Why Evoking Nostalgia Is 1 of the most effective marketing methods

In one of the more graphic design from Emmy-winning television Foolish Man, media manager Don Draper cast the name “Carousel” for the Kodak series. “[An old colleague] tell me that the most important idea in the publication is ‘new.’ Draper said, “It really hurts to put in your groceries, like a cream cheese.” But he also talked about a deep connection with the product. It’s delicate – but powerful. “

As he explores old photos of his family on the series, Draper also describes nostalgia as a “doubt in your heart that is stronger than just what you remember.” While Kodak’s (inventive) management model was fueled by the word wheel used to brand their futuristic piece of technology, Draper sells the device as a time machine, rather than a visual ship.

That scene was set in the 1960s. But if you progress today, Draper’s message resonates. This is because the message is still standing – most marketers are still focused on the “new,” for understandable reasons. Especially in the world of technology, customers wanting to know what unique benefits your product brings them to life, often need a new set of features to unlock that value.

But there will always be new, new, and newest. The fast -paced nature is just technology – Draper called it a “shiny bait.” Unique memories, on the other hand, are unique and transformative. Use nostalgia as a reason to bring those memories and feelings back.

Show research people are 22x more likely to remember a story than a fact. And just about any story – nostalgia motivates people to reminisce about their own stories. While watching the ’80s-inspired television series Strangers (and the asset markets near the show), people from that generation – knowingly or not – recall memories from that era and connect that good knowledge with their viewers.

Spotify cleverly used the ’80s song “Don’t Stop Talking” and the first actor from the film to say that the song still flows today, and the line line “Ending story. Song forever.” Uber use Wayne’s World entertainers Michael Myers and Dana Carvey connect with the show’s fans from the early 90s, making their message with “Eat local” even more compelling.

And those examples have satisfied the past. A recent announcement from CarMax recounting parts of our past “we don’t even need to know anymore,” including wearing hats, renting movies from a body shop, running with a CD player, and – it’s all paid – all there is only one way to buy a car. While these behaviors may seem ridiculous, they were at the time, a part of everyday life. In the song chosen “Hold On” by Wilson Phillips for business, the name sends a clear signal of frustration, even if they laugh at it jokingly.

My team and I wanted to evoke such a feeling and our new publication in the Yext. Our standard search is intended to replace search keywords, a technology that hasn’t changed since the ’90s and is still in use. And so we tagged Keyword Search and linked “him” and three other technologies from the season to the start (Cellphone, Internet, and Storage) in a faux high school encounter. As Cellphone, Internet, and Storage remember how long they’ve been around since the ’90s, Keyword Search stands out as one of the top -selling content of that era, even in his ice expressions. For viewers who grew up in the ’90s, we hope they connect with the struggles of mobile phones on the internet or cell phones – and realize the folly of using an unchanging technology from that era to today.

In fact, all of the above -mentioned brands end up bringing users up to date and describing their valuable products. Focus on the “new,” in one sense or another, that is here to stay. But what is also time -consuming is true, people’s connection with our past, and that’s where nostalgic marketing can be a useful and memorable way to attract your audience.

The views expressed here by Inc.com authors are their own views, and not those of Inc.com.

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