Week 14 - Nostalgia Marketing

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The power of nostalgia at least for me is profound. I can fondly remember what I used to do as a kid and it brings back such deep feelings that life was so much simpler back then. Nostalgia can also be a great marketing tool. A study done by the Journal of Consumer Research says that when someone thinks about the past or feels nostalgic, he or she is more likely to spend money on or donate to a cause. If you really think about it, this happens to people all the time. What used to be old is starting to become new again. Marketers are even trying to bring millennial's nostalgic experiences because they are so hard to impress. Companies are experimenting with this type of nostalgia because they know that these experiences will make people feel the need to buy their product. Any kind of experience like when a company brings consumers nostalgia about a TV show from the 90's or toys that they used to play with can bring in the money. A campaign that allows consumers to engage in a personal way makes them talk and your brand will be at the center of that conversation.










The best way to bring nostalgia to consumers so they are more prone to buy your product is to bring in a new twist. A marketer should bring in facets of the familiar to their campaigns but also bring in a modern twist so it’s relevant. This type of scenario will grab a consumer’s attention and make it relevant to them. The thing with nostalgia is that it has to be relevant to the consumers you’re trying to target. One generation might be drawn to a nostalgic campaign but another generation might roll their eyes at it and lose interest in that company. Understanding relevant nostalgic moments to each generation is key when using nostalgia as part of a marketing campaign. A company should never force nostalgia but only use it when it’s relevant. Otherwise it will seem out of touch and tacky. When using nostalgia, a company should pay attention to the details and make it feel authentic so it brings back memories. If a company misses the mark then it can have a negative effect on the consumer experience. A nostalgia campaign if done correctly can ramp a company’s sales up and bring a lot of attention to their brand.

 Link to article used: https://adage.com/article/cmo-strategy/opinion-marketing-good-ole-days-remains-powerful/2165556

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