Nostalgia can be a powerful tool in marketing, and the 90s are a goldmine of memories for many consumers. Pamela Webber, COO of 99designs, shares 20 ways businesses can tap into this trend. She explains that nostalgia can create an emotional connection with consumers, and research even suggests that people are willing to spend more when they’re reminiscing about the past.
Here are some tips to help you navigate the world of 90s nostalgia marketing:
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Pick the Right Generation: If your target audience is Gen Xers, you’re in luck. This group, sandwiched between Boomers and Millennials, loves to reminisce about the good old days. A study by Think with Google found that 75% of Gen Xers use YouTube to watch videos that remind them of their past.
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Use the Right Amount: You don’t have to go all out with the retro vibe. Sometimes, a subtle touch like tweaking a modern logo to look weathered or highlighting the company’s history can be effective.
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Get the Details Right: Authenticity is key in nostalgia marketing. It’s not just about using a vintage logo or a catchy jingle; it’s about evoking genuine emotions. Be careful not to alter memories carelessly, as this can lead to skepticism. Also, make sure you’re not infringing on copyrights or failing to acknowledge inspirations.
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Take Advantage of The Trickle Down: You can target consumers who didn’t live through the 90s. For example, Millennials might not remember the pre-smartphone era, but they might appreciate the "old tech" styles and music from their parents’ youth.
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Tap into Themes and Images: Look beyond the obvious symbols of the 90s. Delve deeper into the cultural tapestry of the era to find unique design aesthetics, distinctive fonts, rebellious color palettes, or the rhythms of music genres that defined the generation.
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Don’t Get Stuck in One Era: While the 90s are popular now, marketing will soon shift focus to early 2000s nostalgia. Don’t overcommit resources to one era.
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Be Respectful: If you’re referencing another brand, do it respectfully and make sure it makes sense for your product.
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Don’t Overdo It: Nostalgia is powerful, but it should be used in moderation. The goal is to strike a balance between reminiscence and relevance.
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Decide If It Works for You: Some industries, like consumer packaged goods, food and beverage, fashion and beauty, and forward-thinking technology brands, can successfully use nostalgia marketing.
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Mix the Old with The New: Pair your 90s nostalgia marketing campaigns with social media. Post when your target market is online.
Webber concludes by saying that nostalgia is one of 2023’s biggest creative trends and it’s not going away anytime soon. So, do a little research, see if your competition has used this method, and consider if it could work for you.
