Nostalgia: Marketing a Memory

Can you believe it is 30 years since Jurassic Park was released?!

What are your happy memories of 1993? Dancing to 2 Unlimited? Reading Trainspotting? Using Telextext to book a holiday? Watching Supermarket Sweep?

Perhaps you are too young to remember that far back. Maybe you weren't even born then. Perhaps, for you, it was an annus horribilus?

While 'recollections may vary' and our ideas of what counts as 'vintage' may differ, a love of all things retro can be used to your advantage and can connect your brand with positive feelings from the past.

Nostalgia marketing is not new, but when there hasn't been a lot to look forward to, it might make sense for your brand to look backwards. In other words: Old fashioned is fashionable.

Nostalgia marketing can be used in various ways, from showcasing old packaging or point-of-sale literature on Insta or linking your product or service to a classic movie or world event. If you want to harness the power of the past, here are a few ideas:

• Revive a previously discontinued product or service. (Remember to use #TBT (Throwback Thursday) when promoting on social media)
• Get inter-generational! Do you have old equipment around that would puzzle younger staff members? Make a TikTok!
• Share your old photos and videos on your company blog or newsletter.
• Tell the story of your own business. If you're not sure how to do this, take a look at our Storytelling For Rural Business virtual course at OnFARM Academy which talks you through the importance of using stories to engage with potential customers and encourage customer loyalty.
  

Remember that the prevailing attitudes of the times may not reflect your brand's values.  Parodying outdated views can work for some organisations as part of a wider campaign, but it is tricky to pull off and the 'joke' may be lost on your audience.  

If you're not sure, leave the marketing to the professionals!  And, if your logo is looking a little tired, get in touch to discuss a brand refresh.