Content that Influences

Tap into the power of nostalgia marketing.    

What is it that compels us to pause, shift our focus and succumb to the sentiment of past memories?

You have access to information about anything you want to know right at your fingertips.  When you turn on the TV, turn to the front page of the newspaper or scroll your favourite social media platforms, you’re guaranteed to find breaking news, the latest trends and top stories. Sounds exciting, right?

A challenge we face in this digital age, is information overload.  It’s difficult to declutter the noise of clickbait headlines, uninvited push notifications, pop-up ads and reels.  At the same time, you are exposed to a heaviness of the events that get reported in the news. 

It’s easy to see why we crave humour, positivity, and familiarity in the information we consume. Nostalgia in marketing can be a powerful tool to tell your story when used thoughtfully and authentically.  When you do it right, it can craft a narrative and message that will take your audience back to a memory that makes them smile and create an emotional connection with your brand.

“For a heartbeat, you are taken back to a moment that seems frozen in time”. – Unknown

Nostalgia marketing is an art.  If you get it right, it can make a real difference for your brand; however, it should be handled with care. Let’s talk about a few of the advantages of well-executed campaigns and the consequences of campaigns that aren’t effectively planned and implemented. 

ADVANTAGES

1.     Perceived Value and Sales.  Have you ever bought an over-priced item simply because its packaging featured your favourite childhood character? Perceived value is highly influenced by desire.  In a series of studies published in the Journal of Personality and Social Psychology in 2015, researchers stated that nostalgia can push people to make bigger purchasing decisions and spend more money.  

2.     Memorable and Shareable. Maya Angelou got it right when she said, “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel”.  Nostalgic marketing campaigns make us feel something.  It creates opportunity to relive positive memories and tap into feelings of affection, longing and familiarity, making the content more relatable, shareable and memorable.  And remember, the more memorable your brand is, the more top of mind it will remain for your consumers. 

3.     Positive Association and Brand Loyalty.  When you think of your favourite song, movie, icon, toy, or food, what does it remind you of?  Does it make you think of a loved one, bring you back to a fun family dinner, vacation or night out?  It’s a phenomenon that explains why we indulge in reruns of our favourite shows and overspend on token items.  We revisit those experiences and feel something we want to feel. When you link your brand with such memories, your audience is inclined to extend those positive feelings toward your brand and feel a connection that builds loyalty and familiarity. 

TIPS FOR EFFECTIVE CAMPAIGNS  

Nostalgic marketing involves a careful blend of creativity, empathy, and understanding of your target audience. Successful nostalgic marketing strikes a balance between evoking positive emotions and staying relevant to the current market and consumer needs.  Poorly executed campaigns can damage brand reputation and lead to distrust, disengagement and financial loss.  Careful planning and strategic implementation are crucial for the success of your campaign, and here are a few tips on how to approach your strategy. 

1.     Be Authentic.  Storytelling is the most authentic way to connect with your audience but if it feels fake, you are at risk of negative publicity and even public backlash, which can be detrimental to your business.   You need to stay true to your brand and be sincere in your purpose to establish trust and credibility.  Brands are under the microscope on social media and have never been under more pressure to embody their values.  Today’s audiences put their purchasing power behind brands that align with their values, demonstrate integrity, and have a purpose that resonates with them.  If you can integrate nostalgic elements like a vintage photo, video, song or slogan to tell the story about your brand's roots, evolution, or core values, you have the potential to be more memorable, relatable and successful. 

2.     Understand Your Target Audience.  What era or specific memories are meaningful to them?  Be sensitive and inclusive.  What historical and cultural references will resonate with them?  Be mindful of events any symbolism that may be controversial, be respectful of diverse perspectives, and try to appeal to a wide range of backgrounds and experiences.  Gather data about your audience's past experiences, preferences, and nostalgic triggers through surveys and focus group discussions.  Identify specific time periods, fashion trends, music, movies, or historical events that evoke positive emotions among your audience, and then you can pinpoint nostalgic triggers that would hold sentimental value and relevance for your audience.

3.     Engage Your Audience. Embrace the power of User-Generated Content (UGC) to inspire and engage your audience by encouraging them to share their own nostalgic experiences, personal stories, memories, and photographs.  To start the conversation, you could simply ask a question, or you could develop interactive online quizzes, games, or apps that allow users to explore and relive nostalgic moments while engaging with your brand. If you can get them engaged, the heartfelt stories they share will reinforce the authenticity of your brand, expand your reach and establishes a profound emotional connection between your brand and customers.  It can transform casual customers into dedicated brand advocates, ensuring long-lasting loyalty and positive word-of-mouth marketing for your business.

Want to try your hand at nostalgic marketing?  Talk to a content specialist at Undercover Creators today.  We’ll help you evoke nostalgia, connect with your audience and strategize your approach to showcase your unique story. 

Come on back next week and we’ll reveal the third tip from our “6 Strategies to Kickstart Your Year”, How to be Magnetic.  Learn how to write compelling content that invites and attracts the kind of customers you want … while repelling the ones you don’t want.