Divide & Conquer: Focus on B-to-B Creative
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.
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On rare occasions, Baiden will rent names. For example, to do a recent targeted mailing in New Jersey, Don worked with a service bureau to find credit-worthy restaurant businesses. “That way I could check the credit-worthiness of their new accounts with us. I’ll send catalogs just to those prospects who are credit-approved,” Baiden notes. “I’m not going to send prospect catalogs to everybody since we’re not interested in just selling tongs and spoons. We want to get the new-restaurant business first, which requires a substantial amount of equipment and supplies. We can do the whole package for them — work with their managers to help tell them what they need. Then supply and install it.”
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