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

A Range of Customers

In addition to offering a wide array of products, Don serves a range of customers — and this makes the challenge of customer communication even greater. Its catalogs must cater to various types of customers, says Baiden. “Some control multimillion dollar purchasing budgets for national chains, while others are small-restaurant owners, country club managers, chefs, food and beverage directors, caterers, healthcare facility managers, purchasing agents for colleges or universities, and others.” Baiden herself has a background in hotel services, having previously owned a small hotel in England.