Nostalgic marketing means giving consumers certain nostalgic element stimulation in marketing activities, stimulating consumers' nostalgic feelings, and evoking the same memory symbols deep in their memories, thereby inducing purchase tendencies.
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 comes into view, it evokes consumers’ old memories and makes them want to return to their childhood to relive those years.
Feelings, experiencing the happiness of licking the bowl.
For those ordinary people who do not have such memories, the little boy's actions will also make them feel that this thing is extremely delicious, or the nostalgic group affects the ordinary group, and the convergence mentality or word-of-mouth affects their decision-making.
This mechanism of action is like a wheel rolling over, and the cycle continues.
The key to nostalgic marketing is to discover or create nostalgic factors in a company's products. It is not simply to add a nostalgic factor to the product, but to use this factor to organically combine the company and the product.
First of all, we must grasp the psychological feelings of the target consumer group, so as to create the effect of nostalgic marketing; secondly, we must pay attention to the uniqueness and applicability of the company itself, grasp the scale well, and avoid blindly following trends and copying; finally, we need to pay attention to
The problem is how to strengthen nostalgia. Many companies with a long history will only emphasize their history, but do not know how to create a sense of 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 closely related to their vital interests, so as to arouse their cries and inner emotional changes.
Many companies simply believe that nostalgia is retrogression. In fact, nostalgia and innovation are complementary to each other. Innovative nostalgia will add a different style to nostalgia.
In a specific turbulent era, faced with the uncertainty of consumers, the appropriate use of nostalgia marketing is an opportunity and turning point in adversity for companies.
Regarding the concept of consumer nostalgia, people are more inclined to accept the definition of Holbrook and Schindler: consumer nostalgia is a feeling of sadness, happiness, or bittersweetness among consumers, and it is also a kind of love for things, and these things
It is usually prevalent when people are young.
In the process of nostalgic factors stimulating consumers, how to select nostalgic factors and how to use nostalgic factors to describe products is extremely critical.
Nostalgic content includes the following aspects. They generally display nostalgic content through certain carriers and arouse people's nostalgic emotions.
The so-called nostalgic packaging refers to a form in which designers artificially create "historical" or "original" packaging by taking advantage of people's psychology of returning to nature and nostalgic for the past.
This type of packaging mostly uses natural materials, the decoration is rough and simple or has a unique historical flavor, and the style is unique and harmonious.
For example, some French condiments, sauces, pickles and other foods are packaged in roughly processed wood chip boxes, wooden cans, wooden tubes, and wood wool woven boxes, with only a printed newspaper affixed to the top with a few lines printed on it.
The captions look like products from centuries ago, evoking memories of distant times.
In recent years, nostalgic style has gradually become popular in Chinese product packaging.
The Fengtan vintage wine of Luzhou Laojiao in my country is packaged in a simple purple sand bottle. The shape of the bottle is a traditional oval. There are traditional ancient carvings near the mouth of the bottle, which gives people a sense of history and marks its aging. Long-lasting, mellow and unique.
There is also the specialty product "Pixian Douban" produced by my country's Sichuan Garden Douban Factory. The packaging is a hand-woven small basket without any decoration. The top is covered with a layer of red, which matches the purple basket and looks very special. Simple and full of Chinese characteristics.
Excellent product packaging is not only based on successful artistic design, but also relies on the use of consumer psychological strategies.
In the face of fierce competition in today's market, in order to make products more attractive, companies must pay attention to the design of product packaging and make design modifications based on consumers' psychological characteristics.
Packaging can also be intangible. The focus of nostalgic packaging for intangible products is to give consumers an overall thematic impression.
Fengbozhuang Restaurant, founded by Hefei Fengqingyang Hotel Management Company in 2000, takes "Martial Arts Culture Characteristic Catering" as its purpose, and uniquely proposes "Taste private dishes and feel the martial arts culture", "There are rivers and lakes where there are people, and there are rivers and lakes where there are rivers and lakes".
Feng Bo Zhuang" and other distinctive propositions.
Over the past eight years, Fengbo Village has been committed to the perfect combination of Chinese martial arts and Chinese cuisine, creating and forming a unique new martial arts-themed catering model. It has a profound influence on the domestic catering industry and is known as the "Holy Land of Jianghu and Food Paradise".
Consumers can not only taste special delicacies in Fengbo Village, but also experience unique martial arts culture. It is not so much a gourmet feast as a unique Chinese martial arts food experience.
Among the packaging of intangible products, this is a typical primary nature packaging.
In short, in the design of nostalgic packaging, the most important thing is to capture the consumers' passion and memory symbols for design, and to tangibly display this memory symbol in front of consumers through the packaging, so as to stimulate their purchase.
Purpose.
Robinski, a famous American advertising man, said: "I firmly believe that first-class emotions can make up first-class advertising. Therefore, we deliberately inject strong emotions into our advertising works every time so that consumers cannot forget or put them away after viewing them."
J.W. Georgos of The Coca-Cola Company also said: "You will not find a successful global brand that does not express or include a basic human emotion."