurant refrigerator, for instance, you need to ask questions such as what capacity do you need? Where is the handle located, and which way will the door open?