NOSTALGIA, A POWERFUL BUT OFTEN NEGLECTED SELLING TOOL

Guest post by: Billy Sharma
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WHEN ARE YOUR CUSTOMERS OR DONORS MOST RECEPTIVE? - By Billy Sharma

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.

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WHEN ARE YOUR CUSTOMERS OR DONORS MOST RECEPTIVE? - By Billy Sharma

About the Author: Billy Sharma

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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.
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NOSTALGIA, A POWERFUL BUT OFTEN NEGLECTED SELLING TOOL

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