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

“To reach more people in existing accounts, we’re using a strategy we’ve termed, ‘The truck stops here,’” says Baiden. “We’re looking within an account to see if it makes sense to expand our reach, say, to not only the restaurant manager in the hotel but also the sanitation person. Our truck already is delivering to that site, so why not see if they can use some Don products, too?”