Nostalgia marketing is about connecting a product or service with a feeling of longing for the past. Brands are increasingly leveraging memories so that they can form an emotional connection with their customers. Whether it is a scent or a song or conversation, nostalgia can be triggered by any stimulus and nostalgia marketing often creates a campaign that refers to a time gone by to tap into the longing for the past.

Helps to boost sales

Brands understand the value of nostalgia in marketing. Nostalgia promises a return in the shape of comfort and happy memories. This is the reason why marketing campaigns that center around nostalgia have become very popular in recent years. Nostalgia tugs at the heartstrings of the audience and makes them associate a brand with positive feelings. For instance, a fashion brand can focus on nineties fashion. This strategy would effectively target millennials as fashion from the nineties would give them the idea that they can hold onto their youth. Conjuring up such strong emotions can only make the brand popular. Given below are some right ways to use nostalgia in order to market a business. Nostalgic marketing also involves using music or imagery that have a long history. This also helps a brand to look authentic. 

Identify relevant memories

Every generation of customers has memories that mean something special to them. A substantial number of customers prefer products that are associated with their youth. A business cannot randomly choose elements of nostalgia. The elements of nostalgia used have to be aligned with the business. It is also important to avoid memories that could lead to controversy.

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Look for occasions where elements of nostalgia can be used

A business can use elements of nostalgia when it considers rebranding. It can also do that when it wants to announce a change in its direction or mission. Celebrating an anniversary is also an event where nostalgia can be used. For instance, Coca Cola uses nostalgic marketing every few years, particularly when it celebrates a birthday. The print ads become vintage and it also re-introduces its iconic glass bottles. The brand even brought back a discontinued flavor known as Splurge.

Understand the preferences of the target audience

The preferences and the needs of the target audience is of utmost importance in any marketing campaign. Before using nostalgia as a marketing strategy, it is important to keep in mind that the elements of nostalgia are being drawn from the right generation to appeal to the right demographic. It is important to think of the age range of the target audience and do research on their preferences before creating the campaign. The campaign should also be aligned with the personality and the tone of voice of the brand.

Use social media

Social media platforms are also a great way to introduce the target audience to this strategy. Hashtags such as #ThrowbackThursday and #FlashbackFriday are very common when brands want to demonstrate their attachment with the past.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.