How To Use Nostalgia To Increase Brand Awareness
June 15, 2022 at 11:52:06 AM PDT June 15, 2022 at 11:52:06 AM PDTth, June 15, 2022 at 11:52:06 AM PDT
Nostalgia is a powerful concept in the marketing world. We all have at least a few fond memories of growing up, school days, and beyond. We often feel nostalgic about the products and brands that we grew up with. Nostalgic marketing practices utilize these fond feelings we get from looking back on our childhood favorites. Not only does nostalgic marketing strengthen your business-customer bond, but it can also help promote your business and increase sales. If you’d like to start utilizing the nostalgia factor in your own business’s marketing, keep reading to learn how to use nostalgia to increase brand awareness, and more. Any type or size of business can utilize nostalgia marketing—you just need to know where to start.
What Is Nostalgia Marketing?
Nostalgia is a concept and feeling of longing for the past, which is usually associated with happy emotions. Nostalgia marketing is a marketing technique that helps consumers connect your brand with comforting memories and positive concepts from the past. Think of nostalgia marketing as the warm fuzzies you get when recalling a favorite memory from childhood. The aim of this marketing technique is to extract that warm, fuzzy feeling and have customers associate your brand with these positive emotions. For this reason, nostalgia marketing benefits both the customer and the business.
Benefits of Nostalgia Marketing
There are many benefits of using nostalgia in your marketing, which is why you might notice many companies reviving old products lately. The current trend of remaking popular old movies and television series is also based on nostalgia marketing. Channeling nostalgic feelings in your marketing strategies helps connect your business and customers. Find out how channeling feelings of nostalgia into your marketing can help increase brand awareness, boost revenue, and attract new customers.
Increase Brand Awareness Through Familiarity
Brand awareness measures how familiar your customers are with your brand and its products. Building your brand awareness is key to attracting new customers, and utilizing nostalgia marketing is a great way to do so. Familiarity is a strong tool in the marketing world. When your customers notice an old product, logo, or design they’re familiar with, you’re more likely to capture and hold their attention. This also means that these potential customers will associate this concept they already know with your brand. Every company wants more customers to become more familiar with their brand, and nostalgia marketing is an effective place to start.
Boost Your Business’s Sales
Familiarity leads to increased trust, which means customers are more likely to repeatedly shop with your business. Studies have shown that customers are even willing to pay more to obtain familiar products they trust, especially ones based on feelings of nostalgia. Through marketing based on nostalgia, you can attract more new customers and signal returning customers as well. This will naturally lead to more short-term and long-term sales—you just need a strategy for encouraging new customers to come back. Consider using future campaigns with nostalgic elements or other methods for creating customer bonds to strengthen your relationships.
Strategies for Using Nostalgia in Your Marketing
Using nostalgia in your marketing isn’t as simple as reusing your old marketing materials from the past. There are several steps you should take before reintroducing products or vintage marketing materials to your current audience. If you don’t take time to plan your nostalgia marketing in advance, your materials might have the opposite effect than you desire. Instead of seeing your nostalgic campaigns as heartwarming, customers could completely miss the point and see them as outdated materials. That’s why you should closely examine your audience and marketing strategy first.
Understand Your Audience
Start by analyzing your business’s target audience and who makes up your audience. The best way to determine which nostalgic media will resonate with your customers is to take a step back and examine your audience. For example, making note of your biggest age groups is extremely important for nostalgia marketing to be successful. If you have a younger target audience and you choose to highlight a product or concept from the 70s or 80s, it won’t be as effective for that part of your audience. Make sure to pair your concept with an audience from the same era of nostalgic media.
Utilize Social Media
Social media is one of the best outlets for sharing information about your business, and it makes the perfect home for your nostalgic marketing. The sharing aspect of social media can help your marketing media spread amongst your audience and allow you to get more eyes on your posts. Consistency is key when posting on social media, so keep your audience engaged with consistent posts and create a schedule they can get used to. Social media is especially effective if you’re targeting the younger members of your audience, as they make up many social media users. There are even social media trends that run on nostalgia, such as using hashtags like #ThrowbackThursday, and more.
Reintroduce Vintage Products
If your company has been around for several years or even decades, you’ve carried many products over the years. You may have sold a product that was once extremely popular, but you had to stop carrying it for some reason. Reintroducing products like this is a common example of using nostalgia in your marketing strategies. If your company is more recently established, you can still participate in nostalgia marketing through its unique designs and concepts. For example, using vintage designs in your materials and merchandise is an effective way to incorporate nostalgia into your marketing.
We hope this walkthrough has helped explain how to use nostalgia to increase brand awareness. Familiarity and brand awareness are closely tied, and you can use nostalgic marketing to promote both of these benefits for your business.
If you’re not sure where to start, consider stocking vintage merchandise for your retail or online store. Here at KBETHOS, we offer baseball caps at wholesale prices in an assortment of colors and designs. Channel the vintage vibe with distressed hats and add your business’s old logo to channel the nostalgia of the good old days.