Friday, January 25, 2013

Why Nostalgia WORKS

Who doesn't love an ad or product that "takes you back", makes you remember, and makes you reflect on the times that were?  

Nostalgia marketing is not a new concept; many companies have been successfully using nostalgia marketing for years: Pepsi Throwback series, McDonald's McRib sandwich, bringing back Furbies in 2012, NFL and MLB, apparel, Coca-Cola glass bottles, cars, Nintendo...


There are many reasons why nostalgia marketing works:  
  • This kind of marketing does a fantastic job of bringing back memories for the older crowd but also appeals to a younger generation because retro is cool.
  • Nostalgia commonly brings up positive memories of better times.
  • It is very cost effective-you have already done the creative once before and you know what works!
  • It does not have to be product specific; a company can use nostalgia purely to grab attention whether or not it has anything to do with the product (check out Microsoft's new campaign).
  • A company can use successful past campaigns, hand picking the ones that worked the best!
  • Many times a company will not have to market the product very hard.  Friends and fans will share, post, and re-post about the product, completing most of the work!
  • You can play "hard to get" and customers will wait for your product to re-appear.
Nostalgia plays off of a customer's emotions and memories.  Emotions create strong branding and brand recognition; emotional attachment is a huge plus and will ultimately increase sales and create life time customers.

Which nostalgia campaigns are your favorite?  Why do these campaigns appeal to you? Please share below!

~Melissa~


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