The Power of “Nostalgic” Marketing Inspired by Collecting
I’m not sure why, but I collect flower frogs and doorknobs. I don’t arrange flowers frequently and I really don’t need the doorknobs, but I just can’t stop. It’s the emotional connection I have that compels me to collect. I have other collections as well. Crate labels, coins, and of course as a designer, I collect bits and pieces of art, wood type, advertising and designs I find interesting and inspiring.
For me, the items I collect are points of inspiration. I tend to surround myself with these items as constant visual stimulation. Others may display collections in their homes as décor. In most instances though, our collections are nostalgic ties to our past. We have memories connected to these objects.
Today I find myself even collecting people. Yes, people. With the invention of Facebook, I’m finding myself wrapped up in nostalgia. Connecting (and collecting) people from my past. Each new connection brings back a memory. Sometimes not so great, but overall memories that are positive, and make me feel good inside. Don’t think the people running Facebook and other social media applications haven’t picked up on this. It’s a form of Nostalgic Marketing, and it’s working!
Creating an emotional connection with your audience is one of the most important objectives when trying to get and keep ones attention. We strive to make these connections with our design strategies at The Byne Group with each project we work on. Many times I look to my collections for inspiration or try to find out what others collect, both physical and emotional, to come up with an idea. Using a certain font or color combination may be all it takes to evoke a nostalgic, emotional response from a particular audience.
Some companies are re-introducing the nostalgic product itself as a marketing strategy such as Ford’s re-launch of the Mustang, and Coca-Cola’s vintage glass bottle packaging. Other companies, like VISA, are banking on your nostalgic connection to visual stimuli by using vintage footage in their recent Olympics sponsorship commercials. Then there are the companies that want you to start collecting products. How many times can you remember the end of a commercial yelling, “Collect them all!”
Take a look at what you collect. What is your particular audience collecting or have a nostalgic (emotional collection) attachment to? Video games, barbed wire, milk glass, Facebook friends? Whatever it is, it can become a powerful tool in your marketing and design strategy.
-Amanda Holt, Art Director, The Byne Group