Who doesn’t love a healthy dose of throwback? Because you really should.
Numerous research studies show that nostalgia “makes us a bit more human” (NY Times) and counteracts loneliness, boredom and anxiety. Considering we’re hit, on average, with 3-5,000 marketing messages a day along with inarguable information overload it’s becoming more important than ever to utilize the psychological effects of nostalgia.
And companies – big brands – are riding that train. [Cue song: “Come on ride the train, It’s the Choo Choo, ride it, woo woo.” Please tell me someone else remembers this song circa 1996. Please. Anyone?]
Some of the many brands include; Coca-Cola, Old Navy, M&M’s, Nintendo and Buzzfeed. Most recently, Domino’s aired an ad featuring the famed character Ferris Bueller – Bueller? Bueller? – to market its new delivery tracking technology. Though Mr. Bueller is a character re-creation the ad earned a remarkable amount of coverage and celebration.
According to the Journal of Consumer Research using nostalgia as a marketing tactic increases a consumer’s willingness to pay for a product or service. This could also mean increased brand loyalty and market share. And not just because it conjures momentary bursts of joy but also because it temporary relieves a consumer of the typical sales-focused marketing message. That is, all the ‘blah blah blah blah blah’ we hear coming from the same old voiceover actors on our television screens.
Throwing it back a little is proving to be one of the most welcomed forms of marketing: Nostalgia is a well-greeted break from our future-facing technologically overwhelming culture.
The tactic has taken hold in a variety of ways, including product revival. Take, for instance, the re-launch of Adidas Originals designs. Shop that here. Or the iconic Polaroid camera, which now sells for the likes of $300 plus film. Such reminiscent-worthy products are flying off the shelves at an alarming rate.
Once more, as vinyl record albums begin to pile up in our living rooms and we reach for our Nintendo NES Consoles to rescue Princess Peach, be on the lookout for this old made new again tactic. We’re betting it’s here to stay.
And to start your week off on the right foot, watch this.