Hi everyone! Have you wandered around a shop and noticed a product that you’ve used many moons ago? All of a sudden, you feel the urge to buy it for no reason. Today, I am going to talk about how you can leverage nostalgia as a marketing technique, the psychology behind it, and give all those people who view your products fond memories of a time that they enjoyed using it.
Some details first…
First of all, this is applicable to products who have received very good reviews and who have been on the market for a while. The idea is that that product excites the mind and reminds the buyer of a time when they really enjoyed using it.
More adult related products includes books, clothes, shoes, jewelry, accessories and real estate. Walking into a room of a house on sale that reminds you of time when you spent a lot of time in. Who says buying a home is not emotional?
So, here’s how it works.
This happens especially if you walk into a store you haven’t visited before.
- You browse calmly and all of a sudden you come across a product that you know but haven’t seen in a while.
- Suddenly you are overwhelmed with nostalgia and you are reminded of a time you’ve used this product and really enjoyed it.
- Just after that flash of emotion, you want to have it again, knowing you’ll enjoy using it again.
- You don’t give much weight to your budget and logic flies out the window; you want to buy it.
The On-The-Spot Buy
I actually consider that you experience a fear of not being able to find the product somewhere else, or that someone else may buy the product. With some logic you come to the conclusion that the product is rare and difficult to find, so the advantages of buying the product overrule the fact that you don’t have money to spend on this product and that you didn’t bargain on allocating any funds towards such a miscellaneous buy.
In a sense, it is really funny. Because in a split-second the product you’re ogling is suddenly elevated to a high position and nothing can convince you not to buy it. Even the stoic purchaser has an Achilles’ heel when it comes to certain products; making it happen to anyone.
That’s why your siblings or partner sometimes comes home and says “I found this great deal today on a product I haven’t seen in a long time”.
So this is not only applicable to some products that you haven’t seen in shops in a while, but is also related to products that you simply can’t believe are so much cheaper; when in fact there’s not much of a price difference than what you’re used to paying.
Why Does It Happen? – The Psychology Of Nostalgia
Coming across a product that gives you the good feels is difficult to ignore. Maybe it is a piece of clothing, shoes or a car. You imagine yourself using it and how it will improve your life considerably. This sometimes does not last long and leaves a person feeling empty, especially if it is not an often used product like for e.g. a board game.
At the core of feeling nostalgia is the fact that you are reminded of a time when this product was used in vicinity to a good memory. Shopping, in most cases is not something most people look forward too and it is in those situations when nostalgia is triggered. You didn’t bargain on coming across something so good while shopping for the mundane. It is also the times when our monthly budgets are not worth a thought.
Some of you may be thinking, it may be horrible to do this to a person who has carefully planned out their monthly budget. You wouldn’t want it to happen to you, would you?
I believe it is up to your client or reader to decide. Let them enjoy whatever happiness the product would offer them. I would draw the line and intervene if the person was buying something that would slowly ruin their lives like alcohol.
Some level morality is encouraged after all. you wouldn’t want to see a person lose stability due to them overspending on products where the money could rather be used to sustain them. And if you treat your client sincerely and honestly, they’ll surely come back for a future purchase.
How To Implement It In Your Marketing Strategy
Adding nostalgia marketing to your strategy gives you the benefit of creating a product that will convey a positive reputation in the future and allow you to promote it as something that delivers value to the purchaser’s life and their family.
So let’s discuss how you can create a memorable sale that will make people feel nostalgic and keep them coming back for more.
Let Your Clients Experience The Product
The best way for a client to fall in love with your product is to give them a taste; in some cases literally! Pop up a demo or display of the product where your client can interact with it. And if you own an online store, offer them a sample or a discount on their first buy. Add some client reviews and you’re set.
Engage The Client
You’ll never know why the client reacted nostalgic in the first place unless you gauge their interest in the product. Find out why they want to buy it.
Not only will it help you understand future sales but you’ll also make them feel like their interests are being discussed. This will add quality to the service you offer.
The Upsell Strategy
Paired with the previous remark, you’ll learn why your client is interested in your product and discover their intent for buying it. Upon learning more of the clients interests you can make recommendations and offer other products that will gauge similar reactions from them. They’ll either buy additional products or come back later for the ones they couldn’t afford now. Never push a sale, but handle your client with sincerity and honesty.
For example, if you see the client contemplating buying additional products and you know for certainty they won’t be able to afford it, let them come back at a time they can enjoy buying the product instead of creating a bad memory where they buy it and are left with no money for their basic needs.
My Take On Nostalgia Marketing
Nostalgia marketing is not a much researched topic and there are definite gaps on the internet for resources on nostalgia and marketing. There is a bunch more that can be said about this topic, but it is purely based on human instinct at the moment.
I’d like to know what is your take on nostalgia and marketing. Do you think you can ethically implement it in your marketing strategy? Do you know of famous marketing brands that use this strategy?
I know for a fact that Coca Cola uses it especially in our summer commercials. It is such a famous and old brand, that it doesn’t take a lot to convince a person buy a soda.
Where Did I Learn To Market Like This?
I got the idea for Nostalgia Marketing while attending my course on affiliate marketing at Wealthy Affiliate. They teach you to think on your feet and come up with extraordinary ideas to enhance the experience of the blog reader and writer. All of this is done in an ethical and sincere way while generating organic traffic.
If you’d like to know more about the course, I wrote a review on Wealthy Affiliate and you are welcome to read it. If you also take the initiative whenever the opportunity arises, let me know in the comments and tell me about your experience.