The Marketing and Nostalgia
As we listen to music, we play games and if you don’t know games have the power to hit your nostalgic memories. If it’s a game you played throughout your childhood, a winning moment shared with friends, or the overall hype of one particular game, the experience of playing can be deeply tied to personal and emotional memories. Games have the ability to take you back in time, triggering your memories and bringing a smile to your faces, just like a song does.
Nostalgia has this strong ability to resurface memories and emotions from earlier phases in our lives when we may have encountered joy, love, innocence, or a hurt or any sense of belonging. These emotional connections are capable of enticing strong and meaningful responses, creating a bridge between our past experiences and our present selves.
Let’s know why and how we use this in our marketing strategies
Good advertisements are known for provoking emotions which tend to gain more shares on digital platforms. This increased sharing can, in turn, lead to more leads and can contribute to higher sales in the long run. It’s precisely this dynamic that has made emotional marketing a longstanding staple in marketing practices for decades. The ability to forge a strong emotional connection with an audience has proven to be a potent strategy for building brand awareness and loyalty.
The impact of this type of marketing is matched by its memorable nature. As it connects with nostalgia, individuals have already possessed emotions and connections to the themes or imagery being used.
Taking up the advantage of an existing connection can be notably more straightforward when it comes to driving sales. The familiarity of nostalgic elements creates a foundation which helps in building efforts, making the engagement more impactful.
There are different types of Nostalgia marketing strategies depending on the type of impact you want to have on your audience through your advertisements.
1. Event-based: These campaigns are around a famous event or time which had happened..
Nintendo has given the best example for this marketing with an ad for the new Nintendo Switch.
Their ad tapped the shared memories of two individuals who grew up in the ’80s and ’90s, having fond recollections of playing Nintendo games with each other. In their teenage years they grew up arguing, talking about their experiences, conflicts and distance.
This ad showed them meeting after years together and sat down to play the new Nintendo Switch.
2.Callback for Your Business: Recalling an old ad campaign can be another effective tactic in this.
For example, Dominos brought back its 1980s character the Noid to remarket the emotional value of this popular character.
3. Character-based for one Product: Bringing back old characters! What’s better than watching Tom and Jerry while you sit and relax on your couch?
4. Pop-culture-based: Like it is done in event-based campaigns, pop-culture-based marketing uses the elements of pop culture from past periods.
Some of the world’s most known brands – Burger King, Coca-Cola, Johnson and Jhonson are redesigning their graphics, logos, and the overall aesthetic look to resemble more like they did in the old days.
These are how you are being targeted with the advertisements which you see online, as they take advantage of your memory and emotions.
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