by Tara Ford | Jun 11, 2024 | Advertising, Branding, Creative, Design, Marketing
Back to the Future
What a powerful tool Nostalgia is, especially in advertising. Connecting with your target market on an emotional level is the sweet spot we are all looking for as marketers. Creating nostalgia through advertising brings back fond memories and reinforces a sense of comfort and security. This comfort and security leads consumers to be more likely to trust and purchase from the brand. Whether it is illustrated through a black-and-white photo, a retro color scheme, or an old-school jingle, these nostalgic design elements can trigger a flood of warm memories that bring joy to consumers. And then, almost like magic those positive emotions become associated with the brand.
What is Retro Marketing Strategy?
Picture this: you’re driving down a country road, wind blowing through your hair and a familiar song comes on that transports you straight back to your 21st birthday. That was a good year. Now place that song in an ad for a product or service. You will be more inclined to stop, listen and smile. In this moment the nostalgia has got you hook, line, and sinker. Elements like this transport you to another time and flood your mind and body with an explosion of emotions. That’s the magic of nostalgia, and it’s the driving force behind a powerful trend in advertising: Retro Marketing. This strategy isn’t just about looking cool or vintage, it’s about creating deep, emotional connections with consumers by taking them on a trip down memory lane.
Retro Marketing Strategy: How to utilize it
Whether it’s through music, fashion or art, retro style marketing is all about bringing back elements from the past and giving them a new life. When brands incorporate these nostalgic elements into their marketing campaigns, they tap into consumers’ sentimental feelings and happy memories. This approach goes beyond just a vintage aesthetic; it’s an intentional marketing strategy, specifically designed to evoke emotions and create a sense of familiarity and comfort. This sudden infusion of comfort and familiarity is effortlesly transferred to the brand before you even realize it.
Generational Reach
You’ve heard the infamous proverb ‘Everything old is new… again’ which highlights the cyclical nature of culture and innovation. Retro marketing works for many brands for that reason. A new spin on an old concept or trend. It resonates with multiple generations, from Baby Boomers who lived through the original eras, to Millennials and Gen Z who appreciate the charm of “vintage” styles. Children often recognize and remember brands and logos from a young age. These early impressions shape their lifelong purchasing habits and brand loyalty. Childhood memories play a crucial role in retro marketing because this is when many of our preferences and loyalties are formed. By tapping into these formative years, brands can create lasting connections with consumers that continue well into adulthood.
Universal Appeal
The beauty of nostalgia is that it has a universal appeal that can cross a multitude of boundaries. It isn’t confined by age, culture, or geography. Which is why retro marketing is a versatile tool that can attract a wide and diverse audience. By blending retro design elements from the past with contemporary trends, brands can create campaigns that feel both timeless and fresh.
Retro Connections
In a world where trends come and go at lightning speed, retro marketing offers a way to create timeless, lasting connections with consumers.
By combining the familiar and comforting elements of the past, with the innovation of the present, brands can craft campaigns that resonate on a deep emotional level. This blend of past and present not only attracts attention but also builds enduring loyalty.
Retro marketing is more than just a nod to the past, it’s a strategic approach that leverages the power of nostalgia to create meaningful, emotional connections with consumers. By evoking happy memories and comforting familiarity, brands can foster trust and loyalty that stand the test of time.
So, the next time you spot a retro-inspired ad, take a moment and feel the nostalgia flood in – that’s the magic of Retro Marketing.
by Miriam Hara | May 24, 2024 | Advertising, Agency, Branding, Business Success, Creative, Marketing
‘Marketing Creative’: What’s that?
Marketing Creative is the ability to hone in on a brand’s message. Regardless of the industry it’s imperative to creatively articulate the brand message. Ultimately this is achieved by a creative team’s use of their transferable skills. These skills are perfected by years of experience and diverse exposure in many industries to achieve all kinds of mandates. For instance, my career has allowed me to contribute to many different industries (B2B and direct to consumer) in a variety of marketing mandates. It has enabled me to develop in myself and my team a nimbleness that is quite unique. And that development takes time and diligent effort not just to meet the requirements but to excel in them.
Despite the rules and regulations and in spite of the limitations!
The challenge many marketers face is attempting to break through the clutter and be different in an arena where they feel they have been handcuffed! Whether working on mandates in the Alcoholic Beverage Industry, Food Industry or Healthcare Industry, each industry has a set of advertising regulations. And these regulations must be adhered to. It’s very easy to throw in the towel and say”we can’t do this “and we aren’t allowed to do that”. That’s looking at the regulations at face value. When a brand has something unique to say, there is always a way to address that uniqueness.
Each industry is its own universe with its accompanied black holes! When we get called in, we work our marketing nimbleness to creatively articulate the brand’s messaging, uniqueness and image. And we need to do all that by avoiding being sucked in by a black hole that leaves your brand completely in the dark and void of any distinctiveness.
