Millennials are touted now as the top consumers and big spenders in the global market. This known fact calls out the attention of businesses to get creative with their strategies. Well, there’s one tactic that can successfully woo this generation: nostalgia marketing.
A nostalgia-based promotion is best explained in three words GOOD OLD DAYS. It’s an approach that relives all the stuff from the past to remind everyone of the happier times.
Need examples? There’s actually a lot to mention. Who could forget the hit 90s boybands like NSYNC, Westlife, Boyz II Men, 98 Degrees, and many more? How about the famed Macarena dance, crop tops, overalls, Tamagotchi, gel and milky pens, pogs, and Disney film classics?
These oldies but goldies will surely give the 90s audiences a nostalgic feeling. And once they have felt a little bit of nostalgic connection, the chances of engaging and motivating them to take action increases.
As a matter of fact, several brands have incorporated nostalgia into their advertising. On top of them is Coca-Cola. The beverage company has presented its name as a prodigy for nostalgia marketing.
In its 2014 promotional campaign, they brought back SURGE, a citrus flavoured soft drink that’s first produced in the 1990s. To the brand’s surprise, three fans got together to create a petition demanding the beverage to be re-introduced to stores.
Still not fully convinced? Let’s now talk about the Psychology of nostalgia!
The Psychology of Nostalgia
In the Journal of Consumer Research (October 2014 issue), researchers conducted multiple experiments to test if nostalgia-evoked social connectedness would affect the way people want to spend.
The research team surveyed two groups. They asked the first group to recall, reflect and write about a nostalgic past memory. And the latter cluster was asked to think about new or future memories.
And the result? The respondents who recalled, reflected or wrote about a past memory show more willingness to pay for products.
In addition, psychologist Constantine Sedikides said that nostalgia acts as a powerful stimulant to feel optimistic about the future. “Nostalgia may act as a resource that we can draw on to connect with other people and events, so that we can move forward with less fear and greater purpose,” he added.
See. You shouldn’t doubt about eliciting nostalgia into your marketing. The fact that the 90s are making a comeback, means that you should take advantage of them. Plus, take note that the millennials grew up in 1990.
So what are you waiting for? Embrace nostalgia marketing to capture the interest of the millennial generation!
We’ve rounded up some nostalgia-themed promotions to get you started.
1. Turn the Old Into Something New Again
Nothing’s more delighting than seeing an old picture of yours with your family and friends. The same thing applies to marketing. Customers will feel delighted on a brand that evokes emotions from a past memory and makes it hip again.
Take it from the Pokémon GO application. The Pokémon anime television series first appeared in Japan on April 1, 1997, and later on aired in 98 countries worldwide.
That’s why when Niantic announced the release of Pokémon GO in 2016, everyone started to go crazy. People all over the world played the location-based augmented reality game to catch all the Pokémon characters.
In fact, some avid players even visited different countries just to catch them all. It seemed like they got hooked on Pokémon’s slogan “Gotta Catch ‘Em All”. We can’t blame them for that. Because growing up in the 1990s, the nostalgic millennials would love capturing real-life Pokémons.
Simply put, make the old new again and ensure that it fits the digital world.
2. Pair Nostalgia with New Forms of Content
Hearing a music from the past—mellow or upbeat—uplifts the Millennials’ 90s spirit. It reminds them of their childhood days and gives them the chills, especially if the song has left them with a memorable experience.
Our point: go musical with your nostalgia marketing. And when it comes to tuneful promotions, no advertising form can do it better than videos.
Utilise this visual content and make sure that you pair your nostalgic promotions with the greatest hits of the 90s. Of course, you shouldn’t just pick a song that’s catchy and popular. Choose a song that matches your campaign’s theme and purpose.
There’s actually a long list of songs that will give millennial audiences the throwback feels. For sure, they will love to hear again the hits of Britney Spears, Michael Jackson, Spice Girls, Boyzone, Madonna, Eminem and a lot more.
If you have plenty of time, you can create your own lyrics to the tune of a 90s song.
3. Roll Out Nostalgia During the Holidays
A lot of people feel nostalgic during the holidays because of two things: family and tradition. They’re in a nostalgia mindset for the reason that blissful memories will be reawakened and relationships will be renewed.
Meaning, you shouldn’t think twice about creating promotional campaigns with a nostalgic mood on the holidays. Nostalgic memories trigger cherished life experiences, after all.
