However, for most people, nostalgic marketing seems to be only suitable for "old brands", because it seems that only old brands have "old" worth cherishing. If you think so, then why can the young brand "Jiang", which has been launched for only five years, be quickly circled by nostalgic copywriters?
Maybe you think this is an example. I'm sorry, some foreign scholars have analyzed the contents of more than 1000 commercial advertisements, and found that most of the advertising themes contain nostalgic elements, and the average time of using nostalgia reaches more than 10% of the total advertising time, which fully shows that nostalgia is a common means in marketing.
Why are we nostalgic?
Want to know how to effectively tap the nostalgic significance of the brand, the first thing to understand is, why are we nostalgic?
Nostalgia refers to an individual's yearning for the past, which can be a person, an event or a place in the past, and is more related to a warm past and a happy childhood.
Although some happy moments, such as anniversaries or chatting with friends, will trigger our nostalgia tendency, a large number of studies show that negative emotions such as pressure, fear and dissatisfaction are more likely to trigger nostalgia, that is, to escape nostalgia.
Modern people have a fast pace of life and too much pressure, so they need this short escape to relieve the pressure. Nostalgic films such as "Those Years" and "To Youth" are successful because they meet people's needs.
How can an old brand feel nostalgic?
There are usually two kinds of nostalgia for old brands: 1. Take consumers as the center, recall the past usage scenes of this product, and increase intimacy; 2. Take the product as the center, show the brand history and increase the trust.
1. Consumer-centric
1) Real nostalgia
For consumers who have used this product in the past, it is easy to recall the real use scenes in the past, but it should be noted that consumers are not simply nostalgic for the product, but are related to the emotion of the product, and the foothold of marketing should be "emotion".
For example, in the classic advertisement of Southern Black Sesame Paste 1990, "When I was a child, I couldn't sit still", which evoked consumers' nostalgia and affection for childhood.
Pull-back basketball shoes copy, evoke youthful memories:
2) simulate nostalgia
Simulated nostalgia refers to consumers' indirect nostalgia for the past through historical and literary channels.
For example, the advertisement for the watch "Forever Air Force" by Titus is set during World War II, and it is said that a newly married couple is about to die because of the war. Before leaving, the husband gave his wife an iron master watch engraved with "forever". At the same time, the only copy of the whole advertisement sounded: "I don't care about eternity, I only care about possession", and this copy also became a copy.
Although most consumers have never experienced World War II, the movie-like display technique makes consumers have a strong sense of substitution (similar to what we usually feel when reading novels and movies), and feel the same for this sad love story, thus linking the product with "love".
2. Brand-centric
1) collective nostalgia
Collective nostalgia is nostalgia for culture, the country and a certain period. Domestic time-honored brands are very suitable for stimulating the national plots of the public in this way, such as:
Old domestic products, new fashion (soldiers)
30 Years National Brand (Dabao)
Look at my beauty in the East (Baique Ling)
2) simulate nostalgia
Different from the consumer-centered simulated nostalgia, the product-centered simulated nostalgia mainly aims at displaying brands and products, and consumers' sense of substitution is not as strong as the former, so it is generally used in brand anniversary celebrations.
If the sense of substitution is not enough, we can only make up for it by creativity. For example, in the advertisement for the 0/00th anniversary of Oreo/KLOC-0, Oreo creatively displayed the milestone events that consumers are familiar with in the past 100 years with its own products (Oreo biscuits), which not only displayed the products, but also evoked the memories of consumers, and promoted the spontaneous communication of consumers through excellent creative design.
Left: 1930, football enters the world stage; Right: 1969, the first human landing on the moon.
For example, Sony pays tribute to the posters of world-class musicians, and carries out creative DIY on Sony headphones, which is vivid and interesting, and also deepens the product connotation.
Left: Michael Jackson; Right: Mozart
Nostalgia of time-honored brands needs special attention. It is necessary to combine the old form with the modern elements, otherwise it will easily make people feel "earthy".
For example, the revival of pull-back shoes is largely due to the love of European and American fashionistas and domestic first-line stars. Warrior itself is also very successful in promoting the brand. Taking fashionable young people as the display models of their products, there are also many popular online words such as "people show", "house", "wave" and "tune" in the copy.
Baique Ling's "rejuvenation" is more thorough. For the creative types that young people are interested in, Baiqueling's advertisements are almost all involved, such as spoofing "As the saying goes", mirror-image "Being against time", "Life is like a box", animation "Beautiful Face", and even opening its own special homepage in the secondary gathering place.
How is the new brand nostalgic?
It is relatively difficult for new brands to use nostalgic marketing, because the brand itself is not "old" and there is no "old" between the brand and consumers.
However, new brands can increase their emotional value through nostalgic marketing. For example, the copywriting of Eslite Bookstore (although it has a history of more than 20 years, its nostalgic marketing method is also applicable to new products) reveals a strong nostalgic temperament and encourages people to slow down their life and return to the simple life in the past:
Leave the meeting and look for quiet happiness.
Leave the strategy and discover the fun of creativity.
Leave colleagues and find peace and happiness,
Leave the right to seek safety and happiness,
Leave the network and discover the happiness of ignorance.
Leave the keyboard and find the pleasure of writing.
Leave dinner and look for the joy of food.
The joy of leaving the office and discovering new things.
This marketing method makes Eslite Bookstore gain the pleasant value of "simple happiness", and it is no longer just a place to sell books.
Jiang's early copywriting successfully shaped the image of "youth wine" through the nostalgia for youth, and also made his products gain richer emotional value:
At graduation
Make an appointment to see you once a year.
Lamotte
But he is nearly 30 years old.
summary
Some happy moments, such as anniversaries or chatting with friends, will trigger our nostalgia tendency, but a large number of studies show that negative emotions such as pressure, fear and dissatisfaction are more likely to trigger nostalgia, that is, to escape nostalgia. Modern people have a fast pace of life and too much pressure, so they need this short escape to relieve the pressure.
There are usually two kinds of nostalgia for old brands: 1. Take consumers as the center, recall the past usage scenes of this product, and increase intimacy; 2. Take the product as the center, show the brand history and increase the trust.
It is relatively difficult for new brands to use nostalgic marketing, because the brand itself is not "old" and there is no "old" between the brand and consumers. However, new brands can increase their emotional value through nostalgic marketing.
PS: Sister Chen is a new media teacher in the university. Every week, Sister Chen will combine the professional knowledge of psychology, communication, marketing, management, sociology and other disciplines to rethink a new media problem and explore a systematic and effective new media operation template.
PPS: I have entrusted "Defender" to defend my article. If you need to reprint, please contact Sister Chen for authorization. Plagiarism must be corrected.