Nostalgia has definitely made it’s way back into retail marketing, but it is also making an impression in other industries as well, with social media facilitating nostalgic brand and marketing strategies. The free platforms like Facebook and WordPress also put this ability into the hand of local museums, historical societies, galleries and community groups.
As Shell fast approaches five million followers, it’s Facebook banner featured a nostalgic 1960/70’s image. Even as the brand talks innovation, a high-tech and advanced technologies, the old Shell station resonates with thousands of Facebook followers liking and sharing the picture.
Brand nostalgia is not a mutually exclusive to retail marketing strategy, as proven by Coca-Cola time and time again. Social media now provides several unique platforms to marry nostalgia with other seemingly divergent strategies as refreshing (excuse the pun) and social engaging content.
Note the branding is consistent over the years, the Shell logo from back then is still representing the company today, creating continuity.
So if major brands are engaging with their “fans” and getting free advertising from those fans sharing, liking and promoting the brand, why not take steal the strategy and implement it in your not for profit organisation? Most NFPs have plenty of volunteers will to help and those with a more ‘senior’ member demographic may be able to use social media as a way of attracting younger interest into the organisation.
As we speak, social media marketing teams are raiding their corporate museums, archives and googling for “cool” retro images to fit in to their current brand strategies. Social media provides a ready tool for the quick, low cost, distribution of historical images allowing fans and followers to further engage with fond memories and simpler times (pre-social media) when the brand was with them.
Have you looked at your retro photos yet? Post them and people will like and share them…. why else would advertisers being do it! Grow your fan base, attract new interest and membership while bring your NFP into this century and increasing accessibility to your collection.
Add a copyright message, but only put things up on the internet that you are prepared to see copied and re-appearing elsewhere, with or with a credit.