Don’t know how? Look into Coca-Cola as a brand inspiration. It’s famed for reinventing nostalgia marketing in its holiday ads. The company looks back on happy childhood memories and makes sure it’s tapped in its campaign ads.
Every Christmas time, Coca-Cola tells a story that ignites audience’s imagination, tickles their sensations, and sends their minds searching for childhood happiness. Imagine that the company had built their reputation for their killer ad campaigns that remained embedded in everyone’s nostalgia.
Touch something from the past and ensure it’s incorporated into your holiday ad.
4. Add Nostalgia In Your Content Marketing
Adding nostalgia in adverts isn’t enough. It’s also crucial that your content marketing evokes an emotional connection with your specific audience. When you do so, you’re close to taking your campaign to the next level.
There’s a multitude of ways to incorporate nostalgia into your content. But if you’re lacking new ideas, keep on reading.
Write content in a fun way that will increase engagement and social sharing. Use familiar words that will give millennials throwback feels. Sharing your company’s history in your webpage also makes sense. It’s like giving site visitors a look at your brand’s historic past.
Nostalgia marketing doesn’t only come with a sense of happiness and fun. It also evokes the feeling of longing or affection for the past. To tug at these heartstrings, write a blog that featured the classic 90s films like Titanic, Home Alone, Lion King and more. Then, mention life lessons people can get from them.
Revive a plethora of nostalgic memories and show them in your web or product content.
5. Host Throwback-themed Events
Evoking memories and emotions aren’t limited to advertisements and content. It’s likewise applicable to events. But we’re not talking about the traditional parties, we mean here throw-back themed events and gatherings.
Huddle up your entire team and ask their party ideas for your nostalgia marketing-themed bash. It’s better if you have one or more millennial member who can impart the stuff that appeals to them.
But if you don’t, leave it to us. When throwing a millennial party, you have to consider three things: clothing, music, and decorations. Ask eventgoers to dress up in 90s clothing or do celebrity impersonations. Prepare a playlist and choose event decors that complement the bash.
For sure, eventgoers will feel excited about dressing up like the popular artists and anime characters from the 90s. You will see a lot of celebrity lookalikes and lifelike characters from old school anime series such as Pokémon, Sailormoon, Akazukin Chacha, and Gundam, to name a few.
Distribute 90s-inspired invitations to bring more excitement to your event.
6. Focus on Simplicity and Quality Before Hype
One of the fascinating things in the 90s is the simple yet addictive games. Remember Pac-man and Mario Bros? They’re the epitome of simplicity and effectiveness. They’re easy to play and follow: a hero needs to collect stuff and reach a destination.
This is something that you should adapt, especially when doing nostalgia marketing. You should focus on simplicity and quality because they’re the ones that get people excited.
Taking note of this helps you cater to your millennials. Mind you, millennials can easily get distracted. Their short attention span might cause them to tune out if you fail to capture their interest in the first few seconds.
These audiences face a consistent influx of ads and new products. That’s why it’s crucial to have a unique selling point that will allow them to decide within the five minutes of discovery. Keep your message simple and clear. Employ a simple yet alluring design or colour in your packaging or webpage.
At the end of the day, simplicity is the way to make your brand relevant to the 90s generation.
Nostalgia marketing : A Blast from the Past!
Marketing to millennials? Then, utilise nostalgia marketing! It works as a window into your company’s history and as an invitation to support your products.
When you incorporate trends from the past, you allow the millennial generation to reconnect with the feelings they had when they were younger.
So let them relive the joy they had before through nostalgia-based promotions. It’s high time to embrace the melancholic and witty marketing approach!
Turn the old stuff into something new again. Pair nostalgia with new forms of content. Roll out charismatic nostalgia-based promotions during the holidays. Don’t forget adding nostalgia to your content marketing. Host throwback-themed events. And focus on simplicity and quality before the hype.
Don’t just put these into your mind. Put them into action to ensure that your business gets positive results.
At Logo X, we realise the importance of promotional marketing. Whether you need a hand in video production, marketing automation or promotional products, our team can surely help you!
What’s more? We also have a diverse range of digital solutions. Whatever help you need, the Logo X team can gladly provide it for you!
To learn more about our company and full product line, visit www.LogoX.co.uk. You may contact a Logo X associate at 0207 101 0722 or 0161 875 2500 for speedy transactions and inquiries.