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

First, the company stopped using a traditional studio that shot film on a day-rate basis and brought in a freelance photographer three days a week to shoot in a studio in its warehouse. Then it bought a digital camera to save on prepress costs.

Says Jan Baiden, director of marketing communications, “I have a technical manager on staff who re-touches all the digital photos before printing. The 40-percent savings resulted from the reduced cost of the regular freelancer and no longer needing to have film developed and scanned.”