Three Strategies For Nostalgic Marketing

Giordano recently launched a global limited issue of 2000 Li Lei&Han Meimei T-shirts. The characters on the T-shirt are those who are familiar with secondary school English textbooks in the 1980s: Li Lei and Han Meimei (Li Lei, Han Meimei). The sale of this T-shirt is over 100 million students who have used the English textbooks published by the Chinese people's Education Publishing House since the year of 1990~2000. These students have become strong consumers, fashion and sensibility young and middle-aged consumers.

A few years later, those who had gone to work and even got married had seen these familiar images. The dusty memories of the student era were sparked like sparks and erupted like volcanoes.

The memory reveals the amazing market value, and what is it under the tip of the iceberg, and recall whether it is impeccable in marketing application?

Marketing application of collective memory

Nowadays, the marketing means of businesses are emerging one after another, but the results are gradually decreasing. Various forms of sales promotion are no longer able to impress consumers. At this time, the deepest, softest and most valuable memories of selling the spirit level will be a new marketing way of effective emotional communication.

It can guide, or even detonate, the consumption passion of target consumers. At this point, price is no longer the most critical issue affecting consumer decision-making.

Do not sell the price, do not sell the commodity itself, sell the memory that is carried on the commodity, this kind of physical property commodity as the carrier, sell its perceptual connotation, collective memory, or focus on collective memory, and cause concern, and then promote the product marketing way, defined as "memory marketing".

Although the recall marketing has not yet been systematized in theory, it has already had a rudiment in the actual market operation. Besides the Li Lei&Han Meimei T-shirt products mentioned above, there are many similar business practices.

In the Hongkong area, there are many stores selling collective memories, such as a chain store called G.O.D, which sells nostalgia products, such as spittoon and fruit plates in the red age of China. The costumes such as white rabbit and sugar candy and so on in the 80s of the last century, the costumes of Zhongshan suit and the advancing hat, and so on, have recently launched a condom, which is printed with the slogan of the past businessmen's favorite: "home travel is essential."

These products are very expensive, but they buy quite a lot of people, because they buy not only a commodity with practical functions, but also the memories they carry.

In Paris, France, the revival of the theme of Fashion Week conference has been an unprecedented success. This trend has even affected the whole world. In France, Britain, Japan, China and Hongkong, China has become popular with costumes that were popular more than ten years ago or even decades ago.

The application field of recall marketing

In the case of collective memory as part of the commodity, recall marketing is more suitable for the perceptual commodity domain, such as clothing, decoration, catering, tea wine and so on, but in the rational commodity role is relatively much weaker.

Because recall marketing is strengthening the emotional strength of perceptual commodities, and when consumers purchase rational products, they consider more rational issues such as performance, price, quality, and after-sale protection. The starting point of their purchase is the solution to practical problems, and perceptual factors account for only a small share.

Of course, it can also explore and innovate, for example, on the perceptual level of rational products. A real estate company's housing sales graphic advertisement is excellent: the main picture is a villa introduced, an elegant environment, a chic two storey building, several trees and green grasslands.

The finishing touch is the following advertisement: "...

This scene reminds me of my childhood, sitting under a tree and listening to my father telling stories.

Today, I have grown up to see my hunched father and my son who are the same age as me. How I wish this memory can be reproduced and passed down. "

Advertising aims to arouse the emotional resonance of 30~45 years old, sensibility and middle class, and then affect their purchase decisions.

However, rational commodities are rational commodities after all. Emotional cards do not play a decisive role in buying customers. Therefore, recall marketing is more suitable for the application of perceptual commodities.

If recall marketing is used as a marketing method to attract eyeballs and resonate with consumers, instead of relying on the commodity itself, it can be applied more widely because the direct relationship between form and commodity is weak.

In the subconscious of the customer, how do they react to "reminiscence"? People's thinking can be recollected, but can the angry goods be recollected without knowing the market prospects? How to use memories to pull the customers? How to weaken the customer's rational decision in the purchase process and how to build the carrier of the memory?

Search for common recollection

Finding common recall is to find a target customer and take the common memories as the breakthrough point of marketing.

After a popular thing, people will be regarded as a cliche after another year. But ten years later, it is a popular, emotional and fashionable memory.

In China, the collective memory of the times is "red sleeve", "big iron and steel" and "great leap forward" for people in the 50s of last century. For the people in 60s, it was "model opera", "small book" and "big character character"; for 70s, people were "A Tongmu", "robot cat" and "Hua Xianzi"; in 80s, the reform and opening up began, and the contents of collective memory began to enrich, such as "Transformers", "black cat Sheriff", "holy warrior", "pocket bag", "red and white machine", and Li Lei&Han Meimei in middle school English textbooks.

10 years ago, 20 years ago or even longer, the collective memory of marketing target groups can be found and evoke the common memories and resonate effects of this group.

However, this popular detonation needs to find a breakthrough point. The breakthrough point should have the following characteristics.

First of all, these people must have a common good memory, that is, things and objects that this group yearn for.

If there is no positive association, it can also arouse people's attention and even controversial recollection topics. For example, many elements of the "Cultural Revolution" period were excavated and commercialized today. Many people who have experienced this memory have no positive memories, but they are impressed by the past experience. Today, I recall that some of them are also very popular.

Secondly, this group should be big enough.

We often fall into either too broad positioning and intend to accommodate all consumer groups, which are not taken by all consumer groups, while the other extreme is too narrow positioning, so that although precise positioning and no competitors, but because the market is too narrow, can not guarantee profits.

