After the unpredictability of last year, consumers are excited to see what’s next when it comes to connecting with brands. That may be why some of 2021’s emerging marketing trends seem so exciting. Promo Distributors are ready to navigate through the new year ahead and create some powerful campaigns for their clients.
One emerging trend, nostalgia marketing, uses the past to inform what consumers want (Case in point: Have you seen the new Burger King rebrand?). Going back to a simpler time with less problems or stress and focusing on things that people already know are great. (1) One experiment even noted that by heightening feelings of connectedness, people were more willing to pay for desired objects. (2)
Many people today are experiencing economic hardships, facing a difficult job market and feeling uncertain. With this in mind it’s easy to understand why feeling nostalgic for simpler times can be so appealing. For clients who want to make an impact with their target audience, inducing positive emotions about the past could equal a big benefit for their brands.
Promotional products are the most effective form of advertising, and a promo that also sparks feelings of nostalgia will hit it out of the park for your clients. A tangible, useful, imprinted item can reach end users on an emotional level – which is the holy grail of brand marketing.
Therefore, that imprinted product will have greater impact than impersonal digital ads, commercials or radio spots. Plus, an item that makes people feel good is more likely to be kept or gifted – getting more of those valuable brand impressions.
Make Nostalgia Marketing Work for Your Clients
First, gather information about their ideal end users. Find out what motivates them, and which generation is the target. Surprisingly, Millennials are the most susceptible to feelings of nostalgia. Even in campaigns that call back to times that they weren’t around to experience first-hand. (3)
Tune in to what’s going on in modern culture. Specifically, monitor hashtags like #TBT (throwback Thursday) and #FBF (flashback Friday) to see what people are talking about. Just a small amount of extra effort will make sure campaigns don’t fall flat by taking advantage of the latest trends, seasonality and the most current consumer interests.
A successful promotional campaign will also offer something new, or an updated twist on a classic. Try to create a perfect mix of past and present to satisfy both happy memories and curiosity about what’s new and exciting. Ultimately, be sure any nostalgia marketing campaign is authentic, timely and culturally relevant to maximize the emotions of end users. (4)
Pictured right: #A5103 Alternative® Keeper Ringer Tee)
Are you excited to explore nostalgia marketing with your clients in 2021?
Visit kooziegroup.com to shop for promotional products with retro vibes – modern marketing with an emotional hook that will make a memorable impression!
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