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NOSTALGIA, A POWERFUL BUT OFTEN NEGLECTED SELLING TOOL
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| Guest post by: Billy Sharma |
Article Overview: Nostalgia can be used as a powerful selling tool. Here's how:
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Free Download - WHEN ARE YOUR CUSTOMERS OR DONORS MOST RECEPTIVE? By Billy Sharma |
NOSTALGIA, A POWERFUL BUT OFTEN NEGLECTED SELLING TOOL
Just like many radio
stations play Golden Oldies to attract their Baby Boomer audiences, so too can nostalgia tap into the treasured
memories of this audience when it comes to selling. Anything that conjures up
the good old days (think Elvis or the Beatles) can make Baby Boomers feel nostalgic and happy.
Similarly, every generation
has its own memory spur.
Star Track
and Lord of the Rings have a
powerful appeal for Echo Boomers, children
of the Baby Boomers, who grew up during the electronic age.
Movies like The Twilight Saga: New Moon and Avatar
appeal to Generation Z who have been
growing up with electronic games.
Memories that tug on the
heartstrings can not only sell but they can also get donors to open their
chequebooks.
In a recent American study
more than 500 donors who had given to charity in the previous 12 months were
asked about what made them feel happy, sad, lonely or angry.
They were encouraged to
recall any significant events in their lives and write down how these memories
made them feel.
The Result
It was found that, evoking
memories of the past had a very positive effect on audiences. The level of
nostalgia felt by the person was connected to their charitable giving habits.
Stirring good memories was linked to intent to donate and ability to make a
commitment.
Using nostalgic images has
produced great fundraising results for organizations like TV ONTARIO (TVO) and Public
Broadcasting Service (PBS). They have found that playing old movies and old popular TV
episodes attracts older audiences who are charities’ most generous donors.
Nostalgia seems to get through to many groups when
other things don't. It definitely has a place in selling or fundraising, so do
include familiar iconic images and sounds in your materials. You never know
what a nostalgic mood it can create.
Article Tags: baby boomer, baby boomers, bidi, cambria, echo boomers, electronic age, electronic games, family auto, fareast, font definitions, generation z, golden oldies, hansi, heartstrings, new moon, paper source, star track, style definitions, times new roman, treasured memories
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About the Author: Billy Sharma RSS for Billy's articles - Visit Billy's website BILLY SHARMA Billy holds a Bachelor of Science degree and is a Summa Cum Laude graduate of J.J. School of Art (Bombay) and the Hochshüle für Gestaltung (Bauhaus School of Design, Germany). After many years of working for other companies, Billy founded Designers Inc. In 1999 he became Managing Director and Creative Director of Brann Worldwide in Toronto. Under his stewardship the agency grew three-fold in two years when Brann Worldwide was elected the number one direct marketing agency in the world in 2000. Billy has extensive advertising and direct marketing experience gained in many national and international advertising agencies in Europe, U.S. and Canada. This has honed his creative skills to help provide breakthrough creative ideas for his clients. Click here to visit Billy's website DO YOU KNOW WHAT YOUR SINGLE MOST COMPELLING ARGUMENT SHOULD BE TO YOUR PROSPECTS HOW TO DELIVER A 1 2 PUNCH WITH INTEGRATED MARKETING WHEN ARE YOUR CUSTOMERS OR DONORS MOST RECEPTIVE HOWTO PRESENT YOUR BEST FACE WHEN YOU SEND YOUR FIRST PIECE OF MAIL WHY CHARITIES ARE GUILTY OF A BIG BLUNDER AND HOW THEY CAN LEARN FROM ANOTHER BUSINESS |
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