In a world where getting noticed is quite difficult, why not try nostalgia marketing? The marketing scene today is very noisy, and the audience can only pay attention to your brand if it stands out among others. The marketing messages from TV, radio and social media are numerous such that they scatter the attention of the buyers. If your company is a startup, you have to fight for attention to create awareness of your brand. One of the strategies that can help you get noticed is nostalgia marketing.
What is nostalgia marketing?
Do you remember the first day you went to school? What about the childhood memories, trips with your family, the food you ate and other interesting moments of your life? When you think about events in the past, you miss those moments, feel so much joy and even wish that you could go back in time for more fun. These emotions are referred to as nostalgia. Due to the happiness that nostalgia brings, marketers are using it to connect the audience with brands.
Nostalgia marketing can, therefore, is using the “the good ol’ days” memories to evoke emotional responses from the audience. It is a marketing strategy whereby, a marketer uses memories to covert the audience into buyers of the brand. When the audience sees content from the past such as music, tools or plays in an advertisement, they feel excited about it. They will want to discuss the ad, share it and create an emotional connection with the brand. As such, the proper implementation of nostalgia marketing leads to increased brand awareness.
In the recent past, nostalgia marketing has become an integral part of marketing. Many brands today have embraced the word “Throwback” to show past events and memories. The word “Throwback Thursday” has also become common on social media channels. The idea behind this marketing strategy is that nostalgia will make people buy a commodity because it reminds them of happy times.
Tips on how to use nostalgia marketing
Tap into the history of a brand
Business storytelling is an effective way of using nostalgia in marketing. Companies can showcase their history using videos or photos. While at it, a company can show how the brand has evolved. This can be regarding its size, design, packaging and functionality of a product. These pieces of information will take the audience back in history especially if they were associated with the brand during that time.
If your company has experienced growth and given positive experiences to customers, it will stand out as credible and dependable.
Create nostalgia through writing
Start-up companies might not be in a position to tap into their history because they have not been in operation for a long time. However, they can create nostalgia through writing content.
For instance, a company that wants to advertise toys can come up with this topic: “10 toys that kids who grew up in the 1990’s will remember”. The writer should create interesting content that will spark emotions among the audience. The key thing is to make the content relatable with the target audience and then to align it with the brand that is being advertised.
Use social media
One of the best tools to use when doing nostalgia marketing is social media. Online platforms create a vast audience mainly because information can be shared to several people.
A common phrase that brands use is “Throwback Thursday” to highlight important memories and events in the past.
Here are some pieces of information that you can share using photos or videos;
- Location of business: Share images of the place where the company started and renovations that have been done to the buildings.
- Vintage advertisements
- Leaders and employees during that time
- Events such as training, anniversaries or CSR activities.
You can increase the effectiveness of nostalgia marketing on social media by engaging the audience. For instance, you can ask them to guess the names of the leaders, and if they get it right, you give them an award.
Bring back a product to the market
Nostalgia marketing is all about making people feel happy and comfortable by enabling them to relive experiences. You can do this by bringing a product back into the market. This could be in the design, size or packaging of the product.
The trick towards this strategy is combining both the modern and traditional aspects of the product so that the functionality is not affected.
Examples of nostalgia marketing for businesses
Nostalgia marketing can be used in all businesses to increase leads and conversions. Discussed below are some few cases that give further illustrations on nostalgia marketing:
- A musician can create a music video using 1950’s Rock music style. Many people who grew up during that time will relate with their music. They will want to watch it more because of the fond memories that it brings.
- A restaurant can bring back traditional meals to their menu. Customers will visit the restaurants not only to taste the foods but to relive past experiences.
- A baker can equip their facility with traditional baking equipment and showcase it during a promotion. When the audience sees kitchen equipment that was used by their grandparents, they will want to visit the bakery and buy some cakes.
- A dancer can come up with a compilation of dance movements that happened during different eras. While at it, they should pay attention to the music and costumes accompanying the dances. On its own, dancing is fun to watch but there’s more fun if people can get to watch its evolution. By doing this, a dancer will strengthen their brand name and gain more customers.
As illustrated above, you do not have to be a decade-long or more in business to benefit from nostalgia marketing. All you need to do is tap into the history of people, identify the memories that they miss and help them relive them through your marketing activities. However, to use nostalgia marketing effectively, you must be very creative. Avoid copying what has already been done because some nostalgic events are brand-specific. Most importantly, do not bring up events that people do not want to remember.