Post by account_disabled on Mar 5, 2024 8:02:41 GMT
Polaroids, vinyls, Friends and Stranger Things everywhere. Have you also noticed that the past is back in fashion? It's called Nostalgia Marketing and it is capable of enchanting consumers of every generation. Let's find out together what it is! Nostalgia Marketing: a definition With the term nostalgia we can define that desire to relive a distant moment or one of the most powerful marketing strategies. It is no coincidence that companies of all kinds, from fashion to gastronomy, use it to launch a new product and plan their communication campaigns. We are talking about nostalgia marketing , the communication strategy based on the revival of a happy past , capable of igniting our memories and establishing an emotional bond with the brand . The terms to indicate this strategy are different. You will also hear it referred to as retro or vintage marketing .
We prefer to use the term nostalgia marketing, the one preferred by scholars, but whatever word you use the substance does not change. Nostalgia marketing is capable of arousing emotions in consumers through the revival of a taste, an object, music or a film from the past. Curious to know how it works? Let's see it together. Nostalgia marketing: emotionalizing through the past Belgium Phone Number Nostalgia marketing: emotionalizing through the past It has always existed and worked Perhaps we expect it to be something new and yet according to Carlo Meo , the first person in Italy who gave a definition of nostalgia marketing, digging into the past to recover products and memories from the collective imagination is a strategy that has always existed.
In fact, even if nostalgia sometimes has a negative value, in marketing it is capable of adding value to our experiences, thus becoming a positive nostalgia. This is explained by three main reasons: 1. the past comforts us Maybe you too are affected by the " it was better before " syndrome and you think you're the only one, but the truth is that for all of us what in the past was perceived as boring, everyday and even irritating ends up becoming a place to take refuge in . We must admit it: the past comforts us . This is also true for those consumers who seek in the purchase of products and services a means that takes them back to the moments of their childhood.
We prefer to use the term nostalgia marketing, the one preferred by scholars, but whatever word you use the substance does not change. Nostalgia marketing is capable of arousing emotions in consumers through the revival of a taste, an object, music or a film from the past. Curious to know how it works? Let's see it together. Nostalgia marketing: emotionalizing through the past Belgium Phone Number Nostalgia marketing: emotionalizing through the past It has always existed and worked Perhaps we expect it to be something new and yet according to Carlo Meo , the first person in Italy who gave a definition of nostalgia marketing, digging into the past to recover products and memories from the collective imagination is a strategy that has always existed.
In fact, even if nostalgia sometimes has a negative value, in marketing it is capable of adding value to our experiences, thus becoming a positive nostalgia. This is explained by three main reasons: 1. the past comforts us Maybe you too are affected by the " it was better before " syndrome and you think you're the only one, but the truth is that for all of us what in the past was perceived as boring, everyday and even irritating ends up becoming a place to take refuge in . We must admit it: the past comforts us . This is also true for those consumers who seek in the purchase of products and services a means that takes them back to the moments of their childhood.