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Nostalgia Marketing

 

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Nostalgia originates from a Greek compound, consisting of νόστος (nóstos), meaning "homecoming", a Homeric word, and ἄλγος (álgos), meaning "pain, ache". At one point in time it was considered a serious medical condition before being recognized as an emotional response to memories.

Good advertising evokes emotion; a sentimental bound can do just that. Our memories are our identities. Everything you say or do derives from your past. About every half decade all the cells in your body are replaced, so in about 5 years you aren’t going to be the same body. But you’re still the same person, and that’s all thanks to your memories. Nostalgia is a feeling of connecting with the younger version of yourself, a version of yourself that is long gone, which can warm the heart of even the coldest person.

Whether it’s a continuation of a series that was discontinued or canceled years prior, a reboot of a beloved franchise, or simply including a famous character from the past, nostalgia can be a impactful advertising tool if used properly.

Check out these popular examples of nostalgia marketing used by beloved brands you’re familiar with:

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Surge

Crystal Pepsi

The Jungle Book 2016Ghostbusters 2016 film poster

Kermit-Toyota

NintendoClassicMiniNES

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As you review how these successful brands have utilized nostalgia marketing to evoke an emotional connection to their product, what are some ways your marketing goals can achieve a similar response for your customers? Here are a few tips to get you started:

Quality is more valuable than a flashy gimmick. When developing a nostalgia related marketing strategy, it can be tempting to become a bit cheesy. This is not necessary. Emphasize the quality of your product and that will create a response within your audience. Show that your product is timeless. Brands like Nintendo and the Throwback Pepsi illustrate that their brand is powerful and timeless. How can you communicate the same with your brand?

Create an emotional tug. Do you think there is any connection between Coke and Clydesdale horses or polar bears? There is no real direct connection between the two, but their advertising creates an emotional pull that makes you feel warm and fuzzy inside. Apple has also done the same in some of their recent holiday marketing with the Frankenstein monster that was a first unaccepted when he began caroling among the crowd but one child turned around the entire scenario when she began singing with him. The emotional message – love and accept everyone. The marketing message – the new recording features in the new iPhone 7. In each of these scenarios, the companies managed to market their products while appealing to the emotions of their audience. When trying to evoke a nostalgic feeling among your customers, take them back to their childhood. Transport them back in time; resurrect their memories. Give it a try with your next campaign.

Resurrect the old. The examples above provide a great example of old becoming new again, or vintage. When something becomes old, it has not lost its purpose, it has just aged. Many things are timeless, like the Disney classics, Cinderella and Pinocchio. When old movies are remade, like Ghostbusters and Jungle Book, it is not an insult to the original. Rather, it is paying homage to the old, by blending the old with a bit of new. What do you have in your product wheelhouse that may be a bit old that you can bring back to show your customers how you’ve grown? Consider integrating that into your marketing.

As you work on developing your nostalgia marketing campaign, you will want to partner with a marketing and graphic design company that not only understands what you are trying to accomplish but has the tools in their wheelhouse to make it come alive. XLDesign4U specializes in developing customized design and marketing plans to meet your unique needs. Consider a consultation with one of our team members to develop the most effective nostalgia marketing campaign for your business.

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What makes a great invention?

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Did you know that February 11th is National Inventors Day?

We live in an age where technology is being produced and improved upon at an unprecedented rate. There are new ideas coming to fruition every day in attempts to change the world. But I ask, what makes one invention revolutionary and another redundant? Before you launch your next big idea, consider some of the key factors that make an invention a success or a flop.

Originality

Ideas are not in short supply. With so many people on this planet & a plethora of documented history dating back over 6 millennia, originally is a valued and rare principle. But simply coming up with something new doesn’t automatically mean it’s going to be great, or even good for that matter. Standing out from the crowd and creating something different is important; however, it doesn’t matter how creative your ideas are if it doesn’t serve a need.

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Problems solver

A good invention solves a problem; a great invention solves multiple problems. Think of it this way- the snuggie solves the predicament of not being able to freely use your hands while covered in a blanket, that’s a good invention (silly as it may be). Was it highly original? No, but it did solve a problem. The inventor of the snuggie took something already on the market and used regularly by consumers, a blanket, and improved upon it by allowing you to stay warm hands-free.

On the other end of the spectrum, the wheel is widely known of as one of the greatest inventions to ever be created. It not only helped us transport large objects & ourselves easier, but it’s how gears and cogs and pullies came to be, making the industrial revolution even possible. Inventions come in all kinds of packages, from the simple and almost ridiculous to products that revolutionized society.

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Convenience

Many inventions today do not require a high degree of creativity or innovation. It simply provides a level of convenience. One of the greatest examples of an age-old invention that is purely based upon convenience is the remote control. Does it really solve a problem? Not really. Getting up to turn the channel was not really a problem before the remote control was invented, but it’s certainly convenient to be able to change the channel from the couch without having to get up. Some would argue that the invention of the remote control and other convenience tools simply have made us lazy, and they may be right, but it has become a fabric of our culture. Other modern examples of convenience oriented inventions are the contacts in our cell phones (we don’t have to memorize numbers anymore) and Apple Pay and Google Pay on our smart phones. You no longer need to bring your wallet with you to the grocery store; simply use your smart phone to pay for purchases. Now, that’s convenient!

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Accessibility/Presence

You could create one of the coolest or useful things every conceived, and it wouldn’t really matter to anyone if it’s not known about or accessible. That’s why marketing can be just as important as the invention itself. It’s hard change the world if the people in it aren’t paying any attention. A great invention must be positioned properly to reach the audience it was intended to serve.

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Timeless or Adaptable

The lifespan of a creation can really make or break its legacy, if the creation become obsolete rather fast it won’t take long for it to be forgotten. This can be a X factor for many inventions since it’s hard to predict when or if someone else’s brainchild will render yours useless or outdated. If your invention is the basis for future inventions your creation will be a success. A great example is the computer. When the computer was made, soon after the internet was created, and once it was accessible to the public countless ideas have been and will be created, all started with the computer. Another great electronic invention that has adapted over time is the cell phone. Years ago, the first cell phone started in a bag and restricted mostly to use in the car. Since then, we have evolved to smart phones which are essentially mini computers in the palm of our hands. Talk about timeless!

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Do you have an invention and think it’s great? Use these the characteristics to see how it measures up. Let us help you spread the word to the masses! XLDesign4U specializes in developing customized design and marketing plans to meet your unique needs. Consider a consultation with one of our team members to develop the most effective subliminal marketing campaign for your business.

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