Divide & Conquer: Focus on B-to-B Creative
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.
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Future Catalog Strategy
Baiden sees the catalog playing a role in two important growth areas.
First, Don is targeting key segments with new catalogs — such as the Tables of Content book — used as prospecting tools. “The database really enables us to do very selective targeting,” says Baiden.
A second, and perhaps farther-reaching strategy, can be found at the national accounts and regional multi-unit accounts levels, which aim at using catalogs to gain deeper penetration into existing accounts.
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