shares
Do you remember that soft drink you used to enjoy as a kid that is no longer on the market? Or that pair of shoes your godmother brought you at Easter? Or maybe your first Christmas present?
People usually associate tastes, smells and sounds with specific situations, faces and feelings from the past. The human brain is structured in a way that forms such bonds mainly for self-preservation and protection.
• A special perfume we smelled on the first date with our first teenage love can cause us an inexplicable feeling of joy or relaxation.
• A sharp sound we heard at some point in the past in a car accident probably causes us avoidance and a tendency to run away in order to protect ourselves from the unknown source of the sound.
Nostalgia Marketing is a strategy that is based on this psychological basis and presents the brand in a way that evokes emotional bonds with the public, familiarity and memories from the past. The need of the public to “return to the good old days” is the secret to create a more attractive version of your product or service.
Think: why do we love Christmas adverts on TV so much? How do you feel when you see old scenes from your neighborhood in a black and white film? For how long did you pause a conversation with a colleague when their phone rang with that old rock song you got obsessed with during your college days?
Be authentic or go home!
One benefit of Nostalgia Marketing strategy is the ability to directly connect your brand with the buying public. An advertisement that presents the brand and at the same time evokes emotion, memories and strong emotions have the ability to attract the consumer’s attention, “speak” to their soul and bring them closer to it. Product awareness is increased and customer loyalty is built on a solid foundation.
On the other hand, if you choose this particular strategy, you should know that the formation of the appropriate material and the creation of a strong psychological response through it is a critical success factor. If the material fails to “challenge” the buying public, the consequences of such a strategy can be serious for the course of the brand.
By knowing the quality characteristics of the customers’ profile, you can select those elements that will “commit” them to follow your business and products. Creating ads based on Nostalgia Marketing is proven to be an effective way to promote an authentic and honest image of your business, which is highly appreciated by the buying public.
Gain more!
Research results show that products promoted in this specific way have more searches from the consumer public after the completion of the promotional actions, even retrospectively. A direct consequence is a rapid increase in sales and their competitiveness.
Choose different ways and means of promotion within the same strategy and expand the experience of emotions. The “journey” of your brand will continue in the mind of the consumer and will be reinforced more and more when the stimulus continues to be provided by different sides.
Afroditi Arampatzi
Marketeer
Hi, I’m Afroditi!
An experienced marketer with a passion for driving impactful projects and delivering strategic solutions.
With over 15 years of hands-on experience in project management, I specialize in advertising, data analysis, strategic planning, and team leadership.
