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Is nostalgia marketing the best way to target millennials?


In recent years, retro themes have become hugely popular in the mainstream. Particularly with millennials, nostalgia has emerged as a brilliant marketing tool.

People today do enjoy having access to the most recent and state of the art technology, but they are also keen on looking back at an era before the internet changed everything, along with things they loved when growing up.

Research has shown the powerful effects of nostalgia, and more businesses should take note of this technique when trying to appeal to millennials.

Fond Memories of Childhood

According to Forbes, tapping into fond memories of childhood can be one of the most effective marketing strategies for businesses. Some of the biggest brands in the world, including Coca Cola and KFC, have experimented with this form of advertising and have enjoyed great results.

One of the most recent examples of successfully appealing to nostalgia was the release of the Nintendo’s Super NES Classic Edition in 2017. It hit shelves in September that year, and over three million units had shipped by October.

A year later, combined sales of NES and SNES classic editions exceeded 10 million. Despite the fact that state of the art consoles such as the PlayStation 4 and Xbox One have amazingly detailed titles available on them, many players still like to play the games that kick-started it all.

Sequels are a Common Theme

One of the most common methods of using nostalgia is releasing a sequel to something that has already been successful. This has been seen numerous times over the years, especially in Hollywood. In 1991, James Cameron’s Terminator 2: Judgment Day, for instance, wrapped up the storyline of that film and its predecessor incredibly well. But over ten years later in 2003, Warner Bros. Pictures decided to completely reboot the franchise with Terminator 3: Rise of the Machines. Since then there have been two more instalments in the series.

Game developers have used this technique as well. Fluffy Favourites from Eyecon was an iconic slot game, which led to the developers going on to create the Fluffy Too slot game, available at Lucky Pants Bingo.

This newer title uses all the characters that made the first one so popular, but has advanced gameplay. A more widespread and better-known example is the reboot of the Tomb Raider franchise. The original 1996 title was one of the most iconic PlayStation games ever made.

Square Enix used nostalgia to market the new game series, which began with Tomb Raider in 2013. This helped to attract players to the reimagined version of Lara Croft.

It’s not just games and films that can use nostalgia to their advantage. Almost any business can put the technique to good use by stirring up memories of childhood in customers.

A person selling a house could show people in the garden engaging in traditional games and activities. Alternatively, food companies can get much-loved childhood characters to represent their products. The possibilities with this kind of marketing are endless, and they could result in major boosts for businesses.

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