Everyone touts outside the box thinking…but it needs to be done inside the ‘regulation’ box.
It’s working inside the box of regulations that matters. It’s thinking outside the regulations but staying inside the box that makes brands perform. Achieving marketing creative prowess takes time, energy, and experience.The more you do it, the more you excel. With a career that transcends industry niche and focus, over three decades it has become a way of thinking for myself and my team. We must still endeavour to stand out without infringing on the rules that govern the industry…that’s what makes great creative. Actually, that’s what makes great marketing creative!
How do you creatively articulate a brand’s message when your hands are all tied up in knots?
by Tara Ford | May 15, 2024 | Branding, Design
Full Circle
Recently, I’ve stepped back into a role that feels like home, and it’s made me realize my original career path has evolved, not ended; I’ve simply transferred my skills in new and creative ways. My career has taken me through advertising, TV and radio broadcasting, and into the world of entrepreneurship with a focus on retail and interior design. Now, I’ve come full circle, back to marketing and advertising as a Creative Brand Strategist. Though my path might seem unconventional to some, each step has refined and always included my core skill: branding.
Think of your brand as your favourite room in a space. With interior design, it’s all about setting the right vibe with colour and personalized touches that make it uniquely yours. A splash of colour can completely transform a space; similarly, a consistent and well-chosen brand colour makes your business or your brand instantly recognizable and relatable to your audience.
Now think about how a well-placed piece of art or a boldly coloured pillow can instantly make a room look fabulous and begin to establish a distinctive style. That’s the equivalent to a brand’s special twist—like a catchy tagline or a clever marketing campaign. These are the unique details that grab attention and make your brand memorable.
Foundational Work
Working with contractors over the past few years, I can say that building a brand is a lot like building a house. With branding, you need to start with a strong foundation; your brand’s unique selling proposition (USP). This foundational work acts like the main support beam of a house; it bears the weight and holds everything else together. Just as a support beam ensures structural integrity and longevity in a home, a well-defined USP strengthens all aspects of your branding—from product packaging and marketing campaigns to social media initiatives—ensuring consistency across all avenues.
My approach to interior design has always been through the lens of branding. It’s not just about choosing colours, artwork and furniture; it’s about helping clients articulate their personality and personal brand, reflecting who they truly are. This rule of thumb applies perfectly to branding a product or business. Finding your brands voice isn’t simply about how it sounds; it’s about expressing your brand personality in a creative way that resonates directly with consumers.
Maintenance is Key to Success
Just as a home needs some on going maintenance, your brand requires upkeep too. Refreshing your look or fine-tuning your message keeps your brand fresh and relevant. It’s all about evolving with the times in any field.
From broadcasting to brand strategy, and from running my own business back to marketing and advertising, my journey proves that once a brander, always a brander. Each phase of my career has been about creating spaces—physical or conceptual—that connect and communicate. And as always, it’s going to be fabulous.
by Miriam Hara | May 3, 2024 | Administration, Business Success, Management
Goodbyes are never easy and breaking up is hard to do no matter if it’s a personal relationship or a business relationship. Scratch that. If you are working in a good organization that caringly fosters culture and growth, chances are you are fortunate to share a personal relationship at some level with your colleagues. So the end result is that all relationships are personal, even the business ones.
It’s a Small World:
If there is truth with the saying that the world is small, the same can be said about the business community. Whatever your profession is; in the business world of marketing, sales, logistics, or finance; or if it’s in the medical arena and you’re a pharmacist, nurse, family doctor, or a medical specialist; that professional community is small.
It is in the interest of all parties to act professionally when saying goodbye because chances are you will run into one another, or yes, may even need the assistance of one another in the future. For instance, when transitioning from one company to another, you might find yourself working with former colleagues or clients in a new setting. You just never know! Working alongside one another every day, for 1year, 5years, or 15years…it is inevitable to have a personal relationship. And sometimes, even if it’s the best working relationship, there needs to be a parting of ways.
The “Be-Kind” Philosophy:
Relationships work both ways. So even when it comes time for a business relationship to end…keep your head high, and your heart kind. That has been my philosophy. In the years I’ve been in business I’ve had to say my fair share of good-byes.
The Reasons for Calling it Quits:
I’ve had to say my fair share of saying goodbye to awesome clients as there was a “change of guards”, or a change in their direction. And of course, I have had to say my goodbyes to fabulous team members that I had built an amazing rapport with. The reasons for their leaving range from a personal change, or to wanting something different, or just needing a change, or quite frankly, it just wasn’t working anymore.
I’ve always been accepting of the choices or the situation and have been professional about it. As a result of this, many of my former clients are my friends, and some clients have come back. Former team members still reach out to me to say hi, or for advice and it’s a beautiful thing. I acknowledge that there are some awful situations that merit being cut off at the pass forever and ever. However, doing it respectfully removes the drama and leaves the situation behind rather than it being part of history.
