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

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.