Dialing in on the target audience's emotions empowers companies to invoke nostalgia - a powerful way to drive brand sentiment.
Nostalgia is defined as: "A sentimental yearning or wistful affection for the return of past circumstances, events, the happiness of a former place or time; a wistful desire to return in thought or, in fact, to a former time in one's life, past event, experience, object, place, or personal connection.
Many stimuli can evoke it - hearing a song, smelling food, seeing an object, remembering an experience, seasons, etc.
Its strong psychological draw offers the opportunity to connect with your target audience while promoting your brand.
Essentially, nostalgia marketing is associating a brand or product with something customers already love and have fond memories of. It refers to the strategy of tapping into the positive emotions of a target audience. It allows marketers to capitalize on familiar concepts about the past to build trust for new ideas and reinvigorate modern campaigns.But, it's not about age, but the mindset.
It is possible to get fauxstalgic for a time you haven't lived through – so nostalgia can be an effective marketing technique for young and old audiences.
The yearning for a time in the past, even though you may never have experienced that time directly yourself.
The shared reminiscences of cultural experiences weave a common thread. The resulting relatability across demographics plays a significant role in marketing.
Studies in the Journal of Consumer Research (JCR) showed that consumers prefer brands that provide a nostalgic feeling. It's particularly effective during periods of uncertainty and turmoil. Nostalgia has been shown to reduce boredom, loneliness, and anxiety and help with stress
"Generally, people find comfort in nostalgia during times of loss, anxiety, isolation, or uncertainty,"
Krystine Batcho, Psychology Professor
Le Moyne College
The resurgence of Pokemon cards, the Lion King remake, Friends: The Reunion, and McDonald's Adult Happy Meals are just a few examples of nostalgia at work. Brands like Pepsi and Nike are breathing life into "retro" logos, board games have made a comeback, and professional sports leagues are featuring throwback jerseys.
Leveraging nostalgia requires marketers to pinpoint memories that evoke sentimentality among their target audience. What it doesn't require is a long brand history. Enter newstalgia: constructing something to feel old, even when it's new. Brands should identify occasions to leverage nostalgia. It can be as easy as throwback logos, old music, retro colors, or vintage filters.
"Nostalgia – it’s delicate, but potent... It’s a twinge in your heart far more powerful than memory alone... It takes us to a place where we ache to go again."
Don Draper, Mad Men
Dialing in on the target audience's emotions empowers companies to invoke nostalgia - a powerful way to drive brand sentiment.
For many organizations, balancing marketing initiatives with day-to-day operations is challenging. Tomato Rock Communications offers affordable, full-service marketing. We simplify the process – bringing your brand to life, empowering you to focus on your business.
SOURCES:
https://static.billboard.com/files/2020/04/COVID-19-Entertainment-Tracker-Release-1-1586793733.pdf
https://www.axiapr.com/blog/brands-turn-young-consumers-into-lifelong-fans
https://www.spiralytics.com/blog/nostalgia-marketing-statistics-benefits-and-examples/
https://www.prdaily.com/nostalgia-marketing-why-it-works/
https://www.marketingweek.com/power-nostalgia-building-brands/
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