Time Brings Perspective:
In the interest of transparency, sometimes you need a break after the breakup. However if the breakup was done respectfully, then it’s only a matter of time before the ability to open the door and reach out becomes even remotely possible. When saying goodbye to a client or an employee or employer isn’t done professionally, you not only cut off any more history to be developed between you…but you amputate a part of your career as well. You can no longer reach out or draw in advice from people that can help you in your future endeavours. It’s really being short-sighted and self-sabotaging. It also really cuts into your networking opportunities.
Don’t Burn Bridges:
There is some truth to most sayings… and this one really resonates here. Not burning the bridge that links the 2 parties together is sound advice. When all is said and done, there are always 3 sides to a story… 3 perspectives to the same story…your side, the other side and the truth. By dealing with it professionally, you get the time you need to be able to look back at the situation with maybe a fresh perspective.
Navigating goodbyes in professional relationships is an art that requires kindness, respect, and foresight. Whether bidding farewell to clients, colleagues, or employers, the manner in which we part ways speaks volumes about our professionalism and character. By embracing the “be-kind” philosophy and understanding that relationships transcend transactions, we not only preserve bridges but also pave the way for potential future collaborations.
So, the next time you find yourself at the crossroads of a professional departure, remember to leave with grace, knowing that every goodbye is an opportunity for growth, reflection, and perhaps, a future hello…quicker than you realize.
by Miriam Hara | Apr 4, 2024 | Advertising, Agency, Branding, Marketing
What does active listening mean for brands…and why does it matter?
We’ve all been there. We are immersed in our brands and rightly so! But that means we wrap ourselves up in the narrative we create, and get caught up in our very own echo chamber. We hear what we think… what we believe. And, it becomes second nature to assume everyone else is on the same page. But here’s the reality check – just because we’re familiar with our message, doesn’t mean our audience is. And if we find our creative vibe growing a bit tired, it doesn’t necessarily mean our audience feels the same. Listening to our echo chamber, it seems, is a trap that’s all too easy to fall into. We’re so entwined with our brands, it’s simple to think everyone else is too. But our audience? They don’t see it quite the same way.
The assumption that our intended audience is as involved as we are? That’s an assumption that is dangerous.
So, how can we stop ourselves from assuming?
The long and short of it all is simply stated. We need to engage in active listening. And there are lots of tools to do just that. In order to actively listen we need to have a genuine understanding what our audience wants. Actively listening provides us with all the answers…we just need to be open and engaged to act on the information that is given to us, by them… for the brand! I know I say this over and over, but can you say research?!
More importantly, we need to assess the brand’s message and how we, as marketers serve it up to audiences. Is it crafted into messages the brand’s audience wants to hear? Is the brand message delivered in such a way that resonates with the audience through stories and authenticity that they will find compelling?
Talk to them by simply listening.
Audiences in the year 2024 are diverse, and that’s putting it mildly. A broad spectrum of people with varying interests and preferences means we can’t rely on a single, catch-all message. What’s required is a deeper understanding and an approach that speaks to the different segments of our audience. Active listening and tailored messaging are fundamental for success.
With all the tech tools we’ve got these days at our fingertips, we’re far from supposing… or assuming. It goes without saying that social media, analytics, big data – they’re more than just industry jargon; they’re our roadmap to the minds of our audience. The key to harvesting this goldmine of data and information is to make decisions for the brand that speaks meaningfully to its intended audience. To keep it human. That is a must. Audiences (your consumers) aren’t interested in your brand, or any brand. They want what speaks to truthfully to them, in a way that makes them feel good and that means brands that are transparent, genuine, and have a heartbeat.
Speak to them about what they value.
How do we build those connections? Well, here’s that word of the year 2023: authenticity. People aren’t interested in the brand’s market share or profitability. As a matter of fact, I would say that the contrary happens. Audiences don’t value those types of brands. Today’s audiences want brands that stand for real values.
As brand marketers it really isn’t about only making the first impression right. It’ about continuing to always getting it right. We’re talking less shouting from the rooftops and more heart-to-hearts. Less assuming we know our audience’s perspective and more getting to really know the people we’re talking to. Suffice to say, we need to engage and make room at the table for a two-way conversation where both the brand and the consumer feel seen and heard. That’s how you build brands…by building communities.
So let’s quit the marketing echo chamber and embrace all the marketing platforms that are available to us out there. Making the most of the tech tools that are available, and keeping it real, is the only true way to market a brand. It will make sure that your brand doesn’t just talk, but speaks volumes. Putting our audiences first is the only path to success that will allow us to build bonds and communities that stick around for the long haul.
Have you been a victim of your own echo chamber?
