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

“The role of our copy is to get customers interested in the product by presenting benefits,” Powell continues. “Then the salesperson can go to work on making the sale.”

Making the Offer

When it comes to offers, Don does not rely on a lot of special offers and incentives.

Customers buy because of the large variety of foodservice products and high availability for in-stock shipment, and because of the knowledgeable salespeople, Baiden says. The catalogs that present the product offerings make it easy for customers to order.