The Rise Of Nostalgia Marketing & Why It's So Popular With Millennials

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Nostalgia marketing can be seen everywhere, from Crash Bandicoot to Tamagotchi, we take a look at why it's so popular in marketing towards 18-35 year-olds.

Many companies are turning to marketing based on the love of all things old, from Pokemon, Mario and Crash Bandicoot to the release of the anniversary of everyone's favourite digital pet, Tamagotchi! As we all get older, there is always the burning degree of nostalgia for the good ol' days. Marketing strategies based on emotion is not necessarily a new thing, it's already proven to be very successful. Tapping into fond memories is a valuable tactic - especially when marketing towards millennials. Fast food chains, chocolate bars, gaming and large technology brands are all in the game. Nokia is re-releasing it's infamous and almost indestructible Nokia 3310 and have benefited from nostalgia marketing. Nostalgia marketing has been around for years but has been an increasingly popular marketing tactic which especially works well with millennials.

What is Nostalgia Marketing?

Many brands from many industries are experimenting with nostalgia marketing, tapping into the positive emotional memories from our youth. Coca-Cola, Lego, Cadbury's & Nintendo are all at it. Nostalgia-centric marketing is re-releasing products with a modern twist or using technology to live out our dream as a child (Pokemon GO for me!) in order to trigger the user's emotional nostalgic feeling of wanting to relive a small part of their happy youth.

Why Nostalgia Marketing Works

The truth is, everyone loves to reminisce about the times they were young. The products you thought you would never see again suddenly appear on the market. The key to the success is creating an emotional hook, whilst also offering the user something new. The product must seem relevant in the current times, such as Pokemon GO - allowing millennials to live out their dream of always wanting to be the very best Pokemon Trainer. Reliving positive memories from the past feels great, it releases endorphins and makes us want to hand over our cash - it may even reignite a hobby from the past and, in the case of Pokemon, have people going to places like to get their hands on Pokemon cards once again. When marketing is targeted towards our emotions, we are much more likely to make a purchase.

Are there any risks with targeting Nostalgia?

All marketing comes with risks. Nostalgia targeting tends to be short-lived but can yield some great short-term results. Pokemon Go made $950million ( 720million) in 2016, it's first year. Whilst popularity for the app has dropped significantly, it still has some traction with the more loyal fans in 2017 still living out their dream. After years of desperately trying to understand the millennial, marketers may have stumbled onto something that is effective in this area. If your product is marketing right, it can yield great results for your business if you're looking to get money from the 18-35 year-olds.

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