The Guide To Good Event Merch
How Event Marketers Can Leverage Nostalgia
In today’s fast-paced world shaped by innovation, one emotional driver has been making a comeback in event design: nostalgia.
60% of under 35s are enjoying nostalgic revivals and brands are tapping into nostalgic marketing to connect with their audiences through throwbacks – from themed travel destinations like the Polly Pocket Air BnB to immersive pop ups out of retro diners, laundromats, and motels, as well as viral campaigns like The Design Museum’s Barbie Exhibition.
Why? The longing for simpler times amidst online overload is leading consumers to retreat from technology – craving community and comfort.
For event planners, nostalgia is a tool for connection. By remixing positive familiar concepts, pop culture throwbacks, product revivals, and retro aesthetics marketers are triggering belonging, and feel good. Marketers need to lean into the joy of making memories such as the resurgence of vinyl records and digital cameras.
Here’s how event planners can tap into this trend to create brand experiences that evoke emotion, build trust, and foster memorable connections.
Why Nostalgia Works
Ambience and sensory experiences have been proven to unlock memories and elicit emotional responses which are duplicated in how the consumer feels about the brand. Nostalgia in particular taps into memories and identity, triggers positive emotions. Not only do collective cultural references spark immediate familiarity and excitement which engages an audience – this stimuli also brings forward and unlocks memories positive memories from the past which the audience member then associates with the trigger.
Five ways to incorporate nostalgia in corporate events:
Embrace the simple joys
Try incorporating some charming retro activities and custom gifting like sticker collecting, postcards, a bracelet making station, or temporary tattoos. And what’s more comforting than comfort food? Try incorporating a branded pick and mix sweets station.
Create shareable moments
Branded digital cameras and vintage photo booth are trending for a reason – providing audience members with a keepsake while encouraging them to share moments form the event.
Prioritise play
Retro games and arcade zones embody shared, interactive experiences. At B. Inspired: The Power of Play, we gave guests to explore the impact of gamification with interactive demonstrations that blended innovation with classic games including LEGO’s Serious Play and VR challenges where the winner was awarded with a Tamagotchi.
Create an immersive theme
To truly create a nostalgic atmosphere and trigger these emotional responses, create a multi-sensory environment and touch points inspired by a cultural touchpoint – maybe it’s Camp [Insert Brand Name] with branded marshmallows, or a retro games night.
Think about the experiences your target audiences have lived and love.
Celebrate brand milestones
The best nostalgic moments feel authentic and relevant to the brand. If you’ve got an anniversary or milestone coming up, it’s a great opportunity to celebrate your own brand history and take a walk down memory lane.
Need help designing an audience-driven event strategy? Reach out to us at hello@wearebroadsword.com
