If you think of the past from your childhood, even though 10 years have passed, you still remember it.
If you think the past is beautiful Looking back, it’s always impressive.
If you are still into using old things or like the way of life when you were a child and want everything to go back.
“Nostalgia Marketing”
Nostalgia Marketing !
What is Nostalgia Marketing?
Nostalgia Marketing
Using Nostalgia Marketing can make consumers feel beautiful childhood memories or relate to the use of related products or services. Cause interest in purchasing that product or service. It also helps build trust in a product or service by linking it to past feelings about it.
Why is Nostalgia Marketing influential to today’s consumers?
Have you ever heard that people have different ways of dealing with stress?
Based on the principles of a psychological concept called Coping Skill or coping skills to deal with stress through activities. Do your favorite thing And think of past happy times when you felt stressed.
In the present time, which is full of global warming crisis, PM 2.5 epidemic, what will be the pressure from competition in the job? Younger people are achieving success much faster than before. Therefore, it is not surprising if modern people all look back to the past.
CMMU “NOSTALVERSE “ 900
- 91.4% ‘’
- 67.9% think that memories are ‘The time when they were happy’
- 65.9% talk about ‘past memories’ often
- 59.1% often tell ‘past memories’ to others
- 74.4% still have a positive attitude towards the brand in their memories.
- 56.1% still support the brand in their memories
Who is the target audience for this strategy?
Gen X, Gen Y Gen Z ‘’ 49.4% , 48.5% 27.6%
- Gen If you want to do something, do it. Don’t think much.
- Gen Y: I like it because in that era there was no social media to play with like today’s kids. Go out and do activities with friends and people around you to the fullest.
- Gen Z :
It can be seen that no matter what generation it is, the ‘past’ is always something that is still beautiful. Especially during high school This is something that can prove that Nostalgia marketing strategies can still be used in every generation. In addition, the ‘past’ is also like a bridge that connects people of different generations together.
What is FMAM strategy?
The FMAM strategy is a new marketing strategy that focuses on engaging consumers through shared experiences. By combining the past with the future. This strategy was developed by the College of Management. Mahidol University (CMMU) from the research results on “NOSTALVERSE: Marketing in the past connecting to the world of the future” divided into 4 components:
F : Flashback
Flashback is the act of going back and retrieving memories of happiness and safety from the past. By stimulating memories and past experiences of consumers through products, services or marketing campaigns. This strategy leverages consumers’ emotional ties to the past to capture attention. For example, Instagram’s Stories Archive feature reminds us of stories we posted last year, two years ago, or three years ago. You can also bring old stories. Come and post again in the future as well.
M : Moment of Happiness
Moment of Happiness is about retrieving happy memories. Especially the good times with friends and family This strategy focuses on creating activities, campaigns, or promotions that can make consumers smile and laugh, such as Deep Nostalgia, an international project that takes old still photos of family members and turns them into moving videos.
A : Align all Sensories
Align all Sensories is about connecting memories and worlds. Mateverse designs experiences that stimulate all of consumers’ senses through creating immersive and memorable experiences through all 5 senses using sight, sound, smell, taste and touch, such as the Teslasuit Glove, a glove that will make us feel as close to reality as possible.
M : Meta-experience
Meta-experience is to merge the offline and online worlds to create a Metaverse experience. This strategy focuses on using technologies such as AR, VR, and AI to create cutting-edge, cutting-edge experiences, such as D2B’s Virtue Concert, which featured Big Brother. One of the band members who passed away returns to the stage.
What are the benefits of Nostalgia Marketing?
- : Nostalgia Marketing
- : Nostalgia Marketing
- : Nostalgia Marketing limited edition
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- : Nostalgia Marketing Millennials Gen Z
Example of successful use of Nostalgia Marketing
“” GDH Nostalgia Marketing Paying homage to ancestors at Qingming And the gathering of relatives to sit and eat offerings made the movie “Lanma” very successful. Earning more than 100 million baht within the first 5 days and making viewers want to go home to their elders during the Songkran festival as well.
The movie “Fan Chan” was released in 2008 and tells the story of school love. It stimulates viewers’ memories and nostalgia. It emphasizes that viewers’ first love is always in their school uniform and that everyone has ‘Jeab’ and ‘Noina’ in their memories. The atmosphere of the movie also reminds us of memories from our school days. ‘’ “” “” “” Because of this, my girlfriend was able to earn over 100 million baht in income.
Nintendo
80 90 Nintendo “Two Brothers” Nintendo Nintendo Quarreling as a teenager Nintendo Switch Nintendo Nintendo
Levi’s
Levi’s 501 jeans “90s edition” 90 Instagram Dawson’s Creek 90 Dawson’s Creek Levi’s Making customers feel good makes them want to buy Levi’s products as well.
Summary
Nostalgia Marketing and various services of the brand, which we have seen many examples from the past to the present
