COVID Has Me Feeling Sentimental

It’s 3am and I can’t sleep. The state of the world keeps my mind whirling.

To nobody’s surprise, the harder I yearn for slumber, the more distant my goal.

Adjourning to the living room, I watch The Sting. One of my favorite movies, this 1973 classic reminds me of my youth…and better days.

Between COVID, politics, the economy, and the considerable rut I’m in these days, I’m increasingly in need of solace.

Admittedly, I’m not alone. Many friends and professional associates report struggling for inspiration, peace of mind, and rest. Some have turned to food for succor, others to booze or pot.

For me it’s old movies.

Nostalgia is a sentimental longing for the past, typically for a period or place with happy personal associations. The growing trend of nostalgia marketing suggests I’m not alone yearning for simpler times. After all, consumers are more likely to buy when they’re getting messaging equivalent to comfort food.

This helps explain why Pepsi’s using limited edition retro cans commemorating its history to celebrate multiple generations.

Nostalgia marketing gives our lives feelings of meaning and connection, simultaneously providing relief from anxiety and instability. That's powerful considering our fast-paced, technology-driven world AND the global pandemic keeping us under lockdown.

And unlike meatloaf or Oreos, nostalgia marketing’s warm fuzzies aren't fattening!

This year you’ll see many brands capitalizing on nostalgia. They'll market the familiar, the comforting, and the safe, all in an effort to get you to buy more.

Your company can also take advantage of this growing need for soothed nerves by appealing to feelings of nostalgia. It might be done by utilizing 1960s’ imagery, old music, bygone celebrity endorsements, or simply colors and graphic styles reminiscent of an earlier time.

Whichever approach you take, though, with the right messaging you’ll stand a good chance of improving perceptions of tomorrow by recounting memories of yesterday.

As you strategize ways to maximize your 2021 marketing and sales efforts, give serious thought to your customer profile. Because unless you only sell to a Generation Alpha audience (born since 2010), odds are excellent there’s a way for you to effectively use nostalgia marketing within your communications campaign. And if you do, you’ll increase your potential to make this year’s sales efforts really rock & roll.

With that said, I wish you a week of profitable marketing.

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