Did you see Budweiser’s Super Bowl commercial? It was one of the favorites this year and social media was awash with warmed hearts and tear-filled eyes. Seriously, probably 1/4 of my Facebook friends mentioned that the commercial made them cry. A quarter!!
So what about this particular commercial worked so gosh-darn well?
I’m going to call it the nostalgia factor. There’s something touching about a story that takes us through a life journey… just having a good amount of time in between the beginning and end is enough for us to feel connected and emotionally-attached to the characters.
But how can you apply the nostalgia factor to your own business?
The first step is to identify what aspects of your art are things that have stuck with you since childhood. I had one client whose now-deceased mother was the biggest influence in her interest in artistic pursuits. Perhaps your own experience isn’t quite so intense. But it could be that you remember the first time you picked up a pair of knitting needles or how you used to try on your grandmother’s jewelry. One of my artistic connections with my past is that I would mix “potions” all the time. Amusingly, my parents thought I wanted to be a scientist… really I just liked creating new things.
Once you’ve identified something special about your artistic journey that you’d like to share – a nostalgia factor! – you need to work it into your marketing. A great place is in your about page or bio. Tell the story, briefly if you can, so that potential customers have something about you they can connect to. Maybe it will even make someone cry (hopefully in a happy way)!
You could also work nostalgia factor into some of your item descriptions, especially where it relates specifically to that particular item. If you made a chair that reminds you of your Uncle Wallace, then go ahead and share in the chair’s item description that Uncle Wallace inspired the chair and why and how Uncle Wallace made you feel as a kid.
Develop a connection with your customers just like Budweiser did. They tugged on our heartstrings and it worked like gangbusters! You can do the same by implementing a little nostalgia factor. Just be careful – don’t go crazy or you’ll risk affecting the brand you’ve worked so hard to employ. If nostalgia is everywhere, there might not be any room for the mood you’re trying to achieve for your brand, be that joyous, mournful, pensive, etc.
Share with me. Do you have a nostalgia factor you can employ in your marketing?