It may seem that today’s college-aged generation would like nothing better than to scroll their smartphones and communicate through emojis and Snapchat. Yet brands are finding a new way to communicate with this coveted market by bringing them back to a time before smartphones and technology.
Nostalgia is a longing for the past, or a desire to re-experience events that occurred years ago in childhood. The feeling draws positive experiences and events that occurred during the childhood years. In our younger years, there are less outside influencers that would sway opinions on certain things, making it easier to make favorable opinions on topics, brands and products. These positive connections develop a sense of loyalty that is important for building lasting consumer relationships. Nostalgia and sentimentality focus on the strength of relationships and favorable opinions built over time, which is extremely reliable for guaranteeing consumer loyalty.
Establishing a solid and loyal consumer base is a large goal for every business, and millennials are an important target for now and in the future. However, with the millennial generation being extremely diverse with many different tastes, it is hard to pinpoint exactly what they are looking for from a brand. Nostalgia and sentimentality are universal feelings shared by most millennials.
The 90s are often a decade millennials look back to fondly – a generation devoid of most modern technology and filled with fond childhood memories.
Nostalgia provides a sense of security – something to hold onto during difficult times. College aged students are uncertain or insecure about their future after college. According to Erica Hepper, a psychologist at the University of Surrey, the uncertainty and instability of the future is why nostalgia is most dominant among younga adults. Therefore, uncertainty about the future makes college aged consumers more likely to pay attention to sentimental marketing.
Incorporate sentimentality or nostalgia in your next marketing campaign by focusing on both the sight and sounds of the past. Music is an important way to bring back memories of the past. For example, oldies music plays a major role in new movies, such as the Guardian of the Galaxy’s soundtrack. Bringing back old songs revives a feeling that brings back fondness of old memories, which will create a positive reaction when included in marketing campaigns.
Sight also plays an equally important role in drawing in consumers and building solid relationships. While most brands stick with bright colors or a pre-made design for their brand or products, marketing campaigns that include a more nostalgic tone or atmosphere create memorable ads, such as Coca Cola’s vintage advertisements, and consistently succeed with their target audiences.
When it comes to certain products, scent also plays a role in bringing back feelings of sentimentality. For example, Bath and Body Works created a buzz recently by bringing back some of their signature scents of the 90s.
For more information on how to start your sentimental millennial marketing campaign, contact us at OnCampus Advertising today.
