Nostalgic marketing is to give consumers some nostalgic elements in marketing activities, to stimulate consumers' nostalgic feelings, to remind them of the * * * same memory symbols in their memories, so as to trigger the purchase tendency. Nostalgic marketing must first have nostalgic elements to stimulate consumers. For example, when the behavior of the little boy in the southern black sesame paste advertisement caught consumers' eyes, it reminded consumers of the past, making consumers want to go back to their childhood to relive their feelings and experience the happiness of licking bowls. For those ordinary groups who don't have this memory, the actions of the little boy will also make them feel delicious, or the nostalgic group will affect the ordinary group, and the convergence psychology or word of mouth will affect their decision-making. This mechanism of action is like a wheel rolling past, and it keeps rolling and circulating.

The key to nostalgic marketing is to dig or create nostalgic factors in the products of enterprises. It is not simply to add a nostalgic factor to products, but to combine enterprises and products organically by using this factor. First of all, we should grasp the psychological feelings of the target consumers, so as to create the effect of nostalgic marketing; Secondly, we should pay attention to the uniqueness and applicability of the enterprise itself, grasp the scale and avoid blindly following the trend and copying; Finally, the problem that needs attention is how to strengthen nostalgia. Many enterprises with a long history will only emphasize its historicity, but they don't know how to create nostalgia for consumers. In fact, in the final analysis, nostalgic marketing is to play emotional cards for consumers. If you want to arouse their emotions, you must start from being close to life and their vital interests, so as to cause their * * * sound and inner emotional changes. Many enterprises simply think that nostalgia is retrogression. In fact, nostalgia and innovation are complementary, and innovative nostalgia will add a different style to nostalgia.

in a certain turbulent era, facing the uncertainty of consumers, it is an opportunity and a turning point for enterprises to properly use nostalgic marketing in adversity. For the concept of consumer nostalgia, people are more inclined to accept the definition of Hobrook and Schindler: consumer nostalgia is a kind of sad or happy or bittersweet feeling of consumers, and it is also a kind of love for things that are usually popular when people are young. In the process of stimulating consumers by nostalgic factors, how to choose nostalgic factors and how to use nostalgic factors to describe products is extremely critical. Nostalgic content includes the following aspects. They usually show the nostalgic content through a certain carrier and arouse people's nostalgia. The so-called nostalgic packaging refers to the designer's use of people's psychology of returning to nature and missing the past to artificially create a "sense of history" or "original sense" packaging form. This kind of packaging mostly adopts natural materials, with rough and simple decoration or unique historical flavor and unique and harmonious style. For example, some foods in France, such as condiments, sauces, and pickled vegetables, are packaged in rough wood chip boxes, wooden cans, wooden tubes, and woven boxes of wood filaments. Only a printed newspaper with a few lines of explanatory text printed on it is printed on the top, which looks like products from centuries ago to arouse people's memories of distant times.

In recent years, nostalgia has gradually become popular in product packaging in China. In LU ZHOU LAO JIAO CO.,LTD, China, vintage wines sealed in altar are packed in simple purple sand bottles. The bottles are traditional oval in shape, and there are traditional ancient carvings near the bottle mouth, which gives people a heavy sense of history and marks their long-standing and unique fragrance. There is also a special product "Pixian Douban" produced by Sichuan Garden Douban Factory in China. The package is a small basket made by hand, without any decoration, and the top is covered with a layer of red, which matches the small basket with purple sauce, which is very simple and full of China characteristics. Excellent commodity packaging is not only based on successful artistic design, but also depends on the use of consumer psychological strategies. Facing the fierce competition in today's market, in order to make products more attractive, enterprises must pay attention to the design of product packaging and make design modifications in combination with the psychological characteristics of consumers.

packaging can also be intangible, and the focus of nostalgic packaging of intangible products is to give consumers an overall thematic impression. Fengbozhuang Restaurant, founded by Hefei Fengqingyang Hotel Management Company in 2111, takes "catering with martial arts culture characteristics" as its founding purpose, and puts forward its own distinct ideas such as "tasting private dishes and feeling martial arts culture" and "where there are people, there are rivers and lakes, there are Fengbozhuang". In the past eight years, Fengbozhuang has always been committed to the perfect combination of China martial arts and Chinese cuisine, and has created and formed a new catering model with a unique martial arts theme, which has far-reaching influence in the domestic catering industry and is known as "the holy land of rivers and lakes and a food paradise". Consumers can not only taste the special food in Fengbozhuang, but also experience the special martial arts culture. It is not so much a gourmet feast as a unique China martial arts gourmet experience. In the packaging of intangible products, this is a typical main packaging.

in short, in the nostalgic packaging design, the most important thing is to grasp the consumer's * * * and design the memory symbol, and display this memory symbol in front of the consumer through the packaging in order to stimulate their purchase. Robinsky, a famous American advertiser, said: "I firmly believe that first-class feelings can form first-class advertisements. Therefore, every time we deliberately inject strong feelings into advertising works, so that consumers can't forget it after reading it. " J.W. Georgos of Coca-Cola Company also said, "You won't find a successful global brand, which doesn't express or include a basic human emotion." Nostalgia itself is an emotion, so nostalgic advertisements should focus on emotional appeals. Pay attention to the relationship between emotions and enterprises, products and services, create life scenes in nostalgic advertisements, and advertisements that show life fragments are often more likely to leave a deep impression on people and move people's hearts. This strategy is used in the advertisement of black sesame paste in the south. The scene of a little boy eating sesame paste with his head buried makes the fragrance and beauty of the product attractive and self-evident. Its slogan "a strong fragrance, a warm ray" is concise, smooth, implicit and intriguing. This successful advertisement not only made southern black sesame paste a household name, but also brought it good sales results.

The design in the copywriting of a country villa for a tourism real estate company by the tourism planning and marketing agency of Jiaoguang Media: The main picture is a villa, elegant environment, unique two-story building, several trees and green grass. The finishing touch is the following advertisement: "This scene reminds me of my childhood, sitting under a tree and listening to my father's story ... Today, I have grown up, looking at my hunchbacked father and my son who was the same age as me. How I hope this memory can be reproduced and passed on ..." The advertisement aims to arouse the feelings of emotional middle-class people aged 31-41, and then affect their purchase.

enterprises can dig up nostalgic factors and process emotions through the above-mentioned nostalgic contents: family, friends, things and specific events, and spread them to consumers by advertising.