Divide & ConquerFocus on B-to-B Creative

Focus on B-to-B Creative

By Alicia Orr Suman

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.

For Edward Don & Co., supplying "everything but the food" has long been its motto. The foodservice equipment supplier sells its customers, including Applebee's Restaurants and the Opryland Hotel, a range of items, from serving glasses, plates and napkins, to kitchen utensils, stoves and fryers.