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

Among the greatest challenges Don has faced in recent years is communicating with its customers about its broad product line — precisely an area where catalogs can play a key role. As Baiden explains, the company has an ongoing need to customize its products and communication to customers’ needs. Here’s how it’s doing just that.