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

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.”