Of course, this collective recall can be a relatively small subdivision content, but we must ensure that there is enough room for profit.

For example, the old car is just to attract those nostalgic love cars. Although this group is not big enough, but the purchasing power is strong, the commodity premium is strong, the market is small, but still can guarantee the profit.

Again, there must be high room for expansion, that is, the room for further writing.

A good concept of memory can expand and expand indefinitely, and is easy to connect and blend with other elements.

Taking Li Lei&Han Meimei as an example, the two images can be applied in a wide range. Apart from T-shirts, they can also be used in other articles, and can also be extended to comics, handicrafts, buzzwords, even with today's new textbooks.

Finally, we must not contradict the mainstream values of society.

Nowadays, many marketing concepts and mainstream values are opposite, which leads to the difficulty of promoting the concept.

Conversely, if we can take advantage of the trend, even with the help of mainstream ideas and concepts, we can successfully implement the concept.

Manufacturing recall value method

On the basis of finding the marketing recall point, enlarge this point, dig this point, or even create this point, make this point become flesh and blood, emotional, can be touched, can have, make the concept materialized.

Use certain skills and methods to create the value of memories.

Recall marketing can be a product that sells memories. For example, the Li Lei&Han Meimei T-shirt is used to combine the contents of memories as a part of the merchandise to sell goods, and also to be used as a by-product or related elements, such as logo, music, advertising words, theme of activities, and so on. Recall marketing can also be a marketing tool to attract the attention of specific groups with collective memory as the focus.

There was a restaurant called the communal cafeteria and entered the door. It seemed that it was back to the red age. The lobby manager was the dress of the village cadres. The service personnel were the women's general attire in the 60s of last century, while the security guards were dressed up by the red guards. The hotel was aimed at promoting the publicity by arousing the resonance of the customers of that era, and this action also attracted the attention of TV, newspapers and the Internet media.

Because the way of memory marketing is similar to viral marketing, which has the ability to arouse the public or a group's high attention and then spread it on its own.

Whether it is merchandise or memory as a memory, as a by-product, a commodity element or a recollection as a supplementary marketing tool, we should consider what kind of real interest can bring to the customer as the primary consideration of operation, which may be material or spiritual, or the combination of the two.

Only writing articles on the surface can not arouse everyone's real sympathy.

For example, even if it is only emotional interests, we must do in-depth, thorough and skillful, so that we can continue to generate interest, rather than the bright lights will no longer concern.

Bluff and empty, such simple gimmicks will be forgotten more quickly than popularity.

Because memories are only part of the overall value of goods, not all.

In addition, with the help of popular elements, going out with the wind can greatly improve the success rate of new memories.

A new concept wants to be established and developed rapidly, and it is best to rely on other forces.

For example, recall marketing, though excavated from past memories, is built today and even tomorrow. Therefore, memories must have popular elements.

Combined with the most popular and most concerned things, we can create something with both memories and popular elements.

Recently, Japan is very popular. After the liberation of China, rubber shoes became popular in Japan.

They are endowing the old with many fashionable elements, such as the most popular design decoration.

Recall marketing media delivery method

Unlike brands, products and media are naturally different. In terms of recall marketing, there are different ways of media distribution. Choosing traditional media is not feasible.

For different target groups, the pmission way of recall marketing is also different. For the consumers after 50 and 60, broadcasting, TV and conference marketing will be effective, and for the 70 and 80's, the Internet is the best media.

The characteristics of the network determine the characteristics of the rapid dissemination of information, and the application of the virus propagation characteristics of the network can rapidly diffuse the contents of collective memories.

According to the different contents of memory marketing, its communication form has unlimited possibilities of innovation, such as road shows, exhibitions, and even clothing conferences.

In short, the way to recall marketing media is: first, avoid wasting resources and dislocation propagation. In practice, it is found that traditional marketing or mass media are not suitable for recall marketing, but the consumption of resources is obvious but the effect is not intuitive.

We should choose different niche media or places that we often contact with and like the marketing objects, such as journals and periodicals in the field of subdivision, and new personalized media such as micro-blog.

Secondly, choose the media or place that can strengthen or promote the concept of recall marketing, and let the media or environment atmosphere be a memory marketing campaign.

For example, the recall marketing of Li Lei&Han Meimei elements can be considered in schools.

The medium of communication is destined for the audience group. In the recall marketing, how to choose the media must be defined according to the attributes of the product.

Through media, recall marketing can get twice the result with half the effort.

First, we need to plan the product itself.

When a product starts to differentiate from a crowd, it must grasp what the crowd wants, what they want and what they can get.

Only in this way can the psychology of the audience be grasped before the product is launched, so that the product itself will not only depreciate but increase its value.

In the future, when living standards continue to improve and material pursuit comes to the top, consumers will surely be more concerned about spiritual needs, because spiritual needs are endless or even priceless.

Just like defining a circle, your memory marketing, which circle it belongs to, what the audience wants to get and how to maximize it, which requires the power of media pmission.

At this point, the price is no longer important, consumers are more concerned about whether you can provide more memories and moving.

The media itself has certain authority and can form a Domino domino effect, which is different from the former two. Invisible word-of-mouth can enlarge the scope of audience. However, the media pmission is more like a double-edged sword. The quality can not be controlled by the makers of recall topics. For this reason, the most important thing in choosing the media delivery method is that the product itself can resonate with the consumers of most ages. At this point, the product itself has exceeded the quality of the product itself. This collective memory will become more and more heavy with time.