Using Emotions as a Sales Strategy

There are different marketing strategies to reach consumers in new ways. That’s the case of nostalgia marketing. This emotional concept reflects the presence of feelings and sensations linked to people's memories or longings for the past.

Nostalgia marketing is closely related to emotional marketing, because both aim to make the consumer feel special through strategies that generate reactions to certain stimuli with the purpose of selling, but at the same time recognizing the value of the customer.

Why choose nostalgia marketing as a strategy?

Consumers are attracted to brands that not only provide them with the product or service they want, but also generate certain emotions that they enjoy. Stimuli that provoke positive feelings like a pleasant memory will foster the desire to buy.

This is evident when, for example, a product that has had an impact on the market, but was withdrawn at some point, is relaunched, adapting it to the present day without losing its essence. In these cases, it is not about creating a new connection, but about reviving it.

In terms of advertising, nostalgia also plays an important role, as when a product brand is associated with an emotional benefit, functional benefits can be communicated using emotions, which is a great differential.

How to implement it?

Certain moments of life, such as youth, can be nostalgically remembered, and thus offer products or experiences that were successful before, linked to that. This can be applied in various ways and in different products or services, the important thing is to analyze the essence of the brand to detect the common history or shared past with consumers, in order to connect with their emotions. In this case, social media serves as a thermometer to analyze what the audience wants to see.

Nostalgia is a generational value that triggers a series of insights, achieving a real connection between the consumer and the brand, based on the different perceptions they have. But despite being a great resource to apply in campaigns and a differential as a competitive advantage, it should not be abused, so as not to bore the audience by forcing them to feel nostalgia, but rather it should be something genuine.