Marketing Currents - Business and Marketing Current Events

Nathan’s Famous upgrades tech, adds geotargeting and digital ordering (MC)

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Nathan’s is overhauling its digital technology systems and infusing its strategy with data to franchisees in a move to optimize advertising and build loyalty with customers.

The partnership with Targetable allows the company to produce ads on the fly based on what’s trending across Nathan’s online channels, and serve them to people within a certain radius of the restaurant locations using audience segmented data and geotargeting.

Click here to read the story at marketingdive.com.

Questions for Class Discussion

  1. What is market segmentation?
  2. What are three examples of different ways a brand might segment the market?
  3. What is geotargeting?
  4. How might Nathan’s Famous benefit from geotargeting?
  5. Based on information from this story, do you think this has been a wise investment for Nathan’s Famous? Why or why not?
Chris Lindauer
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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