Marketing is a hollow practice if the consumer does not identify with your brand. A brand that has been around for some time should be able to claim that it delivers comfort and familiarity to its clientele.
Brand management is significantly about recreating. If you know your consumer, make an attempt to tap their collective memory and understand the factors that make them nostalgic. Nostalgia delivers comfort and is one the best ways to bond emotionally with consumers.
Marketing methods that employ Nostalgia as a tool perform the brilliant task of placing a customer before the product. This gesture of solicitude is easier for the customers to recognize and they instinctively feel good about the brand.
Evoking nostalgia works differently for diverse people. It can range from the whiff of perfume to the watermark that you choose for your website. Study your average target consumer and undertake a thorough exercise of recognizing the cognitive impetuses that generate nostalgia in them.
Selecting the apt imagery or sound depends on what the brand seeks to achieve and the psyche of its consumers. Millennials are proof that if deployed well, nostalgia marketing can work wonders beyond increasing sales. Brands like Nestle, Spotify, Coca-Cola, Adobe, Apple, Microsoft, Paper Boat, etc. have harnessed its potential over the past couple of years to trigger the collectivememories of millennials.
Good old Content
Speaking of millennials, a fitting example of nostalgia marketing that I can come up with is one of the most watched TV series in 2016, “Stranger Things.” The original series aired on Netflix employs images and sounds that one cannot help associating with the 80s. It is a vintage homage to Spielberg films and popular culture of the 1980s when people had begun taking an interest in sci-fi flicks and electronic devices like VCR, Video-game console, Cable TV, Walkman, etc.
Characters are shown sporting 80s fashion and hairstyle, making references to E.T., Aliens, Stephen King and the like. Apart from visual impact, the show scores with its background score that indicates extensive usage of synthesizers, which is reminiscent of artists and film composers atin the eighties. The extensive effort went down well with millennials because they quickly identified the elements that constituted their childhood.
Barely tapping memories becomes pointless if they are not customizedwith today’s fast-paced social media. Having borrowed elements from the past, make sure that you do not stop innovating. Position your content/product to fit the interactive medium. Try to make an imprint amongst your consumer base through continuous interaction. Smart usage of social media platforms can deliver the right dosage of nostalgia and get your message recognized.