― Ally Condie, Matched
The Ads that are abuzz today are full of sentimental value. They whisk you away to the past, and add an appeal of the old rustic feeling, bringing back the happy memories of childhood. We all love to drool in the past that strongly brings back cherished memories. Your old school photographs, marriage, and family pictures, tend to make you feel nostalgic. Especially during the '90s, things were much more simple, with less competition than today. Yes, we want gadgets with the latest technology, devices that are user-friendly, portable, and hassle-free. Yet, somewhere in our hearts, we do miss those products that definitely had a longer shelf life than today's times, wherein most products now are 'use and throw'. Even all the super tech games of today cannot reduce the charm and appeal of the game 'Mario'. We emotionally bond with the product, see it evolve and change, yet, when we see the old advertisement, something strangely appeals to our heart. This sentiment is exactly exploited by nostalgic marketing, so as to increase the consumer base by charming and luring them into the past.
Banking on this new nostalgia trend, consumers get to resonate their inner child, and also capture human emotion.
► 'Retro' and 'Vintage' is the new cool these days.
► It evokes a feeling of happy memories in your heart.
► Consumers are enticed to continue their brand loyalty following their long association with the brand.
► As we grow old, our need to reconnect with the past youthful life increases, and when any Ad campaign reminds us of any product that was popular during those times, it immediately impacts our minds as consumers, and entices us to buy it.
► The older the brand, higher is the chance of it having an emotional appeal. 'Classic' never goes out of fashion.
► A major disadvantage can be, when the marketing strategy fails to make an impact if the message is not appropriately delivered. Hence, this strategy is a huge risk, considering that it may fail to work.
► Also, if the past records of the company's performance have not been up to the mark, this marketing tool will not work on the minds of the consumers.
► Over-dosage of emotional content might tick off some consumers, and instead of connecting with the brand, they might feel that the advertisement is overtly done, or fake.