Just like the marketers,
event producers are beginning to tap into the reference of the '80s and '90s
pop culture. Brands are working around the clock to capture the attention of
the potential clients; there is a new phrase: “nostalgia marketing” that is a
buzz. There have been publications such as AdAge and Entrepreneur that have
highlighted how the trend is being used for advertising by entities such as
Microsoft and Calvin Klein.
The trend is coming into the
events arena as they try to target the millennial. For example, Josh Murray the
creative director of Extraordinary Events based in Los Angeles is working on an
event based on a back to the Future theme. He argues that with nostalgia, one
can target all the generations, which makes it safer than targeting a particular
Miles argues that the Nostalgia marketing is bound to work better with the
Millennials since it is an opportunity to get attached to a time that was
simpler and brighter time. It is because of the difficulties that they face
today and so the nostalgia offers the generation a kind of an escape from the
pleasant experience at a dark time.
Bruce Starr of BMF Media
Group argues that throwback always works. It can be in the form of music,
games, or even acts. The nostalgic games can be used in internal events to bond
the employees and in consumer facing events. The nostalgic events or things are
what people want to attach to due to their uniqueness and the fact that they
Therefore, the nostalgia
trend is one that is bound to stick around for long. It is due to its
universality in the application and its flexibility. It also offers the people
the uniqueness and familiarity that they so much crave for in the contemporary
What were some
of the insightful points found in the article?
Do you agree with the article statements? Why or why not? You may use more space if needed!
are looking for an experience that takes them to a brighter phase of life or
time. I agree with the statement in that majority of the Millennials today feel
that life was better some years back than it is now. There is a general
admiration of the tranquility and brightness that seemed to have existed in the
80’s or 90’s as compared to date. Therefore, a throwback offers that escape and
an experience that offers peace and hope shared over the years.
always works. It is an assumption that one cannot accept or reject with
absolute certainty. It is because; some of the throwback trends are not to be
revisited. Some throwbacks cannot work with the millennials regardless of how
well they are done. At the same time, some throwbacks are very much appreciated
today. For example on fashion and music but the event organizers or the
marketers need to know the throwbacks that have a real appeal to the audience
and those that do not.
marketing works best as it targets all the generations instead of having to
target a particular demographic. The nostalgic promotions and marketing offers
an advantage. It is because those that lived at the time are given time that
they can fondly attach and relate to while the youths that did not live or
experience e the time have their imagination stirred. It raises curiosity and
offers a unique experience to the millennials while at the same time providing
an experience full of familiarity to those that lived in the times. The throwbacks are a good way to create a
buzz and attract individuals from all generations. It also offers the new
experiences that people are so much looking for in the contemporary society.
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