The Power Of Nostalgic Marketing In Enterprise Marketing Strategy

< p > nostalgia is seeking comfort, especially in times of crisis or social unrest. Nostalgia can give comfort and cordial feelings to people and become a refuge for people's hearts.

The nostalgic consumer group is a collection of common emotional memory and memory symbols, and it evokes the intimacy among members of common interest groups and obtains group identity through nostalgia.

In this group, the collective memory can bring a lot of recognition, thus forming collective memories.

Collective memory is a common memory in a group of things that we once shared, built and inherited.

After a period of time, under the guidance of specific environment and behavior, this memory is aroused, and the parties will produce strong resonance, recognition and enthusiasm beyond imagination.

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< p > there is an old saying in Hong Kong: we are already not suited to this era, is it because we are too nostalgic?

For the artist and the new Oscar Jean Dujardin, this sentence is right in the movie, but it is wrong in reality.

As the biggest winner of this year's Oscar, we have won five awards. This black art film in black and white silent films proves that nostalgia dominates our time.

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P, but why do you think nostalgia? Why did Oscar become a nostalgic year in this era? With the rapid progress of film technology, we can not only make the future, but also imitate the past, and it is perfectly true and true to believe in itself, but this is ultimately an imagination.

The face can be duplicated, moved and can not be regenerated. Do you really feel the same as watching the artist in the Gilded Age and the light of the city? < /p >

Huang Xianren, a famous marketing expert, believes that if someone combines modern and traditional P, nostalgia becomes a resource and a new market.

Taking into account the two needs of the people, they are both traditional and comfortable, giving consumers a sense of belonging and belonging, and finally giving generously.

Mr. Huang (blog zhiliangguanli.com) thinks that if enterprises can use the nostalgic marketing to stir up the heartstrings of customers and lift up the inner ripples of customers, you will be half successful! Let's start with analyzing consumers.

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< p > nostalgia is a romantic plot.

In today's society, when people pursue fashion, nostalgia has become a fashion.

The fashion industry, no matter "a href=" //www.sjfzxm.com/news/index_f.asp "clothing" /a, cosmetics, perfume, jewelry, name list, furniture, and so on, shows a more retro historical trend than ever before.

Nostalgia is not a patent for the elderly, but also nostalgia after 80! For example, < a href= "//www.sjfzxm.com/news/index_f.asp" > Giordano < /a > recently launched a global limited issue of 2000 LiLei&HanMeimeiT shirts.

The characters on the T-shirt are those who are familiar with secondary school English textbooks in the 1980s: LiLei and HanMeimei (Li Lei, Han Meimei). The sales of this T-shirt are billions of students who used the English textbooks published by the Chinese people's education publishing house from 1990 to 2000. These students have become strong consumers, fashionable and sensual young and middle-aged consumers.

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< p > Design LiLei and HanMeimei derivatives is not a designer's whim, products can sell well, nor is it a market accident. Because more than a year ago, the topic of LiLei and HanMeimei has been widely discussed on the Internet, and business opportunities have been looming.

There are tens of thousands of related information in search engine keyword search: manga comics, alternative English learning materials based on characters such as LiLei and HanMeimei, and stories about dogs.

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After P, 80, they talked about the green school days and shared their memories and catharsis.

Online, there are also bands named after LiLei&HanMeimei, many of which are sought after. Of course, most of them are all post-80s. The LiLei&HanMeimei band has reinterpreted the English songs in the English text. It has also re interpreted the students' songs in the era such as "let's paddle the paddle" and so on.

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< p > careful viewers may have discovered that the daily chemical giant Procter & Gamble has begun their nostalgic marketing in China. Starting from the advertising "P & G China's 20 years", it describes the experience of Procter & Gamble's products with Chinese consumers, and gives consumers a strong emotional impulse to give people a warm and pleasant memory.

Jianlibao also did a good nostalgic marketing. "Jianlibao 1984" was born in the 1984 Losangeles Olympic Games. With the Chinese delegation's expedition, it was amazing. Of course, this collective recall can be a relatively small subdivision content, for example, the old car is just to attract those nostalgic car owners.

Today's marketing is not only "sensible" but also "emotionally".

Huang Xianren thought that emotional marketing is the time to play nostalgia.

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< p > 1, < a href= > //www.sjfzxm.com/news/index_c.asp > emotional marketing < /a > all kinds of techniques can basically find insurmountable models, and some of them have been infected with "atypical" viruses. Therefore, breaking through the existing techniques will make it possible to create a successful example of emotional marketing.

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< p > two, the marketing method of playing nostalgia brand is more common in film and TV dramas.

I think many brands already have enough "nostalgic gene", which is the subjective advantage of "nostalgia" emotional marketing.

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< p > three, huge "nostalgic" consumer group.

It can be said that everyone is suffering from nostalgia syndrome.

Today is a flash in the future, and the future is getting shorter and shorter. Only the past is getting longer.

History is the sustenance of emotion.

No matter after 50, after 60, or after 70, after 80, there are profound nostalgia.

And with these "back" people, there is nothing but human beings.

People have deep feelings for some old and old brands.

This can be regarded as a huge business opportunity.

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< p > in today's era of consumption that crosses the needs of food and clothing and then seeks higher spiritual needs, we are still looking for a spiritual feeling in addition to pursuing material life satisfaction.

In particular, the city people, in the environment of every day and every day, are beginning to cherish and pay attention to those emotional threads that can not be exchanged for fame and wealth.

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< p > Huang Xianren, a famous marketing expert, understands the collective memory: in a group, we have a common memory of things that we once shared, built and inherited.

After a period of time, under the guidance of specific environment and behavior, this memory is awakened, and the parties will produce strong resonance, recognition and enthusiasm beyond imagination. In the market, it is a powerful driving force for sales.

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< p > this kind of collective memory calls for some carriers or props. For example, memorial hall, monument, grandmother's home, Liang Shanbo, Jiangnan Water Village and oil canvas boat are a form and carrier of collective memory. This includes the memories of a nation and a nation, which can arouse our collective sympathy in front of them.

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< p > strictly speaking, collective memory may be a common memory of all members of a family, such as remembering a dead loved one, and a broader collective memory should be called social recollection.

This collective social recollection includes the popular trend that once joined together, the labor and the study together.

The market potential of collective memory is huge. If marketers are good at using them, they will be very successful.

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< p > huge consumer group of nostalgia.

It can be said that everyone is suffering from nostalgia syndrome.

Today is a flash in the future, and the future is getting shorter and shorter. Only the past is getting longer.

History is the sustenance of emotion.

No matter after 50, after 60, or after 70, after 80, there are profound nostalgia.

And with these "back" people, there is nothing but human beings.

People have deep feelings for some old and old brands.

This can be regarded as a huge business opportunity.

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