The Social Observer

The Social Media Marketing Blog by SNHU Students

Nostalgia Marketing: It’s Bringing Feelings Back

The holiday season is slowly closing in on us. Soon there will be a crisp to the air and smells of fresh baked pies. It will bring back the memories of childhood or bring new traditions with it. Maybe that means shopping smaller and bringing that homemade touch to your holiday tables.

The holiday season is slowly closing in on us. Soon there will be a crisp to the air and smells of fresh baked pies. It will bring back the memories of childhood or bring new traditions with it. Maybe that means shopping smaller and bringing that homemade touch to your holiday tables.

The holiday season is slowly closing in on us. Soon there will be a crisp to the air and smells of fresh baked pies. It will bring back the memories of childhood or bring new traditions with it. Maybe that means shopping smaller and bringing that homemade touch to your holiday tables.

Look at your target audience.  

Using nostalgia in marketing helps create happy connotations and fond memories to build a bridge of trust for new products or ideas. In order to build these connotations, you have to know who your audience is. Once you’ve narrowed it down, look at their formative years and ask these questions.

  • What generation are you looking at? This one may seem like a no-brainer, but it’s important to know what age range you are looking at and what that means for their generation. Are you in the retirement business trying to sell comfort to the Baby Boomers? Or are you a toy store that is trying to get Millennials to buy toys for their children? Narrowing this down will provide the framework for your marketing strategy. 
  • What had the most impact on them as a group? When you’re doing market research for your group know what trends and cultural references were around during their formative years. Look at what the favorite toy or TV show was and make a choice to use similar colors or themes for your own marketing.  

The point of using these is to bring people back to a time when life wasn’t as stressful and associate your brand with it.

Make sure your brand works with nostalgia.

This one can be tricky. Your brand voice and brand values  need to resonant with nostalgia. If it doesn’t the marketing will seem like a cheap gimmick to grab more business. Having a voice that links both past and future together seamlessly will ultimately allow for this type of marketing to work. An example of this is the Nintendo ad showing two brothers bonding over their old consoles and the evolution of technology within the brand. Nostalgic marketing can help with rebranding – a way to reconnect with old customers and gain new ones. 

Hint: Try working in a few #TBT (throwback Thursday) or #FBF (flashback Friday) as a way to show company history. 

Don’t be afraid to mix the past and present.

You don’t have to always stick to just living in the past. Add some older tunes to your videos or use filters that give it that old-timey feel. Is your small business trying to gain more site traffic for the shopping holidays? Provide then and now photos of what products were hot in the 1990s and what is popular today. Ask customers to share their old outfits and what their kids are now wearing for the holidays. Create new content that uses old vintage styles, like neon colors used in the 80s or make it grunge for the 90s.  As we know, fashion is cyclical and so is marketing.

A few things to be mindful of:

  • Be creative. If you can’t get a license to use a certain character or song, create one that has the same tone.
  • Pay attention to details.  It’s important to get the right colors, tone, and vibes right of an era.
  • Be authentic. Don’t try to force a concept to work if it doesn’t go along with your current values. 

Conclusion

No matter what type of business you have – making a connection to the past is a great way to connect with your customers. It allows for creativity in marketing using old styles with new flairs. It helps build positive brand associations.  And it helps with maintaining a clear brand voice. With proper planning this holiday season you can bring back some of the holiday magic to your customers! 

For more tips and tricks to help your small business grow its marketing strategy – subscribe to our blog. 

 

Category: Advanced Tactics