The Power of Nostalgia
Finding creative ways to delight your audience.
The end of 2021 is quickly approaching and many business owners are thinking about the holiday rush and preparing for annual planning.
As we are all still in the midst of massive change and figuring out what the new norms are for life and business - annual planning might look a bit different this year. After all - how are we supposed to plan and prepare for business when we still don't exactly know what that looks like just yet. It is no surprise that many businesses are opting to delight their customers by leveraging the psychological effects of nostalgia in their marketing strategies.
In an effort to help you better serve your audience, I wanted to provide you with a few ideas on how you can easily add this to part of your strategy as well and why it is a powerful approach.
WHY IT WORKS
If you have been rewatching classic movies, listening to vintage vinyls, or sorting (or scrolling) through old photos - you’re not alone. Krystine Batcho, a psychology professor at Le Moyne College in Syracuse, New York, shares in a recent article in National Geographic that it is a natural response for people to be drawn to nostalgia during this time. She stated that people find comfort in nostalgia during times of loss, anxiety, isolation, or uncertainty.
Nostalgia has also been shown to deliver powerful psychological benefits, according to Erik Davaney. In this article for HubSpot, he talks about the benefits including less stress, higher self-esteem, feeling connected with others, and optimistic about the future. It’s safe to say these are things we could all benefit from in today’s society.
It's no surprise to see nostalgic references popping up all over the place, whether it be fashion, fast-food, or even when Spotify brought back Falkor and Atreyu from "The Never Ending Story" in a campaign a few years back.
“Generally, people find comfort in nostalgia during times of loss, anxiety, isolation, or uncertainty.”
IDEAS FOR SMALL BUSINESS
Large corporations can easily incorporate this form of marketing into their strategies by revisiting old ads and designs that can be brought back as "throwback" features. But, this can also be really beneficial for start-ups and small businesses as well. If you are feeling stuck, I've listed a few ideas that will get you started for your small business below.
Know your audience. If you think about the timeframe your audience grew up, and what their interests & hobbies were - you can create content that speaks to that specific generation. “Stranger Things” (The popular hit on Netflix) is a great example of bringing in bits of nostalgia without being a remake.
Highlight your brand values. Aligning your brand values with elements of the past could be a really creative way to show your audience what you care about and helping them feel a deeper connection with your brand. Is there a way to fuse your support for sustainability with old environmental responsibility ads?
Memorable client gifts. In search of a client gift that is truly memorable? Why not incorporate something that is a bit more personalized such as unfinished work from your project, a personalized photo frame, or even a box of classic candy favorites for the ones with the sweet tooth.
Using nostalgia in your marketing efforts is a great way to offer delight and fond memories to your audience while building trust and maybe adding a slightly different perspective for them. It is a great alternative to the sometimes overwhelming thoughts associated with content marketing. Instead of always focusing on new content, try thinking about how you can give new life to old ideas and leveraging what we know has already worked in the past.
If you would like to discuss specific ideas for your business or need help with implementation, click here to continue the conversation.
All the Best,
We had the opportunity to interview Katelyn from Field & Hand Floral Design when she was a few years into her business. She offers some sage advice about finding your strengths, starting before you are ready, and how to have fun while learning something new.