Connecting with feelings is one of the best ways to engage an audience. One of the best tools for this today is using nostalgia. From a Frank Sinatra film festival to giving away Jiffy Pop at a tradeshow, putting a retro spin on modern products helps customers remember the "good old days" and builds trust with your brand.A recent study shows something marketers and business owners have believed all along. Nostalgia is not only persuasive in a marketing message, it actually makes customers willing to spend more.
That conclusion is part of a research paper published in the Journal of Consumer Science. It found that thinking of the ‘good old days’ can make a prospective customer more willing to part with money. By contrast, the study found people were less willing to spend money when thinking about the present or the future.
The takeaway from all of this, researchers say, is simple. Designing products and promotions that elicit feelings of nostalgia in targeted customers should encourage them to buy and spend more.
WHAT NOSTALGIA CAN DO:
- It can have a positive effect on peoples’ personal lives.
- It makes customers feel like they can trust your brand.
- It gives customers a sense of individuality.
- It helps people cope with an uncertain future.