Embrace nostalgia
Just as marketers need to focus on the light in the dark, leaning into nostalgia can help consumers focus on happier times and memories. There are two easy opportunities for tapping into this nostalgia factor.
The first is product innovation. Analyze what’s been successful in reengaging former brand loyalists and customers. If you’re a snack brand looking to grow share among younger demographics, bringing back fan-favorites from the ’90s or early 2000s for a limited time could pique the interest of millennials eager to share their favorite throwbacks with their own children and Gen Zers looking to satisfy their “sweet treat” cravings with an iconic throwback.
The second opportunity is ramping up event-based promotions with a nostalgic sparkle. Tap into celebrity endorsements, value meals, or influencer associations—proven tactics to spark interest, consideration, and sales among QSRs. Take some risks: Consider unique strategies like partnering with grandparent influencers like Nonna Pia, who can share their favorite holiday recipes, incorporating your products, to remind consumers of their own grandparents’ cooking and holiday traditions.
What promotions would make you feel all the feels? Odds are, they’ll have the same impact on your customers.
Don’t overlook the bottom of the funnel
In today’s fragmented shopping environment, those last in-store minutes can be the make-or-break.
Maybe your viral video got them to the store to check out your product, but once there, they’re hit with a coupon for a similar brand or find out a nearby retailer is selling it at a lower cost. As shoppers are more willing to trade down or frequent more stores to find the best deals, you can’t afford to rely primarily on virality or top-of-the-funnel efforts to move the needle.
It’s not about replacing one with the other. It’s pivotal to balance top- and bottom-of-the-funnel efforts to effectively build brand awareness while remaining top of mind in those last moments of consideration. This approach also offers new ways to maximize spend on influencer marketing or viral social content by bringing it to life across other channels like mobile ad experiences or digital out-of-home ads.
Focus on the right KPIs and technologies
An uncertain economy means marketers also face increased accountability from stakeholders to maximize the impact of every dollar spent. Reporting primarily on vanity metrics won’t satisfy CFOs or CEOs and, most notably, does marketers themselves a disservice by not showcasing their true value.
