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

Instead of having just one catalog mailed to an address, as many as five catalogs may eventually get mailed to a major account site, says Baiden. “We may look at sending catalogs to different people with ordering responsibility in a large customer site like a hotel or university.”

According to Baiden, this mailing strategy could help Don reach more management and buyer levels within its existing accounts, thereby achieving its deeper account penetration goal.