Nostalgia as a Marketing Strategy

DEFINITION

Source: from Greek – combination of the two words “nóstos” (homecoming) and “álgos” (pain, ache)

Meaning: bittersweet pain of coming back home after an absence, and remembering the past

Characteristics

Research of using Nostalgia

people who were asked to conjure up nostalgic memories are willing to pay a higher price for a set of products

help foster feelings of security for consumers

Feature: positive and soothing effect
Function: an improved mood, a boost in self esteem, a decrease in stress and positive feelings, serving a defense mechanism and protecting people from bad memories

In Marketing: keeping the original packaging of certain products unchanged or re-introducing to bring back past clients, bringing back old products by popular demand.

Methods to to inject a “good old times” vibe into marketing

• reminiscing about popular things from the past (food products, toys, TV shows, etc.)

• paying a tribute to a famous historical event

• creating an ad in which an iconic celebrity (a former actor, musician, etc.) endorses the product

• bringing back by popular demand an old, beloved product

• reviving an old campaign the brand had used in the distant past

• using “retro” style elements in design, for example, a font that was popular several decades ago for a logo or an ad.

Examples:

Facebook’s Memories

Popular hashtags (on Facebook, Instagram..)