What is Nostalgia Marketing?
Nostalgia marketing is about associating your brand with positive ideas / memories from the past. The aim of this is to connect your brand with these feelings of comfort and joy.
HubSpot puts this so eloquently:
“Nostalgia marketing is the advertising equivalent of comfort food.
In a time when most marketing focuses heavily on the future, it transports us back to a simpler place where our current problems don’t matter and the hustle and bustle of modernity just melts away. Instead of anticipating the next great thing, nostalgia marketing urges us to focus on the things we already know are great.”
How is it relevant?
Nostalgia has been proven to be an effective way of dealing with tough life events and moments. With more global uncertainty and turmoil present, we predict more use of nostalgia marketing in the near future.
The past two years have been filled with stress, uncertainty, and worry for many. In turn, this has led customers to turn to nostalgia for comfort. Nostalgia marketing is more relevant now than it has ever been before!
Will this work for my Business?
Yes! The great thing about nostalgia marketing is that it can work for any business. By focusing on your audience and their interests, you can determine what nostalgia content will resonate with them.
If your business has been around for a few years, a post showing where your brand started and where it is now could be a nice way to reminisce on your journey. The development of a product or brand logo could also be a fun way to look back at how far your brand has come!
If your target audience was born in the 1970s or 80s, they might remember the HB ice-cream posters on the side of the freezer in the local newsagent or sweet shop. Remember that Sparkler for 10p?! Or that Cornetto for 50p?
Here’s a personal favourite marketing campaign of mine which I think nailed nostalgia marketing! Quality Street recently put out a survey for customers to participate in with a chance to win one of five tins filled with the most voted for, discontinued sweet! Customers had to vote for their favourite sweet from the following: Vanilla octagon, Coffee crème, Jaffa toffee, Almond octagon and Fruits of the forest crème. This strategy from Quality Street sparked talk around the brand and got customers excited. Do any of these sweets bring back memories for you?
Ready to walk down memory lane?
Want to start using nostalgia marketing for your business? We’re here to help! Feel free to contact us for more information. You can follow our social media pages for more marketing tips and advice.