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Using Nostalgia and Memories
By: Dwayne W. Waite Jr.
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Effective marketing and advertising entails establishing a connection with the potential customer, and giving them a reason to believe that your good or service has a chance to improve their quality of life. Of course, that is no surprise. But the effect of using nostalgia and memories — whether the memories are real or fabricated — continues to delight marketers.

Especially during the holiday season.

Indeed, it is always odd to see people automatically get into a happier mood and become more receptive to messages during the holiday season. When brands try to pull heartstrings by adding emotive ads or playing the old faithful "slice-of-life" ads, people tend to reflect how their many holiday seasons have compared.

So if a marketer or brand wanted to pull the customer in, they would consider at least two tactics — convince the consumer that using this product will give them the best holiday experience yet, or if present times got more difficult, that this good or service will bring consumers back to the old times — when things were much simpler then.

Brands can do well by trying to connect their products with certain experiences. As the holiday season continues to roll, we look forward to seeing what creative things brands will do to boost people's holiday spirits. 


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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