With the new launch of Lush Cosmetics bath bombs and Spongebob soap, the nostalgic marketing idea is back in the spotlight.
Nostalgia marketing is a great tool used by large companies to retain customer loyalty and attract others. So how can you use nostalgia marketing to your advantage?
Why nostalgia works
Nostalgia works as a marketing strategy that appeals to your customers' emotions. It gives your customers a sense of nostalgia and fond memories, reminding them of your product as something comparable to that happiness. Familiar faces, such as childhood characters, can be a way to encourage this desire by reminding your customer of happy times.
Alice Cass, digital and social marketing specialist at UK Greetings, said: “Investing in someone your customers know and love is the perfect way to incorporate nostalgia into your marketing and business strategy. Nostalgic marketing creates a sense of familiarity and trust between a business and its customers, and is a great way to bridge the gap between the past and the present.'
According to the Harvard Business Review, research on nostalgia shows that consumers want less money after a nostalgic event, which means they're more likely to spend when they're reminded of happier times.
Nostalgic characters include Groovy Chick from the 1990s, Buffalo from the mid-2000s for birthdays, special days and special celebrations, as well as classic cartoon characters like Scooby-Doo, Ooh, These Kids and other familiar faces.
Even big brands like Coco Cola, Nintendo, and McDonald's have been known to tie their history and their customers' childhoods with their brands, lending themselves to nostalgic marketing campaigns, and seeing results.
What is considered "nostalgia"?
Well, it depends on your target customer, the last nostalgia marketing has been towards the late 90s and despite not being born in this era, Generation Z is leading the development of this trend.
After that, badges will be a great way to promote your business that will have a huge impact on your customers.
In short, nostalgia is something that reminds someone of the past, and it's usually about the past, it doesn't have to be. For example, stories from the past of parents can be no less effective. Popular shows like Stranger Things help us feel nostalgic for the 80s, which many viewers don't even remember.
How to bring nostalgia to your business
Marketing
Harness the nostalgic power of these characters and eras by incorporating them into your marketing strategy. However, it should be noted that the symbols will be registered and copyrighted, so an appropriate license must be obtained.
Whether you're posting content online or hosting an in-house event for kids, your characters can bring your business to life and help promote it. Maybe your bar has a Groovy Chick on Thursdays because the Groovy Chick offers things like discounts on nearby cocktails.
product
Your product can even have a vintage or nostalgic touch. Whether it's a birthday card featuring your favorite childhood characters like Elliot and the Bat or the Eraser, or you're commemorating a historic moment with your products.
Companies like Adidas have used nostalgic marketing tactics for their sneakers. In honor of the 45th anniversary of Billie Jean King's tennis triumph, Adidas released sneakers with her image and initials. During this campaign, shoe sales increased by 20%, which indicates the desire of buyers to touch history.
History of the company
Another way to bring nostalgia to your business is to bring the past into the present. Customers love good memories, so why not capitalize on this trend by highlighting your company's incredible story?
Whether it's a long family history from which the right business was built, or a set of past associations that spark friendly reminders, your business can provide plenty of inspiration.
Nostalgia has been proven to drive consumers to spend more, but integrating it into your marketing strategy isn't easy. Some companies choose to pay to license the copyright to the characters, while others weave in their stories to foster a sense of community among their customers. Whichever path you choose, investing in nostalgia appeals not only to customers' emotions, but also to their wallets.
