Nostalgia in marketing can be used to bring life and vitality to products and services from the past.

1. Nostalgia Marketing
Overview

2. Definition
• The term nostalgia describes a yearning for the
past, often in idealized form. Source: en.wikipedia.org/wiki/Nostalgia
• A Standard Life study suggests 28 to 40-year-olds
don't plan for the future because they prefer to
reminisce about past times. Yet experts say
nostalgia can give meaning to our seemingly dull
lives.
• This represents a huge marketing opportunity in
nostalgic products and services.

3. A Nostalgia ‘Workout’
• List your cherished memories
• Find photos or mementos from happy times
• Close your eyes and think about what is outside
the "picture frame" to conjure subtle details
• Reminiscing with people from your past
strengthens relationships
• Take mental snapshots and save mementos of
happy times for future nostalgia
Source: Psychology Today

4. Key Facts
• Businesses and advertisers have known for years
that nostalgia sells, that the products popular
during a person's youth will influence their buying
habits throughout their lifetime.
• "But they didn't know why, and they perhaps didn't
care - that was their endgame, to figure out how to
sell things," says psychologist Clay Routledge, of
North Dakota State University.

5. Key Facts
• In recent years, psychologists have been trying to
analyse the powerful and enduring appeal of our
own past - what Mr Routledge calls the
"psychological underpinnings of nostalgia".
• "Why does it matter? Why would a 40-year-old
man care about a car he drove when he was 18?"
he asks. It matters, quite simply, because
nostalgia makes us feel good.
• Nostalgia pervades cars, music, fashion and IT
products.

6. Nostalgia - Cars

7. Nostalgia - Music
• Past Perfect Vintage music is an
independent record label founded in
1993. They remaster original 78
rpm records; old music with the
characteristic crackle removed; and
then produce them for a new life on
CDs, MP3 players, iPods, media
cards and USB flash drives.
• They have only 50 albums of the
most popular music from the 1920s,
30s and 40s. From classic jazz and
swing, to amazing big bands and
dance bands, and French chansons
and vintage love songs. Roaring 20s Memorabilia Pack
A replica pack containing quality reproduced paper
memorabilia. Perfect for themed parties along with our
1920s music CDs - Fascinating Rhythm and Charleston.

8. Nostalgia - Fashion
• Fashion looks to the past
for inspiration, but in the
late 1960s and through the
1970s, fashion was
inspired by a nostalgic
view and perception of the
1920s through the 1940s.

9. Nostalgia - Technology
• The vintage Commodore 64
personal computer is getting a
makeover in 2011, with a new
design and some of the latest
computing technologies, as the
brand gets primed for a comeback.
• The Commodore 64 was a home
computer running on an 8-bit
processor released by Commodore
International in 1982. The computer
was one of the most popular models
of all time, selling close to 17 million
units between 1982 and 1994,
according to the Computer History
Museum.

10. You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice
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11. Nostalgia Experiments
• In one experiment, the participants played a ball-tossing game on a
computer in which some people were excluded soon after beginning.
• "Those people who were excluded after just a couple of ball tosses not
only said that feeling like they belong is more important to them than
people who were not excluded did, but they also chose more nostalgic
than contemporary products in a variety of categories, including
movies, TV shows, food brands, cars, and even shower gel," the
authors write.
• In a final experiment, the authors discovered that when participants
were excluded (from the same ball game as in the previous
experiments) they not only felt a higher need to belong, but their need
to belong was "cured" by eating a "nostalgic cookie" -- a brand that had
been popular in the past.
Source: Katherine E. Loveland, Dirk. Smeesters, and Naomi Mandel.Still
Preoccupied with 1995: The Need to Belong and Preference for Nostalgic
Products. Journal of Consumer Research:, October 2010